Deploying successful social media ads can be a game-changer for higher education marketing, but common missteps can result in wasted effort and budget. We’re here to help you sidestep eight of these critical mistakes, so your campaigns reach and resonate with the right prospective students.
The Role of Social Media Ads in Enrollment
As higher education marketing continues to evolve, social media ads have become indispensable for university recruitment and brand building. Platforms like Instagram, TikTok, and Facebook offer a powerful way to reach prospective students, alumni, and other stakeholders who are essential to growing and sustaining higher education institutions.
Active engagement from your audience — students, parents, and graduates alike — is what makes these platforms unique. Savvy universities are making Instagram and Facebook ads an integral part of their outreach strategies. While Google Ads may often yield higher conversion rates, social media advertising is where universities have the potential to resonate and stay top-of-mind, especially since both competitors and audiences are already heavily present there.
Facebook remains the world’s largest social media platform, with over 250 million users in the U.S. alone, driving 32.37% of all social media ad revenue. Meanwhile, Instagram has surpassed Twitter for brand engagement. Instagram is also highly preferred among young users, with 57.5% of U.S. residents aged 12 to 17 on the platform, making it critical for connecting with Gen Z. And since Meta (Facebook’s parent company) owns Instagram, cross-platform ad campaigns allow for seamless reach, increasing visibility across the two most popular social channels.
This kind of visibility needs — nay, demands — a thoughtful approach to social media ads. While Instagram and Facebook ads don’t replace other paid channels, they certainly complement efforts as part of a comprehensive strategy.
In any sector, a successful social media marketing strategy combines open-ended, broad campaigns with specific audience targeting, remarketing, and programmatic ads. Testing and comparing different approaches enables higher ed marketing teams to fine-tune their social ad strategies, ultimately enhancing enrollment and fostering deeper connections with students and alumni.
Sound like a lot? It is, but that’s where we come in. Let’s look at eight of the most common mistakes higher ed marketers make when it comes to social media ads, so you can learn from others’ oversights.
Skipping Hyper-Targeted Campaigns
A common misstep in higher education marketing is relying on broad, generic ad campaigns that fail to resonate with students’ specific interests. Social media users are looking for meaningful connections; a significant benefit of platforms like Facebook and Instagram is the ability to target ads to individual viewers’ unique interests and goals. For higher ed institutions, creating hyper-targeted ads that cater to specific academic programs — engineering versus liberal arts versus marine biology — can attract students who already have a clear academic or career focus.
Hyper-targeting begins with defining a detailed student persona for each academic program. Beyond basic demographics, think about each persona’s hobbies, career aspirations, educational interests, and even their professional background, considering factors like job titles or industries related to your program. Facebook’s advertising platform, which also supports Instagram ads, allows precise targeting based on parameters like age, gender, location, interests, and online behaviors. This means you can reach prospective students who have shown interest in fields relevant to the courses being offered, as well as hobbies or areas that align with the ideal student profile.
Some of the most successful campaigns from leading universities illustrate the impact of this approach. For instance, an engineering program might run ads spotlighting the latest advancements in technology or project-based learning opportunities, speaking directly to tech-savvy students passionate about innovation. Meanwhile, a liberal arts program could highlight its focus on creativity, critical thinking, and cultural studies, appealing to students with artistic or literary interests. By designing program-specific campaigns that speak directly to a student’s aspirations, you can forge stronger connections and start to drive more meaningful engagement on social media.
Missing Campus Culture
One common oversight in higher ed advertising is neglecting to showcase the university’s unique culture and everyday student life in an engaging and relatable way. Prospective students aren’t just choosing a place to study; they’re choosing a community where they’ll live, grow, and experience transformative years. Social media is built on forming connections, and ads that feature real student stories, campus events, and authentic day-in-the-life content can help prospective students picture themselves as part of that community.
Higher ed institutions can create a sense of belonging by using ads that highlight not only academics but also the vibrant, personal aspects of campus life. When students share their experiences, their favorite activities, or even their daily routines, it gives prospective students a glimpse into the life-changing potential of attending that university. This emotional connection can be a deciding factor for many students evaluating their options.
An excellent example of this approach comes from Boston University’s #TerrierTuesdays campaign, where current BU students share insights into their backgrounds, interests, and transition to campus life. These students also discuss their goals after graduation and offer advice for those considering BU, giving prospective students a personal look at what their own journey at the school might be like.
From a marketing standpoint, the takeaway is clear: Capturing authentic student experiences, campus traditions, and relatable moments in ads can make a lasting impression on prospective students and help them feel connected to the campus community.
Ignoring Seasonal Peaks
Timing is everything, especially when it comes to reaching students who are making decisions about where to apply, when to visit, or even where to transfer. Failing to align your ad messaging with these strategic moments — like application deadlines, campus visit weekends, or graduation season — means missing out on valuable opportunities to engage students when they’re actively considering their options.
By planning ads around these peak times, you can hover top-of-mind during prospective students’ decision-making moments. For example, early fall is an ideal time for ads about application deadlines and requirements, as high school seniors finalize their application plans. Leading up to major campus visit weekends, ad campaigns can focus on showcasing campus culture and unique opportunities, inviting prospective students to see themselves on campus. As graduation season approaches, ads can shift to appeal to younger students exploring transfer opportunities or high school juniors who are just starting to consider their options.
A successful strategy also involves understanding where each audience is in their journey. Ads for undergraduates will follow a different rhythm than those for graduate students or transfer applicants. By tailoring ad campaigns to align with each group’s timeline, you can maximize engagement and help prospective students find the information they need at just the right time.
Neglecting Alumni Stories
Many universities miss a valuable opportunity by not featuring successful alumni in their ad campaigns. Showcasing alumni who have made significant strides in their careers or unique contributions in their fields can strengthen your institution’s credibility and appeal, particularly for prospective students and parents looking for evidence of long-term success. Alumni success stories provide real-world examples of what’s possible with a particular degree, adding a layer of trust and aspiration to a university’s brand.
Featuring alumni also builds connections between prospective students and the school’s broader community. Storytelling is a powerful vehicle here; gather compelling alumni stories by reaching out to alumni associations, surveying recent graduates, and collaborating with alumni offices to identify individuals with inspiring or relatable journeys. These stories can be integrated into ad campaigns through short video interviews, personal testimonials, or social media spotlights.
In a successful example, the University of Connecticut developed its “Worth Repeating” campaign to highlight both current students and prominent alumni. Through this campaign, alumni share insights into their industries, personal talents, and career paths, adding authenticity and inspiration for prospective students. By showcasing alumni achievements, universities not only enhance their reputation but also give prospective students a compelling vision of what they could achieve as future graduates.
Overlooking User-Generated Content
User-generated content (UGC) is one of the most effective ways to create engaging, authentic ads that resonate with a target audience. UGC offers a level of authenticity that branded content can’t always capture; in the case of higher ed marketing, it allows prospective students to see the university through the eyes of its current students.
By incorporating real student testimonials, photos, and videos into ad campaigns, universities can build trust and make their brand feel more approachable. For example, Boston College’s
, which features students on vacation wearing BC apparel, reinforces school pride and shows BC students as connected and engaged. These relatable glimpses into student life can be instrumental in influencing a student’s decision to apply.
For universities looking to amplify UGC, short-form video platforms like TikTok and Instagram Reels are ideal for showcasing student life through a medium that younger audiences favor. However, don’t hop on the newest platform for the sake of it — if your university already has an established Instagram following, launching Reels can offer a compelling alternative to TikTok, and deliver similar engagement benefits.
Misallocating Your Budget
A frequent mistake in higher ed advertising is spreading the budget too thin across multiple platforms, often without enough focus on those that consistently deliver the highest ROI. Investing in high-ROI formats helps universities to maximize their reach and engagement while making the most of limited marketing budgets.
To optimize budget allocation, regularly assess and prioritize the platforms and ad formats that yield the best results in terms of engagement and conversions. For instance, Instagram Stories and Reels typically perform well among younger audiences and are ideal for creating immersive, visually appealing ads that capture attention quickly. By focusing on these high-performing formats, marketing teams can reallocate funds from less effective channels to reach prospective students where they’re most active.
Effective targeting also plays a critical role in budget optimization. Common missteps — such as setting targeting parameters too wide or failing to exclude leads who have already converted — can cause ads to reach the wrong audience, wasting valuable budget. Utilize behavior-based targeting, particularly on Facebook, to refine your school’s outreach to prospective students with academic or extracurricular interests aligned with their programs. This approach minimizes budget waste and improves the likelihood of reaching potential applicants, maximizing the impact of each ad dollar spent.
Forgoing Advanced Analytics
While they may be easy to access and review, relying solely on basic metrics like clicks and impressions doesn’t fully provide the insights needed to refine strategies and improve campaign performance. Advanced metrics — such as lead quality, conversion rates, and long-term engagement — enable marketing teams to track not only initial interest but also the likelihood of prospective students actually enrolling, offering a clearer picture of the return on their ad spend.
Take a data-driven approach and set up your social media analytics to capture specific metrics tied to your advertising goals. If your university has multiple campuses, create separate campaigns for each location to identify where your ad efforts are driving the most engagement and which programs are resonating in different regions. Similarly, campaigns should be split for online versus in-person offerings, tailored to either local or remote audiences and featuring targeted messaging that resonates with each group.
Advanced tools like geo-fencing can also enhance targeting precision by focusing on specific locations such as magnet high schools, community colleges, or even competitor campuses. By honing in on these specific areas, you can reach prospective students in highly relevant locations, optimizing both budget and engagement.
Falling Behind Social Media Trends
Social media evolves at breakneck speed, and sticking to outdated advertising strategies can significantly impact campaign effectiveness. As new trends emerge — like AI-driven ad personalization and the growing popularity of short-form video content — universities that don’t stay current risk losing ground to competitors who embrace these advancements.
With AI-driven personalization, ads are tailored in real time to match the preferences, behaviors, and demographics of the user. AI tools also streamline targeting, enabling marketers to launch campaigns with broader parameters and let the algorithms find the best audience segments, which enhances both reach and efficiency.
Short-form video content — think TikTok videos and Instagram Reels — has also become a dominant format. These quick, dynamic, often user-generated videos are highly engaging, and they give universities a unique way to showcase campus life, student testimonials, or program highlights in a format that resonates with younger audiences. Continuously test and integrate these new formats to keep your campaigns innovative, and don’t be afraid to hop on new viral trends (just keep it classy, and always have a copyeditor on hand).
Best Practices to Strengthen University Marketing
When used effectively, social media advertising can make a significant difference in attracting and engaging prospective students. By avoiding common mistakes — such as running generic campaigns, neglecting campus culture, misallocating budgets, and failing to keep up with new trends — your school’s ad strategies become powerful tools for growth. Embrace best practices like hyper-targeted ads, authentic content, seasonal timing, and advanced analytics to make your campaigns resonate more deeply with audiences and drive stronger results.
To stay nimble, view your campaigns as living strategies. That means regularly reviewing performance metrics, experimenting with new formats, and adjusting tactics based on the latest trends and audience insights. By taking a continuous improvement approach, your higher ed institution can build more effective, engaging social media ads that reach prospective students and inspire them to become part of the campus community.
When you’re ready to build a social media marketing strategy that complements your existing advertising efforts, give Vital a call. We love helping higher ed institutions develop compelling, sustainable digital marketing programs that will serve their communities for years to come.
Frequently Asked Questions
What are the best practices for higher ed Instagram ads?
To create impactful Instagram ads for higher education, focus on authenticity and audience relevance.
- Use hyper-targeted campaigns to connect with specific groups, such as prospective undergrads, gap-year students, or graduate applicants, and highlight campus life and unique programs that appeal to them.
- Prioritize high-quality visuals and tailor campaigns to each platform; for example, user-generated content (UGC) that showcases real students’ experiences tends to resonate well on Instagram.
- Incorporate both square and vertical (story-oriented) assets to maximize engagement on mobile, which is where the majority of users access social media.
How can universities improve their Facebook ad ROI?
To improve ROI on Facebook ads, focus your budget on high-performing ad formats like video and interactive content. Using Facebook’s advanced targeting options, such as behavior-based targeting and geo-fencing, can also ensure ads reach relevant, interested audiences. Running remarketing campaigns is another effective strategy, allowing institutions to re-engage those who previously interacted with their website or content. For greater engagement, prioritize Facebook forms over landing pages to reduce friction in the user experience — especially if your customer relationship management (CRM) platform integrates with Facebook forms, as this helps capture more leads directly on the platform.
What types of creatives perform well?
A variety of creatives perform well on social media, depending on the target audience. Polished, professionally produced videos work well for graduate-level audiences, while authentic, day-in-the-life videos tend to resonate best with younger prospective students. Video content, regardless of format, tends to drive the highest engagement.
Is it better to use a Facebook form as opposed to a landing page?
Yes, using a Facebook form is generally more effective. Forms that are native to Facebook keep users on the platform, streamlining the experience and often resulting in higher conversion rates. This option is especially beneficial when CRM integrations are in place, allowing seamless lead capture. While conversion volume may increase with Facebook forms, there can be a tradeoff in lead quality, so it’s recommended to test instant forms alongside landing pages to evaluate the results.
How should creatives be oriented for mobile ads?
For optimal mobile engagement, use square assets or vertically-oriented (story-style) creatives wherever possible. These formats are ideal for platforms like Instagram and Facebook Stories, as they fully utilize the mobile screen, increasing the likelihood that users will stop scrolling and engage with your content.
