Social Media Is Evolving, But Has Higher Ed Kept Up?
Social media isn’t what it used to be, and that’s not a bad thing. Algorithms have shifted, attention spans are shorter, and ad budgets don’t stretch as far as they once did. For schools and universities, this presents a unique challenge: how do you continue to show up without breaking the bank?
Here’s the thing: while paid social media marketing can help you get noticed quickly, it doesn’t do the heavy lifting when it comes to building trust or community. That’s where organic social shines.
In fact, according to research, organic social media generates 100% more leads than paid social. That stat alone should give higher education marketers pause. Are we doubling down on the quick wins and forgetting to build the relationships that last?
And let’s not forget who we’re talking to: Gen Z. They want authenticity. They value connection. And they’re experts at sniffing out a scripted post. If your feed feels too curated, too polished, or too ad-heavy, they’ll scroll right past it.
The Rise of Social Search in the Student Journey
Remember when students started their college research with Google? That’s changing fast. These days, many prospective students head straight to Instagram or TikTok to get the real scoop. They want to see what daily life looks like, how students talk about your programs, and whether your vibe matches theirs.
In other words, social media is the new search engine and not just for entertainment. It’s where your future students are actively looking for schools. And those platforms? They reward frequent, authentic content with better discovery.
- TikTok’s algorithm thrives on organic interaction and relevance.
- Instagram highlights fresh, real content in its Explore tab.
- And social media platforms increasingly prioritize accounts that produce engaging, high-quality content that sparks interaction, such as comments, shares, and saves. While consistency can help, content quality and audience engagement are key drivers of visibility.
If your school isn’t actively posting organic content, you’re not just missing a chance to connect; you’re missing a shot at being found altogether.
How Organic Social Builds Trust, Reach, and Community
You don’t need fancy production or a six-person video crew. You just need real voices.
Think:
- Student takeovers
- Day-in-the-life clips
- Behind-the-scenes glimpses of campus culture
These unfiltered moments create a sense of connection that high-gloss promotional videos simply can’t match. When students see peers talking about programs, professors, or dorm life, it feels relatable. It feels real.
Organic content helps you build relationships with prospective students before they ever fill out a form. It’s the top of your marketing funnel, the place where future applicants are starting to form opinions about your brand.
And just as importantly, it keeps your current students and alumni engaged, turning them into advocates and amplifiers.
Discoverability Without a Budget
You don’t need to pour money into every post. Social media platforms are designed to surface content that’s useful, timely, and engaging-especially in search.
Here’s how to improve visibility organically:
- Post frequently: Aim for consistency over perfection.
- Use hashtags and captions that reflect how your audience searches.
- Lean into trends and stay aligned with your school’s tone.
Great post ideas include:
- Student success stories
- Spotlights on niche or under-the-radar programs
- Highlights from clubs, events, or community initiatives
By consistently publishing helpful, engaging content, your posts can rank within platform search engines-especially on TikTok and Instagram-without spending a dime.
Smarter Paid Ads Start With Organic Insights
Organic content does more than build trust; it gives you data. Before putting budget behind a campaign, test your messaging and visuals organically. What’s getting saved, shared, or commented on? What topics spark questions or DMs?
Use that feedback to:
- Build audience segments
- Shape ad copy and visuals
- Determine when and where to promote
Better still? Use high-performing organic content as the foundation for retargeting. When a student engages with a story or likes a video, you can re-engage them later with tailored ads that guide them further down the funnel.
It’s a win-win: lower cost per click, higher conversion potential, and smarter media buys.
For more on how these two sides of social work together, check out our organic vs. paid social breakdown.
Organic Social Is a Strategic Investment, Not Just a Nice-to-Have
Organic isn’t filler. It’s brand storytelling in real time, and it builds momentum over months, not just days.
Here’s why it’s worth the effort:
- It grows brand equity: Not every impression is an application, but each one builds recognition and trust.
- It highlights niche programs that don’t always get the spotlight in paid efforts.
- It scales: One great student spotlight can keep driving views and engagement for weeks with no additional spend.
And if you’re wondering whether people are still watching, here’s proof: Nearly half of consumers say they interact with brands more on social than they did just six months ago. That includes students, parents, and guidance counselors.
Combine Organic and Paid for a Balanced Strategy
Let’s bring it all home.
- Organic earns trust. It gives your audience something to relate to, connect with, and remember.
- Paid earns attention. It expands your reach, gets in front of new users, and drives specific actions.
The magic happens when you use both together, fueling performance while building long-term credibility.
If your school wants to connect with Gen Z, boost applications, and establish a meaningful presence where students spend their time, organic social media is essential.
Want to Build a Social Presence That Gen Z Trusts and Algorithms Reward?
ZGM specializes in higher education digital marketing and organic social media services that deliver real results, no gimmicks, just strategy and smart execution.
