With over 130 million active users, mostly aged 18 to 23, Instagram is a social media platform that educational institutions can no longer ignore. However, small and community colleges with already limited social media resources wonder if it is worth their time. So, should your college also be on Instagram?
As with any social media platform, before taking the Instagram leap, you must determine whether it suits your school. Is your target audience using this tool? If your students are older or mostly returning students, you don’t have to worry as much about it. Also, as with any platform, you must determine whether or not Instagram fits your social media marketing strategy: what are your goals? How will you manage your account? How will you gauge your success there?
Still, even if you’ve replied “no” to all these questions, Instagram may be right if you answer “yes” to the following: Is your school struggling to find relevant visuals? If so, Instagram may well be the solution. Indeed, Instagram is great, too:
- Find unique visuals of your campus in real time. Real-time is the keyword here. After all, this is where Instagram got its name (“Insta” for instant). The platform is great for getting a multi-focal perspective on any event organized –or not your college. Using hashtags, you can see what is being shared instantly.
- Find and curate student-generated content that you can share later. Commenting, liking, and sharing student-generated content are great ways to show new angles of your content without putting in the effort. If your students are using Instagram, and since it does not leave any room for staging, you will get more authentic shots that will amount to third-party endorsement, an essential component of student marketing.
- Experiment with your college’s branding without much consequence. Instagram allows you to show what makes your school peculiar, even if it is inconsistent with the general branding effort. In that sense, it is the perfect place to play around with what makes your college unique for your students. For example, the University of Michigan shares its fairy doors. That’s not what it is famous for, but it’s a great way to show the singularity of your campus. It is the perfect spot to try new colors, patterns, and angles that would be harder to do on the more popular and “mainstream” Facebook and YouTube accounts.
- Use as a curator: Instagram lets you pick through all kinds of visual content. Once you have decided on the type of content you wish to share on your account, you are free to share content aligned with it. Follow hashtags or create your own and find content that you identify with your brand or find interesting. Remember to ask for permission before reposting, as legally, the rights belong to the “photographer” (in that case, the people who took the pic).
To leverage the hashtag feature on Instagram, create hashtags around your college’s brand and promote it throughout campus. Please include it in your Instagram description, print it on cards, hand it out on campus, and use it on Twitter. Have various students pose with a hashtag card, use it as your Instagram avatar, and share it on all your accounts to make it even more visible.
Here are a few examples of what some colleges do on Instagram
Here are a few uses to inspire you
1. Simply enhance your presence
Some schools know they need Instagram because their students are there. They love to have another fun, easy way to interact with their students. It also allows them to monitor what is happening on campus closely. They follow their students’ favorite hashtags and see what is being said about them.
Example: CTC only uses its account to reinforce its branding and student recruitment. As shown below, they only try to share fun images with their students. Look at the wise use of some of their posters to be featured on their profile. It’s impossible to ignore that Boeing Tour.
2. Show your campus in a different light
Many colleges use Instagram to get an insider’s eye on campus. They offer a sneak peek to people who find it first. What is happening behind the scenes at the Admissions desk or during an event’s preparation? Some challenge their students to find the mascot hidden on campus or share pictures contrasting seasonal views of their campuses.
Example: Brock University often challenges its students by asking them to pinpoint where a picture was taken on campus. Brock also uses the video feature to show unique spots on campus.
3. Hold a photo contest using your hashtag
Encourage students to share their favorite spots on campus. Remember that their accounts must be public for entries to qualify. Invite them to share and tag their pics using a specific hashtag. This will give you lots of visuals to use and to pick from. Unlike Facebook, Instagram allows users to apply filters that usually provide all shots with a more artsy, professional finish. Don’t forget to cross-promote through social media profiles to advertise the contest and to announce finalists or winners.
Example: Queens University. Queens University invited students to share pictures with them using #queensu. As a result, many shared images of the campus, the queen’s building, and some videos.
4. Connect with your alumni
Carleton University’s Instagram account to connect with Alumni: it regularly posts old pictures using the hashtag #CUThrowback
However, don’t get too carried away with this great resource! Whatever you do, don’t flood your other accounts with photos. Share the best, but leave most of it on Instagram.
How have you been using Instagram?
FAQ To Consider
Should schools have Instagram accounts?
With over 130 million active users, mostly aged 18 to 23, Instagram is a social media platform that educational institutions can no longer ignore.
