Let’s be real: most students scroll past social media posts made by colleges. I know I do. As a student intern at 25th Hour Communications, I see firsthand how these campaigns are put together. And while 25th Hour is adapting to a younger generation of social media users, I can’t help but wonder why colleges aren’t doing the same.
There’s a major disconnect between the marketers running these accounts and the students they’re trying to reach. Here’s my insider opinion on the changes that need to be made in higher ed social media.
We’re Scrolling Feeds, Not Reading Essays
If it’s not an assignment or for my own enjoyment, I’m not reading on social media. Higher education institutions rely on text-heavy, flyer-style graphics, but if you want to engage students, consider shifting more resources to photo and video content. Short videos resonate with us. Behind-the-scenes snaps of campus events, quick student interviews, or “day-in-the-life” videos keep our attention and let us see life on campus through an authentic lens.
Speak Our Language—But Don’t Try Too Hard
This is probably the biggest one. We can tell when a post is trying too hard to be “relatable” with outdated memes or forced slang. It’s not authentic. Involve actual students in writing and developing copy. Our language changes constantly, and popular jargon today might not be cool in two weeks.
Involve Us in the Content Creation
Want to make content that appeals to students? Involve students in the process. Hire student ambassadors, let us create content, and consider forming student content teams. Not only does this make content more relatable, but it also creates opportunities for students to gain experience in marketing.
Highlight Campus Culture Through Student-Led Initiatives
To build genuine engagement, spotlight the unique aspects of campus culture—especially student-led activities. When I see content that features student-led initiatives or students spending quality time on campus, it feels more natural than scripted messages. Colleges can bring the student voice front and center by showcasing club activities, campus traditions, and campus events that make each school special.
Create Content That Adds Value, Not Just “Noise”
The best social media content offers something we can put to use, like tips on managing stress, study hacks, or internship advice. Yes, news and event updates are important, but mixing it up with content that adds real value makes us feel that our school’s social media is there to support us beyond the classroom. Highlight your campus career center, writing lab, and resources directly supporting students.
Wrapping Up: We’re Ready to Engage—If You Are
Higher education social media has the potential to be relevant, relatable, and engaging to students. But to reach that potential, colleges must let go of overly polished, one-size-fits-all content and embrace the dynamic, authentic reality of student life. By involving students, speaking our language, and focusing on content that truly matters to us, schools can create a social media presence that students crave and want to follow.
As a student intern at a marketing firm, I study student engagement with their colleges' social media. I give the same recommendations every time— involve your students in the marketing process (and PLEASE stop posting information flyers on Instagram). Social media should be a space where students can see themselves reflected, not just marketed to. In 2025, make it your goal to develop social media for students, by students, as much as possible.