Unlocking the Power of Influencer Marketing in Higher Ed

In this episode of Confessions of a Higher Ed CMO, Jaime is joined by Sarah Goldfarb, Managing Director of Social Media and Digital Content at RW Jones Agency, to discuss influencer marketing in higher education. Influencer marketing involves partnering with individuals who have a strong following on social media or other digital platforms to promote a product, service, or brand. These individuals, known as "influencers," have the ability to sway the opinions and behaviors of their followers, who often trust their recommendations and look to them for guidance on what to buy and use. 

Takeaways for this episode include:

• Tips for identifying your campus’s “influencers” and making an ask
• Guidance on setting goals and a budget
• Insights into how influencers can support crisis communications and issues management
• Ideas for using influencer-created content across your marketing channels

Episode Summary

What is Influencer Marketing in Higher Ed?

In higher ed, influencer marketing leverages trusted individuals—primarily students, alumni, and staff—to tell authentic stories on behalf of their institution. Unlike traditional advertising, which Gen Z often views with skepticism, peer-based endorsements come across as more genuine and are effective at engaging prospective students. Influencers can range from well-known campus figures, like student athletes, to “micro-influencers” with smaller but highly engaged followings. According to Sarah Goldfarb, identifying these individuals can start with simply seeing who’s already tagging your school on platforms like Instagram and TikTok.

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Why Influencer Marketing Matters for Gen Z

Goldfarb points out that Gen Z is notably skeptical and values authenticity, so they’re less likely to be moved by polished institutional marketing. This generation trusts people over brands, making influencer marketing a perfect fit for attracting and engaging students. By spotlighting students and recent alumni as spokespeople, universities can present a relatable, unfiltered view of campus life. Platforms like TikTok and Instagram are natural homes for these efforts, where students are already creating content and building followings. “They want to see real, relatable content,” says Goldfarb, “and connecting with influencers on their favorite platforms builds that trust.”

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Budgeting for Influencer Marketing

While budgets can vary widely, Goldfarb recommends starting small. An influencer marketing campaign might begin with a trade of university swag or bookstore gift cards in exchange for participation. For influencers with larger followings, a budget can be essential; paid partnerships like TikTok Spark Ads or Instagram takeovers allow for more control over the content shared. Goldfarb emphasizes that setting realistic budgets and looking for organic influencers within student ambassadors, admissions tour guides, and even alumni networks can offer impactful results without breaking the bank.

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Using Influencers in Crisis and Community Relations

Higher ed is no stranger to crisis communication, and influencer marketing can play an essential role here. Goldfarb advises creating positive, trusted relationships with influential students and alumni before any issues arise. When crises do occur, these influencers can amplify the institution's message, help correct misinformation, and engage their audiences in meaningful conversations. This strategy was essential during COVID-19, where influencers helped communicate new campus policies. Building trust with influencers, she notes, makes it easier to reach out when the stakes are high, helping turn challenging situations into opportunities for connection.

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Measuring ROI in Higher Ed Influencer Marketing

Measuring ROI in influencer marketing is complex, particularly in higher ed, where results are less immediate than in consumer goods. Institutions can look for indicators such as increased social media engagement, higher web traffic, or tracking conversions, like applications submitted after a campaign. Goldfarb also suggests anecdotal evidence, such as prospective students referencing an influencer’s video or post, as a valuable measure of success. Even metrics like comments and shares can help gauge an influencer’s impact in building a prospective student’s interest.

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Getting Started: Finding the Right Influencers

Goldfarb suggests several strategies for identifying influencers on campus. First, search for students who are already tagging the school’s social accounts or location on Instagram and TikTok. Also, simply ask other students—particularly student workers in marketing—who the “big names” on campus are. Platforms like TikTok Creator Marketplace can also help find content creators associated with a school’s hashtag. From here, a simple DM can often be enough to establish a relationship and begin a conversation about partnership.

Influencer marketing may be new territory for some universities, but as Goldfarb highlights, it’s an approach with significant potential in the higher ed landscape. For institutions ready to leverage authentic, student-driven content, influencer marketing can be a valuable tool in building brand loyalty and trust with Gen Z.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward.Learn more about Mindpower here! 

About the Enrollify podcast Network:

Confessions of a Higher Ed CMO 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. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more. 

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!