Social Media Marketing for Universities: TikTok, Snapchat, and Meta Strategies That Work

Title: Social Media Marketing for Universities: TikTok, Snapchat, and Meta Strategies That Work

Social media is no longer optional for higher education marketing—it is essential. Platforms like TikTok, Snapchat, Instagram, and Facebook (Meta) have become primary channels where prospective students learn about colleges, experience campus life, and engage with brands that feel authentic and relatable. For universities aiming to increase applications, build awareness, and deepen engagement, mastering these social media platforms is critical.

This guide explores proven social media marketing strategies for universities, focusing on TikTok, Snapchat, and Meta. These channels—when used correctly—can drive measurable enrollment results, foster stronger student connections, and position institutions as modern, student-centric brands.

Why Social Media Marketing is Vital in Higher Education

1. Students Live on Social Platforms

• 95% of teens report using YouTube, TikTok, Instagram, or Snapchat daily (Pew Research, 2024).
• Gen Z trusts peer-driven content more than traditional advertising.
• Social media influences both student and parent college decisions.

2. Authenticity Wins

Students want real stories, not polished commercials. Social media allows universities to:

• Showcase current student experiences
• Provide behind-the-scenes campus views
• Host interactive Q&A sessions

3. Cost-Effective Lead Generation

Social platforms offer precise targeting and performance measurement, delivering low cost-per-lead (CPL) results compared to traditional media.

TikTok Marketing Strategies for Universities

Why TikTok?

• Over 70% of U.S. teens use TikTok.
• Average daily usage exceeds 90 minutes.
• Video-first content drives high engagement and shareability.

Effective TikTok Tactics:

1. Student-Generated Content: Empower ambassadors to create authentic videos showcasing:
   • Dorm tours
   • Day-in-the-life vlogs
   • Class projects or club activities
2. Hashtag Challenges: Launch university-branded challenges to drive organic participation.
   • Example: #MyCampusLife or #Future[UniversityMascot]
3. Paid TikTok Ads:
   • In-feed videos driving clicks to program pages
   • Spark Ads boosting high-performing organic content
4. Live Streaming Events:
   • Virtual campus tours
   • Faculty AMA (Ask Me Anything) sessions

TikTok Ad Example:

“Think your school spirit is strong? See what life’s like at [University Name]. Tap to watch our student takeover.”

CPL Benchmark: $75–$125 for higher ed campaigns.

Snapchat Marketing Strategies for Universities

Why Snapchat?

• 65% of 18–24-year-olds in the U.S. use Snapchat.
• Users open the app an average of 30 times per day.
• Ideal for real-time, intimate campus storytelling.

Snapchat Ad Tactics:

1. Snap Ads: Full-screen vertical videos promoting:
   • Virtual open houses
   • Campus life snippets
   • Application deadlines
2. Geo-Filters: Target users during:
   • College fairs
   • Campus tours
   • High school graduations
3. Collection Ads: Highlight multiple academic programs or scholarships in one ad.
4. AR Lenses: Create interactive branded experiences, driving engagement and shares.

Snapchat Ad Example:

“Join the next generation of leaders. Explore [University Name]—swipe up to start your journey.”

CPL Benchmark: $75–$100 for inquiries.

Meta (Facebook/Instagram) Strategies for Universities

Why Meta Still Matters:

• Facebook remains relevant for parent audiences.
• Instagram dominates 18–29 age demographics.
• Both platforms support advanced targeting and robust retargeting.

High-Impact Meta Tactics:

1. Carousel Ads: Showcase programs, student stories, and campus highlights.
2. Video Storytelling:
   • Short videos highlighting student success
   • Faculty introductions
   • Scholarship and financial aid explainer videos
3. Lookalike Audiences: Expand reach by targeting users similar to past applicants or website visitors.
4. Retargeting Campaigns:
   • Re-engage visitors who explored program pages but didn’t inquire
   • Serve deadline-driven ads to warm leads

Ad Copy Example:

“Your future is calling. Discover why [University Name] is the right fit. Apply now—deadlines are approaching.”

CPL Benchmark: $75 for undergraduate campaigns.

Combining Social Platforms for Full-Funnel Impact

Best Practices for Higher Ed Social Media Marketing

1. Prioritize Authenticity:
   • Avoid overly polished content.
   • Feature real students, faculty, and alumni.
2. Leverage Data for Optimization:
   • Monitor engagement rates, CTRs, and CPLs.
   • A/B test creative, audiences, and formats.
3. Align Campaigns with Enrollment Cycles:
   • Ramp up during application periods.
   • Use event-driven campaigns for campus visits and open houses.
4. Integrate with CRM and Marketing Automation:
   • Capture leads directly into your admissions funnel.
5. Compliance and Privacy:
   • Ensure ad campaigns adhere to platform guidelines and student data regulations (FERPA).

Future Trends in Social Media for Higher Ed

1. AI-Driven Content Personalization:
   • Deliver customized videos and ads based on user behavior and preferences.
2. Increased Investment in Influencer Marketing:
   • Collaborate with student creators to reach niche audiences authentically.
3. Social Commerce for Enrollment:
   • Integrate instant inquiry forms within ads, reducing friction.
4. Expansion of Video and AR Experiences:
   • More immersive storytelling formats as platforms evolve.

Conclusion: Social Media is a Non-Negotiable Driver of Enrollment Growth

For universities aiming to engage today’s prospective students and their parents, mastering TikTok, Snapchat, and Meta is no longer optional—it’s mission-critical. These platforms offer:

• Unmatched reach into Gen Z and millennial audiences
• Authentic storytelling opportunities
• Cost-effective lead generation and measurable ROI

Key Takeaways:

• Use TikTok and Snapchat for top-of-funnel brand awareness and engagement.
• Rely on Meta for mid- and bottom-funnel conversions and parent outreach.
• Align creative messaging with each platform’s strengths and audience behaviors.

For expert help crafting your social media strategy to grow applications and enrollment, contact Propellant Media—your digital marketing partner in higher education success.

Suggested Resources:

• Video: “Social Media Trends Shaping Higher Education Marketing”
• Webinar: “How to Build a Winning TikTok Strategy for Universities”
• Guide: “Facebook and Instagram Ads for Student Recruitment”