About the Episode
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About the Episode:
2024 Higher Ed Social Media Engagement Report
Jenny Li Fowler sits down with Matt Gerrish from Quid to uncover how the Rival IQ + Quid 2024 Higher Education Social Media Engagement Report comes to life. From understanding what drives rankings to exploring why some schools dominate year after year, Matt gives listeners a peek behind the data curtain. This episode is packed with insights on engagement strategy, platform prioritization, and content tactics that lead to top-tier social media performance. If you're wondering how your institution can climb the rankings—or even make the list—this episode is a must-listen.
Key Takeaways
- The Rival IQ + Quid Higher Ed Social Media Engagement Report ranks schools by total engagements and engagement rate across Facebook, Instagram, TikTok, and X (formerly Twitter).
- Schools that dominate focus on 1–3 platforms and do them exceptionally well, rather than spreading themselves thin.
- Short-form video content, especially on TikTok and Instagram Reels, drives the most engagement and is heavily weighted in the rankings.
- Mascots, pets, and student-authored content are consistent top performers, particularly when they reflect the institution’s unique culture and tone.
- Frequency of posting doesn’t guarantee success—quality content that resonates with audiences is what drives results.
- Vertical videos shot on mobile devices are not only cost-effective but also more authentic and student-centric, making them ideal for higher ed social strategies.
- Athletics content can significantly boost rankings, especially for D1 schools with engaged fan bases.
- Viral posts can dramatically impact rankings for smaller schools, especially when the content reflects authentic student life and humor.
- Campus scenery and nostalgia-inducing visuals continue to perform well, particularly with alumni on platforms like Facebook.
Episode Summary
How is the Rival IQ + Quid Higher Ed Engagement Report created?
The report, now a staple resource in the higher ed social media world, evaluates over 600 U.S. colleges and universities across four major platforms: Facebook, Instagram, TikTok, and X. Matt explains that the rankings are based on two main metrics: total engagements (likes, shares, comments, etc.) and engagement rate (a normalized score that accounts for follower size). These are calculated across each platform and then combined to produce both platform-specific and overall rankings for D1 and D2 institutions.
Interestingly, Matt’s own experience at Utah State led him to initially reach out to Rival IQ when his institution was left off the list—a move that sparked a partnership and ultimately led to his current role helping to build the report. His takeaway? Don’t be afraid to advocate for yourself or your institution. One email can open doors you didn’t see coming.
What sets top-performing schools apart?
The biggest differentiator is strategic focus. According to Matt, the most successful institutions don’t try to be everything to everyone. Instead, they lean into their strengths, whether that’s TikTok creativity, athletics fandom, or student-authored humor. Posting frequency varies—some top-performing schools post as little as once a week—but what matters most is quality, relevance, and alignment with platform trends.
Another notable factor is platform prioritization. Schools that dominate TikTok and Instagram tend to score highest overall, simply because those platforms deliver the highest engagement rates across the industry. And while chasing every viral trend isn’t a requirement, those who do so in a way that fits their brand and tone can score big.
Is short-form video a must in higher ed marketing?
Yes—short-form video is arguably the most critical content format in the current landscape. TikToks and Instagram Reels continue to outperform static content across the board. What’s encouraging is that high-quality, engaging videos can be shot entirely on smartphones. Institutions don’t need massive production budgets—authenticity and tone matter more than polish.
Matt also shared that student-led content, especially when it highlights relatable aspects of campus life with humor and personality, performs especially well. Smaller D2 schools, like Washburn University and St. Martin’s, have excelled by empowering students to create content that feels honest and unfiltered.
Do mascot and athletics content really drive engagement?
Absolutely. Mascots and athletics are consistent engagement winners—especially for schools like South Carolina, BYU, and Vanderbilt. South Carolina’s mascot, Cocky, plays a central role in their annual commencement content, which reliably goes viral. Meanwhile, BYU takes a more measured approach, spacing out mascot content to build anticipation and increase impact.
Athletics also played a pivotal role in schools like Vanderbilt jumping more than 160 spots in this year’s rankings. Even for schools not heavily invested in sports, incorporating mascot moments or leveraging traditions can build community and deliver measurable returns.
Is posting less often actually better?
In some cases, yes. Matt explains that many of the top-ranked institutions have figured out how to balance post frequency with engagement rate. While there are outliers like Texas Women’s University that post frequently and still perform well, some schools see improved results by posting less often with more strategic, high-quality content. It’s not about volume—it’s about resonance.
The takeaway? Social media teams shouldn’t feel pressured to constantly “feed the beast.” A thoughtful, data-informed approach that prioritizes quality over quantity can go a long way.
What kind of content consistently performs well?
Beyond short-form video and athletics, a few content types stand out every year:
- Campus scenery and seasonal visuals, which appeal to nostalgic alumni
- Mascot and pet content, which offers lighthearted, sharable moments
- Student-authored humor and memes, especially on TikTok
- Traditions and university milestones, like commencement ceremonies or top rankings
Matt emphasizes that schools should consider investing in boosting top-performing posts. When organic content starts to take off, paid support can amplify its reach significantly—especially during major events or announcements.
Connect With Our Host:
https://twitter.com/TheJennyLi
About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager 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 Higher Ed Pulse and Confessions of a Higher Ed CMO.
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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