Oak Theory
Recent years have seen a significant shift in the landscape of higher education, leaving universities to navigate turbulent waters as they strive to connect with the seemingly elusive Gen Z cohort.
With closures and mergers reshaping the education sector (over the past five years, the number of colleges and universities has decreased by a worrying 13%), and the lingering impact of the COVID-19 pandemic casting a long shadow, universities now face unprecedented challenges in attracting new students.
Staying competitive means staying relevant, and when it comes to Gen Z, this task demands more digital literacy than ever.
To thrive, universities must adapt to the changing tide of student demographics and embrace innovative marketing strategies–and they must do so quickly. As a creative agency specializing in developing profit-focused digital marketing for universities, here are our top 3 marketing strategies for universities who are determined to truly connect with Gen Z in 2024.
1. Create Authentic Content
Authenticity reigns supreme in marketing for universities, especially when targeting Gen Z. The ultra-common images of ‘multicultural group of students on the grass laughing’ have long become the subject of online jokes amongst younger generations, and for good reason: more often than not, they feel too staged and scripted.
That’s not to say that Gen Z aren’t all about diversity (indeed, our research shows that institutions who increasingly prioritize DEI in their marketing efforts attract a broader range of students). It’s just that students don’t want to feel like they’re being sold to.
This digitally savvy generation has grown up in an environment saturated with advertising, and has come to value genuine connections and relatable experiences over polished presentations. Obvious marketing messages will simply prompt them to scroll away. Depending on the channel you are building a presence on, polished studio videos with big production budgets might surprisingly fall short in front of lower budget influencer-style videos–and that is because they feel more real.
According to our recent research, Gen Z responds positively to authentic narratives, particularly those featuring real student experiences and testimonials. Leveraging micro-influencers, including professors and alumni, helps institutions reach niche audiences with authentic endorsements, making marketing efforts more relatable and trustworthy.
In understanding how to market a university, it’s crucial to actively involve current students in the process; the easiest way to alienate prospective students is to not include your current ones in the conversation. Letting your students not only be involved, but have a say in the process of creating content (and ideally also to appear in it) will be one of the best things you can do to keep your marketing efforts fresh, current, and real.
2. Build A Natural Presence in Gen Z’s Natural Social Spaces
The answer, as revealed by our research, is option B. And B would also be much cheaper to produce; but the truth is that the majority of universities still opt for option A. The reason why this happens is understandable: social media for universities can feel like tricky terrain.
Facebook has always worked in the past, and it feels like a safe, proven choice for marketing departments who don’t want to feel like they are risking their often tight budgets on something new that might not work. But TikTok isn’t a risky choice; not for Gen Z.
During a survey conducted among CMOs from higher education institutions in the United States it was found that 97% of respondents said they were placing paid advertising on Facebook. A further 84% of survey participants were using Instagram paid advertising at that time, but only 16% had a presence on TikTok.
While our research has revealed that Universities find Facebook and Instagram to be the most effective social channels for them, TikTok is the most neglected channel, with nearly 60% of respondents unsure of its effect.
With little saturation in TikTok, which is highly popular with Gen Z right now, it seems future-forward universities have a golden opportunity to start building a presence and garner attention that isn’t fructified by their competitors at the moment. TikTok is winning a lot of territory in the world of social media and universities must begin to pay attention.
But the truth is that most marketing departments are daunted by the need to learn yet another platform, especially when it seems to have such a tight set of unwritten and ever-changing rules. To leverage all social media channels effectively, and especially TikTok, universities must focus on developing platform-appropriate content, develop their digital storytelling abilities, and focus on community building. Additionally, engaging with local influencers and ambassadors (especially from the student body) who resonate with Gen Z can further amplify any university’s message and reach.
Effective TikTok marketing for universities isn’t as simple as posting the content from other platforms onto a TikTok account; it can leave your audience unengaged if you don’t adapt the content and speak the platform’s language fluently. One solution for this is to, of course, hire a digital agency who has already mastered the platform or to make sure your in-house marketing team is fully up to speed with current trends.
If this is not possible at the moment, highlighting user-generated content (that, as we’ve mentioned before, you can incentivize students and faculty to create) is one of the most effective tactics to engage Gen Z. Whether through student-led initiatives, behind-the-scenes glimpses, or candid interviews, user-generated content fosters a sense of community and belonging for Gen Z. By incorporating real student voices and stories into their marketing campaigns, universities can build trust and credibility with Gen Z students, who will feel like they really understand the on-campus culture.
3. Create Interactive and Personalized Experiences
Gen Z’s appetite for interactive and personalized experiences has fundamentally reshaped the higher education landscape. Universities have already begun rising to the challenge by harnessing the power of data analytics and automation to tailor their messaging and offerings to the individual preferences of prospective students.
By delving deep into student behavior and preferences, institutions are crafting immersive digital experiences that speak directly to Gen Z’s unique sensibilities. From virtual campus tours to personalized communications that resonate on a personal level, universities are leveraging technology to leave a lasting impression on prospective students.
The adoption of augmented reality (AR) and virtual reality (VR) technologies has surged, with a remarkable 64% of schools integrating virtual tours into their websites.
This surge in virtual experiences isn’t just a tactical, temporary response to the COVID-19 pandemic’s restrictions on physical tours but a strategic move to meet Gen Z where they are—online and craving authentic engagement.
Beyond virtual tours, universities are increasingly recognizing the value of collecting first-party data through direct interactions with prospective students. This invaluable data allows institutions to tailor their marketing campaigns with laser precision, delivering content and recommendations that resonate deeply with Gen Z’s diverse needs and interests.
Our research underscores the effectiveness of this bespoke approach, revealing that personalized marketing leads to significantly better engagement and conversion outcomes.
Potential Pitfall: One potential pitfall is the risk of relying too heavily on data; over-reliance on algorithms and automation may result in marketing messages that feel impersonal or disconnected from the student experience. Another pitfall to watch out for is the temptation to overwhelm students with excessive personalization, leading to information overload or a sense of intrusion. Striking the right balance between personalization and respecting boundaries is crucial to avoid alienating Gen Z students and undermining the effectiveness of marketing efforts.
4. Easy Route: Simplifying How to Market to University Students
Leveraging our younger yet experienced tech-forward team, our approach as a creative marketing partner involves acting as intermediaries between Gen Z students and university marketing departments, serving as ‘translators’ for the audience’s desires and the institution’s offerings. In our recent work with universities, our clients (such as Vanderbilt University) have found that we’re uniquely positioned to bridge this gap and craft digital experiences that authentically resonate with Gen Z, fostering meaningful connections and driving engagement.
In deciding how to advertise to university students in the tricky current landscape of higher education marketing, a holistic approach is necessary for success. Higher education marketers must embrace a multifaceted strategy that integrates cutting-edge digital technologies, robust data analytics, and a steadfast commitment to authenticity and inclusivity.
By leveraging innovative tactics such as short-form video marketing, augmented and virtual reality experiences, and collaborations with micro-influencers, sharp digital marketing for universities can elevate engagement and conversion rates among Gen Z students.
However, the challenges facing higher education institutions extend beyond the realm of marketing. With shifts in student demographics and ongoing financial pressures, colleges must prioritize innovation in delivery methods while maintaining financial stability. Adaptability and strategic planning are paramount in navigating these turbulent waters and ensuring long-term viability.
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