Higher Education: The BEST Industry for Social Media Engagement
By now, many higher ed marketers have experienced the value that a well-run social media profile can provide their institution and audiences. Some of these benefits include:
Enhanced Engagement: Build connections with students, alumni, and parents through interactive content.
Increased Visibility: Showcase campus life, programs, and achievements to prospective students.
Cost-Effective Marketing: Reach large, targeted audiences affordably compared to traditional media.
Community Building: Foster a sense of belonging through groups, live events, and forums.
Data Insights: Gain insights into audience behavior for more effective campaigns and student outreach.
For those not-yet-convinced, check out some of the findings included in Rival IQ’s 2024 Social Media Industry Benchmark Report. The report is free to download, but we’ve included the most relevant information for higher ed marketers in this post. This report covers organic social media activity only, not paid advertising.
Higher Ed enjoys some of the best social engagement of any industry
Rival IQ compared 14 industries and found that Higher Education ranked either first or second in terms of their average engagement per post.
Higher Ed vs. other industries by channel
Higher Ed is tied for the second-highest engagement rate per post on Facebook.
Colleges and universities shine on Instagram
While no one seems to get good, consistent engagement on X (the median engagement rate is below a third of one percent), Higher Ed claims the second-highest engagement rate by industry
Well well well. Look at Higher Ed, the belle of the ball!
A quick but noteworthy caveat: to create the sample population, Rival IQ chose 150 higher ed institutions at random who met the following criteria: Facebook fan counts between 25,000 and 1,000,000, and Instagram, TikTok, and Twitter followers of 5,000+.
How to take advantage of these findings
Based on Rival’s report, here are some helpful tips to improve your college or university’s social media performance:
Continue investing in video content like TikToks and Reels
On Instagram, carousels get the highest average engagement
Followers love posts hashtagged with campus activities like #OpeningWeek or #MoveInDay or #DayInTheLife.
Photos get the best engagement for Facebook college accounts
If you don’t have the resources to provide content on every channel, focus on those platforms that align with your audience preferences and provide you with the best engagement. The following chart may provide some guidance on where you may get the best social ROI:
Where does Higher Ed get the best return on social investment? 👆