Digital platforms are becoming more expensive as more and more companies move advertising to those platforms.
The social media landscape is also changing fast. As the market matures, they are also becoming more competitive, each trying to beat each other for market share. What this means is that each platform copies each other, so the platforms become more and more similar. We have seen this with the like button, the newsfeed, stories (snapchat), and short videos (from tiktok). It’s also important to consider what these platforms want – they want to beat the others, and they want to have the best content on their platform.
There is a growing trend in marketing which is influencer marketing, and this is one of the most affordable and effective ways that universities can do marketing.
Personalities on these platforms who create engaging content and develop their own brands. Influencers and individuals are promoted by the social media companies because they help boost engagement and help grow the social media platforms. Advertising which takes users away from the platforms and don’t add value are becoming more expensive.
I have also seen companies spend a lot of money creating professional videos and content with very expensive equipment and a big team, but a student on their iphone records content within 10 minutes and posts it and it gets 100x the views. It’s more authentic.
It’s increasingly important to create high quality content with influencers.
For universities this means to work with students to create content that is organic.
Creating videos, using ambassadors, and having students messaging and replying to each other.
The advantage of working with students is that the cost is low and it’s organic. Students trust other students.
Universities and students also have what these platforms need – content. Facebook was created on a university campus by students for students.
The advantage is that by creating videos with student influencers these high performing videos that have high organic growth and conversions can then be promoted through paid ads to expand the reach by much less cost. This also helps the platforms get what they want.
