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Visual campaigns are very effective way to engage with your audience.
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Higher Ed Visual Campaigns on Facebook and
Slide 1
Higher Ed Visual Campaigns
on Facebook and
Higher Ed Visual Campaigns on Facebook and
Slide 2
1) Visual Campaigns
2) The Power of Instagram
3) Diversify your Online Presence with Multiple Accounts
4) Power to the People
5) Don’t Forget About Facebook
6) Use Your Content in New and Unique Ways
Overview
Source: Higher Education Marketing – Higher Ed Visual Campaigns on Facebook and Instagram
Higher Ed Visual Campaigns on Facebook and
Slide 3
In case you hadn’t heard, a picture is worth a thousand
words and it’s also the most successful way to engage with
your audience these days.
Whether it’s the ridiculous virality of small and easily digestible
videos on Vine or Instagram, the fact that Facebook is now
integrating automatically playing videos into your newsfeed, or the
rabid sharing of viral photos and memes on every social network
available to us – we are living in an increasingly visual world.
A 2012 study by Hubspot found that posts on Facebook with
images garnered 54% more likes and a whopping 104%
more comments than those that didn’t.
It’s no secret that images are much more engaging than words, but
how do you leverage that engagement for your university’s
marketing campaigns?
1. Visual Campaigns
Source: Higher Education Marketing – Higher Ed Visual Campaigns on Facebook and Instagram
Higher Ed Visual Campaigns on Facebook and
Slide 4
Because of the rising trend of mobile browsing, having
dedicated Instagram accounts for your university is a great
way to engage with students.
Since students are relying more and more on their mobile devices
and eschewing traditional computer-based browsing, putting more
time and energy into mobile-focused platforms like Instagram is
becoming much more important.
Iconosquare, formerly Statigr.am, is a web-based
management tool for Instagram and in addition to providing
great analytics about how your content is being viewed and
shared it also helps you to better manage the creation and
sharing of content with a ton of great features.
2. The Power of Instagram
Source: Higher Education Marketing – Higher Ed Visual Campaigns on Facebook and Instagram
Higher Ed Visual Campaigns on Facebook and
Slide 5
While it’s commonplace to have a main Instagram account
for you institution, the rising trend is specialized Instagram
accounts for specific parts of your university.
Whether it’s sharing sports photos on your university’s athletics
Instagram account or debate videos on the student council
Instagram page, people like photos and videos tailored to their
interests.
Dalhousie University not only has a main Instagram account
for their university, but has several specialized accounts for
specific purposes.
Their Dal Residence Instagram account features pictures of
residence staff and students, and curates real-life depictions of
residence life.
3. Diversify your Online Presence with Multiple
Accounts
Source: Higher Education Marketing – Higher Ed Visual Campaigns on Facebook and Instagram
Higher Ed Visual Campaigns on Facebook and
Slide 6
Getting your students involved is not only a great way to get
new and exciting content, but to give them a sense of
belonging with regards to your school.
Letting users take part in your social media presence not only
makes it more authentic, it makes it much more diverse as well.
Brock University encourages their staff, faculty and students
to share university related photos on Instagram and use the
#BrockU hashtag.
They even facilitate the creation of new content by encouraging
students and staff to submit university related social media accounts
to them that they think should be included in the university’s list, and
helping them to start official university-endorsed social media
accounts.
4. Power to the People
Source: Higher Education Marketing – Higher Ed Visual Campaigns on Facebook and Instagram
Higher Ed Visual Campaigns on Facebook and
Slide 7
The majority of content that engages people on Facebook
these days is either images or video, with Facebook going
so far as to integrate auto-playing videos into peoples’ news
feeds.
While it’s important to be sharing images on a regular basis, just
sharing content for the sake of it isn’t going to help engage people
as much as good quality content that’s focused on a particular
subject
Facebook updated its newsfeed algorithm this year to show
less text-only posts and more “link-share” posts from Pages.
They noted that these posts get more engagement than by sharing
links embedded in status updates and they provide a more visual
and compelling experience for people seeing them in their feeds.
5. Don’t Forget About Facebook
Source: Higher Education Marketing – Higher Ed Visual Campaigns on Facebook and Instagram
Higher Ed Visual Campaigns on Facebook and
Slide 8
Because Facebook now lets pages highlight specific posts –
making them take up more real-estate on your page –
highlight image-rich content to capture students’ attention.
Not only is it a great idea to promote an art-centric event by
showcasing it with beautiful images, but because it’s larger and more
visual than the other posts on the page, more people will react to it.
However, you should be careful to limit your use of highlighted posts,
because if the majority of your posts look like this, they’re not going
to stand out as sharply. It’s a great way to use the content of your
already existing posts in a new setting!
Always be sure to include a link on the photos you share on
Facebook – even if it’s simply to your university’s website – because
leaving out links is a missed opportunity when it comes to traffic.
You could be directing more people to landing pages for specific
programs or your request information page by sharing engaging and
inspiring images with links.
6. Use Your Content in New and Unique Ways
Source: Higher Education Marketing – Higher Ed Visual Campaigns on Facebook and Instagram
Higher Ed Visual Campaigns on Facebook and
Slide 9
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