Facebook, Instagram and many other social platforms are already part of our daily lives (at least on a personal level). But, do you know how to use social networks to attract students? Attracting more students to school is a big challenge and these tools can certainly help you.
The role of social networks in education goes far beyond posting photos of the June festival on the school page. With planning, it is possible to create an efficient strategy, talk to the right audiences and generate good results for the institution.
Do you want to learn how to capture students on social media? So keep reading this article!
We hope you find the article informative and valuable!
Count on a specialized team
It is precisely because it is part of so many people's daily lives (there are more than 2 billion users on Facebook alone) that many managers think that "doing Facebook" is a simple thing. As much as publishing is really easy, generating good results is another story — this one much more complex!
In addition to helping you create an efficient strategy to attract more students to school, a specialized team is able to rely on numbers and data that really make a difference. More than counting likes and shares, the specialist will demonstrate which metrics really contribute to attracting new students.
Know your audience
Now that you understand the importance of having a team, let’s get to practice! The first step for schools that want to use social networks to attract students is to get to know the audience they intend to talk to. Which social networks do you use most? Who is the decision maker?
To answer these and many other questions, the ideal is to create buyer personas. These are fictional personifications of your target audience. It is based on these characteristics that your marketing team will define the type of language used by the institution, the social network where the greatest energy (and budget) will be invested and the content that will be published, among many other details.
Choose the channels of action and the language used carefully
Now that you've defined your audience, it's time to choose the channels where the school will operate. As much as common sense says "Facebook" almost immediately, it is important to base this decision on data. This is because young people are increasingly abandoning this platform.
plataformas emergentes e ao comportamento do público-alvo. A pesquisa TIC Kids Online Brasil 2024 revelou que 83% das crianças e adolescentes brasileiros entre 9 e 17 anos possuem perfil em pelo menos uma rede social, como WhatsApp, Instagram, TikTok e YouTube.
Portanto, adaptar a estratégia de marketing para incluir essas plataformas pode ampliar significativamente o alcance da escola.
Therefore, determine the focus of each social network. For example, with students the focus will be on Instagram and SnapChat. With parents, the focus is on Facebook and Linkedin. However, each platform requires a content format and generalizing publications can be a big shot in the foot. Which brings us to the next topic:
Develop micro and macro strategies
Micro strategies are those aimed at a specific platform. For example, Facebook will be where the school will publish photos of events, calendar and talk about the institution's daily life. On Instagram, lighter content to engage students and so on.
The macro strategy refers to the general effort to use social networks to attract students. What is the goal of leads? How will they be nourished? What are the main objectives of actions on social media? Ask your team to document the entire strategy and goals so you can refer to them whenever necessary.
The integration of artificial intelligence (AI) into digital marketing strategies has proven to be a growing trend.
AI tools help create personalized content, predictive behavior analysis, and automate interactions, enabling more efficient and targeted communication with potential students.
By adopting these technologies, educational institutions can optimize their campaigns and improve the user experience on social media.
FURTHERMORE:
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- Social networks: attracting or retaining students?
- How to deal with image crises on social media.
Listen to your audiences and always respond
More important than knowing how to use social networks to attract students is understanding that new forms of communication require reciprocity. Never abandon the comments box on publications and determine processes to offer complete and quick answers to questions.
In addition to being an excellent way to attract more students to school, social networks represent the possibility of hearing what they think about the institution, what they expect from improvements and what are the main positive points of the institution for both parents and students.
Forget about image banks
An important tip for schools that want to use social networks to attract students is to forget about paid image banks. Posts with pasteurized images are colder and less engaging with followers. Try recruiting "role models" among your students. You will be surprised by the interest.
Remember, however, to ask for authorization to use images signed by parents or guardians and have a professional photographer produce and edit the images. It is also worth highlighting that the planning of topics that will be covered on social media must be ready to direct the photographer and avoid rework.
Authenticity in content shared on social media is increasingly valued by audiences. Encouraging students and alumni to share their experiences and stories related to the institution can generate genuine and engaging content.
This type of content, known as user-generated content (UGC), not only increases the credibility of the school, but also strengthens the sense of community and belonging among students.
Develop a strategy storytelling
Storytelling is a communication technique that aims to convey messages through stories that are relevant to a specific audience. It's like talking about professional success to third-year students or talking about a particular teacher's victory to inspire parents.
This content format generates engagement and, despite being more laborious to produce, has a greater capacity for interaction and propagation. Using social networks to attract students is more than just liking and sharing, it is demonstrating that your school is the best option!
Short-form videos have become increasingly popular as an effective way to engage audiences on social media. Platforms like TikTok and Instagram Reels allow educational institutions to share dynamic and creative content, such as behind-the-scenes footage from events, student testimonials, and educational tips.
This type of content is particularly appealing to younger audiences and can significantly increase a school’s visibility.
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Caption: Engaging content, attractive visuals and well-defined strategies: social networks can be great allies in attracting students.
Develop a complete digital marketing strategy
Even though using social networks to attract students is efficient and brings good results, it is essential that the institution has a complete digital marketing strategy, with its own website optimized for mobile devices, quality content on the blog, strategy and automated email marketing. and many other important initiatives.
This is because social networks have their own rules that can change at any time and negatively influence the entire strategy. It is worth remembering that in the last change in Facebook rules, several pages ceased to exist and many others lost a large volume of users.
Therefore, make it one of your goals to take social media users directly to a conversion page on your website. Maintaining control over strategy is as important as planning and executing.
In addition to organic strategies, investing in paid media campaigns on social media can boost student recruitment. Using segmentation tools, it is possible to target ads to specific audiences based on interests, location and online behavior.
This approach allows the institution to reach potential students more assertively and efficiently.
Summary: Social media platforms like Instagram, TikTok, and Facebook are powerful tools for student recruitment. With planning, audience insights, storytelling, authentic content, and AI integration, your school can expand its reach, engage diverse profiles, and convert followers into enrollments. The key lies in personalization, active listening, and a fully integrated digital strategy.
Now that you know how to attract more students, how about some Tips for gaining customer loyalty with the help of social media?
How to use social media to attract more students?
Why is social media important for student recruitment?
Social platforms allow direct communication with students, parents, and prospects, expanding the school’s reach with strategic content, engaging visuals, and personalized messaging.
How to choose the best platform for your school?
It’s essential to understand your audience by creating buyer personas. These profiles reveal where your community is most active, Instagram, TikTok, Facebook, LinkedIn, enabling targeted strategies.
What’s the difference between macro and micro strategies?
Macro strategy focuses on overall digital goals, while micro strategies define platform-specific actions, with tailored formats and language for each network.
How can technology enhance recruitment?
AI tools support content personalization, behavior prediction, automation, and segmentation — streamlining your digital campaigns for better engagement and performance.
Why is listening to your audience on social media important?
Replying to comments, monitoring feedback, and interacting with users builds trust and reinforces the institution’s commitment to its community.
Is it better to use real photos instead of stock images?
Absolutely. Featuring real students (with proper authorization) increases authenticity, engagement, and strengthens the school’s community identity.
How does storytelling help in attracting students?
Sharing real and inspiring stories, from student success to teacher achievements, fosters emotional connection and drives interaction on social media.
Are social media channels alone enough?
No. A complete digital strategy is essential: optimized website, valuable blog content, email automation, and paid media to guide users from social networks to enrollment pages.
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