Generation Z will dominate first-year students in higher education for the foreseeable future, which will force marketing and recruitment strategies to change to suit the preferences of different generations. What changes should be made in higher education to keep up with Malcolm’s trends?
In our case, user-generated content is also called student-generated content.
The data clearly shows the needs or needs of Generation Z. They demand authenticity and practicality. When choosing a university, they must not only consider admissions or school counselors, but also rely on the opinions of their peers (North American Civil Aviation Commission).
Research outside of higher education supports these findings.According to a global consumer survey conducted by Bazaarvoice, 73% of 18-34 year-old respondents prefer brands to use user-generated content among their users Social media channels (CSA).
User-generated content is nothing new, but the organization still missed the opportunity to shift its content strategy to the true voice of the students. I know that “real” may be the most overused word in marketing ever, but please listen to me. The students don’t want another beautiful, scripted, talking head video.Words from Dan Mott, Please put down the cliché lab coat, beaker and filtered campus beautification lens (How to market the university).
Students want to see who they are in content production organizations. They want to see other students who look like them, share the same values and dreams, and represent real student experiences.
How do you start or increase student-generated content? First draw inspiration from these great examples from social channels:
Twitter and the University of Delaware
As I scrolled through the university’s Twitter account, I came across the University of Delaware. Compared to other higher education accounts, @UDelaware often shares and publishes content created by its students. I like how they use content sources generated by multiple students to change their feeds.
Retweeting from the student’s own Twitter account
Can you tell a more beautiful scene at 7 o’clock in the morning? pic.twitter.com/JM9QIyNXbo
-BlueHenLindsey (@BlueHenLindsey) January 12, 2021
Content from Instagram
—University of Delaware (@UDelaware) February 4, 2021
—University of Delaware (@UDelaware) November 9, 2020
The first week of class✅
📸IG: Shanna Yaning pic.twitter.com/xztpvh7MyX
—University of Delaware (@UDelaware) September 6, 2020
Candid photo post
Study and rest with Pods on Saturday💙💛 pic.twitter.com/J1efIUxOgj
—University of Delaware (@UDelaware) January 30, 2021
-Chelsea Chatterton (@BlueHenChels) October 26, 2020
-Gina Cantato (@BlueHenGina) October 20, 2020
TikTok and the University of Georgia
Therefore, if you are #TeamTikTok, student-generated content is a great fit for the platform, as the University of Georgia proves this with its student videos. I like how the University of Georia uses student-generated content to discuss and display important public health needs.Look at their TikTok accountAnd in the example below.
@universityofgaReply to @michaelcbanks //Because the South Campus also needs love ## UGA ##the University ## tiktokuniversity ## GoDawgs ##campus♬Campus-Vampire Weekend
University of Georgia
Pinterest and Duke University
When i met Duke University Board of Trustees, I was surprised how much student-generated content was used.
Facebook and McGill University
The College of Higher Education also has a love-hate relationship with Facebook. But this channel is still a great way to get in touch with Gen Z. This is also the main channel for contacting alumni and donors. That’s why the videos of students from McGill University’s lifetime caught my attention. This is a great way to showcase McGill University to multiple audiences. check it out!
Instagram and Babson College
Instagram is the leading social platform for Gen Z In terms of daily use, this is an obvious choice accepted by upper-tier institutions. Instagram can also post content in a variety of ways, including stories, which is a favorite for displaying student work in higher education. I like how Babson College handed over its Instagram stories to current students so that they can answer questions and provide insights to prospective students.