Tag: Potential

  • The potential of educational podcasts for commuter students

    The potential of educational podcasts for commuter students

    Engaging students in learning outside the classroom can often be a challenge, but podcasts might be a simple yet versatile tool we’re overlooking.

    As the number of commuting students rises across institutions, we recognise that students are time poor. There is, however, the potential of using travel time as an opportunity for students to work but also relax and many students use their commute time as an opportunity to prepare for teaching. Podcasting is one of the ways we can design our pedagogy to fit the busy lives of commuter students.

    Think about how you listen to podcasts, most likely while you’re doing other things like driving, cooking or walking. There’s a versatility to it.

    How many of the learning resources we offer allow students to learn on-the-go?

    Education on-the-go

    Most podcast listeners will tell you the convenience of audio-centric and on-the-go content is key to their success. BBC data suggests that about three in four podcast listeners do so while doing something else, so even podcasts that have a video option available need to be planned and created with an audio-only format in mind.

    Offering that versatility also comes at a cost. It’s important to recognise the fact that students might be on a busy bus, or looking for the timetable for their next train connection. We probably won’t have a student’s full attention, and that means that we need to carefully consider the kind of educational content that’s going to work in this format.

    Successful podcasts tend to be focused on experiential storytelling. They are usually fluid and conversational, so don’t be afraid to lean into that. Storytelling gives us emotional responses, helping students connect abstract ideas to real-world implications. A podcast will be much more successful if you give depth and meaning to something a student has already learned, rather than delivering the learning itself.

    Let’s take data analysis as an example. Instead of focusing on the technical process of analysing data, you could discuss stories of the impact of data bias or ethical dilemmas in data usage. Give your students food for thought rather than core learning, use it to turn the numbers into narrative and give a deeper meaning to your classroom content.

    It can also be a good idea to supplement your podcast with a short interactive activity, either online or at the start of your next learning session. Ask students to reflect on the podcast and their key takeaways from it. It can be a great starting point to encourage deeper learning.

    A how to guide

    Another core aspect of successful podcasts is authenticity. You don’t want your podcast to sound like a job interview. Natural conversations foster a sense of authenticity, which is key to keeping listeners engaged. A key part of this comes from the way you prepare for a podcast. Discussion points as opposed to questions allows both you and your guest to think more holistically about the topic and can make a huge difference when it comes to making the conversation flow authentically.

    We’ve found it’s best to give more flexibility and aim for shorter episodes. Splitting a conversation up into bitesize chunks gives students the option to listen to all episodes in one go, or a bit at a time. Starting with a few episodes, around 12-20 minutes each, will offer your students a lot more flexibility than a single 1-hour long podcast.

    Thankfully the technical and logistical aspects of recording podcasts have developed rapidly over the last few years and it’s very easy to get started. Advancements like text-to-speech editing and speech enhancement let you record fully online and get incredible results without any technical knowledge or high-end equipment. A lot of podcasting software now produces automatic text transcription supporting accessibility and allowing students to engage with the content in multiple formats.

    And by framing these resources as useful for students to “listen to on-the-go,” gives students permission to use and access resources in ways which work for them during their busy lives. It recognises commuter students and acknowledges busy student lives and gives them a new innovative way to engage with their studies.

    Getting started

    If you’re interested in giving it a go, here are some ideas to get you started.

    A conversation about a specific assessment: contact a student who did well on an assessment last year and ask if they would be happy to share their experiences. Students can get ideas and inspiration from how they have approached it, what worked well and what they would do differently.

    Interviews with industry experts is another way to frame a podcast. Working professionals don’t always have the time to travel to campus and prepare a lecture for your students. That might be different if they just had to join an online call for a natural conversation. Recording it as a podcast also gives you a reusable resource for future cohorts.

    Student Q&As where students can submit their own questions about a topic or assessment and discuss them in a podcast. This could be an idea to explore on your own, with another lecturer, or with professionals in the industry.

    It’s clear that using podcasts as a form of education comes with a lot of challenges, but it also offers a vast world of opportunities and flexibility for students. Where students face further challenges to engage and attend classes, it is worth considering how educational podcasts may be a mechanism so that resources work around busy and complex student lives. For commuting students, a great deal of time is spent on public transport and in maximising their time, providing resources that are engaging, useful and timely is a step in the right direction. And in designing resources specifically with commuter students in mind it recognises their experiences and allows them to engage authentically.

    And to make podcasts work for commuter students in an educational context we need to be realistic about the challenges students face and create content that works in a podcast format rather than shoehorning existing content into a new format. If we nail that, then podcasts could become a very useful tool for delivering educational content that fits around students and heightens engagement.

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  • Degree apprenticeship delivery needs strengthening to realise their potential

    Degree apprenticeship delivery needs strengthening to realise their potential

    Degree apprenticeships have, ten years from their introduction, stimulated innovative models of delivery and nurtured productive relationships between employers and education and training providers.

    Their rapid growth has, however, invited questions as to whether they are the right instrument for introducing young people to the workforce, or whether Apprenticeship Levy funding would be better spent elsewhere. To consider and evaluate degree apprenticeships, the Edge Foundation in collaboration with colleagues from the Universities of Bath, Huddersfield and Oxford, conducted nearly 100 interviews with large employers, SMEs, education and training providers, degree apprentices and policymakers.

    Our research confirmed degree apprenticeships represent a unique confluence of theoretical higher education and practical skills and promote both academic achievement and workplace competency. Our primary finding was, however, that there is considerable heterogeneity in delivery of these programmes. This flexibility is degree apprenticeships’ greatest asset; it simultaneously, however, increases their complexity.

    Aligning employer needs

    Our research found numerous examples of pragmatic, trusting partnerships between education and training providers and employers. As one education and training provider told us:

    I was able to bring my employer partners with me to the university […] So it’s been great to sit down and […] say “what is it that is missing?” […] And them saying “can you do this? Can you do that?” […] so I can truly say, from the heart, this is for the first time, we are truly, truly, employer-driven.

    However, it remains challenging to engage the full spectrum of employers. Employers engage in these initiatives primarily out of a concern for workforce development, striving to support employees’ professional growth while addressing existing or upcoming skills shortages. However, despite their significance in the UK economy, engagement with SMEs remains challenging.

    Trailblazers, for example, that design apprenticeship standards, have struggled to engage and represent the needs of SMEs. Resource-poor businesses like SMEs often struggle to realise an immediate return on investment for their input. The process is resource intensive, and even with employer and input from regulatory bodies and sector-specific organisations, there is tension in whether professional body requirements can keep pace with modern workplace practices.

    Diversity in delivery structures

    The delivery of degree apprenticeships varies widely even within the same sector, with different patterns of block study, virtual or face-to-face sessions, workplace experiences, placement rotations, and assessments. We heard from apprentices whose learning environment was entirely virtual, featuring asynchronous methods such as recorded lectures and digital resources, to fully in-person models with collaborative project work.

    Concerns about coordinating theoretical elements with workplace roles remain a high priority, with regular communication between employers and tutoring staff viewed as essential. Nonetheless, there is some evidence of excellent integration of learning with workplace practice and, as one education and training provider told us:

    we have huge amounts of anecdotal discussions from employers about the very real, not just skills and talent impact, but the business benefits that students are bringing.

    Positively, degree apprentices experienced learning outcomes and developed skills that surpassed typical undergraduate levels, and many apprentices and employers recognised they had significant advantages in employment for their present and future careers.

    Support systems for apprentices

    Employer mentors’ relationships with apprentices are varied, with providers offering different types of mentorship, from personal tutors to skills coaches. The coordination of tripartite reviews – involving apprentices, employers, and education and training providers – acts as a critical connection among all stakeholders. Apprentices also frequently reported they had formed important and supportive relationships with other apprentices, particularly those who were attached to large employers, where structured support networks were often in place – another area of divergence between the apprentices’ experiences of large and smaller employers. Nevertheless, despite apprentices with SMEs being less likely to have access to similar collegial groups of apprentices at similar career levels, they often praised their employers and team members for offering a supportive and nurturing environment for their development.

    Repeatedly throughout our evidence, stakeholders of all types stressed the importance of effective communication as key for helping learners to see the connections between their work and their academic study. But this could be highly resource intensive, and we found ETPs were not confident in the sustainability of their provision. Education and training providers report that much of their activity around degree apprenticeships is compliance-driven, often overwhelmed by complex auditing and reporting processes that intersect with internal monitoring mechanisms, requiring considerable additional resources, administrative structures and staff. These multiple bodies can sometimes measure quality in incompatible ways. These burdens were significant enough that some education and training providers questioned the feasibility of continuing to offer degree apprenticeships.

    The long-standing challenge of work-related learning, that features throughout vocational programmes, is ensuring the on- and off-the-job training work seamlessly together. Degree apprenticeships certainly exhibit instances of good practice here. But our research also highlighted the great deal of variability in delivery of degree apprenticeships. The linchpin of the quality of learning on a degree apprenticeship programme is directly related to the quality of collaboration between employers, education and training providers, and apprentices.

    Employers and education and training providers in particular should work together to share and implement best practice and ensure that the content of the taught elements and the apprentice’s learning on the job connect and relate to each other as regularly and deeply as possible. Likewise, allowing increased flexibility in the apprenticeship standards, as we have seen in places such as the Netherlands, would allow degree apprenticeships to keep better pace with the rapidly changing economy and workplace practices.

    Finally, we have learned that despite degree apprenticeships offering brilliant opportunities for people to both begin and develop their careers, their success rests on enough opportunities being available in the first place. This requires reducing barriers that hinder the engagement of education and training providers, employers and apprentices. Notably we have found the administrative burdens in relation to accountability on the part of education and training providers, and the management of DAs, as well as the ability to transfer levy funds, on the part of employers, are all persistent barriers to wider engagement.

    With degree apprenticeships coming under scrutiny following the government’s announcement to broaden the Apprenticeship Levy into a Growth and Skills Levy, articulating their strengths and identifying where challenges lie is key to securing their sustainability and ongoing success.

    You can read the full research findings from Degree apprenticeships in England here or sign up to attend the online launch event 10.00-11.30am UK time on Tuesday 28 January.

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  • TikTok Marketing in the Face of Potential Bans

    TikTok Marketing in the Face of Potential Bans

    If you’ve scrolled TikTok recently, you might have noticed that some of your favorite creators have started bringing up their other handles, encouraging you to follow them on different platforms. With the ban possibly becoming effective as early as January 2025, this trend is becoming increasingly popular. From micro-influencers to brand giants, creators are taking decisive action, urging their audiences to follow them on alternative platforms as a failsafe. These creators aren’t just reacting—they are leading the pack by ensuring that their followers stay connected, no matter what challenges lie ahead.

    As the calendar inches closer to January, the time to rethink and implement your digital strategy is now.

    For marketers who have leveraged TikTok’s platform to amplify their brands and connect with consumers in unprecedented ways, the looming possibility of bans or restrictions raises pressing questions about the sustainability of their marketing strategies. As we navigate this pivotal moment in digital marketing history, it’s crucial for marketers to assess the implications of potential TikTok bans and explore alternative strategies to adapt to an evolving landscape. 

    Understanding the Current Landscape

    In April 2024, President Biden signed the “Protecting Americans from Foreign Adversary Controlled Applications Act,” requiring TikTok’s parent company, ByteDance, to find a buyer within nine months or face a nationwide ban in The United States. The legislation, if enacted, would result in TikTok losing all market share in the U.S., effectively removing the app from the country’s digital landscape and preventing millions of American users from accessing its content.

    The ban stems from rising concerns over national security and data privacy, given ByteDance’s origins in China. American policymakers and critics of TikTok contend that the Chinese government could gain access to sensitive data and influence Americans on geopolitical issues, both posing significant concerns for American users’ privacy and national security. U.S. Lawmakers have cited these concerns by drawing attention to potential laws that could “allow the Chinese government to secretly demand data from Chinese companies and citizens for intelligence-gathering operations.”  Additional concerns include the app’s ability to fuel misinformation through TikTok’s content recommendations.  This isn’t the first time these fears have been highlighted, as President Trump attempted to ban the video-sharing app back in 2020.

    In May 2024, TikTok responded to President Biden’s proposed ban with a lawsuit, arguing that the bill violates Americans’ First Amendment rights. If the bill succeeds, the ban will remove TikTok from all app stores, effectively hindering the ability for the platform to garner new downloads and provide updates to active users, which would render TikTok obsolete over time.

    The ban on TikTok could significantly impact the way marketers manage their advertising. Currently, U.S. ad businesses on TikTok are anticipated to see $10.42 billion in ad revenues in 2024. Furthermore, forecasts anticipate that TikTok will “make up 12% of US social network ad spend and 3.4% of US digital ad spend in 2024.” TikTok’s potential ban underscores the critical need for marketers to stay informed and adaptable, given the platform’s sizeable relevance in the U.S. ad market.

    Building a Multi-Platform Ecosystem

    In an era of rapid digital evolution, building a multi-platform ecosystem is no longer just a strategy—it’s a necessity. The volatility of social media platforms is no secret. Given recent challenges with platforms like Twitter, now X, we’re well aware of the vast changes in the realm of social media. The potential TikTok ban further underscores the risk of relying too heavily on a single platform. For marketers, this means a single-threaded approach to video marketing is a vulnerability they cannot afford.

    One of the most effective ways to mitigate such vulnerability is to diversify. At EducationDynamics, we have long recommended a diversified approach when it comes to marketing at any point in the funnel. This strategy involves distributing your marketing efforts across multiple stages to achieve optimal stability and reach.

    Our target audience consumes media across multiple channels and mediums, and always has. New vendors will always appear in the mix to test and integrate into full funnel marketing plans, but it is never recommended to place all your eggs in one basket. We need to reach our audience multiple times across multiple platforms to have effective reach and frequency.

    Lora Polich, Senior Director of Awareness Media

    Building a robust brand presence beyond TikTok is crucial, and investing in owned media channels such as websites and email newsletters is essential for gaining the most long-term value. An optimized website serves as the hub for your institution’s brand, providing credibility and important information about your institution’s unique offerings.

    Similarly, email newsletters play an instrumental role in the student journey by fostering engagement and creating lasting relationships with both prospective and current students. Through personalized and consistent email communications, you will be able to keep your student audiences connected, engaged, and informed on the latest updates and offerings your institution has.

    Lastly, it is essential to monitor ongoing regulatory developments and adapt your strategies accordingly. The looming TikTok ban, and ever-changing social media landscape illustrate that shifts can occur at any time. Staying informed about these changes is crucial for being able to pivot your strategy and remain compliant with the latest regulations. By equipping yourself with the most current information, you can ensure that your marketing efforts stay relevant and that you can continue to effectively reach your audience.

    Evaluating Alternative Platforms 

    As the social media environment continues to shift, understanding where your target audience is most engaged becomes increasingly important. In EducationDynamics’ 2024 Online College Student Report, we surveyed students to ascertain their media consumption habits and platform preferences.  

    According to the report, most online college students reported using Facebook (75%), TikTok (74%), and Instagram (72%) daily. However, a significant portion reported daily use of Snapchat (66%), Twitter (56%), Discord (48%) and LinkedIn (44%).  

    While Facebook, TikTok, and Instagram dominated daily usage, online college students reported LinkedIn (42%) as the most helpful and trustworthy platform when researching schools. Reddit (33%), Facebook (32%), Twitter (28%), and Instagram (25%) followed in terms of usefulness for this purpose. Only 19% found TikTok helpful for school research. 

    Given the potential ban on TikTok, the most viable options for delivering video content are LinkedIn for its trustworthiness and strong daily usage, Facebook and Instagram for broader reach and informal engagement, and Facebook and Instagram Reels for further boosting informal engagement and brand building opportunities.  

    Understanding which platforms are best suited for specific types of content and engagement can help you maximize their potential and mitigate potential losses from a TikTok ban. Prioritizing LinkedIn for research, strategically utilizing Facebook and Instagram, as well as exploring the latter platforms’ reels features for informal engagement opportunities offers a balanced approach to reaching and engaging online students in a changing social media landscape.  

    Expanding Reach through Multi-Platform Video Marketing  

    The 2024 Online College Student Report also found that nearly all online college students (98%) consume content from one or more streaming services. Seventy-five percent of online college students stream media daily on YouTube, making it the platform with the largest usage and largest opportunity for schools to build brand awareness and consideration. This highlights the importance of a diverse marketing strategy with a full funnel approach comprised of multiple platforms that deliver personalized messaging tailored to prospective students’ place withing their enrollment journeys.  

    At EducationDynamics, we encourage video production that can be used across platforms, in a variety of dimensions, and highlights what makes the university unique, such as student testimonials and graduation. By capturing this ‘evergreen’ video, we can quickly shift focus in social media platforms when challenges (or exciting changes like new apps) like this arise

    Caryn Tate, Senior Manager of Digital Marketing 

    The rise in alternative platforms for video marketing offers marketers a flexible approach by enabling the use of the same video content across multiple channels. This adaptability ensures that marketers can maximize their reach across multiple audiences by tailoring their content to the unique preferences of each platform. Additionally, marketers can now repurpose video files across platforms without worrying about intrusive cropping or coverage by platform-specific icons, titles, or captions. This ‘safe zone’ within a video guarantees visibility on all platforms, reducing the stress of potentially losing valuable messaging.  

    Consider These TikTok Alternatives for Your Video Marketing Needs: 

    • Instagram Reels  
    • Facebook Reels
    • YouTube Shorts
    • Reddit
    • LinkedIn

    If the TikTok ban goes completely undownloadable, schools need to take away how TikTok changed the social media playing field. It changed how brands entertain while delivering information. Schools can see what content was successful for the platform and how they can develop other content for different platforms. TikTok also showed how quickly audiences can adapt to social media platforms, meaning it is essential to stay up to date with all social media adaptations and changes.

    John Michael Szczepaniak, Senior Social Media Strategist

    The landscape of higher education marketing, like all sectors in the digital realm, is marked by constant evolution. As both consumers and marketers, we understand the importance of safeguarding our data and audiences across platforms. The potential fate of TikTok serves as a reminder that new platforms will inevitably emerge, challenging the status quo and reshaping how we engage with audiences. Just as marketers have navigated through shifts in platforms in recent years, adaptability and proactivity remain paramount. The resilience of marketers throughout history underscores the industry’s ability to weather such storms. While legal challenges to platforms like TikTok may present hurdles, they are just one of many bumps in the road, and with each challenge comes an opportunity for innovation and growth. 

    With the uncertainty around platforms like TikTok, now is the perfect time to adopt a multi-platform approach designed for the entire student journey. Our experts can help you build a resilient, full-funnel marketing strategy that drives enrollment, regardless of future shifts. Reach out today to start the conversation.  

    FAQs About the TikTok Ban

    This FAQ section will be regularly updated to reflect the latest developments regarding the TikTok Ban. Check back for new insights and answers to frequently asked questions.  

    How did we get here? 

    TikTok’s undeniable popularity surged during the pandemic, with lockdowns driving a significant increase in users.  During this time, the app saw a staggering 45% increase in monthly active users from July 2020 to July 2022. According to data from the 2024 Online College Students Report, 74% of online college students who use social media visit TikTok daily. With over 1 billion monthly active users, TikTok quickly became a major player in social media, known for its ability to spark viral trends and innovative marketing opportunities. However, its future is now uncertain due to growing regulatory and geopolitical challenges. As these issues continue to unfold, TikTok’s position in social media has become increasingly uncertain. 

    What is the current status of the TikTok ban? 

    While a complete US TikTok ban isn’t in effect yet, the situation is evolving rapidly. Several states have banned TikTok on government devices, and there’s ongoing discussion at the federal level about potential security risks and data privacy concerns. 

    4 steps marketers can take to safeguard their brand in light of the TikTok ban.

    How might a TikTok ban affect my marketing efforts? 

    TikTok ban could significantly disrupt your marketing efforts if you rely heavily on the platform to reach prospective students. Losing access to your TikTok audience and content could mean losing valuable brand awareness, engagement, and lead generation opportunities. 

    Are there any contingency plans I should have in place? 

    Absolutely. Don’t wait for a ban to happen before you act. Here’s what you should be doing: 

    • Diversify your social media presence: Focus on building a strong presence on other platforms like Instagram Reels, YouTube Shorts, and even emerging platforms relevant to your target audience. 
    • Download and save your existing TikTok content: This way, you’ll have a library of assets you can potentially repurpose on other platforms if needed. 
    • Focus on building your owned channels: Prioritize growing your email list, website traffic, and content marketing efforts to reduce reliance on any single platform. 
    • Engage with your TikTok followers on other platforms: Encourage them to connect with you elsewhere to maintain that connection. 

    What are the potential alternatives to TikTok for marketing purposes? 

    • LinkedIn: Enables targeted outreach to prospective students during their decision-making process, capitalizing on the platform’s reputation for credible professional networking and industry insights. 
    • Facebook and Instagram: Offer powerful tools for amplifying brand awareness, cultivating vibrant online communities, and driving early-stage engagement through diverse content formats and a vast, active user base. 
    • YouTube Shorts: Provide access to YouTube’s massive audience, allowing institutions to connect with prospective students through engaging short-form video content while also leveraging the platform’s strength in longer-form video. 

    How can I stay updated on the latest developments regarding TikTok bans? 

    To stay updated, don’t hesitate to leverage your EDDY resources, as we are always here to help you with your marketing and enrollment journeys! In addition, we recommend following Social Media Today and HubSpot’s Blog as resources for staying aware of the latest industry updates.  

    Links to additional resources about the latest news about TikTok:

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