Jay Rathell on Social Media Marketing of Higher Ed

We welcome Jay Rathell, owner of Yamaro83, to the show this week to talk about his years of experience in social media marketing of higher education. He shares his reflections on how the space has changed, what has stayed the same, and how to manage paid versus organic content.

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Key Takeaways

• Empathy is Key: Successful higher ed marketing starts with understanding prospective students' needs and challenges, not just promoting the institution.
• Paid vs. Organic Social: While organic social media strategies are important, paid advertising remains the most reliable way to target specific audiences at scale.
• Trends Require Adaptation: Platforms like TikTok and Facebook Reels are dominating user engagement. Marketers must adapt to these trends while integrating with proven strategies.
• Messaging Matters: Avoid generic calls to action like “Apply Now.” Instead, focus on creating tailored, empathetic messages that speak directly to students’ pain points and aspirations.
• Be Platform-Savvy: Keep up with updates from platforms like Facebook, LinkedIn, and TikTok by subscribing to their product releases to stay ahead of trends.

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Episode Summary

How Has Social Media Marketing in Higher Ed Evolved?

Jay highlights how social media marketing has transformed since platforms like Snapchat emerged in the mid-2010s. Back then, targeting tools were more straightforward, and institutions relied heavily on organic engagement. Fast forward to today, data privacy changes like iOS 14 and the rise of TikTok have forced higher ed marketers to refine their strategies. Jay emphasizes the importance of understanding platform-specific nuances, such as Facebook's push for Reels to compete with TikTok and YouTube Shorts.

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What’s the Role of Empathy in Higher Ed Marketing?

Jay stresses the value of empathy in crafting marketing campaigns. Rather than focusing solely on institutional messaging like "Learn More" or "Apply Now," successful campaigns address prospective students’ life challenges and aspirations. For example, someone exploring higher education may be seeking career advancement or financial stability. By centering messages on these real-life motivations, institutions can create ads that resonate more deeply and lead to meaningful engagement.

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How Do Paid and Organic Strategies Complement Each Other?

While paid advertising offers precise targeting and scalability, organic social remains a critical part of higher ed marketing. Jay notes that organic trends, like Facebook Reels and TikTok short-form videos, can quickly shift based on platform priorities. For paid campaigns, Jay recommends relying on platforms like Facebook, which still offers robust audience targeting tools despite recent data limitations. By combining organic creativity with paid precision, institutions can maximize their reach and impact.

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What Should Higher Ed Marketers Focus On in the Future?

The future of higher ed marketing lies in adaptability and audience-centric strategies. Jay advises institutions to:

• Monitor emerging platforms and trends, but avoid jumping on every new fad.
• Use A/B testing and data-driven decision-making to refine campaigns.
• Prepare for the increasing role of AI tools like ChatGPT in streamlining marketing workflows, particularly for content creation and audience analysis.
• Prioritize long-term enrollment-building strategies rather than just focusing on immediate outcomes.

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About the Enrollify Podcast Network 

The Higher Ed Geek is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. 

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Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!