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Funding cuts. Raids near campuses. Exclusion from programs like Head Start and career training. For months, the Trump administration has been chipping away at the rights of students without legal status in public schools.
Could the administration take away those students’ right to free public school entirely? Experts say that may be the next step.
“People have worried about this for a couple decades, but this is different,” said Patricia Gándara, education professor and co-director of the Civil Rights Project at UCLA. “Right now we have to be extremely vigilant. These people will stop at nothing.”
A 1982 U.S. Supreme Court ruling, Plyler v. Doe, guarantees all students, regardless of immigration status, the right to a free public education in K-12 schools. But last year the conservative Heritage Foundation called for the Supreme Court to overturn the ruling and for states to charge tuition to immigrant families, even if their children are U.S. citizens. The rationale is that schools spend billions of dollars educating those students — money that instead should be spent on students who, along with their parents, are native-born U.S. citizens.
Project 2025, also published by the Heritage Foundation, echoes that vision.
Such a policy would have an outsized impact in California, where nearly half of the state’s children have at least one immigrant parent, according to the Public Policy Institute of California.
“This would have tremendous negative impacts,” said Megan Hopkins, chair of the education department at UC San Diego. “For starters, we’d have a less educated, less literate populace, which would affect the economy and nearly every other aspect of life in California.”
Tuition for noncitizens
Plyler v. Doe stemmed from a case in Texas in the early 1980s. The state had passed a law allowing schools to charge tuition to students who weren’t citizens. The Tyler Independent School District in Tyler, Texas, a small city about 100 miles southeast of Dallas, was among the districts that tried, triggering a lawsuit that eventually brought the case to the Supreme Court.
The Supreme Court ruled in favor of the plaintiffs, arguing that children who aren’t citizens are entitled to equal protection under the law. Still, the ruling was close — 5 to 4 — even though the court was more liberal than it is today.
Since then, the ruling has been mostly forgotten. But there have been occasional attempts to restrict immigrants in schools, in California and elsewhere. In 1994 California voters passed Proposition 187, which banned immigrants living illegally in the U.S. from receiving public benefits, including access to public schools. A federal court blocked it before it went into effect.
In 2011, Alabama passed a law requiring schools to collect students’ immigration status. That law was later blocked by a federal court. In 2022, Texas Gov. Greg Abbott said he’d favor revisiting Plyler v. Doe and that states should not have to pay to educate students without legal status.
Since the Heritage Foundation published its report, about a half-dozen states have attempted to pass laws that would allow schools to charge tuition to noncitizens. None passed last year, but advocates said they plan to keep trying.
Route to Supreme Court
They’re likely to have a sympathetic supporter in President Donald Trump, who’s so far followed many of the policies put forward by Project 2025. In the past few months, his administration has amped up immigration arrests and said it would no longer honor schools as safe havens from enforcement. It also cut (although later reinstated after states sued) funding for migrant students and barred students without legal status from Head Start, adult education and career and technical education.
The issue could land before the Supreme Court in at least two ways. A state could pass a law allowing public schools to charge tuition, leading to a lawsuit which could end up before the Supreme Court. Or Trump could issue an executive order that could also trigger a lawsuit.
Erwin Chemerinsky, dean of the UC Berkeley Law School, said some of Trump’s actions, such as barring children without legal status from Head Start, is already a violation of Plyler.
“There’s no doubt that the Trump administration has increased pressure on Plyler,” Chemerinsky said. “Certainly, what Trump is doing could lead to cases that would get to the Supreme Court. Could this court overturn Plyler? Of course they could. … all it would take is five justices wanting to overrule it.”
Even if it’s not overturned, the current policy shifts have had a chilling effect on schools and immigrant families, said Hopkins, at UC San Diego. School attendance has dropped in communities experiencing immigration crackdowns, which has caused academic repercussions for some students and widened the achievement gap between Latino students and other groups. A recent report by Policy Analysis for California Education found that Latino students and English learners fared worse in math and English in the wake of immigration arrests in their communities, and reported a significant increase in bullying at school.
Hopkins also said the policies aren’t especially effective. If the goal is to encourage immigrants to return to their home countries voluntarily, research has shown that doesn’t often happen. After Alabama passed its anti-immigrant law in 2011, many families simply moved to Mississippi.
‘Our biggest fear’
In Monterey County, the new policies have led to widespread fear and confusion among immigrant families, said Monterey County Office of Education Superintendent Deneen Guss. Attendance has dropped not only in schools, but at community events as well.
To support families, schools have been hosting “Know Your Rights” information nights (in-person and virtually), encouraged parents to submit child care plans to schools in case a parent is arrested, given out booklets in Spanish on how to help children experiencing anxiety, and provided a wide array of legal and other resources.
But when the Trump administration announced it was barring students without legal status from Head Start, “that gave me pause,” Guss said. “That made me think they really were going after Plyler. That’s our biggest fear.”
She worries about the impact that would have on families, as well as school staff who would suddenly be responsible for checking students’ citizenship paperwork. Currently, schools don’t ask for students’ immigration status.
“Educators’ jobs are hard enough,” Guss said. “Our job is to give children the best possible education. Don’t make us become immigration officers. It’s a position we do not want.”
She’s been urging parents, and the public, to stay informed and speak out. Regardless of whether the Supreme Court overturns Plyler, anti-immigrant policies are almost certain to continue, with devastating consequences for students.
“You can’t sit back and pretend everything is going to be OK,” Guss said. “People need to ensure their voices are heard. And we have to fight for our kids.”
As the first in my family to attend college, I felt a profound commitment to excel academically and gain admission to a top university. Growing up amid the hustle and bustle of Silicon Valley, I always envisioned a bright future ahead, with college at the forefront of my goals since elementary school.
At my Title I elementary and middle schools, student-to-teacher ratios were even higher than those listed online. There was a lack of classroom technology and resources like history textbooks. Our two middle school counselors each managed students by the hundreds, making it nearly impossible for them to keep track of individual academic progress and educational goals. Afterward, I attended a private high school, thanks to support from my family. Our caring teachers made the effort to get to know each student, and dedicated counselors advocated for me when it mattered most.
Yet when conversations about college came around, navigating the complex system was difficult. I had to chart my own path to success through independent research, often looking at data that was scattered and inconsistent. It hindered my ability to educate myself on college-going rates, costs, outcomes and employment prospects post-graduation.
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Limited resources available at many underserved schools across the nation make it a more challenging environment for students to get support and excel, thus limiting their true academic potential.
In my senior year of high school, after gaining newfound confidence while serving as a commissioner at-large in my county’s youth commission, I decided to try to challenge the status quo in higher education through the power of data and find a way to speak up for other first-generation students who find themselves interacting with systems not designed with their experiences in mind. My mentors at a regional food bank where I volunteered shaped me to lead with confidence and heart.
When I received my admission letter from the University of California, Berkeley, I felt deeply honored to earn a place at one of the world’s leading research and teaching institutions.
I am now an advisory board member of the recently formed California Cradle-to-Career Data System, the state’s longitudinal system that connects education and career outcomes data in one central place. I have learned firsthand that the resources available for students to gauge their potential postgraduate earnings often rely on self-submitted data or estimates, rather than on an accurate overview of college and career outcomes.
As part of this work, I am now helping my state’s leaders develop tools like the Student Pathways dashboard, which provides insights on the higher education options available to students after high school.
The tool provides information on a single website for everyone to access at any time. By streamlining access to this data, it allows students and the adults helping them to easily pinpoint which types of degrees or certifications are right for them, which may lead to employment opportunities where they live and which colleges or universities the students’ classmates are headed to.
Students need access that can help them map out their futures — whether they hope to attend college, earn a certificate or enter the workforce directly after high school. Using data in the pathways tool can clarify how others have navigated to and through college and hopefully help students chart their own paths.
As the youngest advisory board member, I have the opportunity to provide proposals and recommendations from a student’s perspective on how the system can engage with communities to make its data more accessible. Community engagement involves ensuring that Californians are aware of the data system, can understand and interpret the available data and have an opportunity to share their feedback.
I often think about how the countless hours I spent trying to find information to help guide my goals and decision-making were both a burden and barrier to attending college. I know firsthand how the power of data can help build a successful future.
Today, many first-generation and low-income college students do not have the opportunity to assess which pathways will yield the most fruit. I’m confident that with accessible facts and data for our decision-making, we can confidently forge the paths that will bring our dreams to life.
Mike Nguyen is a rising junior studying business administration and science, technology, and society at the Haas School of Business at the University of California, Berkeley. This piece was written in collaboration with Alexis Takagi, a basic needs coordinator at Santa Clara University. Both Nguyen and Takagi are advisory board members of the California Cradle-to-Career Data System.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Last August, Republican Rep. Gino Bulso looked out at a room filled with dozens of fellow state lawmakers as he touted new legislation he had just helped become a reality in Tennessee. Under the law, a fetal ultrasound or a video of a computer-animated fetus developing in the womb had become mandatory viewing for students in the state’s sex education classes.
Bulso was there at the request of the event’s host, anti-abortion advocacy nonprofit Live Action. The group had gathered legislators from across the country to provide them “with the policy information and persuasion strategies they need to end abortion,” according to its annual report.
Bulso’s panel, “The Agenda for Life in Schools and Beyond,” focused on how he had successfully shepherded his bill into becoming the second so-called fetal development education law in the country.
When lawmakers returned to their home states after the Live Action event, The Hechinger Report found, at least 10 of them sponsored bills similar to Bulso’s, in some cases proposing that students as young as third grade watch fetal development videos. Another legislator who introduced such a bill had sent his chief of staff and wife to the event. And the volume of legislation stemming from the gathering may be higher: Live Action keeps its list of attendees private, though many lawmakers posted about the event on social media or were featured in Live Action’s promotional materials.
Since 2023, when North Dakota became the first state to pass fetal development education legislation, anti-abortion lawmakers in more than 20 additional states have proposed such bills; 6 of those states, including Bulso’s, have passed them. As a result, this fall, nearly 4 million children will attend school in a state that requires them to watch a video or ultrasound of a fetus in the womb during sex education classes. And this year, legislators in four states tried to go even further: Their proposals would have required students to view depictions of abortions, including computer-animated videos.
After the fall of Roe v. Wade in 2022, public schools have become an increasingly important battleground in the fight over abortion rights. Even though 12 states now ban abortion in all circumstances, the number of procedures has increased nationwide since the Supreme Court’s decision to overturn Roe.Public support for abortion rights has also risen. Many anti-abortion advocates hope that getting their message in front of students can help them win the hearts and minds of young people and change these trends in the long run.
While critics, including medical professionals and some parents, say that the fetal development education materials being introduced to schools are manipulative and little more than propaganda, Live Action and other groups that produce them maintain they are medically accurate and unbiased. Experts in sex education and abortion policy say a related problem is the dearth of sex education in schools — students, on average, receive only about six hours during their high school years — that creates a vacuum for anti-abortion groups to move into.
“They’re attempting to reach children at an age where I would assume most haven’t been exposed to issues of an abortion,” says Alisa Von Hagel, a political science professor at University of Wisconsin-Superior who has studied the strategies of the anti-abortion movement. “They’re attempting to be the first to imprint this quote, unquote ‘knowledge’ or opinion about these issues.”
During a debate earlier this year in the Arkansas Senate, Republican Sen. Alan Clark referred to his state’s proposal as “one of the most important pro-life bills that’s ever come before us.” He also said, “It will shape the minds of kids from now on.”
The proposal would have required showing a video created by Live Action to students starting in sixth grade. In the video, titled “Meet Baby Olivia,” a narrator tells the viewer that life begins at conception and says the fetus, named Baby Olivia, begins playing and exploring as early as 11 weeks.
In an annual report, Live Action noted that its “Meet Baby Olivia” video caused a “37-point shift towards the pro-life perspective among viewers.” The organization also highlighted the impact its materials can have on kids, in particular, to help “instill a reverence for life as children at impressionable ages develop their world view.”
Tennessee state Rep. Gino Bulso sponsored the nation’s second fetal development education law. He credits the anti-abortion group Live Action with helping him get it passed. Credit: George Walker IV/AP Images
Both Bulso and Noah Brandt, Live Action’s vice president of communications, have said the only goals of Baby Olivia and fetal development education are to teach and inform students — but they also expected it to leave an impression. “It is intuitive that, after watching that, people would be less likely to support abortion on demand,” Brandt said.
Live Action’s work to connect with students is also part of playbooks for other anti-abortion organizations. Take Heartbeat International, for example, a group that supports clinics known as “crisis pregnancy centers,” which provide limited medical care and encourage people not to have abortions. Heartbeat also offers in-person and online training, including one program on how to “Change the Nation with Pro-life Education,” featuring specific tactics for working with public schools. One speaker at Heartbeat’s 2023 national conference described performing an ultrasound on a pregnant woman in front of public school students to “plant a seed of life.”
Before creating “Meet Baby Olivia,” Live Action was best known for anti-abortion campaigns and undercover stings against Planned Parenthood, and largely worked outside of policymaking. But as the organization has grown in recent years, it has begun to coordinate directly with legislators.
Live Action held its inaugural lawmaker summit in 2022, two months after Roe was overturned. The following spring, North Dakota passed a fetal development education law, the nation’s first.
Many proposed fetal development education bills mention the video “Meet Baby Olivia” by name. Critics say that the video is designed to manipulate the viewer’s emotions, while its creator, Live Action, says it is accurate. Credit: Live Action
By 2024, the summit had doubled in size to host 70 lawmakers at a four-star hotel in Chapel Hill, North Carolina. Lawmakers attended panel discussions titled “Saving Our Children and Helping Their Mothers” and “Communications and Persuasion: Winning the Messaging War.” Live Action also screened its abortion videos, including “Meet Baby Olivia.”
On his panel, Bulso walked through every step of creating Tennessee’s law, from filing the bill to committee deliberations to its eventual passage. He gave Live Action credit for providing him with resources to help make the case that “Meet Baby Olivia” was scientifically accurate.
Most of the proposed fetal development education bills don’t prescribe a specific video, but many suggest the Baby Olivia video. Two bills in Texas do mention alternatives: A 1983 film by PBS’s NOVA called “The Miracle of Life” and a video produced by the St. John Paul II Life Center, a crisis pregnancy center.
Said Brandt, it’s up to “lawmakers, school board members, teachers, that kind of thing, to try to make prudential judgments about, ‘Is the actual resource I’m using a good resource to accomplish the goal that I’ve been tasked to accomplish?’”
“Meet Baby Olivia” in particular, has been sharply criticized by medical experts since Live Action released the video in 2021. Many doctors have raised concerns about its language and portrayal of the timeline of fetal development. Parents and students in Fargo, North Dakota, used arguments such as these to convince the school district to use a different video to meet the state law.
“The Baby Olivia video is designed to manipulate students’ emotions rather than to share objective facts about embryonic and fetal development,” Nisha Verma, senior advisor of reproductive health policy and advocacy for the American College of Obstetricians and Gynecologists, said in a statement. “The video attempts to advance anti-abortion policies such as fetal personhood and uses non-scientific language about conception, pregnancy, embryos, and fetuses to evoke an emotional response.”
Live Action maintains the video is medically accurate — and has its own roster of anti-abortion doctors who endorse it, including a handful who collaborated with the organization on the video’s creation.
The approval of some medical professionals was part of the appeal of “Meet Baby Olivia” and another Live Action video series called “What Is Abortion?” for New Hampshire Rep. John Sellers, another Republican who attended the group’s lawmaker summit. The series shows a computer rendering of three different points in the pregnancy process.
Since 2023, getting fetal development education into public schools has been a priority for the anti-abortion group, Live Action. Credit: Live Action
In January, Sellers filed two bills to make Live Action’s videos required viewing for New Hampshire students — including college students in the case of “Meet Baby Olivia.” Both bills, however, faced opposition: Nearly 700 residents officially recorded their objection with the state or submitted testimony opposing the fetal development bill, and 1,080 registered their opposition to the abortion video legislation. By comparison, the number of residents who registered in favor was 23 and 30, respectively.
Many of those who submitted written testimony called the bill an attempt to indoctrinate students; Sellers maintained the legislation was nonpolitical. “We’re just trying to get the information out to the kids so they’re educated,” he said in an interview. “I don’t know how you indoctrinate somebody with the truth of the development of life … or the truth that these are the types of procedures of abortions. I can’t see that being indoctrination.”
Sellers said further that he hoped education could help people “make a better decision of, ‘Should I get an abortion or not?’”
Several people who opposed Sellers’ bills agreed that the videos contained some factual information and that topics such as fetal development and abortion could be useful to learn about in schools, but it was the presentation of the information — and that it came from an anti-abortion group — that worried them, they explained.
“My biggest concern is that it’s set up to come from a moralistic and fear-based place as opposed to a medical or wellness model,” said Stephanie Vazzano, a therapist who lives in New Hampshire who submitted written testimony opposing the abortion video bill. “They do have some facts. When you watch them you can be really seduced by those facts … but then these other things get slipped in.”
During the hearing for his bills, Sellers repeatedly said he was open to other abortion videos being shown but didn’t know of any. This lack of alternativeshas allowed Live Action to succeed in getting into schools so far, said Mary Ziegler, a law professor at University of California-Davis and author of several books on the history of abortion debates. “Part of what they’ve exposed is that there are gaps in the way we’ve done sex education,” she points out. “There’s truth in the sense that sex education programs across the board, including those favored by progressives, don’t have enough information about pregnancy, childbirth, abortion or fetal development.”
In many ways, Live Action’s efforts — as well as those of Heartbeat International and other organizations working to reach K-12 students — are a response to groups that run comprehensive sex education programs. Five states require comprehensive sex education, and individual districts in other states also provide it. These programs typically cover an array of topics including contraception, gender identity, consent, and options if one becomes pregnant. Planned Parenthood offers such a program to schools and has become the single-largest provider of sex ed nationwide.
“I’m sympathetic if someone says we wouldn’t want any organization that has any point of view creating any materials for our public school system,” Brandt of Live Action said. “But I would just say that’s not the reality that’s happening across the country. It’s tough to find curriculum that is from a group that no one would oppose.”
Even some anti-abortion Republicans have drawn a line at directly promoting the use of Live Action materials in public schools. Among them is Arkansas Sen. Breanne Davis, who led the opposition to a bill that specifically called for “Meet Baby Olivia” to be shown in schools. She raised concerns about requiring content from “a political advocacy group.” Davis said in an interview, “That’s just out of bounds for what we should be putting into law.”
At least 11 state legislators who attended Live Action’s Lawmaker Summit, including Arkansas Rep. Mary Bentley, introduced fetal development legislation during the 2025 legislative session. Credit: Facebook
In hearings, Arkansas representative and bill sponsor Mary Bentley argued it would be easier and better for school districts to be told which video to use rather than have to make that determination themselves. She remains staunchly in support of the Baby Olivia video: “I think it’s so good to help kids understand the process of fetal development,” she said. “I just assumed that it would get the support that we needed in the most pro-life state in the nation.”
Davis proposed a competing bill, one that would require the Arkansas department of education to adopt standards for age-appropriate fetal development education, including showing an ultrasound, in the future. No video would be required, but districts could still show one, such as “Meet Baby Olivia,” if they chose to.
In the end, Bentley’s bill died and Davis’s legislation was signed into law in April.
For Brandt, of Live Action, the law falls short of what he considers the “gold standard” of fetal development education, but “We’re happy that they passed some version of it,” he said. “That is definitely better than nothing, and maybe can even be improved upon in the future.”
Contact investigations editor Sarah Butrymowicz at [email protected] or on Signal: @sbutry.04.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Five years after the start of the pandemic, one of the most surprising ways that school has profoundly, and perhaps permanently, changed is that students aren’t showing up. Here are some insights from a May symposium at the American Enterprise Institute where scholars shared research on the problem of widespread absenteeism.
1. Chronic absenteeism has come down a lot from its peak in 2021-22, but it’s still 50 percent higher than it was before the pandemic.
Roughly speaking, the chronic absenteeism rate nearly doubled after the pandemic, from 15 percent of students in 2018-19 to a peak of almost 29 percent of students in 2021-22. This is the share of students who are missing at least 10 percent, or 18 or more days, of school a year. Chronic absenteeism has dropped by about 2 to 3 percentage points a year since then, but was still at 23.5 percent in 2023-24, according to the most recent AEI data.
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Chronic absenteeism is more than 50 percent higher than it used to be. There are about 48 million public school students, from kindergarten through 12th grade. Almost 1 in 4 of them, or 11 million students, are missing a lot of school.
2. High-income students and high achievers are also skipping school.
Absenteeism cuts across economic lines. Students from both low- and high-income families are often absent as are high-achieving students. Rates are the highest among students in low-income districts, where 30 percent of students are chronically absent, according to AEI data. But even in low-poverty districts, the chronic absenteeism rate has jumped more than 50 percent from about 10 percent of students to more than 15 percent of students. Similarly, more than 15 percent of students in the highest-achieving school districts (the top third) are chronically absent, up from 10 percent in pre-pandemic years.
“Chronic absenteeism affects disadvantaged students more often, but the rise in chronic absenteeism was an unfortunate tide where all boats rose,” said Nat Malkus, deputy director of education policy studies at AEI.
The data show strikingly large differences by race and ethnicity, with 36 percent of Black students, 33 percent of Hispanic students, 22 percent of white students, and 15 percent of Asian students chronically absent. But researchers said once they controlled for income, the racial differences were not so large. In other words, chronic absenteeism rates among Black and white students of the same income are not so disparate.
3. Moderate absenteeism is increasing.
Everyone is missing more school, not just students who are frequently absent. Jacob Kirksey, an associate professor of education policy at Texas Tech University, tracked 8 million students in three states (Texas, North Carolina and Virginia) from 2017 to 2023. Half had “very good” absentee rates under 4 percent in 2019. By 2023, only a third of students were still going to school as regularly. Two-thirds were not.
“A lot of students who used to miss no school are now missing a couple days,” said Ethan Hutt, an associate professor at the University of North Carolina at Chapel Hill, who noticed the same phenomenon in the North Carolina data that he studied. “That’s just become the norm.”
4. Many students say they skip because school is ‘boring.’
Researchers are interviewing students and families to try to understand why so many kids are skipping school.
Kevin Gee, a professor of education at the University of California, Davis, analyzed surveys of elementary, middle and high school students in Rhode Island from 2016 to 2024. He found that more students are reporting missing school for traditionally common reasons: not getting enough sleep and illness.
After the pandemic, parents are more likely to keep their kids home from school when they get sick, but that doesn’t explain why absenteeism is this high or why physically healthy kids are also missing so much school.
Gee found two notable post-pandemic differences among students in Rhode Island. Unfinished homework is less of a reason to skip school today than it used to be, while more elementary school students said they skipped school because “it’s boring.”
Researchers at the symposium debated what to do about school being boring. Some thought school lessons need to be more engaging for students who may have shorter attention spans. But others disagreed. “I think it’s OK for school to be boring,” said Liz Cohen, a research fellow at the Johns Hopkins Institute for Education Policy. “We need to adjust expectations that school should be as exciting as ‘Dora the Explorer’ all the time.”
5. Mental health issues contribute to absenteeism.
Morgan Polikoff, a professor of education at the University of Southern California, has also analyzed surveys and noticed a “strong connection” between mental health struggles and chronic absenteeism. It was unclear if the increase in mental illness was triggered or exacerbated by the pandemic, or if it reflects anxiety and depression issues that began before the pandemic.
He’s interviewing families and teenagers about why they’re absent, and he says he’s seeing high levels of “disengagement” and mental illness. Parents, he said, were often very concerned about their children’s mental health and well-being.
“Reading the transcripts of these parents and kids who are chronically absent is really difficult,” said Polikoff. “A lot of these kids have really severe traumas. Lots of very legitimate reasons for missing school. Really chronic disengagement. The school is not serving them well.”
6. Showing up has become optional.
Several researchers suggested that there have been profound cultural shifts about the importance of in-person anything. Seth Gershenson, an economist and associate professor of public affairs at American University, suggested that in-person school may seem optional to students in the same way that going to the office feels optional for adults.
“Social norms about in-person attendance have changed, whether it’s meeting with the doctor or whatever,” said Gershenson, pointing out that even his graduate students are more likely to skip his classes. “We’re going to be absent now for reasons that would not have caused us to be absent in the past.”
At the same time, technology has made it easier for students to skip school and make up the work. They can download assignments on Google Classroom or another app, and schedule a video meeting with a classmate or even their teacher to go over what they missed.
“It is easier to be absent from school and make up for it,” said USC’s Polikoff. In his interviews, 39 of the 40 families said it was “easy” to make up for being absent. “People like that everything is available online and convenient. And also, there is absolutely no question in my mind that doing that — which is well-intentioned — makes it much easier for people to be absent.”
The numbers back that up. Gershenson calculated that before the pandemic, skipping 10 days of school caused a student to lose the equivalent of a month’s worth of learning. Now, the learning loss from this amount of absenteeism is about 10 percent less; instead of losing a month of school, it’s like losing 90 percent of a month. Gershenson said that’s still big enough to matter.
And students haven’t felt the most severe consequence: failing. Indeed, even as absenteeism has surged, school grades and graduation rates have been rising. Many blame grade inflation and an effort to avoid a high school dropout epidemic.
7. Today’s absenteeism could mean labor force problems tomorrow.
Academic harm may not be the most significant consequence of today’s elevated levels of chronic absenteeism. Indeed, researchers calculated that returning to pre-pandemic levels of chronic absenteeism would erase only 7.5 percent of the nation’s pandemic learning losses. There are other more profound (and little understood) reasons for why students are so far behind.
More importantly, the experience of attending school regularly doesn’t just improve academic performance, researchers say. It also sets up good habits for the future. “Employers value regular attendance,” said Gershenson. He said employers he has talked to report having trouble finding reliable workers.
“There’s much more than test scores here,” Gershenson said. “This is a valuable personality trait. It’s part of a habit that gets formed early in school. And we’ve definitely lost some of that. And hopefully we can bring it back.”
Next week, I’ll be writing a follow-up column about how some schools are solving the absenteeism puzzle — at least with some students — and why the old pre-pandemic playbooks for reducing absenteeism aren’t working as well anymore.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Like their peers nationwide, students at Crawford County Middle School in southern Indiana struggled academically in the pandemic’s wake. Principal Tarra Carothers knew her students needed help to get back on track.
So two years ago, she decided to double instructional time for math and English. Students now spend two periods per day in these critical subjects. Carothers believes the change has been a success, and a key trend backs her up: Crawford’s ILEARN scores in English language arts increased by over 8 percentage points from 2024 to 2025.
But overall, Indiana middle schools are heading in the opposite direction when it comes to English. In fact, despite gains in math, middle schoolers are struggling more than students in other grade levels in English, state test scores show. Since 2021, ILEARN English proficiency rates in seventh and eighth grades have fallen, with the dip particularly pronounced for seventh graders. And while their scores are up slightly compared with four years ago, sixth graders’ performance fell over the past year.
Indiana has made significant and much-publicized investments in early literacy, relying heavily on the science of reading, as many states have in the last few years. But that instructional transformation has come too late for current middle schoolers. Meanwhile, ILEARN English scores for third and fourth graders have risen by relatively small levels since the pandemic, although this improvement has been uneven.
The Board of Education expressed specific concerns about middle schoolers’ performance at a July 16 meeting. “We’ve gotta pick it up and make sure all of our middle school kids are reading, provide those additional supports,” said Secretary of Education Katie Jenner.
Some middle school leaders say strategies they’ve used can turn things around. In addition to increasing instructional time for key subjects, they point to participation in a pilot that allows students to take ILEARN at several points over the school year, instead of just once in the spring. Educators say relying on these checkpoints can provide data-driven reflection and remediation for students that shows up in better test scores.
Middle school an ‘optimum time’ for students’ recovery
Katie Powell, director for middle level programs at the Association for Middle Level Education, said she often asks teachers if middle schoolers seem different since the pandemic and “heads nod,” she said. These post-pandemic middle schoolers are harder to motivate and engage, self-report more stress, and are less likely to take risks academically, Powell said.
When the pandemic hit, “they were young, at the age of school where they’re developing basic reading fluency and math fact fluency,” she said. Current eighth graders, for example, were in second grade when the pandemic shut down schools and many learned online for much of their third grade year. Third grade is when students are supposed to stop learning to read and start “reading to learn,” Powell said.
Powell noted that middle schoolers are in the stage of rapid development with the most changes for the brain and body outside of infancy.
“This is actually an optimum time to step in and step up for them,” she said. “It is not too late. But it’s critical that we pay attention to them now.”
Crawford County Middle School has nine periods every day, and students spend two periods each in both math and English. While many schools have some version of block scheduling, many have a model in which students only go to each class every other day. But at Crawford, students attend every class every day. Their version of block scheduling results in double the amount of instructional time in math and English.
To make this switch, sacrifices had to be made. Periods were shortened, resulting in less time for other subjects. Carothers worried that student scores in subjects like science and social studies would decrease. But the opposite occurred, she said. Sixth grade science scores increased, for example, even though students were spending less time in the science classroom, according to Carothers.
“If they have better math skills and better reading skills, then they’re gonna perform better in social studies and science,” she said.
Meanwhile, at Cannelton Jr. Sr. High School, on the state line with Kentucky, the first three periods of the day are 90 minutes, rather than the typical 45. Every student has English or math during these first three periods, allowing for double the normal class time.
Cannelton’s sixth through eighth grade English language arts ILEARN scores increased by nearly nine percentage points last year.
Schools use more data to track student performance
Cannelton Principal Brian Garrett believes his school’s reliance on data, and its new approach to getting it, is also part of their secret.
Students take benchmark assessments early, in the first two or three weeks of school, so that teachers can track their progress and find gaps in knowledge.
This year, the state is adopting that strategy for schools statewide. Rather than taking ILEARN once near the end of the year, students will take versions of the test three separate times, with a shortened final assessment in the spring. The state ran a pilot for ILEARN checkpoints last school year, with over 70% of Indiana schools taking part.
The Indiana Department of Education hopes checkpoints will make the data from the test more actionable and help families and teachers ensure a student is on track throughout the year.
Kim Davis, principal of Indian Creek Middle School in rural Trafalgar, said she believes ILEARN checkpoints, paired with reflection and targeted remediation efforts by teachers, “helped us inform instruction throughout the year instead of waiting until the end of the year to see did they actually master it according to the state test.”
The checkpoints identified what standards students were struggling with, allowing Indian Creek teachers to tailor their instruction. Students also benefitted from an added familiarity with the test; they could see how questions would be presented when it was time for the final assessment in the spring.
“It felt very pressure-free, but very informative for the teachers,” Davis said.
The type of data gathered matters too. In the past, Washington Township middle schools used an assessment called NWEA, taken multiple times throughout the year, to measure student learning, said Eastwood Middle School Principal James Tutin. While NWEA was a good metric for measuring growth, it didn’t align with Indiana state standards, so the scores didn’t necessarily match how a student would ultimately score on a test like ILEARN.
Last year, the district adopted ILEARN checkpoints instead, and used a service called Otis to collect weekly data.
It took approximately six minutes for students to answer a few questions during a class period with information that educators could then put into Otis. That data allowed teachers to target instruction during gaps between ILEARN checkpoints.
“Not only were they getting the practice through the checkpoints, but they were getting really targeted feedback at the daily and weekly level, to make sure that we’re not waiting until the checkpoint to know how our students are likely going to do,” Tutin said.
Both Davis and Tutin stressed that simply having students take the checkpoint ILEARN tests was not enough; it had to be paired with reflection and collaboration between teachers, pushing each other to ask the tough questions and evaluate their own teaching.
“We still have a fire in us to grow further, we’re not content with where we are,” Davis said. “But we’re headed in the right direction and that’s very exciting.”
This story was originally published by Chalkbeat. Chalkbeat is a nonprofit news site covering educational change in public schools. Sign up for their newsletters at ckbe.at/newsletters.
In 2025, schools are sitting on more data than ever before. Student records, attendance, health information, behavioral logs, and digital footprints generated by edtech tools have turned K-12 institutions into data-rich environments. As artificial intelligence becomes a central part of the learning experience, these data streams are being processed in increasingly complex ways. But with this complexity comes a critical question: Are schools doing enough to protect that data?
The answer, in many cases, is no.
The rise of shadow AI
According to CoSN’s May 2025State of EdTech District Leadership report, a significant portion of districts, specifically 43 percent, lack formal policies or guidance for AI use. While 80 percent of districts have generative AI initiatives underway, this policy gap is a major concern. At the same time,Common Sense Media’s Teens, Trust and Technology in the Age of AI highlights that many teens have been misled by fake content and struggle to discern truth from misinformation, underscoring the broad adoption and potential risks of generative AI.
This lack of visibility and control has led to the rise of what many experts call “shadow AI”: unapproved apps and browser extensions that process student inputs, store them indefinitely, or reuse them to train commercial models. These tools are often free, widely adopted, and nearly invisible to IT teams. Shadow AI expands the district’s digital footprint in ways that often escape policy enforcement, opening the door to data leakage and compliance violations. CoSN’s 2025 report specifically notes that “free tools that are downloaded in an ad hoc manner put district data at risk.”
Data protection: The first pillar under pressure
TheU.S. Department of Education’s AI Toolkit for Schools urges districts to treat student data with the same care as medical or financial records. However, many AI tools used in classrooms today are not inherently FERPA-compliant and do not always disclose where or how student data is stored. Teachers experimenting with AI-generated lesson plans or feedback may unknowingly input student work into platforms that retain or share that data. In the absence of vendor transparency, there is no way to verify how long data is stored, whether it is shared with third parties, or how it might be reused. FERPA requires that if third-party vendors handle student data on behalf of the institution, they must comply with FERPA. This includes ensuring data is not used for unintended purposes or retained for AI training.
Some tools, marketed as “free classroom assistants,” require login credentials tied to student emails or learning platforms. This creates additional risks if authentication mechanisms are not protected or monitored. Even widely-used generative tools may include language in their privacy policies allowing them to use uploaded content for system training or performance optimization.
Data processing and the consent gap
Generative AI models are trained on large datasets, and many free tools continue learning from user prompts. If a student pastes an essay or a teacher includes student identifiers in a prompt, that information could enter a commercial model’s training loop. This creates a scenario where data is being processed without explicit consent, potentially in violation of COPPA (Children’s Online Privacy Protection Act) and FERPA. While theFTC’s December 2023 update to the COPPA Rule did not codify school consent provisions, existing guidance still allows schools to consent to technology use on behalf of parents in educational contexts. However, the onus remains on schools to understand and manage these consent implications, especially with the rule’s new amendments becoming effective June 21, 2025, which strengthen protections and require separate parental consent for third-party disclosures for targeted advertising.
Moreover, many educators and students are unaware of what constitutes “personally identifiable information” (PII) in these contexts. A name combined with a school ID number, disability status, or even a writing sample could easily identify a student, especially in small districts. Without proper training, well-intentioned AI use can cross legal lines unknowingly.
Cybersecurity risks multiply
AI tools have also increased the attack surface of K-12 networks. According toThreatDown’s 2024 State of Ransomware in Education report, ransomware attacks on K-12 schools increased by 92 percent between 2022 and 2023, with 98 total attacks in 2023. This trend is projected to continue as cybercriminals use AI to create more targeted phishing campaigns and detect system vulnerabilities faster. AI-assisted attacks can mimic human language and tone, making them harder to detect. Some attackers now use large language models to craft personalized emails that appear to come from school administrators.
Many schools lack endpoint protection for student devices, and third-party integrations often bypass internal firewalls. Free AI browser extensions may collect keystrokes or enable unauthorized access to browser sessions. The more tools that are introduced without IT oversight, the harder it becomes to isolate and contain incidents when they occur. CoSN’s 2025 report indicates that 60 percent of edtech leaders are “very concerned about AI-enabled cyberattacks,” yet 61 percent still rely on general funds for cybersecurity efforts, not dedicated funding.
Building a responsible framework
To mitigate these risks, school leaders need to:
Audit tool usage using platforms likeLightspeed Digital Insight to identify AI tools being accessed without approval. Districts should maintain a living inventory of all digital tools. Lightspeed Digital Insight, for example, is vetted by 1EdTech for data privacy.
Develop and publish AI use policies that clarify acceptable practices, define data handling expectations, and outline consequences for misuse. Policies should distinguish between tools approved for instructional use and those requiring further evaluation.
Train educators and students to understand how AI tools collect and process data, how to interpret AI outputs critically, and how to avoid inputting sensitive information. AI literacy should be embedded in digital citizenship curricula, with resources available from organizations like Common Sense Media andaiEDU.
Vet all third-party apps through standards like the1EdTech TrustEd Apps program. Contracts should specify data deletion timelines and limit secondary data use. The TrustEd Apps program has vetted over 12,000 products, providing a valuable resource for districts.
Simulate phishing attacks and test breach response protocols regularly. Cybersecurity training should be required for staff, and recovery plans must be reviewed annually.
Trust starts with transparency
In the rush to embrace AI, schools must not lose sight of their responsibility to protect students’ data and privacy. Transparency with parents, clarity for educators, and secure digital infrastructure are not optional. They are the baseline for trust in the age of algorithmic learning.
AI can support personalized learning, but only if we put safety and privacy first. The time to act is now. Districts that move early to build policies, offer training, and coordinate oversight will be better prepared to lead AI adoption with confidence and care.
Rishi Raj Gera, Magic Edtech
Rishi Raj Gera is the Chief Solutions Officer at Magic Edtech. Rishi brings over two decades of experience in designing digital learning systems that sit at the intersection of accessibility, personalization, and emerging technology. His work is driven by a consistent focus on building educational systems that adapt to individual learner needs while maintaining ethical boundaries and equity in design. Rishi continues to advocate for learning environments that are as human-aware as they are data-smart, especially in a time when technology is shaping how students engage with knowledge and one another.
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The Trump administration moved quickly after taking office to open dozens of investigations into schools and universities nationwide. Most of those announced publicly mark a dramatic shift in priorities from previous administrations.
The Education Department and other agencies are looking into allegations of antisemitism and racial discrimination against white students at dozens of colleges. The agency also has begun investigating policies that protect transgender athletes and, in some cases, targeted entire state departments of education as part of that work.
Related: Become a lifelong learner. Subscribe to our free weekly newsletter featuring the most important stories in education.
Here’s a look at investigations the Trump administration has announced. This map and list will be updated. Know of an investigation we missed? Tell us: [email protected].
Although the majority of investigations that have been opened are in states considered to be liberal, almost every state in the country has at least one entity under scrutiny. And many institutions face more than one investigation.
To date, colleges and universities have received the most attention from the administration, with more than 60 targeted over alleged incidents of antisemitism and another 45 under scrutiny over their work with a program that aims to increase diversity among Ph.D. candidates. Most of the K-12 investigations involve transgender policies, including those about access to sports and locker rooms.
Contact investigations editor Sarah Butrymowicz at [email protected] or on Signal: @sbutry.04
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Agencies in at least 28 states and the District of Columbia have issued guidance on the use of artificial intelligence in K-12 schools.
More than half of the states have created school policies to define artificial intelligence, develop best practices for using AI systems and more, according to a report from AI for Education, an advocacy group that provides AI literacy training for educators.
Despite efforts by the Trump administration to loosen federal and state AI rules in hopes of boosting innovation, teachers and students need a lot of state-level guidance for navigating the fast-moving technology, said Amanda Bickerstaff, the CEO and co-founder of AI for Education.
“What most people think about when it comes to AI adoption in the schools is academic integrity,” she said. “One of the biggest concerns that we’ve seen — and one of the reasons why there’s been a push towards AI guidance, both at the district and state level — is to provide some safety guidelines around responsible use and to create opportunities for people to know what is appropriate.”
North Carolina, which last year became one of the first states to issue AI guidance for schools, set out to study and define generative artificial intelligence for potential uses in the classroom. The policy also includes resources for students and teachers interested in learning how to interact with AI models successfully.
In addition to classroom guidance, some states emphasize ethical considerations for certain AI models. Following Georgia’s initial framework in January, the state shared additional guidance in June outlining ethical principles educators should consider before adopting the technology.
In the absence of regulations at the federal level, states are filling a critical gap, said Maddy Dwyer, a policy analyst for the Equity in Civic Technology team at the Center for Democracy & Technology, a nonprofit working to advance civil rights in the digital age.
While most state AI guidance for schools focuses on the potential benefits, risks and need for human oversight, Dwyer wrote in a recent blog post that many of the frameworks are missing out on critical AI topics, such as community engagement and deepfakes, or manipulated photos and videos.
“I think that states being able to fill the gap that is currently there is a critical piece to making sure that the use of AI is serving kids and their needs, and enhancing their educational experiences rather than detracting from them,” she said.
Stateline is part of States Newsroom, a nonprofit news network supported by grants and a coalition of donors as a 501c(3) public charity. Stateline maintains editorial independence. Contact Editor Scott S. Greenberger for questions: [email protected].
How effective are Snapchat school campaigns? Snapchat may no longer be the “shiny new toy” in the social media landscape, but it continues to offer something few platforms can match: authentic, ephemeral connection with Gen Z. While platforms like TikTok, Instagram, and YouTube dominate the headlines, Snapchat remains deeply embedded in the daily lives of many teens and young adults, especially in North America, Europe, and parts of the Middle East.
For education marketers targeting younger demographics, Snapchat’s low-friction, high-engagement environment makes it a powerful, if often underutilized, channel. From personalized outreach and peer-led takeovers to geofilter-powered event promotion, Snapchat school digital marketing campaigns meet students on their terms with content that feels spontaneous, creative, and real.
This blog post explores how different types of institutions: business schools, language schools, career colleges, K–12 schools, and universities, can use Snapchat strategically to support their enrollment goals, community engagement, and brand building.
Why Snapchat Still Matters
Globally, Snapchat’s active user base tops 850 million. In key recruitment markets like North America, parts of Europe, and the Middle East, teens and young adults continue to use Snapchat as a daily communication hub. What makes it especially powerful for education marketing is the way it enables institutions to meet students where they are in their preferred format, tone, and space.
How does Snapchat college work? Snapchat’s college features, like School Communities, offer institutions a way to foster peer-to-peer engagement within a verified, digital campus environment. It strengthens school spirit, encourages student interaction, and creates new touchpoints for community-building in a format Gen Z prefers.
Snapchat offers unique features that make it a great tool for engaging students and supporting education marketing. Its main appeal is that content, like photos and 10-second videos, disappears after being viewed, which makes it feel immediate and personal, unlike traditional social media. Some key features include:
Stories: Stories allow users to string together multiple snaps (photos or videos) that are viewable for 24 hours. This feature helps schools showcase campus life, events, and student takeovers in a way that feels immediate and engaging. Schools can post regular updates, highlights of campus activities, and even have students take over the account for a day to give a personal perspective on student life.
Snapchat School Communities: In 2024, Snapchat introduced School Communities, which let students join private groups for their school. Members can view and contribute to shared Campus Stories visible only to classmates. These communities help students connect with peers in a secure, school-specific space, making it easier to share experiences, participate in group chats, and discuss common interests. Snapchat verifies members using their official school email addresses and gives them a special badge on their profiles.
Geofilters and AR Lenses: Geofilters are custom-designed overlays available to users in a specific location. Schools use geofilters for events like campus tours, admitted student days, or graduations, turning these moments into shareable, branded experiences. Augmented reality (AR) lenses, which add fun virtual elements to photos, can also be used to promote school spirit and engagement. User-Generated Content (UGC): Snapchat thrives on content created by its users. Schools encourage UGC through activities like account takeovers, contests, and Q&As. These features allow students to contribute their own content, giving a more authentic, behind-the-scenes view of campus life.
Example: NYU (Snapchat username: nyuniversity) has leveraged Snapchat’s geofilter feature to welcome and engage prospective students. In 2016, NYU introduced a custom Snapchat geofilter for its Admitted Students Day event, even running a student design contest to create the filter. The winning filter gave visiting admits a fun way to announce their presence at NYU on Snapchat. NYU’s official news release also encouraged the community to “Add us on Snapchat” for behind-the-scenes campus glimpses and student takeovers.
Snapchat Ads and Discover: In addition to organic content, Snapchat offers a robust ads platform and a Discover media section. While Discover is mostly for professional media partners, schools can utilize Snapchat Ads Manager to run targeted ad campaigns for recruitment. From short video ads to swipe-up web forms, Snap ads can reach users by age, location, interests, and more, crucial for enrollment marketing.
What does putting your school on Snapchat do? Listing your institution on Snapchat enables a digital community where students connect, share, and engage under your brand. While not managed by the school, this community becomes a valuable extension of campus life and student culture.
How does Snapchat verify your school? Snapchat confirms membership by requiring students to use their institutional email address for verification. This automated system ensures only enrolled individuals access the community, minimizing moderation needs while maintaining student privacy and authenticity.
With expertise in education marketing, agencies like HEM help schools navigate these ad tools as part of an integrated digital marketing strategy, ensuring Snapchat campaigns align with enrollment goals and complement efforts on other platforms.
To learn more about crafting cross-platform campaigns, see HEM’s digital marketing services specifically for education organizations, which cover social media, paid ads, content, and more.
With this foundation, let’s examine how various types of educational institutions are using Snapchat in practice, from the tech-savvy prep school to the global MBA program.
K–12 Schools: Building School Spirit With Caution and Creativity
K–12 schools, particularly high schools, face a unique challenge when it comes to Snapchat. While teens are highly active on the platform, schools must balance the need for engagement with a duty of care, especially considering their minor student populations. Despite these concerns, some schools have found creative ways to use Snapchat to build school spirit, communicate with students, and engage parents and alumni, all while ensuring privacy and safety.
One common use of Snapchat in schools is to share quick glimpses of campus life and events, offering a more personal and immediate connection than traditional communications like newsletters.
Schools also leverage Snapchat’s geofilters for major events like prom, graduation, or sports games, encouraging students to use school-branded filters. These geofilters, often featuring the school name or mascot, help increase visibility and pride as students share their celebratory moments with their networks.
Example: At Lincoln School in Costa Rica, a student designed an official Snapchat geofilter for the campus, enabling students to overlay a custom school graphic on their snaps. Geofilters like this rally school spirit during events and make it easy for students to share branded moments from school.
While Snapchat offers numerous opportunities for engagement, schools must exercise caution. Privacy concerns are paramount, and schools typically avoid following students back on the platform. They also direct more serious inquiries to email or in-person discussions.
Ultimately, Snapchat can be a powerful tool for K–12 schools when used thoughtfully with clear goals, safety protocols, and creative student involvement. However, schools should evaluate their resources and decide if the platform aligns with their communication strategy.
For those who are unsure about how to get started, education marketing consultants HEM can offer guidance to help schools develop effective, safe social media strategies.
Language Schools: Capturing Culture, Fun, and Learning in Real Time
Language schools, including ESL institutes, immersion camps, and university pathway programs, serve a naturally youthful audience: students who are eager to share their cultural and educational experiences. For this reason, Snapchat is a fitting addition to their marketing strategy. With over 38% of Snapchat’s users aged 18 to 24, it offers a great opportunity to reach teen learners who are already on the platform.
Snapchat’s popularity among this age group makes it ideal for language schools looking to connect with students where they spend their time. While platforms like Facebook may be better suited for reaching parents, Snapchat helps schools tap into the social, youthful energy of their student base.
Language schools use Snapchat in several ways to engage their audience. One key strategy is showcasing student life and local culture in real-time. By giving students control of the school’s Snapchat account, schools allow them to share their experiences, from excursions to daily activities.
Example: CEA ran a campaign called “10 Stages of Study Abroad,” where students shared their personal journeys through Snapchat, from arrival to cultural experiences. This user-generated content, filled with emojis and candid moments, felt real and approachable, making it an ideal way to engage teens considering studying abroad.
Additionally, language schools use Snapchat for quick-hit teaching and engagement. Posting a “word of the day” with a fun illustration or running mini-quizzes encourages interaction and reinforces learning. These spontaneous, playful posts not only engage current students but also expand reach as followers share and respond.
Finally, Snapchat can be used for international recruitment, particularly in regions where the platform is popular. Snapchat school campaigns can target specific countries where teens are heavy Snapchat users and run geo-targeted ads to promote their programs.
While Snapchat offers valuable engagement opportunities, not every language school may have the resources to manage it. If maintaining a regular presence is challenging, schools may choose to focus on other platforms like Instagram or YouTube.
However, if Snapchat aligns with your target demographic and storytelling style, it can be a powerful tool in your marketing mix, provided you post consistently and keep the tone light and authentic. Language learning is filled with fun and cultural moments, making Snapchat’s informal style the perfect vehicle for sharing these experiences.
Colleges: Bringing Practical Learning to Life
Colleges, ranging from community colleges to vocational institutes, serve a diverse audience, from recent high school grads to working adults seeking new skills. To connect with these students, platforms like Snapchat offer a unique opportunity.
Although adoption has been slow, career colleges that have embraced Snapchat report high engagement and significant benefits. Snapchat allows these institutions to showcase hands-on learning experiences and workforce outcomes in a way that feels authentic and immediate, which resonates with prospective students, particularly those focused on practical skills and career outcomes.
One major way career colleges leverage Snapchat is by giving students the platform to share real-time glimpses of their training. For instance, technical institutes may use Snapchat Stories to offer behind-the-scenes looks into workshops or classrooms. This content provides a dynamic, visually engaging alternative to traditional brochures, showcasing students’ day-to-day experiences in fields like auto mechanics or culinary arts.
Example: Owens Community College empowers student content producers to share everything from welding sparks to nursing students practicing IVs. This hands-on, visual storytelling appeals directly to prospective enrollees, giving them a taste of life in their chosen field.
In addition to showcasing student life, career colleges use Snapchat to bring workforce outcomes to life. Through alumni takeovers, schools can give prospective students a “day in the life” of a graduate, showing how their programs led to real career success. This adds a personal, relatable touch that resonates more than statistics alone.
Snapchat’s advertising tools also play a pivotal role in recruitment. Career colleges can use Snapchat Ads to target specific age groups or demographics, promoting relevant programs or seasonal events. For example, a cosmetology school could run an ad campaign targeting local teens to promote an open house, encouraging immediate sign-ups through Snapchat’s lead-gen feature.
While Snapchat offers clear benefits, career colleges must be cautious about the content they share, especially when dealing with sensitive or confidential aspects of certain programs. Social media policies must be in place to protect privacy and ensure safety protocols are not compromised. Additionally, moderation is crucial to maintain professionalism, particularly when engaging with prospective students via interactive features like Q&As.
Despite these considerations, career colleges that embrace Snapchat can build a modern, relatable brand, connect with a younger audience, and showcase their unique offerings. With the right strategy, Snapchat can be a powerful tool to attract the next generation of students. For colleges unsure where to start, digital marketing specialists can help create a strategy that includes content planning, staff training, and targeted ad campaigns to maximize impact.
Universities: Scaling Engagement With Personalization
Universities have been early adopters of Snapchat in the education space, using it to engage prospective students and strengthen their campus communities.
The platform’s youth-driven, real-time, and personal nature makes it a perfect fit for engaging 17–18-year-old prospects and meeting them where they already spend their time. Universities have utilized Snapchat for everything from personalized admissions outreach to virtual campus tours, showcasing the immediate and authentic experiences that Gen Z craves.
One standout use of Snapchat is personalized admissions and outreach. The University of Wisconsin–Green Bay gained attention by notifying hundreds of accepted students through Snapchat, offering a personal touch with fun campus photos and a message like “Welcome to the Phoenix family!” This creative approach made a lasting impression, fostering a sense of connection with incoming students. Many other universities have followed suit, using Snapchat to welcome students or remind them about key deadlines, creating an interpersonal feel that’s hard to achieve with traditional email.
Example: UW–Green Bay’s Snapchat notifications let students engage by snapping selfies back, creating an interactive and memorable admissions experience.
Another common strategy is virtual campus tours and Q&As. Before virtual tours became widespread, universities like UW–Green Bay were already using Snapchat to show prospective students around campus, from dorms to dining halls, answering questions along the way. These casual, behind-the-scenes tours are an engaging way to help students envision themselves on campus, giving them a more authentic and intimate view of student life. This approach also allows universities to reach thousands of potential students in a relaxed, informal way.
Example: UW–Green Bay used Snapchat to host Q&A sessions on topics like financial aid and study abroad, allowing students to ask questions privately, making the experience feel more personal and accessible.
In addition to these strategies, many universities leverage student takeovers and ambassador programs, where students take over the Snapchat account for a week to share their day-to-day experiences. This approach humanizes the institution, allowing prospective students to connect with real students in an authentic way. Universities like UNC–Chapel Hill have seen success with this model, using cross-platform promotion to ensure maximum visibility for the takeovers.
Example: At UNC–Chapel Hill, Snapchat takeovers are often cross-promoted on Twitter, with students sharing everything from campus life to personal milestones.
For contests and user-generated campaigns, universities often run engagement initiatives like Snapchat scavenger hunts or spirit photo contests. These campaigns incentivize students to engage with the platform and promote the school while integrating online interaction with offline connections. Such contests increase visibility and drive student participation, making them a fun, interactive way to build community.
Example: Princeton’s “Snap as You Pack” contest encouraged incoming students to send snaps of their packing process, with winners receiving prizes at a campus event, turning digital interactions into real-world connections.
Universities also utilize Snapchat ads for recruitment and yield campaigns, with many seeing impressive returns. Finally, community building and retention is a growing area for Snapchat. With features like School Communities, universities are creating digital spaces for current students and alumni to share experiences and connect.
In conclusion, universities have effectively integrated Snapchat into their recruitment and engagement strategies. The key takeaway is the importance of authenticity and timeliness—students respond far more to real, relatable content than polished marketing. With careful planning, universities can use Snapchat not just as a novelty but as a core element of their digital strategy, driving awareness, engagement, and ultimately, enrollment.
Business Schools: Elevating Outcomes With Authentic Storytelling
Business schools, though often catering to older students focused on career advancement, are increasingly turning to Snapchat to humanize their brand and engage digital-native prospects. Snapchat’s bite-sized, authentic content resonates with younger audiences, offering business schools a unique opportunity to showcase their community and career outcomes in a dynamic, engaging way.
One of the most effective strategies employed by business schools is Snapchat alumni takeovers. Bentley University, for example, hosts monthly takeovers where alumni share “a day in the life” from their workplace, whether it’s at a Big Four accounting firm or a tech startup. These takeovers provide prospective students with a candid, behind-the-scenes look at life after graduation, helping them envision themselves in similar roles. This strategy not only promotes outcomes but also activates the alumni network, turning graduates into ambassadors for the school.
Example: Bentley University’s alumni takeovers offer a real-life glimpse into successful careers, showcasing alumni in cities across the country working for top companies.
Business schools also use Snapchat’s interactive features to engage prospects during admissions events. NYU’s Stern School of Business, for instance, leveraged geofilters during its admitted students’ day, allowing attendees to personalize their snaps with an NYU-themed graphic. This not only built excitement among admitted students but also turned their snaps into organic promotion for the school, reaching their personal networks and marking a milestone moment.
Example: NYU Stern’s geofilter campaign allowed admitted students to broadcast their campus visit excitement, effectively turning their posts into branded, organic promotions.
In addition to these strategies, Snapchat offers a platform for student-driven content. Schools use Snapchat Stories to share authentic glimpses of student life, from MBA orientation week to team-building exercises. This unfiltered, real-time content helps prospective students connect with current students, creating a peer-to-peer relationship that traditional marketing cannot replicate.
Example: The University of Michigan has used Snapchat to show prospective students what the school is truly about, with current students or young alumni sharing experiences directly with their peers.
Although Snapchat may play a supplementary role in business school marketing, especially with slightly older audiences who might prefer platforms like LinkedIn or YouTube, it offers a way to engage younger undergraduate prospects and keep them connected. As more Gen Z students enter graduate programs, Snapchat will likely become a more central tool in business school marketing strategies.
The key takeaway from early adopters like Bentley and NYU Stern is that authenticity sells. By letting students and alumni take the lead, business schools create meaningful, relatable content that stands out. Snapchat’s interactive elements, like geofilters, contests, and Q&As, add another layer of engagement, making it a valuable tool for creating memorable touchpoints that differentiate a school’s brand.
For business schools looking to implement these strategies, HEM offers expert support in crafting campaigns that resonate with younger audiences without compromising the professional brand. From structuring alumni takeover series to designing custom Snapchat filters, professional guidance ensures that schools’ Snapchat campaigns remain on-message and platform-appropriate.
Best Practices for Schools Using Snapchat
To use Snapchat effectively in education marketing:
Set Clear Goals: Whether you’re aiming for inquiries, event sign-ups, or community engagement, define what success looks like.
Assign Resources: Content doesn’t make itself. Designate staff, interns, or ambassadors. Even 1–2 days per week of content can be enough if it’s consistent.
Cross-Promote Aggressively: Share your Snapcode on all channels. Post reminders when live sessions or takeovers happen.
Encourage Participation: Ask students to snap their dorm move-ins, study setups, or event moments. Share user-submitted content with consent.
Use Native Features: Stickers, polls, doodles, filters; these keep your content aligned with Snapchat’s playful vibe.
Set Policies and Respect Privacy: Create a short social media usage policy. Don’t follow students back. Don’t show private info. Always get permission.
Measure Performance: Monitor views, screenshots, swipe-ups, and conversions. Define KPIs like “50 open house signups” and track accordingly.
Stay Flexible: Social trends shift fast. Listen to your students. If they say they love takeovers and ignore admin posts, adjust your campaign accordingly.
Snapchat is not a magic bullet. But as the examples show, with strategy, creativity, and the right guardrails, it can drive measurable results.
Snapchat: A Platform for the Brave and Strategic
Snapchat isn’t right for every school. But when used strategically, it can yield exceptional engagement and even tangible ROI. From intimate glimpses into student life to full-funnel recruitment campaigns, the platform gives institutions a way to be authentic, relatable, and modern.
Schools that embrace Snapchat thoughtfully, backed by clear goals, content planning, and a dose of Gen Z creativity, can stand out in a crowded market. And for schools unsure of how to begin, partnering with Higher Education Marketing can accelerate results, providing campaign support, creative strategy, and platform-specific training.
Snapchat may be temporary by design, but its impact on student perception can last much longer.
Frequently Asked Questions
Question: How does Snapchat college work? Answer: Snapchat’s college features, like School Communities, offer institutions a way to foster peer-to-peer engagement within a verified, digital campus environment. It strengthens school spirit, encourages student interaction, and creates new touchpoints for community-building in a format Gen Z prefers.
Question: How does Snapchat verify your school? Answer: Snapchat confirms membership by requiring students to use their institutional email address for verification. This automated system ensures only enrolled individuals access the community, minimizing moderation needs while maintaining student privacy and authenticity.
Question: What does putting your school on Snapchat do? Answer: Listing your institution on Snapchat enables a digital community where students connect, share, and engage under your brand. While not managed by the school, this community becomes a valuable extension of campus life and student culture.
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Dive Brief:
A federal judge on Sunday temporarily blocked enforcement of major parts of a new Mississippi law that bars diversity, equity and inclusion in the state’s public colleges and K-12 schools.
The American Civil Liberties Union of Mississippi and other organizations filed a lawsuit in June on behalf of students and educators, arguing the new law imposes the state government’s views on race, gender and sexuality on public colleges and schools and censors opposing views.
In his ruling, U.S. District Judge Henry Wingate pointed to accounts of educators having their programs shut down or censoring their own speech to ensure they don’t run afoul of the law. The accounts signal “possible widespread suppression of speech, programming, and institutional function,” Wingate wrote.
Dive Insight:
Educator and student groups sued over the law just two months after it took effect in April, arguing the legislation violates their First Amendment right to free speech and is unconstitutionally vague.
“It is difficult for administrators, teachers, and students to distinguish prohibited actions from permissible ones, making the law particularly susceptible to arbitrary and discriminatory enforcement,” the lawsuit said.
One contested aspect of the law is a provision that bans public colleges and K-12 schools from either engaging in or requiring diversity training, which it defines as any formal or informal education meant to increase “awareness or understanding of issues related to race, sex, color, ethnicity, gender identity, sexual orientation, religion or national origin.”
This edict applies to both elective or required courses, according to the lawsuit. The plaintiffs warn of dire consequences from the legislation, arguing its provisions would prohibit constitutional law professors from discussing discrimination and history teachers from teaching about the Civil War and slavery.
Under the bill, colleges and K-12 schools also can’t “engage in” eight “divisive concepts” — a provision the lawsuit calls “extremely broad.” One divisive concept, for instance, is that an individual “by virtue of his or her race, sex, color, national origin, is inherently racist, sexist, or oppressive, whether consciously or unconsciously.”
The lawsuit argues that could block discussions of implicit bias in sociology, psychology and other classes.
Public colleges and K-12 schools that don’t follow the law face a steep penalty if they rack up two violations — the potential loss of state funding. Colleges and schools must “cure” their violations to avoid this punishment, though the legislation doesn’t explain how that can be accomplished, sparking concerns that educators will be fired and students will be expelled, according to the lawsuit.
The legislation also carves out exceptions for “scholarly research or creative work” by students and employees. But the lawsuit argues those carve-outs are unclear and raise questions about whether students could discuss work on one of the banned concepts during class.
“Like other provisions of the act, this exception is vague and further confuses what is and what is not prohibited by the law,” the plaintiffs argued.
The defendants include Mississippi Attorney General Lynn Fitch, as well as the chairs of the state community college system’s coordinating board and education board, among others. They filed a motion to dismiss earlier this month, arguing that the plaintiffs lacked standing to sue and that the attorney general was shielded by sovereign immunity.
However, Wingate wrote that U.S. Supreme Court precedent allows plaintiffs to seek injunctive relief against state officials to prevent constitutional violations.
The temporary restraining order is in effect until further court order. Wingate is holding a hearing Wednesday over whether to grant a preliminary injunction, which would last until he issues a final ruling on the case.
In his ruling, the judge pointed to accounts from educators and students. One plaintiff, a librarian at Hinds Community College, expressed uncertainty about whether she can recommend books on race, gender or identity or curate material for events like Black History Month.
And the director of student development at Tougaloo College said she has suspended programs meant to support LGBTQ+ students out of concern that discussion of gender identity could risk her institution’s funding.
Since the law took effect in April, institutions have been attempting to follow the legislation, often “erring on the side of caution” by canceling programming that could now be prohibited, Wingate noted.
“This Court finds that each day the statute remains unclarified, undefined, and under a threat of open interpretation, exacerbates the suppression of protected speech,” Wingate wrote.
