Social Media, Scepticism and Uncertain Futures: Gen Z’s Attitudes to Higher Education
Article Highlights
- Scepticism in higher education institutes
- The importance of customer experience
- The impact of media channels on the undergraduate application process
- The future is social
- Hear it from the expert...
- Why attend YMS?
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Higher education institutes face more challenges than ever to recruit Gen Zers, who have faced a jilted education journey due to the chaos of the pandemic and ongoing cost-of-living crisis.
In this blog, we’ll share insight into the future of the higher education sector, drawing on Voxburner statistics and in-house trend knowledge.
Scepticism in higher education institutes
Students suffered significantly during the COVID19 pandemic. Remote learning caused years of disjointment in schools, whilst later cohorts face doubts about attending university.
For brands looking to reach Gen Z, it’s crucial to understand this generation is more sceptical than ever about higher education. The cost-of-living crisis coupled with the pre-existing student debt crisis has caused many to rethink their approach to higher education. In fact, according to a recent survey by Public Agenda, only half of US respondents (49%) think the economic benefits of a college education outweighs the costs.
The importance of customer experience
It’s essential to treat today’s students like customers.
A great customer experience is key to both attract and retain students, allowing for universities and colleges to build brand differentiation, appeal and connect with young consumers. Implement creative initiatives, ensure you’re acting on feedback and ensure your students know where to reach you. Gen Z are digital natives, and are well aware of the hallmarks of a good experience. They’re also quick to call out when something doesn’t work for them.
Equally, perception has a major impact on customer experience. This is often pre-existing for higher education establishments, with many students holding pre-conceived judgements. Prioritising diversity and inclusion here in your marketing is key. According to Voxburner data, 32% of people shared that they don’t feel represented in higher education marketing. 45% said they wanted to see more racial diversity in these campaigns, whilst 39% said gender diversity. Higher education (thanks to student loans) is generally an avenue available for the most part, so it’s important that students see themselves represented in marketing.
The impact of media channels on the undergraduate application process
The undergraduate application process can be lengthy, with many different media forms used at different moments of the application.
Whilst the higher education sector often uses media consumption research to support their campaign decision-making processes, there are some issues here.
This kind of insight analyses behaviours across too broad a spectrum – meaning it fails to address the nuances of the higher education market. It’s important for universities to understand the impact that media has on the undergraduate application process, and how media is used at different stages of the cycle. We’ll be sharing exclusive insight into this at our higher education track at YMS London.
The future is social
As with all marketing, great campaigns are all about visibility. With more college courses and university options out there than ever before, higher education institutions should be asking why prospective students should choose them, rather than vice versa. Creating online content is key to getting involved in Gen Z conversations, whether that’s running an online advertising campaign or getting creative with your TikTok strategy.
Voxburner research shows that a huge 78% of young people want to hear from current students in university marketing campaigns. Peer-to-peer marketing is a powerful tool to engage prospective students, so let your current students be your biggest advocates. Student ambassadors fronting campaigns and social media takeovers are a great way to start.
Hear it from the expert…
We caught up with Matt Horne, Head of Digital at Newcastle University, ahead of his session at YMS London.
What makes a great higher education campaign?
“It needs to forget gimmicks and quirky hooks and focus on what really matters – providing value to the audience in exchange for their attention. Whether you’re trying to reach potential students, parents, teachers or even alumni – it needs to provide the right information, at the right time, in the right style, on the right channels, for the audience you’re trying to reach.”
Why is social media such a sweet spot for attracting Gen Z, and should universities be prepared to take risks to attract them?
“Social moves fast, without taking risks you’re never going to learn new tactics and will still be expecting returns doing youth marketing on Facebook. I’m not talking risks like dropping sassy replies in the comments, but risks like experimenting with new placements, content types, campaign hooks and messaging. Be bold, experiment, measure and learn then start taking new risks.”
You can learn more about Matt and his session at YMS London here.
Why attend YMS?
If you’re a youth marketer looking to find out the biggest emerging trends and insights for the higher education sector, look no further than YMS festivals. YMS is the world’s biggest youth marketing conference, bringing together some of the biggest faces shaping Gen Z culture today. This year, we’ll be holding events in both New York and London.
YMS has been curated for anyone looking to better understand, engage and target Gen Z audiences. The audience is made up from marketers from all brands and sectors, agencies, non-profit organisations and colleges and universities. It is a must-attend for anyone looking to reach Gen Z consumers.
Haven’t got your ticket for London? Secure your pass here today.
