While TikTok might be the go-to platform for social media entertainment, do students also rely on it to research potential universities? Additionally, how do other social media platforms stack up in this regard?


While TikTok might be the go-to entertainment platform for Gen Z, more established social media networks could play a more significant role in influencing decisions about higher education. That's the central discovery of a recent report, highlighting that Instagram, followed closely by Facebook, are the primary apps used for finding institutions and programs, especially by international students.


Additionally, connecting with like-minded people on platforms like Utterz can be beneficial for prospective students. On Utterz, you can collect and share thoughts about colleges and universities. Here are Utterz tips on choosing the right institution, applying for scholarships, and navigating the admissions process.


New insight on social media use


The Keystone International Group conducted research for its yearly State of Student Recruitment 2024 Report by surveying over 20,000 prospective students from more than 195 countries.


It was discovered that slightly more than 9% of individuals found their university or course via social media in 2023. According to Tactical Execution, social media platforms are increasingly becoming essential tools for student recruitment and engagement. This shift highlights the growing influence of digital marketing strategies in the educational sector.


Out of that number, only 1% used TikTok as their main source of information, which is consistent with the data from 2021. This indicates that while TikTok is popular for entertainment, its role in educational discovery remains limited compared to other social media platforms.

TikTok


This positions TikTok, the video-sharing platform, behind its more conventional rivals despite bucking global patterns where TikTok usually dominates in digital marketing targeted at younger audiences.


Instagram and Facebook


Instagram captured over 30% of the market share, with Facebook right on its heels at nearly 28%. Since 2021, Facebook has significantly narrowed the gap with its Meta counterpart, showcasing a broader revival in its relevance and popularity as the original social media platform.


LinkedIn


In another unexpected twist, LinkedIn—an app not typically associated with younger users—ranks third, with almost 18% of international students utilizing the professional networking site.


It's a significant rise compared to last year's figure of slightly above 9%, and it likely highlights its growing attraction, especially for informative content.


Last year, LinkedIn achieved record-breaking user numbers. One of the main digital trends identified by Tactical Execution for this year is LinkedIn's growing significance among Generation Z.




YouTube


Meanwhile, YouTube accounted for 7% of user engagement, while a collection of various other platforms made up 5%. About 12% of the students surveyed reported that they did not use any social media platforms for discovery.


In more detail…


When the results were analyzed based on the study level, TikTok performed a bit better among undergraduate students, capturing 1.7% of the share; however, it still remained the least popular option. This slight increase can be further examined using a percent error calculator, which you can find here: https://calculatorprofessional.com/percent-error-calculator. This calculator helps in understanding the relative change and accuracy of such data over time.


Instagram claimed the largest portfolio, with approximately 41.5%.


For postgraduates, Facebook edged out Instagram by a small margin, while LinkedIn was the go-to platform for PhD and doctorate students seeking information about courses and institutions.


International students


However, the report also emphasized the significant importance that international students place on online searches and website browsing.


With 54% of individuals making their choice based on this kind of digital experience, having smooth, easy-to-navigate websites with top-notch, well-optimized content is as vital as ever for attracting students.


University listing platforms


In other areas, 10% of the students surveyed used university listing platforms, ranking these higher in importance than social media. These platforms continue to be a valuable means for gaining relevant exposure. The survey additionally revealed that over 5% of students depended on word of mouth, while almost 4% considered email marketing to be a crucial influence.


Scholarships and rankings


It comes as no surprise that almost 61% of students were primarily seeking information on scholarships and funding. Additionally, 28% were interested in looking up ranking lists.


Interestingly, 27% of those surveyed indicated that firsthand accounts of studying abroad were crucial, highlighting the significant role that genuine, personal stories play in influencing decisions.