Always keen to benchmark our thinking with others to help shape the future of higher education, we tuned into Keystone Education Group’s recent Social Media Strategies for Recruiting Students webinar, featuring experts from London Metropolitan University, Penn State University, and consultant Matt Navarra.
Full of practical examples and sharp insights, the session painted a clear picture of where social media in higher education is heading – and what universities need to do next.
TikTok: fast, human, and highly effective
TikTok continues to dominate engagement among Gen Z, with more than 70% of students using it daily and over half of users aged 18–24. The panel agreed it’s the most powerful channel for bringing campus life to life – not through polished marketing, but through short, authentic moments that show what university really feels like.
London Metropolitan summed this up well: a simple graduation video of two sisters cheering each other on went viral, reaching 7 million views and over 1 million likes. It was also picked up by BBC Radio 1 and The Shadeborough. The appeal wasn’t production quality; it was the emotional honesty behind it.
The panel also noted that “short attention spans” aren’t the problem. Students scroll past content that doesn’t interest them. The rule of thumb: grab attention in the first three seconds, deliver your point by seven, and only then build the story.
For universities, this means leaning into personality. The most successful videos feel spontaneous, are fronted by real students, and mirror the tone and humour of TikTok content rather than traditional advertising.
The Guardian’s August 2025 article “How the campus became the new catwalk” describes how university life has become a social stage for Gen Z self-expression. “Day in the life” videos, outfit clips and dorm makeovers now blur the lines between student experience, lifestyle and entertainment – proof that authenticity is as culturally influential as it is strategic.
Let students lead your storytelling
User-generated content (UGC) came up repeatedly as a make-or-break factor for recruitment. Research from Manaferra’s State of College Search 2025 found that 89% of students actively seek out college-related videos – particularly campus tours, vlogs and student-led content.
Universities are responding by embedding student creators into their marketing structures. London Met has a team of social ambassadors who plan and produce content in their own style, while social staff provide guidance and final approval. Many institutions are now paying ambassadors fairly, offering skills training and giving them creative ownership to keep content fresh and relevant throughout the year.
The Guardian also noted how commercial brands are following the same model, with labels like Kim Kardashian’s SKIMS and PrettyLittleThing launching campus ambassador schemes – proof that students aren’t just content consumers, they’re tastemakers shaping what’s aspirational for their peers.
@skims late but best-dressed 🏆 @kielysullivannnn
Rethinking ROI on social
When asked whether TikTok delivers a measurable return, the panel agreed that success can’t always be tracked through direct conversions. Links are limited, and students often discover universities long before they apply. The real value lies in awareness, connection, and influence.
Several universities are now tracking how applicants first heard of them and building anecdotal feedback into their data. As one panellist noted, “You’re not asking someone to apply straight after a TikTok – you’re planting a seed.”
In practice, social media is often the first touchpoint in a much longer journey, particularly for younger audiences. Consistency, relatability, and brand warmth matter far more than click-throughs.
As The Guardian observed, campus content has become part of a “student creator economy”, where personal storytelling shapes global perceptions of university life. That kind of visibility can’t be measured in metrics alone – it builds familiarity and belonging that last far beyond a single campaign.
Reviews and reputation
Student reviews remain a decisive factor – 82% of students say they consider them when choosing where to apply, according to Keystone’s State of Student Recruitment 2025. That makes social responsiveness critical.
Monitoring comments and messages daily, and responding promptly and professionally to both praise and criticism has become essential. Public engagement shows that a university listens and cares and feedback itself can inspire new content. If misconceptions circulate online, creating videos or posts that clarify the facts and share authentic experiences helps strengthen trust. Social media is now the most visible form of reputation management – and every reply counts.
Facebook: still relevant, just for a different audience
Although only 17% of students now use Facebook for university research (Keystone, 2025), it remains valuable for reaching parents, alumni and international students. London Met, for instance, sees significant engagement from India and Pakistan, where TikTok is banned. Many universities have also reduced or withdrawn from X (formerly Twitter), reflecting declining engagement and growing concerns over misinformation on the platform.
The tone, however, must fit the audience. Facebook content should focus on information, reassurance, and community – think open day details, alumni updates, and feel-good stories rather than trend-led posts. It may not drive direct applications, but it supports wider brand perception.
Reddit, Quora and beyond
The panel also explored emerging community platforms like Reddit and Quora. These spaces have become powerful tools for understanding what students are really saying – unfiltered and often brutally honest.
Rather than trying to market there directly, universities can use these channels for insight and engagement. Monitoring recurring questions helps shape useful content elsewhere, while occasional “Ask Me Anything” sessions with current students can build trust.
It’s also worth noting that Reddit data now feeds into AI-driven search results. Universities that answer questions openly here are more likely to appear in future AI-powered recommendations – an emerging advantage worth considering.
LinkedIn’s resurgence
While much of the focus was on TikTok, the panel highlighted the steady growth of LinkedIn in higher education. It’s proving especially effective for postgraduate recruitment, research storytelling and alumni relations.
LinkedIn’s strength lies in its tone: thoughtful and professional. It’s a place to share achievements, collaborations and insight pieces rather than short-term marketing. The panel did caution against using it for live event promotion, as posts often resurface weeks later – better to post summaries and recordings instead.
Key takeaways for UK universities
The discussion reinforced what we see across our own education clients: universities perform best on social when they stop broadcasting and start participating. Students want to see real experiences, hear authentic voices and feel a genuine sense of community.
Five principles stood out:
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Be human. Replace polish with personality – emotion and authenticity outperform production.
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Empower students. Give creators ownership, fair pay and trust.
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Adapt messaging by platform. TikTok for reach, Facebook for parents, LinkedIn for postgrads.
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Engage and respond. Reviews and comments are public proof of care.
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Play the long game. Social builds relationships; applications follow.
Ultimately, social media isn’t replacing traditional recruitment – it’s reshaping it. The universities that thrive are those that meet students where they are, speak their language, and let their community tell the story.
If you’d like help shaping a social strategy that connects authentically with students, get in touch with kim.mclellan@hunterlodge.co.uk