Social Media Trends for 2025: What Universities Need to Know
In an increasingly competitive higher education landscape, universities must stay ahead of social media trends to connect with prospective students, engage current ones, and enhance their overall brand. With 2025 fast approaching, we have outlined the key social media trends universities should be aware of and how they can leverage these developments for student recruitment and engagement.
1. Hyper-Personalisation in Social Media Ads
Ad platforms are advancing their ability to target audiences with precision. For universities, this means creating highly specific campaigns that narrow the target audience down based on specific locations (cities or even radius around campus), previous fields of study, interests, and academic aspirations.
Why it matters: Personalised ads can drive enquiries and applications more effectively, especially when targeting international students or niche programme applicants.
2. Short-Form Video Content for Student Engagement
Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate student attention. Universities leveraging short, impactful videos can better showcase campus life, highlight achievements, and even simplify the admissions process.
Why it matters: Engaging video content is key to capturing Gen Z’s attention, particularly when promoting events or sharing success stories.
3. AI-Driven Content Creation for Personalised Messaging
AI tools are transforming how universities can create content at scale. From generating personalised email campaigns to crafting student-centric social media posts, AI offers endless opportunities to connect with audiences on a deeper level.
Why it matters: Universities can efficiently create tailored content for different audiences, such as international students, postgraduate applicants, or alumni.
4. Augmented Reality (AR) and Virtual Reality (VR) Experiences
AR and VR technologies are revolutionising campus tours and virtual events. Prospective students can now explore facilities, attend taster lectures, or interact with current students—all without stepping foot on campus.
Why it matters: Virtual experiences make universities more accessible to international and remote applicants, giving them a taste of student life before they even enrol.
5. Harnessing Social Media Listening for Reputation Management
Social media listening tools enable universities to monitor their digital reputation and understand what matters most to prospective students. Whether it is analysing sentiment around tuition fees or gauging interest in specific programmes, these insights are invaluable.
Why it matters: Understanding what students are saying can help shape marketing campaigns and address potential concerns in real-time.
6. Social Commerce and Online Course Promotion
Social commerce is not just for products. Universities can utilise platform integrations to promote online courses, workshops, or even event tickets directly through Instagram or Facebook.
Why it matters: Simplifying enrolment for short courses or summer schools can drive revenue and introduce new audiences to your institution.
7. Focusing on Niche Communities for Research and Recruitment
Platforms like Discord, Reddit, and even private Facebook groups are seeing growth as students seek out interest-based communities.
Why it matters: By engaging in these spaces, universities can highlight their academic strengths and connect with students in meaningful ways.
8. Greater Emphasis on Privacy and Security
With growing concerns about data privacy, universities must prioritise transparency in how they collect, store, and use student data. New regulations and a shift towards privacy-focused features on platforms like Instagram and WhatsApp will require institutions to adapt their strategies.
Why it matters: Students and their families expect their information to be handled securely. Demonstrating a commitment to privacy builds trust and safeguards your institution’s reputation.
9. Emphasising Environmental and Social Responsibility
Students are increasingly choosing universities aligned with their values. Showcasing sustainability initiatives and participation in social justice causes on social media will resonate strongly with prospective students.
Why it matters: Highlighting these efforts builds trust and positions your institution as a leader in important global conversations.
10. Innovating with Influencer Marketing
Micro- and nano-influencers—such as current students or alumni with active followings—can play a significant role in promoting university life.
Why it matters: Their authentic voices can have a greater impact on prospective students than traditional advertising campaigns.
How to Prepare Your University for 2025
To stay ahead, universities should:
- Configure online ads so that they target potential candidates more narrowly.
- Invest in AI and AR/VR tools to enhance the student journey, from application to enrolment.
- Optimise video content to maximise engagement across TikTok, Instagram, and YouTube.
- Utilise social media listening to shape campaigns that resonate with student needs and concerns.
- Collaborate with influencers to amplify their message authentically.
- Showcase their values by promoting sustainability, diversity, and inclusivity initiatives.
Social media in 2025 will be about more than just presence; it will require thoughtful strategies to connect with students meaningfully. Partner with a digital marketing agency specialising in higher education to ensure your university thrives in this dynamic landscape. Contact us at hello@nextlevelhighered.com to future-proof your strategy for 2025 and beyond.