2022 was a big year for social… and 2023 will be no different. But what do schools need to know about marketing on social media in 2023?  Join us for a briefing on the latest trends and developments in social media for school marketers and make 2023 the year where your social media efforts hit the mark.  This presentation explores how social transformed in 2022, what’s new across the growing array of social platforms, and what you need to know to create a winning social strategy in 2023.

1. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING
HIGHER-EDUCATION-MARKETING.COM
Social Media Trends
for Schools: 2023

2. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING
HIGHER-EDUCATION-MARKETING.COM
2

3. ➜ Use the Questions function for questions
➜ Use the chat for comments
➜ The sessions is being recorded. The slides and
recording will be sent to you within 24 hours.
A Little Housekeeping

4. Philippe Taza
CEO
Higher Education Marketing
Your Presenter

5. Agenda
1. The biggest trends of 2022
2. Why are users on social media in 2023?
3. 2023 trends on TikTok, Facebook, Instagram and
YouTube
4. Tips for succeeding with paid social

6. HIGHER-EDUCATION-MARKETING.COM
6
Social Media Trends
in 2023: Overview

7. Source: Hubspot 2023 Marketing Industry Report
Short-form video became the most
effective format for brand engagement
on social media
Video Content
While the web is still the #1 place to search,
users are starting to use social platforms like
Instagram and TikTok for search. Social is
no longer about connecting with friends and
family, it’s about discovering new things
Social = Search
89% of marketers plan to increase
their influencer budget in 2023
Influencers /
Creators Marketing
Biggest Trends in 2022

8. Have you ever worked with student
ambassadors/influencers for developing
content for your school?
Yes No Not sure
Poll #1

9. ➜ Single-topic vertical videos
➜ Quick, looping
➜ Served to a wide public audience.
➜ Users browse reels to discover new
creators.
➜ Remain on your feed.
Source: https://www.switcherstudio.com/blog/the-ultimate-guide-to-reels-and-stories
Source: TikTok Birmingham City University
7.2 Million views
July 19, 2022
Source: Instagram University of Sydney
314k views
November 10, 2022
Reels / TikToks / YouTube Shorts

10. ➜ Only served to a creator's followers.
➜ Format: Stories can have short videos,
like reels, but can also include things
like photos, links, hashtags, location,
stickers, quizzes and boomerangs.
■ Boomerang: Video loop that plays
forward and in reverse, again and
again
➜ Disappear after 24 hours.
Source: https://www.switcherstudio.com/blog/the-ultimate-guide-to-reels-and-stories
Stories
Source: Facebook Stories King’s College
London
Source:Instagram Stories: Birmingham City
University, University of Sydney

11. ➜ Multiple images in one post
➜ Slideshow of photos or videos
that people can swipe through
horizontally (usually left)
Carousel
Source: https://www.productsup.com/blog/why-carousels-beat-videos-social-media/
Source:Instagram: University of Virginia

12. Instant Form
➜ Form used in a lead ad to obtain
information from the people you
reach via your ads while
remaining on the platform.
➜ Facebook, Instagram, LinkedIn,
TikTok

13. HIGHER-EDUCATION-MARKETING.COM
13
Social Media Trends
in 2023 by Network

14. TikTok Will Become #1
➜ TikTok has released at least 7 features this year
directly inspired by other social media channels
(carousel, stories, search ads, Music, etc).
➜ Becoming a “super app” that combines local,
search, messaging, music and commerce.
Source: https://blog.hootsuite.com/social-media-trends/
Source: TikTok London Metropolitan University
2.1 Million views
October 6, 2022

15. Instagram Preferred App Among Gen Z
➜ Reels are still important for schools.
➜ Grew by 220 million users between
July and October 2022.
➜ Instagram is the preferred app among
16- to 24-year-olds (More than TikTok)
Source: https://blog.hootsuite.com/social-media-trends/
Source: Instagram Stanford University
615k views
April 9, 2022

16. Social SEO
Source: https://blog.hootsuite.com/social-media-trends/
➜ Younger users find social media
searches more relevant
■ 16-24 year olds use social media
more to learn about the brands
they want to buy from than search.

17. User-Generated Content 2023
“Any university can claim to be the
best, but in the end, people will believe
the students who study there.”
Source https://www.timeshighereducation.com/campus/amplify-authentic-student-voice-university-marketing

18. Branded Videos with a UCG Feel
Source: YouTube John Cabot University
2.2k views
September 16, 2022
➜ While not technically UGC videos,
Schools can create their own “day in the
life”-style videos featuring student
ambassadors and influencers.
➜ Have the same authentic and
personable feel as UGC videos, but are
better-produced, making them usable
across all channels.
■

19. Facebook Trends 2023
➜ More posts recommended by AI
■ More content from Pages and people
that we don’t follow will appear on our
Facebook feed.
Source: https://www.socialmediatoday.com/news/32-predictions-for-social-media-marketing-in-2023/635297/
https://www.socialchamp.io/blog/social-media-trends/
Source: Facebook Stories - University of
Brimingham
January 23, 2022
➜ Facebook Stories
■ Facebook Stories feature has been a
big success, but it will only get bigger
and better in the coming years.

20. Facebook Trends 2023
➜ Facebook videos will be more effective in 2023
■ In 2022, online videos made up more than
82% of all consumer internet traffic, which
is 15 times higher than in 2017
■ After all, 50% of time spent on Facebook is
now watching videos.
■ Despite the trend of short-form videos,
Facebook is focusing on attracting a wider
audience through long-form videos.
Source: https://www.socialmediatoday.com/news/32-predictions-for-social-media-marketing-in-2023/635297/
https://www.socialchamp.io/blog/social-media-trends/
Source: Facebook University of Sydney
1M views
May 13,, 2022

21. Instagram Trends
➜ Preference for Bite-Sized Content
■ Average attention span has
dropped from 12 to 8 seconds in
a matter of 15 years.
■ There is a clear preference for
short posts
• 15-second Stories and
Reels with video content
have twice the engagement
of regular photo posts.
Source: https://hotinsocialmedia.com/instagram-trends/
Source: Instagram
University of Toronto
82k views
July 6, 2022

22. Instagram Trends 2023
➜ User-Generated Content has grown a
lot on Instagram
Source: https://hotinsocialmedia.com/instagram-trends/
➜ The Need for Authentic Content
■ Unfiltered photos and posts with a
real story behind them have
become increasingly popular on
Instagram and will continue to be
popular throughout 2023.
Source: Instagram University of British
Columbia and Nick Jung
53k views
March 19, 2022

23. YouTube Trends 2023
➜ 1.7 billion unique monthly visitors
➜ 14.3 billion visits per month: more than
Facebook, Wikipedia, Amazon and
Instagram.
➜ World’s second-most visited website
➜ 694,000 hours of video are streamed
on YouTube each minute: More than
Netflix, where users stream only
452,000 hours of video per minute
Source: Hootsuite Global State of Digital 2022 report
Statista
Source: YouTube Falmouth University
277k views
Jun 20, 2022

24. YouTube Trends 2023
➜ Users spend almost 24 hours each month
on the YouTube mobile app
➜ YouTube Shorts receive 15 billion daily
views
➜ ⅓ of internet users have watched a tutorial
or how-to video this week
➜ 30% of internet users report watching at
least one video live stream weekly
Source: Hootsuite Global State of Digital 2022 report
YouTube
Source: YouTube Shorst University of Iowa
1,4k views
January 13, 2023

25. TikTok Trends 2023
➜ TikTok will prioritize local content
■ TikTok started testing “nearby” content.
This new feature will allow
organizations to create accounts and
share visible posts.
■ Think Google Maps!
https://www.socialchamp.io/blog/social-media-trends/#tiktok-trends

26. Have you used a social media platform to search for
content instead of or before Google?
Yes No Not sure
Poll #2

27. TikTok Before Google
Keyword search
TikTok Results

28. TikTok Before Google
➜ TikTok will prioritize local content
■ Using keyword-optimized
captions instead of hashtags
increased reach by 30% and
doubled engagement.
Source: https://blog.hootsuite.com/social-media-trends/
https://blog.hootsuite.com/tiktok-trends/
Source: Tiktok NicheSocial
1,4k views
August 2, 2022

29. TikTok Trends 2023
➜ TikTok Ads relevance keeps growing
■ TikTok Ads interest has grown
1,125% since 2020. (Google Trends)
■ Competitive cost
■ TikTok ads are more enjoyable than
ads on other platforms. (Kantar)
■ 21% of people said that TikTok ads
were more trendsetting than ads on
other platforms. (Kantar)
Source: https://blog.hootsuite.com/social-media-trends/
https://blog.hootsuite.com/tiktok-trends/

30. Spotify Trends 2023
https://megaphone.spotify.com/learn/2022-podcast-trends-report?utm_campaign=mkb&utm_medium=newsletter&utm_source=morning_brew
➜ Fastest-growing demographic is those aged 13-17.
➜ 49% increase since last year.
➜ Whereas Meta, Snap and Twitter all had a disappointing
2022, Spotify’s ad revenue was up 31% year over year to
£301m.
➜ Young people trust creators authentic creators:
➜ 58% of Gen Z trust content from individuals as much (or
more) than content from big news and media organisations
(Whaler)

31. HIGHER-EDUCATION-MARKETING.COM
Top Content Topics
for Schools

32. Source: University of Iowa
‘If I was’ Trend
53k views
September 27, 2022
Source: University of Ohio
‘If I was’ Trend
18k views
September 27, 2022
➜ “Trends”
■ Specific video types appear
periodically as trends
■ Time-bound
■ Express the personality of the school
■ Need to keep up with these trends
and post before users are onto the
next trend
2023 Top Content Ideas for Schools

33. ➜ Career info
■ Careers to explore
■ Career overview
■ A Day in the Life
■ Is X career for you?
■ Skills needed
■ Career tips
Source: TikTok Amazon Web Service’
1,2 M views
December 18, 2022
2023 Top Content Ideas for Schools

34. ➜ “A Day in the Life”
■ We are intrigued by the unknown
■ Showcase the campus, different
student experiences, services
etc.
Source: https://blog.hootsuite.com/social-media-trends/
https://blog.hootsuite.com/tiktok-trends/
Source: University of Melbourne
‘A day in the life of an Arts student’
40k views
August 27, 2022
2023 Top Content Ideas for Schools

35. ➜ Behind-the-scenes
■ “We love an inside scoop.”
■ Behind-the-scenes videos are ideal for
education and for making viewers feel
like they’re getting something exclusive
Source: https://blog.hootsuite.com/social-media-trends/
https://blog.hootsuite.com/tiktok-trends/
Source: TikTok University of Salford
December 21, 2022
2023 Top Content Ideas for Schools

36. ➜ Humor
■ “There’s a reason why TikTok is so
popular with the under-30 crowd:
the short videos and highly
scrollable nature of the app make it
perfect for humor…”
Source: https://blog.hootsuite.com/social-media-trends/
https://blog.hootsuite.com/tiktok-trends/
Source: TikTok University of Chichester
67k views
June 24, 2022
2023 Top Content Ideas for Schools

37. ➜ Showcase faculty
■ Deep dive into a subject
■ Research
■ Awards
Source: Instagram Stanford University
315k views
October 7, 2022
2023 Top Content Ideas for Schools

38. HIGHER-EDUCATION-MARKETING.COM
38
Social Ads Trends

39. ➜ Users need to adapt their campaign structure and
targeting to match the Facebook algorithm
Social Ads Trends
➜ Fewer campaigns leads to better results
▪ Group existing campaigns into fewer ones
gives Facebook more room to optimize and
automate (such as combining all similar
programs at a campus, all programs from a
faculty, etc.)
➜ Ad Campaigns should include videos to
drive more engagement

40. Social Ads Trends
➜ Maximize audience types
▪ Ensure all campaigns use custom audiences to
support interest prospecting.
Interest Audiences
Remarketing Audiences
Lookalike Audiences
➜ Cross channel “remarketing” (awareness)
▪ Users tend to visit multiple platforms when
searching for information.
▪ Ensure you have ads on different platforms.

41. Boosted Posts
➜ It’s harder to drive
organic engagement on
social.
➜ It’s a pay to play game =
boosted posts.
➜ Small investments can
pay dividends.

42. Boosting Posts on Facebook: Results

43. Facebook’s Automated Settings
➜ Automatic bids on Facebook are very
efficient
➜ Facebook prioritizes its automatic settings
over manual optimizing
➜ Include automatic bids, campaign level
budget, placements, and ad creative
➜ Setting your campaigns to have the most
automatic settings will save you time and
energy

44. Request a Free Digital Assessment
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See what you are
doing well and
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45. Request A Free Assessment
Scott Cross
Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Philippe Taza
CEO
514-312-3968 x 104
ptaza@higher-education-marketing.com

46. HIGHER-EDUCATION-MARKETING.COM
▪ Founded in 2008
▪ Located in Montreal
▪ Serve only educational institutions
(Universities, Colleges, K-12,
Community Colleges, Career Colleges,
Language Schools)
▪ Every digital marketing service available
to attract, nurture, and enroll
more students
▪ Serving more than 250 schools
worldwide
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