According to data from the 2023 Higher Education Census, released by the Ministry of Education (MEC) and the National Institute of Studies and Educational Research Anísio Teixeira (INEP), the average dropout rate among students who entered higher education in the last decade is approximately 54%.
Specifically, for students who started their courses in 2016, the dropout rate reached 62%, highlighting a significant challenge for higher education institutions in the country.
These numbers highlight the importance of effective strategies for student retention, especially considering that dropout is most pronounced in the first year of the course, a critical period in the academic trajectory of students.
Getting new students is essential for any college. And student retention is also extremely important, after all, according to the current situation, university dropout rates are increasing.
Without a doubt, it is difficult to keep students throughout their degree and, given this scenario, measures need (and should) be taken to deal with the number of students who leave university. For this we have social media marketing.
What awaits you in this fabulous post:
Enjoy the read!
What are the advantages of investing in student retention?
Retaining students should be a constant practice for any college. These actions must be carried out strategically, as in addition to retaining students they can also attract new students.
There are several advantages to the student retention process. Some examples are:
- New sources of knowledge: through a Facebook group, for example, the teacher can connect with students and answer any questions;
- Communication tools: social networks are great communication tools and that speaks for itself;
- Establishes the institution as authority: with increased competition, your institution will attract more students if it manages to keep current ones, as it will be noticed as a reference;
- Stimulates engagement: Social networks are excellent for keeping students who already study at your college engaged, which further strengthens the brand.
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And how to use social media to retain students?
Social media is often the first place for students who have a question or problem. As an educational institution, your goal is to be as accessible as possible to help them get a quick solution and make it clear that they can count on you.
This way, institutions can add value through their social networks, without overwhelming students with excessive reading material.
In addition to communication and engagement strategies, it is essential that educational institutions offer academic and psychological support to students.
Mentoring programs, educational monitoring and guidance services can help identify and resolve difficulties faced by students, contributing to reducing dropout rates and academic success.
But then, how to do this? Let's see...
1. Give students a voice
Through social networks, students debate, learn and share their experiences – positive or not. Getting students to interact with your posts is an effective way to let others know that support is available and, more importantly, that it matters.
You can create a Facebook group, where it will allow students to meet other coursemates and get support from their classmates.
2. Plan posts carefully
When it's about social media, there is no standard post style. What works well on Facebook won't work the same way on Twitter or Instagram, for example.
Think about each profile individually. Do you want to support, engage and entertain your students? So you need to plan your posts carefully.
Caption: Social media strategies help institutions keep students engaged throughout their academic journey.
3. Spread good news
A social network is an excellent place to share campus news, giving students extra motivation to continue studying.
Share good news like university accolades, cool stories about the college, research achievements and other things that will help encourage new students while showing your institution as a good place to study.
Social media offers enormous potential when it comes to retaining students. However, not all social networks will meet your needs or audience and, therefore, it is essential to test to ensure that your time or money is not wasted.
4. Use Interactive Tools for Engagement
Interactive tools such as polls, quizzes, and live Q&A sessions can significantly increase student engagement on social media.
These activities promote active participation, strengthen a sense of community, and allow institutions to gather valuable feedback on students’ academic experience. Implementing these strategies can help identify potential issues early and develop solutions that meet students’ needs.
Summary: With a dropout rate above 50%, educational institutions must invest in retention strategies, social media is a key ally. Promoting engagement, sharing positive news, using interactive tools, and giving students a voice helps build lasting connections and reduces early academic abandonment, especially during the first year of college.
Students not only want to know what your institution can offer, but also what they stand for. So, build a community through social media that makes a difference in the market and maintains student retention on the rise.
How can social media help improve student retention?
Why should student retention be a priority?
Because reducing dropout rates improves institutional sustainability. Keeping students enrolled cuts acquisition costs, boosts brand credibility, and can attract new students through word-of-mouth from satisfied learners.
How does social media help engage students?
By offering direct communication, personalized content, campus news, and interactive tools like polls and quizzes that foster community and strengthen student relationships with the institution.
Do student groups on social media help with retention?
Yes. Facebook groups or WhatsApp channels promote peer support, open communication, and a stronger connection with the institution, making students feel heard and included.
Are all social media platforms good for retention?
Not necessarily. Each platform serves different purposes and audiences. It's important to test formats, track engagement, and focus on the channels where your students are most active.
What else helps retain students beyond social media?
Academic mentoring, mental health support, orientation services, and regular check-ins. Social platforms open the door, but full institutional support is key to long-term retention.
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