As colleges and universities compete to attract the next generation of students, understanding how to effectively market to Gen Z is crucial. Born between the mid-1990s and early 2010s, this digitally savvy generation has unique preferences and behaviours that require tailored marketing approaches. Here is how higher education institutions can craft marketing strategies that resonate with Gen Z.
1. Leverage Social Media to Build Authentic Connections
Gen Z lives on social media, but they value authenticity over polished perfection. Universities should focus on platforms like Instagram, TikTok, and Snapchat to connect with this audience. Showcasing real student experiences, behind-the-scenes content, and user-generated content can make your institution feel more relatable.
Tips:
- Use Instagram Stories and Reels to highlight student takeovers, campus tours, and day-in-the-life content.
- Create TikTok challenges or trends that encourage participation and creativity.
- Engage in social listening to respond to and participate in conversations that matter to your audience.
2. Prioritize Video Content
Video is king for Gen Z. They prefer quick, engaging content that captures their attention within seconds. Universities should invest in creating high-quality video content that tells a story, whether it’s about student life, academic programs, or success stories.
Tips:
- Develop short, dynamic videos for social media platforms that highlight different aspects of campus life.
- Use platforms like YouTube for longer-form content, such as virtual campus tours or interviews with alumni.
- Experiment with live streaming events, such as Q&A sessions with admissions or virtual open houses.
3. Embrace Personalization and Interactivity
Gen Z expects personalised experiences and interactive content that allows them to engage directly with brands. Universities can create personalised marketing campaigns that cater to the individual needs and interests of prospective students.
Tips:
- Use data-driven marketing tools to segment your audience and tailor your messaging.
- Offer interactive tools on your website, such as quizzes or calculators, to help students explore programs or financial aid options.
- Implement chatbot technology to provide instant, personalized responses to prospective students’ inquiries.
4. Highlight Social Responsibility and Inclusivity
Gen Z is highly conscious of social issues and prefers to support institutions that align with their values. They want to know that your university is committed to diversity, equity, and inclusion (DEI), as well as sustainability and social responsibility.
Tips:
- Showcase your institution’s DEI initiatives, sustainability efforts, and community involvement on your website and social media.
- Feature stories of students and faculty who are making a positive impact in their communities.
- Collaborate with student organisations and amplify their voices in your marketing campaigns.
5. Optimize for Mobile
Gen Z relies heavily on their mobile devices, so your marketing content and website must be mobile-friendly. A seamless mobile experience is critical for keeping prospective students engaged.
Tips:
- Ensure that your website is responsive and loads quickly on mobile devices.
- Create mobile-optimized landing pages for your digital campaigns.
- Use SMS marketing to send important updates or reminders to prospective students.
6. Leverage Influencer and Peer Marketing
Gen Z trusts recommendations from their peers and influencers more than traditional advertising. Partnering with student ambassadors, alumni, and micro-influencers can help build credibility and trust.
Tips:
- Create a student ambassador program where current students share their experiences on social media.
- Collaborate with micro-influencers who have a genuine connection to your institution or who align with your brand values.
- Encourage alumni to share their success stories and experiences, both on social media and your website.
7. Offer Virtual and Hybrid Experiences
While the pandemic accelerated the adoption of virtual events, many Gen Z students still value the flexibility and accessibility of online experiences. Offering a mix of virtual and in-person events can help you reach a broader audience.
Tips:
- Host virtual campus tours, webinars, and Q&A sessions for prospective students who cannot visit in person.
- Create hybrid events that allow for both on-campus and online participation.
- Offer virtual resources, such as program guides and financial aid workshops, that students can access on demand.
8. Focus on Career Outcomes
Gen Z is pragmatic and career-focused. They want to know how your institution will help them achieve their professional goals. Highlighting career outcomes, internships, and networking opportunities is essential.
Tips:
- Feature success stories of recent graduates and their career paths on your website and social media.
- Showcase your institution’s connections with industry partners and internship opportunities.
- Offer content that provides career advice and insights into different industries.
9. Utilize Data and Analytics for Continuous Improvement
Marketing to Gen Z is not a one-size-fits-all approach, and it requires constant refinement. Using data and analytics can help you understand what is working and where you need to adjust your strategy.
Tips:
- Track key metrics such as engagement rates, click-through rates, and conversions across your campaigns.
- Conduct surveys and focus groups with current students to gain insights into what attracted them to your institution.
- Use A/B testing to experiment with different messaging, visuals, and platforms to find the most effective combinations.
Conclusion
Reaching Gen Z prospective students requires a deep understanding of their preferences and behaviours. By leveraging social media, video content, personalization, and a strong focus on social responsibility, higher education institutions can use marketing effectively to connect with Gen Z in meaningful ways. Keep your strategies adaptable and data-driven, and you’ll be well-positioned to attract the next wave of students to your campus.
Thanks for taking the time to read our blog post on higher education marketing strategies to reach Gen Z prospective students. At faethe.marketing we have been helping schools to get more students through effective digital marketing year-round. So if you are looking to recruit more students for your programmes with minimal cost and effort, feel free to reach out to us.