Over time, the perception of business profiling has gone from a “fashionable choice” to a strategic choice. But there are still those who question: why invest in social networks in Education?
Not knowing the role of these networks and their application for marketing and not understanding how to use them are some of the reasons why some educational institutions do not take advantage of the full potential of these platforms.
With this in mind, we created this post to help you understand why you should invest in platforms like Facebook or Instagram, as well as presenting some educational marketing trends for social networks.
What you can expect to find in this post:
The role of social media for your marketing strategy
Why invest in social networks in Education
The secret to being successful with your educational institutions’ social media
Enjoy your reading!
Before anything else, your educational institution needs to understand the reasons for creating your profiles. We have already covered this subject here on the 4RevOps blog in the post: Does your educational institution really need to have a presence on social media? and the central idea is that the public of the institutions is on these networks and uses them frequently. This means that this is where your educational institution needs to be if you want to become known to students, attract them and turn them into your students.
To understand better, creating a profile and sharing relevant posts generates visibility for your brand. This attracts the attention of potential students and allows them to interact with your educational institutions by liking and commenting on posts ― engagement ― or sending direct messages.
Posts made by the educational institution's profile may be links to blog posts developed based on its education strategy content marketing. Each new click results in an increase in traffic to the institution's email address, which opens up opportunities to guide the student through their journey to enrollment.
Anyone who reads a blog post shared by their Facebook profile can be directed to a landing page (or capture page) that allows educational institutions to collect student contact data and nurture and qualify the lead until it is converted into a new student.
As seen, the reasons for investing in social media strategies for educational institutions include:
And so that you understand even more clearly why investing in social networks in Education generates 10 times more traffic to institutions that publish on networks.
What this information shows us is that there is potential in existing networks and that, by following good social media strategies for educational institutions, the return obtained can be significant.
In addition to videos and live broadcasts, short and interactive content, such as stories with polls and quizzes, have proven effective in increasing student engagement.
The personalization of this content, combined with the use of artificial intelligence and automation, allows for the creation of more relevant and targeted experiences, strengthening the relationship between the institution and its audience.
Additional resources to explore:
In this post we have already discussed the role of social networks in the marketing strategy of educational institutions, one of the points that we highlighted in the introduction as relevant for those who still don't know why to invest in social networks in Education. The other is what we will present now: knowing the secret to success and understanding how to use these networks.
Your institution needs to keep in mind that the use of social networks really needs to be strategic:
In 2024, Brazil had approximately 144 million active users on social media, representing 66.3% of the total population and positioning the country as the fifth largest global market in this segment.
The most widely used platforms include WhatsApp, Instagram, Facebook and TikTok. WhatsApp stands out with approximately 93% adoption among internet users, followed by Instagram (91%), Facebook (83%) and TikTok (65%).
This broad penetration demonstrates the relevance of these platforms as strategic channels for educational institutions that wish to communicate efficiently, attract students and strengthen relationships with their audiences.
In 2025, partnerships with local micro-influencers have gained prominence in educational marketing. These creators, with smaller and more segmented audiences, offer greater proximity and authenticity, decisive factors when it comes to influencing educational decisions.
Campaigns with micro-influencers (Influencer Marketing) tend to generate a significant increase in conversion rates, making them an effective strategy for institutions seeking to reach specific audiences with a lower investment.
In addition to Facebook, other networks stand out as the favorites of young Brazilians. According to the TIC Kids Online Brazil 2024 survey, 71% of teenagers use WhatsApp daily, 66% access YouTube frequently, 60% use Instagram and 50% are on TikTok.
These platforms, especially YouTube and TikTok, are focused on audiovisual content, which reinforces the importance of strategies based on videos and live broadcasts for educational institutions that want to engage this audience.
According to a survey conducted by the Semesp Institute in 2025, 91.7% of educational institutions use social media as part of their digital marketing strategies.
This data reinforces the continued importance of these platforms in communicating and engaging with the target audience of educational institutions.
Caption: The right digital presence turns interactions into results. Social networks are strategic allies of colleges.
If you have active profiles on social media, you may have already noticed that there is growing space for sales. Facebook created the marketplace for users to sell and buy products and Instagram reprogrammed itself to serve commercial profiles, allowing the use of price tags and purchases through its platform.
Even though Education is a market, its use of networks continues to focus on social aspects. This is because it is through the creation of relationships that an institution can support its entire inbound marketing strategy, enhancing its power to attract and attract students.
The post: Do you sell your brand or the student experience?, we show how important it is for educational institutions to associate their brand with something that has value for students. To do so and consequently present them with reasons to enroll, the institution needs to focus on the experience and one of the ways to do this is by changing the way it targets its audience and communicates with them.
Social networks facilitate interaction between students and their educational institutions and allow for the humanization of this contact. Thus, they open space for the creation of a differentiated and personalized relationship, which meets the proposal of providing a positive and memorable experience.
Summary: Investing in social media is essential for educational institutions aiming to attract, engage, and convert students. Platforms like Instagram, Facebook, TikTok, and WhatsApp increase brand visibility, strengthen audience relationships, and drive traffic to the website. With personalized strategies, influencer partnerships, and a focus on experience, social media becomes a powerful ally in student recruitment.
Therefore, our final tip on social media strategies for educational institutions is to know how to use them to interact with students and enhance all your marketing actions on these networks.
Social platforms capture students' attention and are key to attracting, engaging, and converting leads. With relevant content, human interaction, and smart strategies, your institution increases brand visibility and builds stronger connections with its audience.
WhatsApp, Instagram, Facebook, TikTok, and YouTube are among the most popular with students. Choosing the right platforms based on audience behavior is critical to driving real results in student recruitment.
It expands the reach of your content, drives traffic to your website, and nurtures relationships with prospective students. When combined with content marketing, paid ads, and influencer collaborations, social media becomes a powerful enrollment tool.
No. It's best to identify where your audience is most active and focus your efforts there. Quality content and consistency matter more than being everywhere.
Use short videos, live streams, interactive stories, quizzes, and accessible language. Personalize messages, reply to comments, and partner with micro-influencers to boost engagement and connection.