Maximizing ROI with Student-Generated Content

Student-generated content gives higher ed marketers a cost effective way to achieve what traditional marketing can’t—an authentic look into campus life that builds trust, sparks connections, and ultimately drives enrollment.

When current students take the reins, they showcase their experience at your institution. 

It’s the late-night study sessions, the friendships, and the genuine ups and downs of the college experience, all captured without the usual polish of brand messaging.

This kind of authentic content is a powerful supplement to more polished marketing messaging like campus photos or stats on program rankings.  

When prospective students see someone who looks like them sharing real stories and relatable experiences, it creates a connection that’s hard to replicate. 

That emotional pull drives action. 

It could be the deciding factor that motivates a prospective student to attend an event, sign up for a tour, or even start their application. 

Let’s review a few ways to incorporate student-generated content into your higher ed marketing strategy. 

Types of Student-Generated Content That Drive Engagement

For higher education marketers, the types of student-generated content that resonate most often combine relatability with value.

The goal is to put this content on platforms where potential students already exist using trends and tactics they already know and enjoy. 

Here are a few types of student-generated content to consider: 

1. Instagram and Social Media Takeovers

When students take over your institution’s Instagram, TikTok, or X (formerly Twitter) account for a day or week, they bring their unique voice and perspective. 

Takeovers allow current students to share their routines, study tips, campus tours, and favorite spots around campus. 

This unscripted, day-in-the-life format gives audiences an authentic view of campus life.

Moreover, social media takeovers also increase engagement rates as prospective students feel they’re getting an insider’s perspective.

2. Student-Led Video Content

Videos are an effective tool for building trust and engagement, especially when they feature relatable voices. 

Current students sharing their experiences—like their journey to choosing the school or adapting to campus life—help to humanize the institution and make it feel accessible.

Consider asking students to film mini-documentaries or short stories. 

These could be about their favorite classes, clubs, or even study hacks!

This type of content can also be repurposed across multiple channels, like your website, YouTube, and social media. 

3. Interactive Content and Student Challenges

Higher education institutions thrive when they’re able to build active communities, and interactive content is an effective way to make this happen. 

Student-led challenges, polls, and Q&A sessions encourage this interaction. 

Plus, content that encourages a response brings prospective students into the fold by showing them an inclusive campus.

For instance, you could create a series of interactive Instagram Stories where students answer commonly asked questions or take part in a campus-themed challenge. 

These engagements are memorable, and will leave prospective students with positive impressions of your school.

Boosting ROI with Student-Generated Content

Student-generated content often requires minimal resources to create. 

Really all you need is a smartphone, existing social media trends, and student enthusiasm to create relatable content. 

Compared to traditional marketing campaigns, which may involve professional video production, photography, and paid media, the costs for this type of content are significantly lower. 

Students are already equipped with the tools they need to create, and by providing a platform, you’re simply amplifying their voices.

What you gain in return is higher engagement. 

Audiences today can detect overly produced content, and they’re more likely to respond to genuine, “imperfect” stories. 

Student-generated content has an inherent “shareability” factor. 

When students feel represented by the stories and images your institution is sharing, they’re more likely to repost and share it across their networks.

This creates ROI for your marketing department because every repost and share broadens your content’s audience without incurring additional costs. 

And, one of the more underappreciated benefits of student-generated content is the real-time feedback it provides. 

Because you’re using social media as a primary platform, you can track engagement metrics—likes, comments, shares, and views—in real time. 

These analytics allow you to see what resonates with your audience immediately. 

Then, with these insights in mind, you can fine-tune your content strategy on the fly.

Tips for Higher Ed Marketers Embracing Student-Generated Content

For higher ed marketers eager to maximize ROI through student-generated content, here are a few best practices to ensure success:

1. Choose the Right Students: Select ambassadors who truly embody the values and spirit of your institution. This doesn’t necessarily mean top achievers or popular figures; often, the most effective storytellers are those with genuine passion and relatable experiences.
2. Set Clear Guidelines, Not Scripts: Let students know the goals of their content without restricting them with rigid instructions. Authenticity is key, so providing guidelines rather than scripts ensures they have the freedom to express themselves while staying on message.
3. Incorporate a Feedback Loop: Encourage student creators to share their experiences and feedback. Use their insights to improve the program and discover new types of content or approaches that could resonate well with your audience.
4. Feature Diverse Voices: Every student has a unique story. Showcasing a variety of perspectives including different backgrounds, academic programs, and extracurriculars, ensures that your student-generated content appeals to a wider range of prospective students.

Build Stronger Connections

Maximizing ROI with student-generated content is about creating genuine, lasting connections. 

By amplifying student voices, you’re inviting prospective students into an authentic community that feels real, welcoming, and relatable. 

In higher education, where students seek a place they can trust and thrive, this authenticity is invaluable.

Plus, it’s cost-effective and widely shareable. 

By investing in the voices that represent your institution best—your mission-fit students—you’ll foster an engaged community that supports your goals while enhancing the student experience.

Looking to Level Up Your Student-Generated Content?

With Caylor Solutions’ consulting services, you can get the clarity and insight you need to plan, implement, and improve your student-generated content. 

Pulling from the decades of experience of our team of veteran professionals.

We offer expert consulting in marketing strategy, branding, student recruitment processes, and practical AI application. 

You can also benefit from our consulting services ranging from Fractional CMO to Ideation Retainers as well as Monthly Coaching for your entire team. 

Don’t hesitate. Contact us today and see how our consulting services can level up your student-generated content!

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Featured image by okrasiuk via Adobe Stock