About the Episode
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About the Episode:
In this episode of The Application, Allison is joined by Faton Sopa, Cofounder and CEO at Manaferra, to dissect the groundbreaking findings from the State of College Search 2025 report. Based on a survey of over 1,500 recently enrolled students, Faton reveals a seismic shift in student search behavior. He shares surprising insights, from the rise of platforms like Reddit for authentic validation to the fragmentation of the student journey across multiple channels. Learn why marketers need to move beyond traditional SEO, audit their brand's presence on new platforms like AI search, and focus on performance metrics that truly influence the enrollment pipeline.
Join us as we discuss:
- [1:53] The report’s most surprising finding and unifying behaviors across its participants
- [12:05] Shifting from searchability to helping students in their discovery journey
- [20:58] The role of brand awareness and what SEO “wins” looks like in the Age of AI
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How Are Students Really Searching for Colleges Today?
Forget the funnel and throw out old assumptions—today’s students are crafting their own search journeys, hopping across platforms like Reddit, TikTok, YouTube, and even ChatGPT to validate college decisions. As Faton Sopa explains, this isn’t random behavior. Students are deliberate in their research, moving between channels to triangulate insights and verify information. The mosaic-like nature of this process means there’s no single platform that holds all the power anymore. If your marketing strategy only optimizes for Google Search, you’re missing massive touchpoints that influence decision-making.
“Search has never been a channel. It's always been a behavior,” says Sopa. That behavior is now fragmented, fluid, and influenced by peer voices, real student stories, and AI summaries more than branded marketing messages.
What Role Does Reddit Play in the College Search Process?
Perhaps the biggest surprise from the State of College Search 2025 report? The prominence of Reddit. Sopa notes that while Reddit may not be a student's first stop, it's often their final—and most trusted—source for real talk from other students. They’re seeking authenticity, validation, and unfiltered insights about programs, campus culture, and post-grad outcomes. Yet, most colleges have no clue what’s being said about them on Reddit, let alone a strategy to engage or influence the narrative.
Action item: Audit your institution’s presence on Reddit and begin participating in conversations to help shape perceptions, not just observe them.
How Should Marketers Respond to the Fact That 40% of Students Start Their Search With No Schools in Mind?
This stat is a wake-up call for higher ed marketers: Nearly half of prospective students begin their college journey with a blank slate. That’s not a gap—it’s an invitation. Schools that prioritize visibility at this early stage have the best shot at making a student’s shortlist. To seize the opportunity, marketers must shift away from branded content and instead focus on broad, intent-driven keywords like “best nursing programs” or “career change degree options.”
This is especially critical for first-gen students, who often enter the search process without built-in brand awareness or parental guidance. Institutions must meet these students where they are—online, confused, and curious—with content that informs and empowers rather than pitches and sells.
How Is AI Changing the College Search Landscape?
Generative AI is not a fad—it’s a fundamental shift. One in five students now use AI tools like ChatGPT or Perplexity to begin or enhance their college search, and that number is climbing. AI changes how information is discovered and validated, and unlike Google, institutions have far less control over how their brand is presented. That makes consistency across platforms critical.
Sopa urges institutions to audit their AI visibility and work backwards: ensure their content is structured in a way that AI tools can understand, summarize, and surface in recommendations. This involves cross-functional work between content teams, developers, and SEO strategists.
What Does Winning Look Like in This New Search Environment?
Gone are the days when lead volume or paid search traffic alone defined success. Winning in 2025 and beyond means being helpful, being found, and being trusted. Sopa calls for a shift toward “performance SEO”—measuring influence and visibility across multiple channels and platforms. That includes:
- Dominating non-branded search results
- Maintaining consistent messaging across your digital ecosystem
- Influencing AI and social media content
- Measuring conversion paths across the entire decision-making journey
Ultimately, modern enrollment marketing isn’t about controlling every step of the journey—it’s about being present at every turn.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio 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 Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible 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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