Online platforms are constantly changing. Even the savviest social media users struggle to remain up-to-date on the newest trends and features. And, if you’re trying to engage with your students in a way that really resonates with them, you need to stay ahead of the curve. Here are four major platform developments all universities should be aware of in 2022. 

LinkedIn: Document Ads

When an article or social media post shares a link to another page, how often do you actually click on it? Even if you’re interested in the content, navigating to an entirely different site can be a chore. Document Ads is a new, in-platform marketing feature that aims to solve this problem. 

Through Document Ads, anyone with a LinkedIn management account can promote their documents (including eBooks, slides and papers) directly on their feeds. Imagine presenting your institution’s latest research, upcoming trends in higher education or student information sheets without having to link to a different landing page. Keeping your prospective students and brand advocates engaged without leaving the platform, enabling them to share your content with their own contacts, and amplifying your reach. 

Spotify: Podcast Ads 

If there’s one trend you can’t ignore, it’s podcasts. Millions of users log on to Spotify every month to listen to their favorite podcasts. Now, you can capitalize on the craze by using Podcast Ads. This unique tool lets advertisers target both free and premium users, which means you can share your student insights with anyone on the app.

So, how exactly do Podcast Ads work? From now, there’s a free podcast ad creation option which will work in a similar way to current audio ads, and there’s also a minimum £500 spend for campaigns. While details are still being finalized, there’s one thing we’re sure of – this is a development you don’t want to miss out on. 

Snapchat: Promote Places, Multi-Format Delivery and Public Profiles

Snapchat has announced that advertisers will need to have a Public Profile by June 30 to continue advertising on the app. A Public Profile allows you to connect to users organically by showcasing a range of engaging content. Public Profiles also give students the opportunity to subscribe to your Profile, enabling your content to appear in their subscription carousel. If you don’t have one already, now is the time to get creating.

And with that in mind, if you advertise on Snapchat, there are two exciting features that should be on your radar. The first is Promote Places, a new Awareness goal that lets you attach a Snapchat-registered location to your advertising, instead of a website URL, allowing users to simply swipe up and be transported to a map that showcases your address. This feature is especially useful when launching geo-targeted campaigns, promoting Open House events and demonstrating the benefits of your campus or location. In addition to being functional, this helps build community engagement by creating advertising that’s both helpful and compelling.

The second feature, Multi-Format Delivery, offers a new approach to Snapchat advertising. It enables marketers to purchase several advertising formats (including Snap Ads, Story Ads and Commercials) in one comprehensive set. Then, Snap’s machine learning tech will determine the best way to fill the ad space based on your goals, budget and target audiences.

TikTok: Spark Ads 

Looking to increase your awareness on TikTok? SparkAds is designed to do exactly that. This native ad format is available to users with organic TikTok profiles, and focuses on building trust with audiences through organic content, leading to a long-lasting marketing impact. Put simply, you can engage with prospective students and grow your following directly on TikTok.

Along with Spark Ads, be sure to keep an eye out for these other TikTok features and learn how to get the best out of the platform with our Marketer’s Guide to TikTok

  • Poll Stickers: Share polls to get student opinions on everything from favorite campus events to dining hall meals. 
  • Countdown Ads: Do you have a major event coming up? Get students excited by posting a countdown to the big day. 
  • Search Result Ads: This upcoming feature will let you target searchers based on certain terms, which is a great way to connect with prospective students. 

While keeping track of platform developments and using them to create impactful marketing campaigns may seem overwhelming, you don’t have to do it alone. Get in touch with our experts today to learn more about how to use social media to boost your student recruitment campaigns.