About the Episode
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About the Episode:
Welcome to the first episode of Enrollify’s 2026 Hall of Fame series—where we resurface the most transformative conversations ever featured across the Enrollify Podcast Network. We’re kicking things off with none other than Faton Sopa, Co-Founder and CEO of Manaferra, whose groundbreaking insights have reshaped how enrollment marketers think about the college decision journey. In this highlight reel episode, pulled from his appearances on The Application with Allison Turcio, AI for You, Higher Ed Pulse, and Higher Ed Geek, Faton shares the game-changing role Reddit, TikTok, and AI now play in how students search, validate, and choose a college.
Key Takeaways
- Reddit is an overlooked but powerful influence: Students turn to Reddit for unfiltered feedback and authentic student voices during key decision-making stages.
- Student search behavior is omnichannel and intentional: 87% of students use multiple platforms to validate college decisions—including Google, TikTok, YouTube, Reddit, and AI tools.
- AI adoption is rising—especially among adult learners: Adult learners are leading the way, with 30% using AI to research programs, requirements, and fit.
- AI audits are a must for higher ed marketers: To stay relevant, institutions need to evaluate how they're showing up in AI-generated search results.
- Content should be mapped to student questions, not campaigns: Students don’t care about your marketing calendar—they care about answers when they need them.
Episode Summary: FAQs Answered in This Episode
Why is Reddit such a critical platform in student decision-making?
Reddit isn’t just for memes and niche forums—it’s become a trusted destination for students looking for honest, unfiltered takes from current and former college students. According to Faton, this platform is especially important during the shortlisting and decision stages, where students seek authentic stories and social proof. Most colleges aren’t even monitoring Reddit, which means they’re missing key moments of influence—or worse, letting inaccurate or negative content dominate the narrative.
What does the modern college search process actually look like?
Forget the funnel—student search behavior today is more like a puzzle. Whether they're undergrads, grads, or adult learners, students hop between channels—Google, YouTube, Reddit, TikTok, even AI tools—piecing together insights to shape their decisions. They’re not bouncing randomly; they’re moving with intention. As Faton explains, this “mosaic” behavior shows that students are in full control of their research journey and are constantly validating information through multiple sources.
How are students using AI tools in the college search process?
AI is quietly becoming a major player in the decision journey. Undergraduate students are using it to compare schools and fact-check what they find elsewhere. Graduate students rely on it to analyze program fit, while adult learners—who lead in AI adoption—use it for quick, efficient answers to balance school with work and life. Institutions not optimizing for this new layer of search risk falling off the radar entirely.
What is an AI visibility audit, and why should colleges care?
Faton introduces the concept of the AI audit—a process of simulating student searches in AI tools like ChatGPT to evaluate your institution’s visibility. Are your programs showing up in results? Are your competitors getting mentioned more? Are outdated or third-party sources speaking for you? AI search results are dynamic, pulling data from across the web—so regular audits are essential to maintaining relevance and trust.
How should enrollment teams adapt their strategies?
Faton’s message to higher ed marketers is clear: stop thinking in channels, start thinking in student journeys. Marketing shouldn’t be a disconnected series of campaigns—it should align with the questions students are asking throughout their search process. Begin by mapping out those questions across each stage—awareness, consideration, decision—and then assess whether your institution is showing up with the right message, in the right places, at the right times.
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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