In today’s digital landscape, it’s no secret social media advertising can play a big part in boosting enrolment for educational institutions. With platforms like Facebook, Instagram, TikTok, and LinkedIn each offering unique opportunities, schools can effectively reach and engage prospective students. Here are some strategies, including platform-specific examples, on how to take advantage of the power of social media ads and drive enrollment.
1. Define your target audience (or not!)
Understanding who your potential students are is the first step in creating effective social media ads. Analyse demographics such as age, location, and interests to create targeted campaigns that resonate with your audience.
Facebook example:
Campaign: A local university targeting high school seniors. Target audience: Local students and their parents in the surrounding area interested in higher education. NB: Meta has a minimum target age of 18 in Australia. Ad focus: Use Facebook’s detailed targeting options to reach students interested in science and technology through engaging visuals and clear messaging about course benefits.
We are seeing Meta’s Advantage+ Audiences work more effectively with very broad targeting. Jon Loomer’s recent audience tests on this platforms were eye-opening! Not only is Advantage+ Audience without suggestions very powerful due to prioritising remarketing audiences, but for many Meta doesn’t need any suggestions at all. To get the best results from Advantage+ Audiences you will need your Pixel set up to track your prospective student journey.
2. Create engaging visual content
Visual content is critical in capturing attention and conveying your institution’s unique offerings. High-quality images and videos can make a significant impact on capturing your prospects.
Instagram example:
Campaign: A community college promoting its arts programs. Content: A carousel ad featuring vibrant images of student artworks alongside short testimonials. CTA: “Discover Your Creative Path – Enrol Today!”
TikTok example:
Campaign: A technical institute showcasing hands-on training. Content: Short, dynamic videos of students in action—working on projects, collaborating in labs, or participating in competitions. Hashtag challenge: Encourage students to share their experiences using a branded hashtag, e.g., #TechAt[YourInstitute].
3. Use video ads
With reels being the norm, video creative should be on the strategy list. They can effectively convey your institution’s story and culture while reaching a wider audience. They are engaging and tend to perform well across various platforms.
Facebook example:
Campaign: A university introducing its new campus facilities. Video content: A 30-second video tour highlighting state-of-the-art labs, study spaces, and recreational areas, combined with student testimonials. CTA: “Join Our Innovative Community – Apply Now!”
Instagram Stories example:
Campaign: Highlighting student life. Content: A series of 15-second clips showcasing various campus events, clubs, and day-in-the-life snippets of students. Interactive element: Use polls to ask viewers about their interests and encourage them to learn more.
4. Leverage user-generated content (UGC)
Encouraging current students and alumni to share their experiences can enhance your ads’ authenticity and appeal.
Instagram Example:
Campaign: A university promoting its nursing program. UGC strategy: Create a branded hashtag (#NursingAt[YourUniversity]) and encourage students to post their clinical experiences. Ad content: Feature the best posts in a series of ads showcasing real student journeys and achievements.
LinkedIn example:
Campaign: Highlighting career outcomes for graduates. Content: Share testimonials from alumni about their successful careers post-graduation, complete with professional photos and success stories. CTA: “Transform Your Future – Apply for Our Graduate Programs!”
5. Implement retargeting campaigns
Retargeting is an effective way to re-engage users who have interacted with your content or visited your website but have not yet applied.
Facebook example:
Campaign: A university retargeting visitors to its program pages. Ad content: A tailored ad featuring the specific program they viewed, highlighting unique features and deadlines. CTA: “Still Interested? Complete Your Application Today!”
6. Use A/B testing
To refine your campaigns, set up A/B testing to determine which ad variations perform best. The learnings can be used for the next season’s strategy.
TikTok example:
Campaign: Testing different styles of creative ads for an engineering program. A/B test: Compare a narrative-driven ad featuring a student’s story versus an informational ad focusing on program statistics. Goal: Measure which ad drives more engagement and applications.
7. Monitor and adjust campaigns
Continuous monitoring and analysis of your ad performance is key for optimising your strategies. Use the analytics tools provided by each platform to track key metrics, as well as a platform that combines the platforms’ data such as Google Analytics 4 (GA4).
LinkedIn example:
Campaign: A professional development program aimed at working adults. Monitoring Strategy: Track engagement rates and conversion metrics using LinkedIn Analytics. Adjust the targeting criteria based on which industries show the most interest. Adjustment strategy: If a particular ad set is underperforming, consider modifying the messaging to better resonate with the target audience.
Although not a social media platform, incorporating Google Ads can work well in combination with social media ads for lead generation. Want to gain a deeper understanding of how AI powered Google Advertising solutions can increase enquiries for your educational institution? Our free eBook Accelerate Growth with AI for Education contains key growth tactics including:
- AI-powered marketing: Optimise your marketing efforts with advanced AI targeting and personalisation to attract and engage students.
- Student insights: Gain deeper insights into student behaviour using AI-driven data analysis and Google Analytics 4 (GA4).
- Efficient campaigns: Automate tasks like bidding and ad placement to increase efficiency and improve conversion accuracy.
- Enhanced outreach: Develop personalised creatives and strategies for sustained engagement to maximise enrolment and engagement.
- High-impact strategies: Implement AI-powered campaigns to optimise performance and expand reach through video campaigns on platforms like YouTube, Shorts, and connected TV.
8. Foster community engagement
Social media is about building relationships. Engage with your audience by responding to comments, sharing content, and hosting live sessions.
Instagram Live example:
Campaign: Hosting a Q&A for prospective students. Content: Invite faculty and current students to answer questions in real-time, creating an interactive experience. Promotion: Use story ads to remind followers of the event and encourage participation.
Facebook Group example:
Campaign: Create a group for prospective students. Content: Share resources, answer questions, and provide insights into campus life, fostering a sense of community before students even enrol.
Conclusion
Incorporating social media ads in the marketing mix is essential for educational institutions looking to boost enrolment. By defining your audience, creating engaging content, and using the unique features of platforms like Facebook, Instagram, TikTok, and LinkedIn, you can effectively reach, engage and convert potential students. With the right approach, you can not only attract and sign up new students but also build a vibrant and engaged community around your institution.
Social media ads can help educational institutions boost enrolment by reaching, engaging and converting potential students through engaging content on platforms like Facebook, Instagram, TikTok and LinkedIn (for Post Grads).
Need guidance in getting started with social media ads and need help growing enrolments?
Book an independent, no-obligation Paid Social Media Audit and Strategy Session with our senior education marketing consultants for a free digital strategy review. We’ll provide you with a growth-driven strategy to optimise and scale your social media ad accounts for your educational institution.
