Ok, education marketers… listen up! At this stage in the game, it’s more important than ever to know how students, and the youth market in general, are using social media; and how they interact with brands online.
Wait, what have brands got to do with the education sector?
Universities need to engage with youth markets to drive student recruitment, and should therefore strive to have the same level of impact that big brands, like Missguided, Amazon, YouTube, Snapchat and Netflix, have with this audience. How else can you expect to compete in such a crowded, competitive market?
Student Hut (who are part of the Natives Group gang) surveyed their panel of students and crunched over 165,000 data points, to compile the Youth Insights Report: Brand, Platform Trends and the Student Audience. These insights are important for both brands and institutions when putting together marketing strategies to engage with the Youth Market.
This report will provide decision makers, senior marketers, and market research professionals with detailed insights and recommendations to:
- Gain a deeper understanding of online trends and behaviours.
- Help decide where to prioritise marketing efforts.
- Tailor content for the 2018 student audience.
- Decide which channels are most appropriate for marketing, sales or customer service.
- Understand the pitfalls brands should avoid if they want the student audience.
If you're still not convinced (tough crowd), then here are a few of the key findings to give you a cheeky little tease of what’s included in the report… you’re welcome.
Move over ‘friends and family’
‘Customer reviews’ has overtaken ‘friends and family’ as the most important influencer in decision making. Has influencer marketing been overblown? The survey found that ‘social influencers’ are the least relevant when making purchasing decisions.
Don’t be dull
A significant majority of the respondents, over two thirds, already follow a brand on social media. The main reason they follow brands on social is to ‘be entertained’, which just edges out ‘discounts or vouchers’ as the number one reason.
Keep those email campaigns going
Email is certainly not dead and is considered the most effective form of communication for students to contact a brand, followed by Facebook and Instagram.
Don’t keep them waiting
Almost two-thirds of students expect a response from a brand within 24 hours. With half either ‘unlikely’ or ‘very unlikely’ to use the brand again if they did not receive a prompt response.