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Recruiting Intelligence

Are Facebook Users Really 3X Smarter Than Instagram Users?

We have another valuable digital marketing tool available to help you with your international student recruitment plans. Some of the statistics might be a little surprising on the surface. And we all know that statistics, on the surface, are not always what they seem.

For instance, did you know that based on Hootsuite user data, 74% of Facebook’s user base has some level of higher education while only 24% of Instagram’s user base claims that? Think about that for a second or two. How could that possibly be the case?

Our conclusion: Instagram users don’t feel the need to report their university level on their profiles. It’s just not that kind of platform. So while the statistic remains accurate, the story the data tells requires a bit more thought. Instagram users are not less intelligent. Seriously, some of our best friends are Instagram users. And we think they are quite smart! (Shhhh, we have to say that. They subscribe to this blog 😉).

With today’s blog, Emily used a Hootsuite report to develop a comparison of some of the global social media platforms by age of users, education level and global location among other key stats. The information is both thought provoking and helpful as you roll out your student recruitment social media/digital marketing strategy in key regions.

Be sure to tune in next week as well. We will share more information on virtual communities focusing on messaging apps like WeChat, WhatsApp, and even SnapChat.

Meet Us in Denver @NAFSA 2016: Learn from our latest research on how current global economic and political events impact students’ plans to study abroad. Schedule a time to chat with us during the conference.

Please read on for the link to our downloadable Virtual Communities Worksheet…

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Advertising to Students with Instagram


Should Instagram be one of your student recruitment tools?

Here's another question more to the point: Are you prepared to ignore the 50% of high school seniors searching for university options via Instagram?

Sure, go ahead and put your marketing budget into those slick mailers that cost $10+ per piece. You do know that they go straight from the mailbox to the recycle bin, right? Trust us, we have 17 year olds at home and watch it happen each week. Sorry, harsh but true.

In last week’s blog post we introduced you to all of the great things Instagram can offer to universities: ease of use, engaging content, targeting younger student groups, providing a glimpse of life on campus. All of these things are great for your digital marketing initiatives. And Instagram is constantly updating and evolving both their phone app and website to make the platform even easier to use.

In addition to those free features Instagram offers its users, the platform recently added advertising options. In this week’s post, Emily will introduce us to the how's and why's of advertising to students on Instagram.

QUICK SIDE NOTE: Can We Meet in Denver? We will be at the NAFSA 2016 Annual Conference in May presenting new data about the impacts of current economic and political events around the world on students’ plans to study abroad. Use this link to schedule a time to meet with us at NAFSA in Denver. We’d love to learn about your recruiting plans and share our latest research with you in person.

Now, on to Emily's take on Instagram...

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Using #Instagram for International Student Recruitment

For your top 2016 international student prospects, using Instagram is second nature. These teens and young adults #instadaily like total pros. But, Instagram isn’t just an entertainment or social networking application. Not really. Not any more.

In September 2015, Instagram opened its doors to advertising for all businesses, big and small. That same month, Instagram hit another milestone when it beat out Twitter in active monthly users. Instagram’s website reports 400 million active monthly users. This is big.

So naturally there are big questions that arise with advertising opening up on Instagram. What is Instagram marketing? Should your university be doing it? Short answer: Yes.

Why? This is where your prospects are spending their time. Your digital marketing needs to adjust to the changing social media landscape. Hard to keep up? Hard to staff it? Of course. Want to beat out your competition? Right, of course, again.

Oh, and this from Higher Education Marketing: 48% of U.S. high school seniors were researching universities via Instagram in 2015. BAM!

No whining about how you can't find a way to do it. Let's get down to how to do it.

This week and next, Emily will share our thoughts and tips on why and how.

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