This post was last updated in May 2019.
It’s no secret that Generation Z (ages 13-19) use social media constantly. But where do they spend the majority of their time?
Two primary channels are Instagram and Snapchat. To talk to current and prospective students, independent schools need to be leveraging both of these social channels.
Instagram: The now stories-centric platform allows users to share photos and short videos with friends. It’s a top-ranking social media channel with 72% of teenagers using Instagram daily, according to Pew, compared to 69% for Snapchat. Sharing videos, photos and adding filters provides instant gratification for the Gen Z user whenever his or her followers like or comment. Don’t forget to include hashtags in your post as a way to insert yourself into relevant conversations. Do some research by searching for hashtags related to the content you’re posting, and use variety as the platform will penalize you for using the same combinations of hashtags by not showing your content as frequently. Use a mix of popular hashtags and those with fewer posts associated to reach more targeted audiences.
Snapchat: The disappearing photo and video platform remains particularly popular amongst Gen Z users, with 69 percent of teens using it. Once the followers view the “snap,” it disappears. Snapchat is changing how users interact on social media, with geolocation, augmented reality filters and stickers that enable more creativity and reinforce “in the moment” engagement. According to research from Snapchat, the average user spends 30+ minutes per day on the platform, and open the app an average of 25 times per day.
If your marketing strategy doesn’t include either Snapchat or Instagram, it’s time to reevaluate your plans and create strategies for both. Given the highly visual nature of Instagram and Snapchat, it’s a perfect opportunity to share school life and connect with students.
The key for both Snapchat and Instagram is to plan your visuals. Before you start, develop a strategy of how the imagery will be used, where and when, and then make a “shot list” to be sure you get what you need. That way, when it’s time to post, you’ll have a clear idea of what goes where and when.
This “content calendar” need not be limited to Snaps and Instagram posts – you can use the same process to feed your website, other social tools, and even the agendas for campus meetings and events. An integrated content calendar should be a feature of your school’s communication strategy.
There have never been more opportunities and tools to help you share what’s great about your school. Make it happen!
Interested in learning more about what True can do for your school’s marketing efforts? Learn more about our expertise.
You don’t want an agency that’s too big or too small for your needs, but one that’s just right. That...
One of the advantages True has by being a Worldcom Public Relations Group partner is direct access to the latest...