In a year that saw student enrollment bounce back from pandemic-induced lows, institutions embrace the tools of a digital classroom, and the cloud of uncertainty surrounding the future being lifted — you’d think 2022 was a return to normalcy, right?
There’s never a dull moment.
Factor in an unstable job market, the changing methods of data collection on the internet, and the introductions and continual evolutions of social media platforms — 2022 gave us everything we could handle. As for 2023? Expect much of the same.
Social Media Tips for 2023
Focus on Unique Content
Cross-posting is a strategic way to maintain your presence on multiple social media platforms by sharing the same content. We’ve advocated for cross-posting in the past, and it’s yielded exceptional results over time. It’s time-efficient, establishes your presence on multiple platforms, and is frankly easy to do. That being said, we expect consumer behavior to be slightly different in 2023, which requires a different approach.
To maximize the effectiveness of your communications strategy, it’s more important now to prioritize unique content over cross-posting.
Gen Z has a strong presence on nearly every social media platform, but they use each channel for a different purpose. Students on TikTok might be after a quick burst of entertainment, while those on Twitter are looking for the latest news. For you, this might mean posting short-form skits on one platform and student stories on another. Figure out what your audience is looking for on each platform, and create unique content that satisfies their curiosity.
Create a Social Audio Strategy
The average attention span of Gen Z is around 8 seconds. They want content, but their focus on a million different things makes watching tv shows or movies a monumental task. Wouldn’t it be nice if they had a low-investment alternative? Audio offers the casual, low-stakes choice that Gen Z is looking for.
Just this past year at StudyUSA, we’ve used audio in many ways that have led to incredible results:
Keep Your Finger on the Pulse
Platforms like TikTok and Instagram reward users for staying on top of the latest trends. For example, if a song is trending on social media and you add it to your content, the algorithm will pick up on it and share it with a broader audience. That’s not to say you should jump on every trend; sharing irrelevant content just because it’s ‘trendy’ will leave a sour taste in your audience’s mouth.
Keeping up with the latest trends is hard, but it doesn’t have to be.
Social listening is a strategy that involves taking industry insights and conceptualizing them into a grander picture. You can see what people are saying about your brand, your competitors, and important topics related to your industry. Apps such as Hootsuite or Adview help organize this information and make it easier for you to make informed decisions.
Microinfluencers and the Importance of Community
If you know Gen Z, you know that authentic experiences are a vital part of marketing to them. More than years past, it’s no longer the big-name influencers that they resonate with; it’s the smaller ones — the ones a little closer to home.
‘Micro’ or ‘nano’ influencers occupy niche pockets across social media. They have anywhere from 1,000-5,000 followers and don’t fit the typical influencer/creator archetype. Don’t let their low follower count fool you; they carry just as much influence in their pocket communities, if not more.
It’s a bit harder to identify these smaller influencers, but that’s where you see the importance of community. Communities bring together like-minded people, whether that’s in person or online. By creating spaces filled with a combination of influencers and prospects, you get a productive exchange that can lead to captured leads.
How can you create a community space? We had the opportunity to speak with Darren Grosch from Los Angeles City College, and he mentioned a few things they’ve done to create a welcoming digital community:
Shift to Zero-Click Content
If you’ve ever included an outbound link in your social posts, you know how hard it can be to get someone to click on your call to action. In 2023, that task will only get more complicated. Rather than fight against the current, we recommend foregoing links altogether.
Many platforms, from Instagram to Facebook, and even YouTube, punish creators who include outbound links in their posts. Why is that? Because they want you to spend as much time on their platform as possible. We’d expect these platforms to make it even harder to post links in 2023 and the punishment to be that much more noticeable.
If you ask us, it’s a blessing in disguise.
Zero-click content is content that’s so informative and so compelling that prospects find benefit from it even without a click. But if that’s the case, wouldn’t you rather save that content for your website? Think of it from their perspective; if the content you’re willing to share up front is this enticing, the content you’re hiding on your website must be even more interesting.
Get Comfortable with TikTok
TikTok is a video streaming platform that enables users to create short-form or live videos. The control it gives creators to promote their content is what separates it from other platforms. If you’re familiar with the nuances of TikTok’s algorithm, you have a fair chance of going viral.
TikTok trends snowball over to other platforms like Instagram. In a market keen on innovation, TikTok plays the role of the innovator, with other platforms filling the role of early adopters. Getting familiar with TikTok ensures that you’re first to the punch.
As we enter a year where there will be a lot of changes, you can expect TikTok to lead the way.
Focus on User-Generated Content
Keeping with the theme of being authentic, user-generated content is approachable, authentic, and sure to grab the attention of your Gen Z audience. High-quality productions look nice but do they feel relatable? Prospective students want to see what your school is like, not the upscaled version that so many people try to sell.
What are some examples of user-generated content?
User-generated content isn’t limited to your planned promotions on social media. Community-driven conversations can drive positive attention to your brand, whether you’re the one initiating them or not.
What the future holds…
We’re sure 2023 will have its fair share of surprises, but we’re looking forward to all the exciting developments the new year will bring!
Contact our team to plan your most powerful marketing mix →