ESM Digital's Higher Ed Marketing Blog

Is Your School Ready to Use Snapchat for Recruitment?

Unless you’re completely digital dark, you’ve heard the news: Snapchat went public. And its shares skyrocketed 44% on its first day of trading last week.1 That crazy influx of a few billion dollars doesn’t just matter to Snapchat’s founders and investors. It also matters to your school—especially if you hope to find, attract, and engage with your prospective students.

Here are a few things you need to know about Snapchat marketing for student recruitment:

Your future students don’t just use the app; they own it. Snapchat is the most used social media platform for those in the 12 to 24-year-old demographic.2 It outpaces Facebook, Pinterest, Twitter, and even Instagram, for your target audience.

Their parents may be on it too. With 158 million daily active users, you might even be able to reach mom and dad on the app. Every day, more than 2.5 billion snaps are taken and shared on the platform. More than half of its users log in every day, and almost a third use it two to five times per week. What all this means is that it’s wildly popular, and widely used.3

It’s vertically visual. Even if you’ve never downloaded the app or sent a snap, you probably know it’s a visual platform. That means that whatever your school puts on it needs to be visually engaging. It should also be vertical. Vertical videos are nine times more likely to be watched than horizontal videos.3 And if you’re thinking what’s the big deal about flipping your phone for a horizontal video? you don’t understand the attention span of those future students. Check this out from Snapchat’s VP of Content Marketing, Nick Bell:

“What we’re seeing and what a lot of research shows is that attention spans, particularly on mobile, are much lower and actually getting the message across in two, three, four, five or six seconds is often far more powerful than stretching out a message and trying to build out a load of context.”3

So vertical, compelling—and short—is your Snap go-to.

Snap can also be crazy expensive.  Snapchat Discover, the platform’s top tier ads, starts at $50,000 per day. While that may sound ridiculously cost prohibitive (it is), that hefty price tag is down from $750,000 per day. There are some more affordable options, however, including Snap Ads. Although they vary by campaign, individual initiatives can cost as little as $10,000 in ad spend per month. Even more affordable are local geofilters which can cost as little as $5 per filter.

Picture this: you’ve attracted a potential student to your campus for a school tour. During their visit, your location unlocks filters that are branded with your school’s logo. They take a picture, proudly select one of your filters, add it to their Snapchat, and share their visit and their interest in your school with all their Snap friends. It’s easy, effective, and on-target for your target demographic.

If you want to be where your future students are but aren’t quite sure how to get there, let ESM Digital help. We know the ins and outs of Snapchat and other digital platforms and sites across the internet. Contact us today to learn more.

~Linda Emma

 

1 http://www.wsj.com/livecoverage/snap-ipo

2 http://www.marketingdive.com/news/snapchat-ipo-matters-to-marketers-2017/437262/

3 http://www.skyword.com/contentstandard/creativity/what-does-the-snap-ipo-mean-for-marketers/