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Summer Social Media Ideas for Higher Education Institutions

June 5, 2024

With students being away for the summer and the campus looking empty, higher education social media managers often struggle to come up with content ideas to keep their accounts active. Though the overall online engagement drops in the summer, there are still ways of curating lively feeds and encouraging student and alumni engagement.

If you find yourself short on inspiration, here are our summer social media ideas for higher ed marketers:

1. Student or Alumni Features

Whether it’s photos from eye-catching vacations, study-abroad experiences, internships, jobs, or alumni meet-ups (with bonus points if people are wearing your school’s colors), featuring familiar faces on your social media channels can make your community feel more connected during the summer break.

2. Campus Highlights

The students might be gone, but the natural beauty of your campus is most likely just as vibrant. With lush green trees and flowers in bloom, summer is the perfect time to show off the unique natural features of your campus, reminding your online audience of how welcoming it is.

3. Get the Students Involved

Students want to have a say in what their campus life is going to look like in the new academic year. By creating polls or contests surrounding event planning or artistic programming, you can encourage audience participation and engagement in a manner that’s fun for students and insightful for you as a higher ed marketer. This approach will help you identify ahead of time which programs or events the students are most excited about, giving you plenty of time to come up with the best promotional strategy.

4. Use the People Around You

Though most campuses look rather empty in the summer months, some schools still offer summer classes and host volunteer groups and sports teams. Use this time to create “behind the scenes” content featuring student athletes, tips on staying involved on campus between semesters, and staff highlights (important people for incoming and transfer students to know, such as academic advisors, and international student and student activities coordinators, among others).

5. Viral Trends

Though school life slows down in the summer, the internet does not. Trends will continue to emerge and cycle throughout the summer months, and you should be able to stay on top of the ones that align with the type of content your school usually publishes. With limited resources, summer trends are a good test of creativity for marketers and social media managers.

6. Facilitate Back-To-School Excitement

This idea is better suited for later summer months, when you can start creating content that generates anticipation for the upcoming semester. Create a hashtag new students can use to share their acceptance letters, and feature some of them on the school’s social media accounts. As the students prepare to return to campus, this is also a great time to show off how the staff gets the school ready for the Fall. Highlighting what students can look forward to in the new academic year is a great way of cultivating excitement and school spirit.

The summer months can also be used to evaluate your school’s social media presence, looking into statistics and taking note of what type of content performs best. Learning from those findings and taking inspiration from the ideas above can result in a summer full of engagement!

At 5 Horizons, we are experts in higher education marketing. Contact us today for extra social media insights or advertising assistance.

Advertising on LinkedIn in 2024

February 12, 2024

LinkedIn is one of the most efficient social media channels for advertising placements when it comes to reaching professional audiences. Whether you’re targeting prospective clients, students, or team members, LinkedIn offers a variety of ad types, helping you achieve specific goals and conversions. But with so many ad types to choose from, how do you know which one is the best for your objectives?

At 5 Horizons, we are no strangers to LinkedIn ads and can guide you through the different routes you can take when advertising on this social platform.

Types of LinkedIn Ads

Text and Dynamic Ads

Text and dynamic ads are other personalized formats that speak directly to your audience. Except this time, instead of appearing as a new message in their inbox, they pop up in a member’s feed, specifically on the LinkedIn right rail.

Text ads are only compatible with desktops and consist of a small image, a short headline, and a description. Dynamic ads look very similar, except they are tailored to members based on their LinkedIn profile data and also feature a call-to-action button. Dynamic ads can be implemented in three different formats:

Spotlight Ads—used to highlight a specific product, service, or event.
Follower Ads—aim to increase your page’s follower count.
Job Ads—hold the objective of driving quality candidates to your open positions.

All these formats act as “bite-sized” advertising avenues. With minimal copy and visuals, they’re intended to grab a person’s attention and entice them into learning more about your offerings.

Bottom Line

The variety of advertising opportunities on LinkedIn can be overwhelming, but a well-developed strategy can help narrow down the right ad format for you and your goals. As experts in social media advertising, 5 Horizons works with clients from various industries, using LinkedIn to tailor ads to their unique audiences. Contact us to learn more about how advertising on LinkedIn can help meet your objectives.

Content Marketing is Modern Marketing Evolved

November 10, 2023

Our Greatest Takeaways from Content Marketing World 2023

Content Marketing World (CMW) is a must-attend event for the writers on our creative team. From keynote speakers and breakout sessions to workshops and networking events, CMW provides insight on a diverse range of topics and new technology.

CMW 2023 took place in Washington, D.C. and delivered multiple days’ worth of professional development. The hottest topics fell into three distinct categories:

1. Artificial Intelligence (AI)

From day one, AI dominated the conversation, with panelists asking and answering poignant questions related to the emerging medium. Ann Handley, the Chief Content Officer of MarketingProfs, delivered a keynote address alongside Andrew Davis, professional keynote speaker and best-selling author, who boldly declared that AI is not a tool, but is instead a partner.

Handley claimed that AI will never be enough on its own and companies will always need exceptional writers to command the AI and finesse the output. Davis further emphasized Handley’s point in his session on AI, describing the technology as a cognitive collaborator for content creators.

Davis also introduced the concept of digital doppelgangers: content created at the crossroads of humans and AI. Davis suggested learning, training, and implementing AI practices that are ethical and transparent to create your own digital doppelganger. By improving your prompting skills, you can train AI to write like you––in your voice, for your audiences. Treating AI content like your rough draft (because it will be rough) can speed up your process and allow you to edit, rearrange, and expand the content until you develop your final draft.

AI is here to stay, but the industry of content creation is still identifying the boundaries of how and when AI should be used. Best practices should include being transparent about the use of your digital doppelganger. Honesty and transparency are key to integrating AI into your work with an ethical perspective.

2. Search Engine Optimization (SEO)

Search Engine Optimization (SEO) was the second hottest topic at CMW 2023. With the expansion of AI comes the evolution of traditional SEO. A variety of speakers spoke to the importance of audience intent when searching for information.

Google is not just looking for your keywords anymore—it is reviewing the intent behind the search by compiling a user profile. Understanding why your audience is looking for your product or service will help your SEO ranking rise.

For a long time, SEO and blogs have been tied together tightly, but the speakers at CMW talked heavily about evidence-based SEO. SEO needs to be more comprehensive than just content, link building, and technical optimization; SEO needs to be evidence-based and fluid, able to pivot and change with every Google algorithm or technical update. At its core, SEO needs to be in tune with the motivations of the audience you’re trying to reach.

3. Video Content

Perhaps in response to the popularity of video-heavy social media apps such as TikTok and Instagram (Reels), video content was a popular topic at CMW.

Video content has long been known as a medium that can inspire and captivate. Ann Handley and Andrew Davis both declared video as content that can fit anywhere in the customer journey, though the beginning of the journey is an ever-important placement. Video is about emotion, but it is also a great opportunity to show your audience who you are as a company or organization.

However, one speaker warned of the pitfalls of a “video page” on your website. In a humorous presentation, Tony Gnau, the founder and chief storytelling officer of T60 Health, claimed, “A video tab on your website is the Florida of videos. That’s where your good videos go to retire.” Instead, he encouraged the attendees of his session to spread video content throughout their website without oversaturating one area, and use videos as a supportive tool for delivering complex or dry information in an attractive and digestible format.

Our writers enjoyed attending Content Marketing World 2023 and came back inspired to try new techniques and implement new practices into their workflow. Our team attends conferences such as CMW all year long to stay up to date on the latest trends because education is at the heart of everything we do.

If you’re looking for a partner who lives and breathes modern marketing, we are ready to share our knowledge with you and continue the discussion. Let’s connect!

Threads App: Do You Need to Use It?

November 1, 2023

Threads has been around for a few months now. So, is it worth using or not?

In July of 2023, Mark Zuckerberg and his team at META created a new microblogging platform—Threads. Attached to the Instagram app, Threads allows users to share real-time updates in the form of 500-character posts, links, photos, and videos up to five minutes long.

If you or your business aren’t on Threads yet, the question remains: should you be? There are a few things to consider:

1. Who is Your Audience?

When thinking about venturing into new platforms, one thing to consider is the audience you’re marketing to. Threads was created in response to decreasing numbers on X (previously known as “Twitter”), as META was looking to capitalize on users searching for a new place to engage in open conversation. The audience Threads attracts is primarily young, mostly Gen Z. If that doesn’t sound like your audience, Threads may not be the right choice for your business.

2. What Content Does Your Audience Engage With?

Take into consideration what content and platforms your audience already enjoys. Is your company active on X? Is microblogging something they are receptive to and apt to interact with? Do they interact more with visual content, such as that found on Instagram? Figuring out what form of media fits your audience’s interests can help you to identify if a new social platform such as Threads is worth investing time in or not.

3. What Are the Benefits of Using New Platforms?

When deciding if a new form of social media is right for your business, it is important to look at how the features of the platform would benefit you and slot in with your pre-existing social media. Threads allows you to connect with your Instagram followers but in a new way. You can engage with all of your same audience, but with less of an emphasis on the visual content.

For example, if your business’ Instagram has high engagement but utilizes a curated feed, Threads would be a way to communicate information, photos, or ideas that don’t fit into your normal posts, but will still reach that same, active audience. Using Threads can also cut out the middle man when it comes to linked content, allowing your links to live within their own posts and get more interaction and engagement.

4. Is This a Trend, or a Long-Term Solution?

The last thing to take into consideration before opening a new account is the cycle of trends. When platforms are first launched, they tend to get a lot of interaction because of their newness. Early reports on Threads indicate that its numbers are dwindling already since its initial launch, and will likely continue on a downward trend. Creating new social media is a large time investment––think of the strategy, graphics, copy, and nurturing your follower base.All of this may not be worth it if the app does not show longevity. With an 80% drop in daily users, Threads might not be the most successful platform to jump into without a specific reason.

If you, however, decide that Threads is right for your business, it will offer an entirely new space to interact with your audience. So, now is as good time as any to start brainstorming ways you could diversify your content on this new platform.

Still have questions? We’re here to help you reach your audience and navigate social media advertising. Connect with us to learn more.

Instagram Reels: Best Practices Guide

May 12, 2023

Use this simple guide to better understand and implement vertical video content in your social media efforts.

Reels, which were first introduced to Instagram back in 2020 to compete with TikTok, are now among the most popular vertical video content. Many companies with a preexisting Instagram presence should tap into Reels to grow their brand and promote their business.

Our Social Team has put together this best practices guide to help our clients make the best out of this short-form 90-second video format.

1. Follow the Trends

Using a trending sound is one of the most effective ways to capture more audiences. Keep an eye out for trends by scrolling through the Reels tab on Instagram and seeing what other creators (or even competitors) post. If you see something gaining traction, make sure to commit to it quickly, because trends come and go really fast!

2. Add On-Screen Text & Captions to Your Videos

Since 69% of video is watched without sound, it’s crucial to always add on-screen text and subtitles to your Reels. That way, you’ll reach more users and make your videos more accessible to people with hearing impairments.

3. Stick to Your Voice & Niche

Though trends are exciting, not all of them align with every business’ mission and goals. You are likely to see results from consistently posting reels that speak to your brand and help your audiences get to know you and your team better.

4. Avoid Horizontal Video

One of the most important evergreen tips is to keep vertical videos, such as Reels, vertical. If your institution has a high-quality horizontal video, it might be better suited for other platforms, such as YouTube, or as a post on any of the Meta platforms. Create Reels with the ideal aspect ratio of 9:16 and size them 1080 x 1920 pixels. That will make the Instagram algorithm more likely to favor your content and show it to users.

5. Use Tools & Hashtags

Take advantage of Instagram’s built-in features that help streamline the process of Reel creation. You can trim and delete video clips within the app and use Templates of other Reels to make your content match the trending sound perfectly. Before uploading your Reel, make sure to include 3-5 hashtags to help the algorithm better understand your content and offer it to the right audiences.

Keep in mind that most of these guidelines can be applied to not only Instagram but other platforms and types of vertical content as well. That includes Facebook Reels, TikToks, and Stories on both of the Meta social media platforms.

Do you want to further increase your brand’s visibility? Contact us to learn more about how we can help you achieve your social media goals.

Inside 5 Horizons: It’s Organic! Growing Your Social Media Audience

April 28, 2023

Hear from our Lead Copywriter, Abigail Egan, as she discusses her favorite tips for growing social media audiences organically.

There is a lot of conflicting advice on the internet about how to grow social media–follow the trends, but be completely unique; stay true to your brand, but don’t overuse your logo or brand colors; create widely shareable content, but narrow your content for a specific audience.

Social media strategies should be unique to individual companies and organizations, but there are a few general tips all campaigns, of any size or focus, can utilize to increase success.

Grow your social media audience organically with these three guiding principles:

1. Set Goals for Your Growth

Growing your accounts organically can be a slow process, but setting goals will keep you on track for steady, high-quality growth. Maybe your goals are to utilize a new hashtag, find other companies in your industry to network with, or solidify your brand style more publicly. Expand your goals beyond just numbers and think about the broader impact and message your social content is making online.

2. Tailor Content for Different Platforms

Your audience across platforms is going to vary, so it’s safe to say your content should too. Do some research on your audiences and learn what type of content resonates the most on each platform. Different audiences, on different platforms, will react uniquely to different content.

Try to avoid pigeonholing your audiences. Give them a variety of content to interact with in new ways, emphasizing the areas where you see the most engagement. Do articles resonate on LinkedIn, but not on Instagram? Do video interviews have more reach on Facebook, rather than Twitter? Test your theories, collect your data, and adjust your platform-specific strategies to match the results.

3. Be Consistent & Have Some Fun

Prioritize consistency over perfection when you’re planning your content schedule. Consistent posts will get your account on users’ feeds more often, creating a feeling of familiarity with your brand.

The Marketing Rule of Seven states that a consumer is most likely to buy or interact with a product or company after seven separate, unique touchpoints. With social media being as saturated as it is, with advertisements, sponsorships, and brand deals, that number is likely higher than seven in 2023.

At 5 Horizons, we aim for three categories across our social content: Professional, Community, and Human. We know that a mixture of industry insights, current events, and fun content is a good balance of branded and approachable content. Creating a variety of content also allows us to produce more social assets on a consistent schedule.

Not every post should be branded or pushing for viewers to take an action—sometimes sales have to take a back seat. You want your audience to be authentic users, not just faceless followers, so consider having a little fun with your content. Maybe your brand allows for a little more personalization, or perhaps humor aligns with your company culture. Not sure what direction you should take? Create a few test posts and watch closely to see how your audience engages with the content, or give organic A/B testing a shot.

Grow your social media audience organically with these three guiding principles, or reach out to our team for assistance!

The Inside 5 Horizons series includes stories and perspectives from our amazing team. Get a glimpse into our company culture each month by hearing from the unique voices of our copywriters, strategists, project managers, and more.

Clock’s Ticking

November 30, 2022

4 Ways to Use TikTok for Higher Ed Marketing

What originally started off as three different apps is now one of the fastest-growing influential social media platforms. With a wide selection of sounds, special effects, and filters, TikTok has paved the way for users to easily create content like never before.

TikTok is just over two years old, but doesn’t seem to be slowing down anytime soon. Though you may be late to the TikTok game, your educational institution can leverage the platform’s success to achieve marketing goals by identifying your audience, tracking trends, finding the organic approach that works best for you, and boosting your videos with a small budget.

1. Identify Your Audience

Although TikTok is predominantly populated with Gen Z, your content should be targeted at a unique audience beyond age. For instance, an older audience is most likely to have financial decision-making power and is susceptible to messaging about getting ahead or changing careers. Utilize TikTok to narrow your prospects to those who may be entering college soon, finishing a degree, specializing with a certificate program, or pursuing a master’s or doctoral degree.

2. Track the Trends

Building your TikTok presence involves more than just producing content. If your school is new to TikTok, start by paying attention to trends that align with your institution’s mission. Some of the trends can be leveraged in messaging on other platforms, but keeping up with what’s in and what’s out is essential. Before you start actively using TikTok, be sure to clearly identify the goals behind your engagement.

3. Take an Organic Approach

One of the common goals of social media marketing is to build brand awareness. An organic TikTok presence is an effective way to accomplish this. Start with people who represent your institution best: mascot, orientation leaders, tour guides, and student ambassadors. They can provide intriguing snippets of student activities, orientation sessions, and other aspects of campus life. Monitor your account for brand consistency and involve students as much as possible to significantly expand your college or university’s reach.

4. Pay to Play

Paid advertising on TikTok is a great way to insert your institution into the stream. The goal of advertising on social media should be impressions and views (not clicks) as they’re exactly what will help increase your brand awareness. Boosted brand awareness can in turn amplify performance on other channels, such as Instagram, Facebook, or even your website, where audiences are more likely to click or inquire. The clock is ticking, but there’s still time to take advantage of all that TikTok has to offer. Combining organic and paid efforts can help your institution achieve the primary goal of growing your audience and driving brand awareness. If your school needs assistance with advertising on TikTok or creating engaging content for the platform, contact 5 Horizons to discuss how we can help you grow.