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WORDS ARE OUT. PICTURES ARE IN: Audiences are demanding more visual content than ever before. In fact, 75% of marketers said that their results were better when they used visual assets in their digital marketing. The Contently & Libris study found that most visual content is being shared on social media. Furthermore, this study found that 75% of respondents had more successful results when using content on social media that incorporates images, gifs, or infographics, as opposed to plain text content.
Why you should care: This is great news for enrollment marketers, as most prospective students are highly active on their social accounts. Visual content can be everything from pictures to videos to infographics. So, engage them by adjusting your digital content strategy to include more photos and videos of life on campus and infographics about financial aid information or student diversity. Over the next week, run a quick A/B test on two boosted pieces of content. Boost one content offer that contains an image and one that doesn't — if the data doesn't lie, the post with the photo should get 2-3x the number of clicks that the image-less post gets!
3 OUT OF 4 OF YOUR PROSPECTS ARE ON SNAPCHAT. ARE YOU?:
Snapchat is on the up-and-up after adding users for the first time in the last three quarters. After expanding to the Android market, adding TV-like content, and increasing its number of premium content channels, they saw an increase of 4 million daily users. What is most surprising is that Snapchat reaches 75% of 13 to 34-year-olds in the U.S.
Why you should care: Contrary to popular belief, Snapchat is widely used and not just by teenagers. Three-quarters of prospective undergraduate and graduate students are using the app daily. In addition, Snapchat has made its ads manager easier to use. This said the real ROI of this platform remains to be seen — especially for graduate student recruitment. Our thoughts? Use Snapchat as a part of your organic strategy and hold off on incorporating it into your paid media mix for the time being.
IT’S TIME TO FRESHEN UP YOUR INSTAGRAM STRATEGY:
Instagram has clearly emerged as one of the top two most popular social networking sites for Gen Z users — but, the platform can be difficult to master. Constantly updating algorithms and changing best practices can leave marketers unsure of how to make the most of their ad spend dollars. If you find yourself in this boat, take a look at the Instagram Engagement Report: What Your Company Needs to Know for 2019.
Why you should care: Instagram presents an amazing opportunity to augment the humanness of your institution’s brand — and not just at the undergraduate level. Fun fact: adults ages 30-37 spend an average of 24 minutes on the platform every day (which is almost 50% more time than today’s high school students spend on the network). 80% of your prospective students follow three or more brands on Insta, but this doesn’t mean they are ready to be sold to on the platform. Instagram is an "awareness" network — even more so than Facebook or LinkedIn. Prospects are being first introduced to your brand, so your content should align with the expectations they have of the network: image-centric, authentic, uplifting, and story-driven.