Category: Mobile Marketing

UGC to Boost Engagement and Trust in Higher Education
Reading Time: 14 minutes

Student recruitment has never been more competitive, or more personal. The institutions standing out right now aren’t the ones shouting the loudest; they’re the ones showing the most truth. That’s where authenticity comes in.

Prospective students want to see real stories from real people, not polished marketing copy or staged photos. They want to hear from the student who filmed a late-night study session, the alum who just landed their first job, or the professor who shares genuine classroom moments. That’s the power of user-generated content (UGC). It turns your community into your most credible storytellers.

In this guide, we’ll look at what authentic content really means, why it works, how to build it into your strategy, and how to measure its impact. Along the way, you’ll see examples of schools already doing it well and learn simple ways to kickstart your own approach.

If your goal is to humanize your brand and connect with Gen Z on a deeper level, authenticity isn’t a trend. It’s the foundation. Let’s get into it.

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What Is User-Generated Content (UGC) in Higher Education Marketing

User-Generated Content (UGC) is any material created by people outside your marketing team: students, alumni, faculty, or even parents. It includes everything from TikToks and Instagram stories to blog posts, reviews, and testimonial videos. What makes UGC powerful is its honesty. It’s not scripted or staged; it’s content created by individuals sharing their own experiences. That authenticity lends it credibility that traditional marketing can’t replicate.

Authentic content, on the other hand, goes beyond UGC. It’s any content that feels real, relatable, and trustworthy, even if your institution produces it. A student-led vlog created by your admissions team, a behind-the-scenes video from orientation week, or an unfiltered faculty Q&A on LinkedIn can all count as authentic content. The goal is to showcase genuine stories without the hard sell.

Here’s the distinction: UGC is always created by your community, while authentic content can come from anyone, as long as it feels natural and transparent. The most effective education marketers use both. Inviting their audiences to create, while also producing school-made content that keeps the same raw, human touch. Together, they tell a believable story that draws students in and builds lasting trust.

What Is Authentic Storytelling in Higher Education Marketing?

Authenticity is the backbone of modern education marketing. Students trust people more than institutions, and they can spot inauthenticity instantly, especially Gen Z, who’ve grown up spotting inauthenticity from miles away. Research shows people are about 2.4× more likely to say UGC feels authentic than brand-created content. That difference matters: authentic stories make prospects stop scrolling, listen, and believe.

Authenticity also builds emotional connection. Gen Z and Millennials want to see themselves in your content, to think, “That could be me at that school.” A student-run TikTok showing dorm life or a grad’s blog about their first job after graduation brings that feeling to life. It’s no surprise that social is now a default research channel. The vast majority of students use social media to research colleges, and peer-created posts carry even more sway.

The impact extends to engagement. Across benchmarks, UGC often delivers meaningfully higher social engagement and can drive up to ~4× higher CTR in ads. And over time, that engagement builds trust: 81% of consumers trust UGC more than branded content. In a high-stakes decision like education, that trust can make all the difference.

Benefits of UGC in Campaigns

Incorporating user-generated content (UGC) into your marketing mix delivers tangible gains in both performance and perception. The first, and often most noticeable, benefit is higher engagement. According to industry data, social campaigns featuring UGC see up to 50% higher engagement, while ads with UGC achieve 4× higher click-through rates (CTR) than standard creative. The reason is simple: real photos and videos from students feel relatable. Prospects engage with them more readily than with polished brand assets. The August 2025 HEM webinar confirmed this pattern, showing that UGC consistently lifted social engagement by 50% and CTRs by a factor of four.

UGC also stretches your marketing budget. Instead of producing every asset in-house, you can tap into the creativity of your student community. UGC can reduce content production costs by shifting more creation to students and alumni, and in paid campaigns, CPC/CPL are often lower when UGC is used.

Beyond performance metrics, UGC builds credibility. It’s a living form of social proof, real students sharing their experiences in their own words. That authenticity creates trust and fosters community pride. When students and alumni contribute content, they become advocates, helping schools turn everyday stories into powerful recruitment tools that attract, engage, and convert.

Best Practices for Implementing UGC

Launching a user-generated content (UGC) initiative takes planning and structure. Here’s how to build a sustainable, effective framework that keeps authenticity at the heart of your strategy.
1. Make UGC a Core Content Pillar: Treat UGC as a foundational part of your marketing plan, not an add-on. Include it in your annual content calendar alongside official updates, blogs, and campaigns. Schools that do this well, like the University of Glasgow’s #TeamUofG campaign, consistently weave student voices into their newsletters, social feeds, and websites, making authenticity a constant thread, not a seasonal feature.
2. Align with Enrollment Cycles: Timing matters. Match UGC themes with where prospects are in the funnel. Early awareness? Share student life and orientation highlights. Decision season? Spotlight testimonials and day-in-the-life videos. Seasonal UGC enrollment marketing tactics, like winter study sessions or graduation snapshots, keep your school top of mind year-round.
3. Assign Ownership and Collaboration: Even though UGC is created externally, internal management is key. Assign a small cross-functional team, including marketing, admissions, and communications, to coordinate, moderate, and track results. Admissions can identify standout students to act as ambassadors, while marketing supports them with creative direction.
4. Guide Contributors Without Scripted Control: Students thrive with light structure. Provide a short framework—Hook → Introduction → Key Message → Call-to-Action. To help them share meaningful stories that align with your brand. Offer practical production tips: use natural light, steady shots, and clear audio. Authentic doesn’t mean low quality.
5. Protect Participants and Your Brand: Always secure written permission before reposting UGC, especially when featuring minors. Create clear content-use policies, moderate posts regularly, and track your branded hashtags with social listening tools. This ensures alignment with your school’s tone and values.
6. Prioritize Diversity and Inclusion: Feature a range of student perspectives, including international, mature, online, and graduate learners. Authentic storytelling thrives on variety. Prospects should be able to see themselves reflected in your content.
Examples of Real UGC Applications in School Marketing

To inspire your own strategy, let’s look at the many ways schools are using UGC and authentic storytelling to strengthen engagement and humanize their brands. Across the education sector, institutions are experimenting with creative formats that empower students, faculty, alumni, and even parents to share their real experiences.

Example: Syracuse University, Student Vlog on YouTube. A Syracuse student’s “Day in the Life” YouTube vlog offers an unscripted, immersive look into campus life: lectures, study sessions, and community activities. YouTube’s longer format allows for deeper storytelling and helps prospective students experience the campus virtually.

Syracuse University, Student Vlog on YouTube

Student “Day in the Life” Takeovers
One of the most effective UGC formats is the student takeover, where a student documents a typical day on campus through Instagram or TikTok. These videos often follow an unscripted, narrative flow, showing classes, dorm life, study sessions, and social activities from morning to night. Schools typically host these takeovers on official channels or promote student posts through hashtags. This format resonates because it offers an unfiltered look at campus life and helps prospective students picture themselves in that environment.

Example: Stanford University, UGC Nature Reel Stanford University curated a student-shot Instagram Reel featuring the aurora borealis over Pinnacles National Park. The video, captured entirely by a student, embodies the spirit of authentic storytelling, showing beauty, wonder, and student life through the lens of a real experience.

Stanford University: UGC Nature Reel

Behind-the-Scenes of Events
UGC thrives on authenticity, and few things feel more genuine than spontaneous moments from student events. Encouraging students to share behind-the-scenes perspectives from orientations, club fairs, or sports games helps outsiders experience the energy and community spirit that define your school. These candid glimpses make institutional content more approachable and emotionally engaging.

Faculty or Staff Takeovers and Reflections
Authentic content doesn’t have to come solely from students. Faculty and staff can also contribute by sharing casual reflections or quick videos about their daily work. A professor might record a short lab update, while an admissions officer could post a quick tour from a college fair. These snapshots add a human touch to your education marketing strategies by showing the passion, personality, and commitment that drive your institution.

Student-Run Q&As and AMAs
Interactive Q&A sessions, where current students answer prospective students’ questions live on Instagram or through social threads, are among the most effective UGC formats. This setup offers unfiltered, peer-to-peer insights that prospects trust. When real students respond in their own voices, it builds transparency and community, turning your social platforms into spaces for genuine connection.

Social Media Contests and Hashtag Campaigns
Encouraging students to create around shared prompts or themes is another great UGC driver. Campaigns like “Show your campus pride” or “Dorm room decor challenge” can generate dozens of authentic submissions in a short time. Just ensure clear rules and creator permissions (and parent consent for minors) so you can safely feature the best entries across your platforms. These initiatives not only supply fresh content but also boost engagement and school spirit.

Testimonials from Parents and Alumni
UGC isn’t limited to current students. Parents and alumni can offer powerful, credible perspectives through short testimonial videos or written stories. Sharing how a parent watched their child grow or how an alumnus found career success can feel more authentic than any scripted message, and often connects strongly with audiences considering your programs.

Example: Louisiana State University, Alumni-Submitted Carousel LSU showcased an alumna’s entrepreneurial journey through a carousel post featuring her photos and story. The alumni-submitted visuals celebrate post-graduation success while reinforcing a sense of lifelong belonging, transforming alumni into ambassadors for the LSU brand.

Louisiana State University Alumni Carousel

Fun Trends and Challenges
Participating in lighthearted social trends can also create strong UGC moments. Whether it’s a campus meme, a TikTok challenge, or a humorous group video, joining or amplifying these moments signals that your institution is lively, student-centered, and culturally aware. These pieces of content not only entertain but also reinforce your brand’s relatability and spirit.

Using Podcasts to Showcase Authenticity

Podcasts have become one of the most powerful tools for education marketers looking to connect with audiences through genuine, long-form storytelling. Unlike short-form social media content, podcasts allow room for nuance, emotion, and conversation, making them ideal for showcasing the real voices and experiences that define your school community. Whether you’re featuring students, faculty, or alumni, the format gives your audience something they crave: authenticity.

Set a Clear Purpose and Goals
Before launching a podcast, clarify its purpose.

What role will it play in your marketing strategy?

Is it meant to support recruitment by spotlighting programs and student experiences?

To engage current students through campus discussions?

To deepen alumni connections with nostalgia and advice?

Each episode can have a distinct focus, but your overall series should align with strategic objectives. Identify your audience: prospective students, parents, current students, or alumni, and craft episodes that meet their needs. A school emphasizing innovation might produce a series around student research and campus projects, while one focused on student life could highlight real stories about growth, belonging, and discovery.

Plan Your Content Strategy
Successful podcasts rely on structure and consistency. Choose a defined theme or niche rather than covering every topic under the sun. Themes like Student Voices: First-Year Journeys or Faculty Conversations: Research That Matters help listeners know what to expect. Pre-plan your first 8–10 episodes to maintain a steady release rhythm.

Aim for a predictable cadence (biweekly or monthly) so listeners know when to expect new episodes. Formats can vary: student interviews, faculty discussions, narrative storytelling, or on-site event recordings. Involving student co-hosts or interviewers adds natural authenticity and relatability, bridging the gap between your institution and prospective students.

Focus on Storytelling and Value
Every episode should deliver something meaningful. Encourage guests to share honest stories, not scripted talking points. A student might recount a defining academic challenge; a professor might discuss what inspires their teaching; an alum could describe their career journey post-graduation.

Let conversations unfold naturally; even small moments of humor or vulnerability can make an episode memorable. Strive to balance emotional connection and practical value, offering listeners insight, inspiration, or tangible takeaways.

Feature Diverse Voices
Authenticity thrives on diversity. Feature a wide range of speakers—students from different backgrounds, professors across disciplines, and staff who shape campus life behind the scenes. Mixing perspectives gives your audience a fuller, more human picture of your institution. Episodes could spotlight student-led initiatives, faculty research, or stories that reflect different aspects of campus life, from residence halls to community outreach.

Production and Promotion
Good audio quality matters. Use a reliable microphone, record in a quiet space, and lightly edit to maintain clarity while preserving natural conversation flow. Publish episodes consistently and promote them across channels, email newsletters, your website, and social media. Short audiograms or quote graphics can extend your podcast’s reach while reinforcing its authentic tone.

Example: Higher Ed Storytelling University Podcast. The Higher Ed Storytelling University podcast features marketers, educators, and students discussing authenticity, narrative strategy, and digital storytelling. This example illustrates how schools and industry experts are using long-form audio to humanize their messaging and reach broader audiences.

Higher Ed Storytelling University Podcast

Tools, Platforms, and Quick Wins for UGC

Building a successful user-generated content (UGC) strategy doesn’t require starting from scratch. With the right tools and a few well-planned quick wins, your institution can begin collecting and showcasing authentic stories almost immediately. Below are practical tools and easy-to-implement tactics that can help you get started.

UGC Creation and Curation Tools
- Canva: A go-to tool for both marketing teams and students. Canva makes it easy to design branded graphics, quote cards, and short visuals using preset templates. Students can create Instagram takeover intros, testimonial cards, or club event spotlights, all while staying on-brand thanks to shared school colors and fonts.
- CapCut: A free, mobile-friendly video editing app perfect for short-form social content. Encourage students to use it to trim clips, add subtitles, and polish their footage before submission. Subtitles, in particular, improve accessibility and help engagement since many viewers watch videos without sound.
- Later or Buffer: Social media scheduling platforms like these help teams plan and publish UGC consistently. For example, you can schedule weekly “Student Spotlight” features or testimonial series, keeping your feeds active with minimal daily effort.
- TINT or Tagboard: These UGC management tools collect content tagged with your campaign hashtags across multiple platforms into one dashboard. They also help you request permissions, filter submissions, and display curated UGC feeds on your website (such as a live “#CampusLife” wall on your admissions page).
Quick Wins to Kickstart UGC
1. Identify 3 Student Storytellers: Start small. Find three enthusiastic students, perhaps a club leader, athlete, or international student, and invite them to share their stories through takeovers, vlogs, or blog posts. Their content will serve as authentic examples and inspire others to participate.
2. Launch a Branded Hashtag: Create a memorable, campaign-specific hashtag like #[YourSchool]Life or #Future[YourMascot] and start promoting it immediately. Add it to your bios, marketing emails, and on-campus signage. Repost tagged content regularly to reward engagement and grow participation.
3. Pilot an Authentic Video Post: Experiment with one short, genuine video on Instagram or TikTok. Try a student Q&A, a “what I wish I knew” segment, or a move-in day recap. Compare engagement metrics with your usual posts. You’ll often find authentic, lightly produced clips outperform polished ads.
4. Amplify Existing UGC: Look for what’s already out there. Students are likely tagging your school in posts or videos. Engage with those by resharing or commenting, signaling that you value authentic voices.
5. Offer Student Club Consultations: Provide quick content workshops or audits for student groups. Helping them improve their storytelling or branding indirectly elevates the quality of UGC being created across campus.
Measuring the Impact of UGC

Just like any other marketing initiative, your user-generated content (UGC) strategy needs to be measured to prove its value and refine future campaigns. The impact of UGC goes beyond clicks and likes. It touches trust, community sentiment, and enrollment. That’s why it’s important to measure both quantitative and qualitative outcomes. Here’s how to assess what’s working and why.
1. Track Engagement and Reach
  Start with the fundamentals: likes, comments, shares, saves, and views. Compare these against your institution’s regular branded posts. UGC often performs better, signaling a stronger connection and authenticity. Also track reach and impressions—are your hashtags expanding visibility? If your student takeover generates thousands of views and dozens of replies, that’s evidence of increased awareness and interest at the top of the funnel.
2. Monitor Cost Efficiency
  If UGC is part of paid campaigns, track cost per click (CPC) and cost per lead (CPL). Ads using student-generated content tend to have higher click-through rates and lower costs because they appear more genuine. Run A/B tests: one glossy ad versus one featuring a real student photo. If the authentic ad drives more engagement at a lower cost, you’ve got clear ROI data to share with stakeholders.
3. Measure Conversions and ROI
  Track what happens after engagement. Did a UGC-driven post increase form submissions or event sign-ups? Ask applicants how they heard about your school. If they mention your social media or specific student stories, that’s qualitative proof of impact. You can also calculate Return on Ad Spend (ROAS) by comparing tuition value or lead generation to ad spend, or use proxy metrics like cost-per-application to show improved performance. Learn more in HEM’s social media playbook.
4. Gather Feedback from Students and Staff
  Numbers don’t tell the whole story. Collect feedback from your community through surveys or informal polls. Ask whether students feel represented in your content or whether prospective students found your UGC helpful. Anecdotal comments, like “Your Instagram takeovers made me want to apply,” are qualitative gold and demonstrate the emotional impact of authenticity.
5. Track Sentiment and Community Growth
  Pay attention to the tone of comments and discussions. Are people tagging friends or expressing excitement? Positive sentiment indicates your content resonates. Also, monitor the growth of branded hashtags and organic posts. If more students are tagging your school or sharing their own stories without prompting, your UGC strategy is inspiring real advocacy.
6. Build a UGC Dashboard
  Bring it all together with a simple dashboard that tracks UGC performance quarterly, engagement rates, CPC/CPL trends, sentiment highlights, and standout examples. This helps visualize the tangible outcomes of authenticity-driven marketing and makes it easier to communicate results to leadership.
Example: University of Tennessee, Knoxville
A University of Tennessee senior’s “Day in the Life” video exemplifies how authentic, student-produced content can outperform traditional marketing posts. The Reel’s organic engagement, thousands of views, and high interaction highlight the measurable impact of relatability on social media reach and engagement.

University of Tennessee, Knoxville: “Day in the Life” Reel

Embrace Authenticity with HEM’s Expertise

Authenticity in marketing is the foundation of meaningful connection. By weaving user-generated and authentic content into your strategy, your institution can foster trust, spark engagement, and inspire real relationships with students and families. Throughout this guide, we’ve explored how to define UGC, why it works, and how to implement it strategically through proven best practices and simple quick wins. The takeaway is clear: campaigns that feel real outperform those that feel rehearsed.

Of course, launching an authenticity-driven strategy takes more than good intentions. It demands planning, creativity, and a partner who understands how to balance storytelling with measurable results. That’s where Higher Education Marketing (HEM) comes in. Our team has helped colleges and universities around the world capture genuine student stories and transform them into powerful digital campaigns. Whether you’re planning a branded hashtag initiative, building a library of student video testimonials, or training student ambassadors and UGC programmes to create engaging social content, HEM can guide you every step of the way.

Authentic voices are your greatest marketing asset, and with HEM’s expertise, you can amplify them strategically. Reach out today for a free UGC strategy consultation and discover how genuine stories can drive real enrollment results. Let’s build trust, engagement, and community authentically.

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Frequently Asked Questions

Question: What Is User-Generated Content (UGC) in Higher Education Marketing

Answer: User-Generated Content (UGC) is any material created by people outside your marketing team: students, alumni, faculty, or even parents. It includes everything from TikToks and Instagram stories to blog posts, reviews, and testimonial videos.

Question: What Is Authentic Storytelling in Higher Education Marketing?

Answer: Authenticity is the backbone of modern education marketing. Students trust people more than institutions, and they can spot inauthenticity instantly, especially Gen Z, who’ve grown up spotting inauthenticity from miles away.
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October 22, 2025
WeChat vs. WhatsApp Advertising For Your School Audience
Reading Time: 11 minutes

For school administrators and marketers, the decision to integrate new communication tools is often met with the challenge of identifying which platform can better serve their specific needs. Regarding messaging apps, WeChat and WhatsApp are two powerful contenders that have proven effective for educational marketing, but which one is right for your school audience?

Both platforms offer distinct advantages, and understanding the nuances of each can help you decide which will deliver the most impact in your communication and marketing strategy. Let’s explore the key differences between WeChat vs. WhatsApp marketing, how each platform works, and which is best suited for various school audiences.

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Understanding WeChat

WeChat is widely known for its dominance in China. Why do people use WeChat? WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.

WeChat has become a critical hub for creating a complete digital ecosystem for schools looking to recruit international students from China or engage with Chinese-speaking communities. It can be thought of as Facebook, WhatsApp, PayPal, and LinkedIn all rolled into one.

Reach out to us for customized, enrollment-boosting digital marketing services.

WeChat’s Audience and Features

WeChat has a massive user base, with about 1.3 billion active users, most of whom are in China and other parts of Asia. If your school targets international students from China or aims to increase engagement with Chinese-speaking parents and alumni, WeChat offers an unparalleled platform to achieve this. With its unique ability to facilitate multi-channel communication, schools can create official accounts, push content, and even handle application processing directly through the app.

WeChat’s “Mini Programs” allow schools to build customized features like event registration systems, virtual tours, and interactive alumni networks. This level of customization allows schools to create tailored experiences for their Chinese audience that go far beyond what other platforms offer.

Another significant feature of WeChat is WeChat Pay, allowing students and parents to seamlessly handle tuition fees, donations, and event payments. For Chinese families, integrating WeChat Pay within the platform removes any friction in making payments, which can be a major selling point in their decision-making process.

In terms of content, WeChat Articles are a powerful tool for pushing long-form content directly to followers, keeping them updated on the latest news from your school. Whether it’s a blog about your curriculum or updates on on-campus events, WeChat Articles allow you to connect with your audience through in-app content distribution, creating an easy flow between information sharing and engagement.

Source: HEM

Marketing Opportunities on WeChat

For schools interested in targeted advertising, WeChat offers some incredibly detailed advertising opportunities. With WeChat Moments Ads, you can reach specific demographics and showcase your school’s brand through native-style ads that appear in a user’s feed, similar to Facebook’s sponsored posts. This form of advertising is especially effective for brand awareness and reaching prospective students.

WeChat also supports group marketing, where schools can create exclusive groups for prospective students or alumni. These groups can foster discussions, share news, and create a sense of community that strengthens engagement and boosts enrollment.

Source: RMIT University | WeChat

Example: WeChat Groups allow you to address up to 40 prospects at once, making them a valuable tool for sharing important news and updates, as RMIT University does here.

The significant advantage of WeChat is its complete ecosystem—it allows schools to build an end-to-end digital experience without requiring users to leave the app. Everything from content marketing to customer service and payments can happen within this one platform, making it a powerful choice for schools targeting Chinese-speaking communities.

Understanding WhatsApp: Streamlined Communication and Global Reach

While WeChat dominates in China, WhatsApp is the global king of messaging apps, with over 2 billion users worldwide. WhatsApp is particularly strong in Europe, Latin America, Africa, and Asia, offering schools a streamlined and simple way to engage with their audience across various countries. Its ease of use and widespread adoption make it a highly effective tool for schools aiming to communicate quickly and efficiently with diverse audiences.

WhatsApp’s Audience and Features

Why is WhatsApp useful in education? WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.

WhatsApp’s Business API allows schools to create official business profiles, enabling quick interactions with current and prospective students through text, voice messages, and video calls. This personal touch can be a considerable advantage, especially when engaging with younger audiences who prefer fast, mobile-friendly communication.

Unlike WeChat, WhatsApp’s functionality is more streamlined, focusing on core communication services such as text, voice, and video messaging. This makes it a great tool for schools that want to keep communication direct without the added complexity of an all-encompassing ecosystem.

WhatsApp also allows for group communication, where you can create student, faculty, or special interest groups that foster collaboration. Schools can leverage WhatsApp groups to send updates, event reminders and even provide quick support for administrative issues. It’s also widely used for parent-teacher communication, allowing teachers to quickly inform parents about their child’s progress or upcoming events.

Source: HEM

Marketing Opportunities on WhatsApp

WhatsApp may not have the comprehensive advertising ecosystem that WeChat offers, but it does excel in personalized engagement. For schools that rely heavily on maintaining personal connections with prospective students and families, WhatsApp offers a unique ability to build these relationships through its messaging features.

One highly effective approach is using WhatsApp for direct recruitment campaigns. Schools can reach out to prospective students, answer queries, and guide them through the application process all within the app. This personal touch can often be more effective than formal emails or less personal communication methods, especially when converting prospective students into enrollees.

Another significant advantage of WhatsApp is its support for status updates—a feature similar to Instagram Stories, where schools can post time-sensitive updates or content that will disappear after 24 hours. This allows schools to engage their audience with dynamic content reflecting real-time campus events or application deadlines.

WhatsApp is also owned by Meta (Facebook). For this reason, it offers seamless integration with Facebook, making it a powerful tool for educational marketers and administrators. This connection allows schools to leverage Facebook’s vast advertising network to directly reach prospective students, parents, and alumni on WhatsApp.

By integrating WhatsApp with Facebook’s ad campaigns, you can create targeted messaging that leads users straight into WhatsApp chats. This provides a convenient way for prospects to ask questions, receive guidance, and engage with admissions. This integration enhances lead generation efforts, enables personal interaction, and smooths the communication process, strengthening the overall impact of your school’s digital marketing strategy.

Additionally, WhatsApp’s integration with WhatsApp Web means that schools can easily manage communications via desktop, streamlining the process of answering student queries or sending mass updates to a group of contacts.

Source: Online School of Hotel Management | WhatsApp

Example: Here, the Online School of Hotel Management responds directly to a potential student who has reached out with a question. WhatsApp streamlines your school’s communication with students, guiding them down the admissions funnel in a personalized manner.

WeChat vs. WhatsApp: Which Platform Suits Your School?

What is the difference between WeChat and WhatsApp? In review, they serve different purposes and audiences. WeChat is a multifunctional app primarily used in China, offering a comprehensive ecosystem that includes messaging, social media, payments (WeChat Pay), and even mini-programs for custom features like event registration or virtual tours. It’s ideal for schools targeting Chinese-speaking students and parents, providing an all-in-one solution for communication and engagement.

On the other hand, WhatsApp is more streamlined, focusing on direct messaging, voice, and video calls. It has global appeal, especially in Latin America, Europe, and Africa. It’s perfect for schools that want to maintain personal, direct connections with students and families worldwide through simple, efficient communication. Choosing between WeChat and WhatsApp largely depends on your school’s audience and your communication goals. Here’s a deeper dive into how each platform aligns with specific audience types and regions.

If Your School is Targeting Chinese Students or Families

If your school focuses on recruiting students from China or engaging with Chinese alumni and parents, WeChat is, without a doubt, the best choice. WeChat’s cultural relevance within China makes it indispensable for schools looking to build long-term connections with this audience. Its ability to integrate payment systems, post long-form content, and offer an all-in-one solution for admissions, tuition, and engagement puts WeChat miles ahead regarding Chinese student recruitment.

In addition to the functional advantages, Chinese students and families will expect your school to be present on WeChat. It’s a platform that they trust and are familiar with, and being active on WeChat signals your school’s commitment to engaging with this audience in a culturally relevant way.

Source: Northampton Community College | WeChat

Example: This WeChat ad for Northampton Community College provides the institution’s Chinese name, the QR code leading to their landing page, account IDs for Weibo, Youku, and Zhihu, and a CTA. By following this structure, you can make your institution easily accessible to students and families in China.

If Your School is Targeting Global or Multicultural Audiences

WhatsApp is a far better choice for schools casting a wider net and needing to reach global audiences, particularly in regions like Latin America, Europe, Africa, and South Asia. Its universal appeal and ease of use make it ideal for communicating with students from diverse backgrounds. WhatsApp is especially useful for managing international recruitment efforts across multiple countries, as it’s a platform that students and families worldwide are likely already using.

In these regions, WhatsApp provides a more personal touch. Its focus on direct communication allows you to build meaningful connections with prospective students, making them feel valued and supported throughout the admissions process. WhatsApp is the right platform if your school prioritizes fast, personal interactions with a broader international audience.

If Your School Needs a Comprehensive Marketing Ecosystem

For schools ready to invest in a comprehensive marketing system to manage everything from social media engagement to payments, WeChat is the platform to choose. Its versatility allows schools to build custom mini-apps within the platform, offering a wholly branded experience for students and parents. WeChat’s ecosystem also allows for a more immersive marketing experience, making it an excellent choice for schools looking to create long-term engagement.

If Your School Prioritizes Simplicity and Personal Communication

On the other hand, if your school values simplicity and needs a platform that prioritizes direct, fast communication over elaborate marketing systems, WhatsApp is the better choice. It’s the platform for schools that want to keep communication simple, efficient, and highly personal. WhatsApp excels at building authentic relationships for student recruitment, parent communication, or handling alumni relations on a more personal level.

Source: WhatsApp

Source: McMaster University

Example: McMaster University shares a list of WhatsApp Channels for its students. McMaster shares casual, authentic, and personable content on its various channels, as pictured above.

Final Thoughts: Aligning Your School’s Needs with the Right Platform

Ultimately, the decision between WeChat and WhatsApp should come down to the specific needs of your school and the audience you’re trying to reach. If you focus on connecting with Chinese-speaking students and parents, WeChat provides an all-in-one marketing and communication solution that can’t be matched. However, WhatsApp is a strong contender if your school aims for global reach and personal, straightforward communication. Its simplicity, ease of use, and popularity worldwide make it a go-to platform for schools that want to maintain direct and personal connections with students, parents, and alumni across different countries.

Combining Both Platforms for Maximum Impact

It’s also worth considering that you don’t necessarily have to choose one. Many schools benefit from using both platforms to target specific audience segments. For instance, if your school is engaged in global recruitment but also targets Chinese students, you can use WhatsApp to maintain personal, direct relationships with your broader international audience while leveraging WeChat’s extensive ecosystem to cater to your Chinese audience.

Integrating WeChat and WhatsApp into your school’s communication and marketing strategy can tailor your approach to suit each audience’s preferences, delivering a more personalized and culturally relevant experience. Whether it’s the seamless payment options and immersive marketing experiences on WeChat or the personal, text-based interactions on WhatsApp, using both platforms strategically can maximize your reach and impact.

Action Steps for Implementing WeChat or WhatsApp for Your School

Once you’ve decided which platform (or platforms) fits your school’s audience, it’s time to take action. Here’s how you can get started:
1. Define Your Audience Segments: Start by identifying which segments of your audience would best respond to WeChat and which would benefit more from WhatsApp. To tailor your strategy, consider cultural preferences, regional habits, and communication styles.
2. Create Official Accounts: Whether you’re using WeChat or WhatsApp, setting up an official business account is crucial. For WeChat, this includes creating an official account to publish content, integrate payments, and offer customer service. For WhatsApp, create a business profile with key contact details and a direct line for inquiries.
3. Build Content for Engagement: On WeChat, use Mini Programs, Articles, and Moments Ads to create a holistic marketing ecosystem. For WhatsApp, focus on conversational marketing, using messaging to engage students directly and build trust through personalized communication.
4. Train Your Marketing Team: Ensure your team is well-versed in each platform’s features. WeChat’s ecosystem is more complex, so consider investing in training to maximize its potential. For WhatsApp, focus on conversational marketing strategies and direct engagement best practices.
5. Track and Optimize Performance: Both platforms provide analytics that can help you measure engagement and refine your approach. Use these insights to optimize your marketing campaigns and improve communication with your audience.
Conclusion: Choosing the Best Tool for Your School

When deciding between WeChat and WhatsApp, the key is to align the strengths of each platform with your school’s audience and communication goals. WeChat is ideal for reaching Chinese-speaking students and creating an immersive, all-in-one experience, while WhatsApp maintains direct, personal connections with a global audience.

By understanding the unique features of both platforms and strategically implementing them, your school can enhance its communication strategy, foster better relationships with students and parents, and ultimately drive more successful recruitment efforts. Whether you choose one platform or integrate both, the right tool will help you reach your school’s target audience more effectively, ensuring your message is heard loud and clear.

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FAQ

Why do people use WeChat?

WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.

Why is WhatsApp useful in education?

WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.
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December 4, 2024
Why Your School’s Instagram Page is Not Performing Well

Reading Time: 10 minutes

Instagram has become one of the most powerful tools for schools to connect with students, parents, and alumni. It’s a platform full of potential to show off your school’s culture, achievements, and community in a highly visual and engaging way. However, your school will have to contend with a variety of challenges to stand out from the crowd.

If you’ve noticed your school’s Instagram page isn’t getting the kind of engagement or attention you were hoping for, you’re not alone. Many schools face similar difficulties when it comes to building a large and engaged Instagram following. So, what could be going wrong? Let’s take a deep dive into ten key reasons why your school’s Instagram page might not be performing well and how you can turn things around.

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1. You’re Not Posting Consistently Enough

One of the most common reasons school Instagram pages fail to gain traction is inconsistent posting. When you’re not regularly sharing content, you risk losing your follower’s attention and missing engagement opportunities. Instagram’s algorithm favors active accounts, so if your school is posting sporadically or only during major events, you may struggle to stay visible in your audience’s feed.

The solution is simple but requires commitment: consistency. You need to create a posting schedule that ensures you’re sharing content at least a few times a week. Whether it’s showcasing student achievements, classroom activities, or campus events, your followers want to feel like they’re staying connected to the life of your school. By sticking to a reliable posting routine, you’ll increase your visibility and build a habit of engagement with your audience.

Does your school’s Instagram page need a boost? Reach out to learn about our social media marketing services.

2. Your Content Isn’t Engaging Enough

Have you been wondering “Why am I not getting likes on Instagram?” If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience. Are your posts inspiring comments, shares, or likes? Is your content inviting people to participate in discussions or take action? Too often, school Instagram pages fall into the trap of simply broadcasting information instead of engaging their audience.

To fix this, you must focus on creating engaging content that encourages conversation and interaction. Ask questions in captions, run polls in your Stories, or create fun challenges in which students and parents can participate.

Make your content relatable by featuring real people—students, teachers, and alumni—sharing their stories and experiences. By fostering a two-way conversation, your Instagram page can become a hub for your school community, rather than just a bulletin board of announcements.

Example: A great way to create engaging school Instagram posts is to follow trends and borrow ideas from one of the internet’s most engaging platforms: TikTok. Particularly as a school striving to attract Gen Z prospects, it’s essential to remember that there’s likely a significant crossover between Instagram and TikTok users who may be interested in attending your school. Here, King’s University College gets it right. They use a popular TikTok trend – a spoof on Gen-Z slang, in one of their Instagram posts to engage their audience. Based on the healthy number of likes and comments, this strategy seems to be working! Give it a try.

Source: King’s University College | Instagram

3. You’re Not Leveraging Instagram Stories and Reels

Instagram Stories and Reels are powerful tools to reach your audience creatively, but many schools underuse or ignore them altogether. If your school’s Instagram strategy relies solely on standard posts, you’re missing out on the more interactive and short-form content that Instagram is known for.

Stories and Reels not only provide a fun, behind-the-scenes look at your school, but they also have the potential to reach a wider audience due to Instagram’s algorithm, which prioritizes these features.

Start incorporating Stories and Reels into your strategy by showcasing day-in-the-life experiences of students, behind-the-scenes glimpses of school events, or quick educational tips from teachers.

Stories allow for casual, in-the-moment updates, while Reels offer the opportunity to create shareable, engaging videos that highlight the vibrancy of your school community. Use these features to diversify your content and engage your audience in new ways.

Example: Here, the University of Guelph posts an incredibly moving story in observance of World Mental Health Day. This timely story also showcases the school’s supportive and tight-knit community. When planning your Instagram story content, don’t forget to forge a connection with your audience in addition to sharing timely and valuable information.

Source: University of Guelph | Instagram

4. Your Captions Are Too Formal or Generic

While it’s tempting to keep things professional on your school’s Instagram page, overly formal or generic captions can come across as dull and uninviting. If you’re getting no likes on Instagram, it’s possible that you simply need to be more interesting.

You want your audience to feel a personal connection to your content, and that’s hard to achieve if your captions sound more like press releases than conversations. If you find your captions aren’t sparking engagement, it might be because they’re lacking personality.

The key to improving your captions is to make them more relatable and conversational. Speak to your audience as if you were having a face-to-face conversation with them. Show some personality—whether that means adding humor, warmth, or excitement, depending on the nature of the post.

Keep your captions concise but meaningful, and don’t hesitate to include a call-to-action that invites followers to respond, whether it’s by sharing their thoughts or tagging a friend.

Source: University of BC | Instagram

Example: This relatable caption reads: “Another scenario! Your prof asks you a question but you’re distracted. What are you going to do?” This caption is borrowed from the popular POV trend on TikTok which is likely widely known by Gen-Z university students and hopefuls. Captions like these are designed to be relatable, humorous, and resonate with your prospects’ sensibilities. When crafting an Instagram caption, think of what your audience has in their minds – What are their motivations? What are their pain points? What internet trends might appeal to them? Get creative!

5. You’re Not Using Hashtags Effectively

Hashtags are essential for expanding your reach on Instagram, but they’re often misused or overlooked. If you’re not using hashtags strategically, or if you’re using irrelevant or overly broad ones, your posts may never reach the intended audience.

Hashtags help categorize your content and make it discoverable to people interested in similar topics, but if you’re not thoughtful about how you use them, you could be missing out on a significant source of engagement.

The best way to optimize your hashtag usage is to research and use hashtags relevant to your school, community, and industry. Mix popular, trending hashtags with more niche or location-specific ones that your target audience is likely to search for.

For example, using tags like #schoollife or #education can help you reach a broader audience, while more specific hashtags like #YourCitySchool or #STEMAtYourSchool can connect you with a local or interest-driven audience. Don’t overdo it—stick to a mix of five to ten effective hashtags per post.

6. You’re Not Showcasing Student and Community Stories

At the heart of any school are the people who make it special—students, faculty, alumni, and community members. If your Instagram feed is focused on promotional content or school-wide updates, you’re missing the chance to tell the human stories that can build emotional connections with your followers.

Schools that fail to highlight personal stories and experiences often struggle to engage their audience on a deeper level. You can solve this by featuring student and community stories more prominently in your content strategy. Share student achievements, interviews with alumni, or profiles of staff members who are making a difference.

Consider starting a series where students take over the Instagram account for a day, giving your followers a first-hand look at what it’s like to be part of your school community. These personal, authentic stories draw people in and make your school’s Instagram page stand out.

Example: Here, The Clover School highlights a parent night that they recently held. When crafting your Instagram stories, remember to target different segments of your audience – Students, parents, alumni, and key stakeholders should be considered during the planning process. Here, The Clover School targets parents, highlighting the fact that parents regularly enjoy the opportunity to connect at events.

Source: The Clover School | Instagram

7. You’re Ignoring Analytics and Data

Many schools struggle with their Instagram performance simply because they’re not paying enough attention to the data. If you’re not regularly analyzing your Instagram Insights, you’re missing valuable information about what’s working and what’s not.

Without understanding your audience’s behavior, you can’t make informed decisions about the content to post, the best times to post, or how to optimize your engagement. To turn things around, you can start using Instagram’s built-in analytics tools to track key metrics like engagement rates, follower growth, and reach.

Pay attention to which posts are performing well and why. Is it the timing, the subject matter, or the format? Use this data to refine your strategy over time. If you notice that certain types of content resonate more with your audience, double down on those themes. If certain times of day get more engagement, adjust your posting schedule accordingly. Data-driven decisions will help you continually improve and keep your Instagram page performing at its best.

8. You’re Not Showcasing Diversity in Your Content

One reason your Instagram page might not be resonating with your audience is a lack of diverse representation in your posts. Today’s students and parents are looking for schools that celebrate diversity and inclusion, and your Instagram account should reflect that. If your feed showcases the same types of events, people, or perspectives, you may be unintentionally alienating parts of your community or future students.

To address this, make sure your content highlights the full spectrum of your school’s community. Feature stories from students with different backgrounds, cultures, and interests. Celebrate various events that showcase your school’s inclusivity, such as cultural fairs, diversity days, or guest speakers from a range of fields.

By presenting a more holistic view of your school’s community, you’ll create a space where everyone feels represented and valued. This not only strengthens your online presence but also shows potential students that your school is a place where they can truly belong.

Example: Here, the University of Western Ontario showcased its meaningful commitment to diversity. By uplifting the voices of their students attending the local Pride Parade, Western is celebrating the diversity within their community.

Source: University of Western Ontario | Instagram

9. You’re Focusing Too Much on Perfection

Instagram can feel like a platform where everything must look perfect, from flawless event photos to perfectly curated classrooms. However, an overly polished feed might be doing more harm than good. If your school is not getting Instagram likes, your posts may seem overly staged or lack authenticity, you may struggle to build meaningful connections with your audience. People are drawn to what feels real, and overly perfected content can come across as insincere.

The best way to solve this is by balancing your polished posts with more authentic, candid content. Let your audience see behind-the-scenes moments that aren’t perfectly scripted or planned—show the hustle of organizing an event or the genuine joy of students working on a group project.

Embrace imperfection by showcasing real-life moments, whether it’s students laughing between classes or teachers preparing for a lesson. Authenticity fosters trust and can dramatically boost engagement, as your followers will connect more with the human side of your school.

10. You’re Not Engaging With Your Audience

Even if you’re posting consistently and creating great content, you might still struggle to grow your Instagram presence if you’re not actively engaging with your audience. Instagram isn’t just about broadcasting—it’s a platform designed for interaction.

If you’re not responding to comments, liking posts from followers, or actively participating in discussions, you’re missing out on opportunities to build relationships with your community. To improve this, make engagement a core part of your Instagram strategy. Respond to comments on your posts, even if it’s just a simple thank-you or an emoji. Acknowledge students who share posts about your school by commenting or reposting them on your Stories.

By actively participating in conversations and showing appreciation for your audience, you’ll encourage more interaction and foster a sense of community. The more you engage with your followers, the more invested they’ll become in your school’s Instagram page—and your school overall.

Source: John Cabot University | Instagram

Example: Personalized responses such as the one pictured above are often enough to help build anticipation for prospects looking forward to the next step in their journey with you. Your responsiveness on Instagram also showcases your school’s desire to connect and assist. This is a selling point in and of itself.

If you’re not getting likes on Instagram, there’s no need to worry! Turning around the performance of your school’s Instagram page doesn’t require a complete overhaul, but it does require a thoughtful approach.

By identifying the areas where you may be falling short and implementing these practical solutions, you’ll be well on your way to creating an engaging, vibrant Instagram presence that truly reflects the spirit and energy of your school.

Whether it’s by posting consistently, creating more engaging content, or tapping into the power of Instagram Stories and Reels, there are plenty of ways to breathe new life into your school’s Instagram strategy. Remember, social media success doesn’t happen overnight, but with a bit of patience and persistence, you can turn things around and start seeing the results you’re aiming for.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

FAQ

Why am I not getting likes on Instagram?

If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience.

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November 13, 2024