About the Episode
About the Episode:
Cameron MacNiven from Dunroe uncovers the latest trends and data-driven insights shaping higher education social media and discusses how distinct higher ed categories, like admissions and university presidents, use social platforms differently to engage their audiences. Cameron also shares valuable tips on how schools can harness the power of trends, collaborations, and platform-specific strategies to boost their social media impact. Whether you're looking to improve engagement or just curious about what’s working across campuses, this episode is packed with practical recommendations.
Key Takeaways
- University presidents have the highest social media engagement rates, particularly on Instagram, with an average of 13%.
- Athletics departments post more than twice as often as main university accounts, making collaboration between departments key to engagement.
- Trending content, especially on TikTok, drives high engagement when timed well and aligned with campus culture.
- Engagement rates differ by platform: TikTok sees around 14% engagement, Instagram about 3%, while threads lag at 0.3%.
- Carousels on Instagram and big announcements on LinkedIn drive significant interaction across higher ed social media accounts.
Episode Summary
How do different higher ed departments use social media differently?
Cameron shares that the way social media is used across higher ed departments is highly dependent on their audiences and goals. Admissions teams focus on attracting prospective students, often using short-form video content like Instagram Reels, which make up over 30% of their posts. In contrast, university presidents utilize social media to build connections with students, often collaborating with main university accounts for more visibility. These collaborations, whether through selfies, events, or viral moments, contribute to their exceptional engagement rates, especially on Instagram.
What higher ed social media categories generate the highest engagement?
University presidents lead the pack, with an impressive 13% engagement rate on Instagram, largely due to collaborations with main accounts and tailored content that resonates with their student audience. By comparison, Arts and Sciences departments and Admissions accounts hover around 8%. Athletics departments, while posting more frequently, see varied results depending on the platform and event coverage, but collaborations across departments, especially during major events like sports wins, boost overall engagement.
Which platforms drive the best engagement for higher ed institutions?
Cameron emphasizes the importance of platform-specific strategies. Instagram, with a general engagement rate of around 3%, rewards thoughtful content like carousels, while TikTok can yield engagement rates as high as 14%, driven by trending content. However, threads is still in its infancy, with only 0.3% engagement across higher ed accounts. Despite these numbers, Cameron encourages patience with newer platforms like threads, as they might grow with time, just as Instagram and TikTok did.
What are the top-performing content types in higher ed social media?
Collaborations, especially celebrity-driven ones, have consistently produced some of the best-performing posts. Examples like the Kelsey Brothers Graduation Post from the University of Cincinnati demonstrate the power of leveraging well-known figures. Beyond collaborations, early adoption of meme content and viral challenges also yields success, as shown by UCLA Law’s engagement with popular meme formats. Athletic victories and heartwarming stories—such as Quinnipiac’s beloved cafeteria cashier—drive viral moments that capture widespread attention and engagement.
For more insights into higher ed social media trends and strategies, listen to the full episode on the Enrollify Podcast Network. Cameron's data-backed observations and Jenny’s thought-provoking questions make this a must-listen for university communications teams looking to optimize their social media presence.
About the Show: Confessions of a Higher Ed Social Media Manager covers the do's, don'ts, and dynamics of the complex and challenging social media ecosystem. We analyze the successes and failures of those in the higher education social space — what went right, what went wrong, and what are the lessons learned. We’ll share actionable steps so you can push past the pitfalls others have faced. No matter if you're on a team of 20 or a team of one, we've got you covered. Confessions of a Higher Ed Social Media Manager is hosted by Jenny Li Fowler and is a proud member of the Enrollify Podcast Network.
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.
Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders, innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.
Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.
Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.
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