Utilizing student voices in university marketing

Marketers in every industry go to great lengths to publish positive customer testimonials or show how great products change their lives for the better. and students should be the heart of every university.

One of the most powerful assets an education marketer has at their disposal is the voice of real students.

Future and current students appreciate insights from other students because they are more conscientious. They don’t have to polish everything about their college experience like the marketing department usually does. They are more honest with their struggles and challenges, and this brings amazing value.

Here are some tips for working with students to create authentic marketing content for colleges, rather than just using student quotes.

1. Incorporate short-form video content – ​​TikToks and Instagram Reels

I am a big advocate of using TikTok and Instagram reels in higher education marketing. After all, they are attractive and Rapidly increasing in popularity among 15-25 year olds!, which is the leading demographic for higher education. Short-form video content can provide the essence of authenticity that Gen Z craves.

Such videos often have a friendlier, more casual voice. For example, a TikTok of a student showcasing an accommodation can feel like a real-life friend rather than a formal marketing video boasting a “top-notch facility.” An Instagram Reel of a student who is writing can get much higher reach and engagement than a blog post by an unnamed author.

One of the most successful Instagram reels I created was of students online expressing their genuine excitement about wearing their graduation robes and coming to the University of Edinburgh campus for the first time to graduate in person. she said.this is my University. ”

Practical tips for creating short videos:

• Discuss high-level points and storyboards with students
• Try to leave a 3 second pause before and after the student speaks.
• Shot vertically

2. Provide opportunities to interact with current students

If your institution doesn’t yet offer prospective students the chance to chat with current students on a platform like UniBuddy, you’ve missed your chance. Talking to a real person who is currently studying in college can be very helpful.

During my time as a UniBuddy Ambassador, I answered many questions from offer holders, from flat hunting tips, to teaching your favorite subject or program, to joining student organizations. The people I spoke with were very appreciative of their time.

3. Help spread diverse voices

Educational circles often preach about the importance of equity, diversity and inclusion. What better way to do this than by amplifying the voices of minority groups and students with diverse experiences?

For example, if an Islamic society conducts Islamophobia Awareness Week each year, a representative of the society can take over an Instagram Story for just one day and take people on a virtual tour of the event. Alternatively, you can contact your university’s disability services and ask if any students are interested in sharing their own learning experiences.

However, if you value authenticity, be careful not to feature the same “diverse” student over and over again, and avoid acquaintances and performativity.

My personal favorite in terms of unique content I’ve worked on is a video of an online masters student who was also a rock star studying in a tattoo parlor while getting her partner inked. has been published.

4. Make sure students benefit too

While studying at Newcastle University and Edinburgh University, I created content for these universities. I really loved creating content, but it also had many benefits. Here’s what I’ve valued as a student content creator:

• Roles that are aptly titled so you can put them on your résumé – provide value in your post-graduation job search.
• A fair price is paid for creating regular content – ​​It is unfair to expect students to consistently create a lot of content for free.
• A great team to work with, learn from and meet monthly.
• Flexible timing for creating content – ​​After all, learning is a priority for students.
• True creative freedom and not speaking a word.

When students are properly paid and treated like valuable contributors, they create the best content and provide great, authentic insight into their college experience.

Having worked on both the distributing side and the receiving side, I am a strong believer that authenticity is key in educational marketing. Advertising is the biggest tool.

Ari Badlishah is the Digital Engagement Officer in the Online Learning Marketing team at the University of Edinburgh.

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