Beyond the Headlines How prospective students use social media, and - - PowerPoint PPT Presentation

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Beyond the Headlines How prospective students use social media, and - - PowerPoint PPT Presentation

Feb 19, 2024 149 likes •787 views

Beyond the Headlines How prospective students use social media, and what it means for your institution. Stephen App | @stephenapp | Campus Sonar 1 Welcome! @campussonar 2 Research reports and news articles offer an incomplete

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Beyond the Headlines

Stephen App | @stephenapp | Campus Sonar

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How prospective students use social media, and what it means for your institution.

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Welcome!

@campussonar • 2

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Research reports and news articles

  • ffer an incomplete picture.
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Welcome!

YouTube

The network you’re still undervaluing.

Reddit

Come on, you knew we were going to talk about Reddit, didn’t you?

TikTok

So hot right now.

Let’s learn some stuff

@stephenapp • 4

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@stephenapp • 5

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YouTube is Popular

YouTube Use Rates - 2018-19

  • 69% of HS Seniors
  • 72% of HS Juniors
  • 85% of US Teens
  • 32% of US Teens use most often

@stephenapp • 6 2nd place trophy by Kevin Kwok from the Noun Project

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YouTube is Useful

Best for Researching Colleges

  • 44% of HS Seniors
  • 37% of HS Juniors

@stephenapp • 7 2nd place trophy by Kevin Kwok from the Noun Project

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Moar YouTube Plz

Social Channels HS Students Want To See Information About Colleges On

  • 37% of HS Seniors
  • 33% of HS Juniors
  • 40% of HS Sophomores
  • 45% of HS Freshman

@stephenapp • 8

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@campussonar • 9 Photo by Sara Kurfeß on Unsplash

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au·then·tic

@stephenapp • 10

/ôˈTHen(t)ik/ Noun

Made or done in the traditional or original way, or in a way that faithfully resembles an original.

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@stephenapp • 11

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@campussonar • 12

How Ridiculous

  • Australian Trio
  • 5.5M+ Subscribers
  • Trick Shots
  • Pranks
  • Stunts
  • Wacky Games
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@campussonar • 13

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@stephenapp • 14

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@campussonar • 15

Brooklyn & Bailey

  • Identical Twins
  • Baylor University

Students

  • 6.6M+ Subscribers
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@campussonar • 16

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@stephenapp • 18

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@campussonar • 19

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@stephenapp • 20

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@campussonar • 21

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@stephenapp • 22

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@stephenapp • 26

is a Social Media Network

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@stephenapp • 27

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I know what you’re thinking...

Social Channels HS Students Want To See Information About Colleges On

@stephenapp • 28

33-45% 6%

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Don’t Sleep on Reddit

Reddit by the numbers

  • 330 million monthly active users
  • 21 billion pageviews per month
  • 6th most trafficked website in US

r/ApplyingToCollege

  • 156,542 subscribers
  • 399 posts per day
  • 1,495 comments per day

@stephenapp • 29

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Don’t Sleep on Reddit

@stephenapp • 30

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Reddit, Demystified

  • Reddit is completely anonymous
  • Reddit is not subjected to algorithms
  • Conversations are organized by topic via “Subreddits”
  • Subreddits are controlled by volunteer moderators

@stephenapp • 31

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@stephenapp • 34

The Admissions Journey

  • Examined 124k college

admissions-related conversation

  • ver three years.
  • Understand students' online

conversation and behavior during the admissions process.

  • Understand how sentiment and

student perspectives change during different stages of the admissions process.

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This process is emotional

@stephenapp • 35

Prospective Student Emotional Breakdown. n=2,757

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What are they afraid of?

@campussonar • 36

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Reddit is a trusted space

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You get what you give

@stephenapp • 38

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Reddit is intimidating

@stephenapp • 39

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Reddit is intimidating

@stephenapp • 40

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The (Simple) Reddit Rules of Engagement

  • Be YOU, not a school or department
  • Help, don’t hype

@stephenapp • 41

"Reddit is More Influential in Higher Ed Than You Think"

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Be YOU, not a school

@stephenapp • 42

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Help, don’t hype

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What’s a TikTok?

History

  • Launched in 2017 as Musical.ly
  • Rebranded as TikTok in 2018

The Deets

  • Short-form social video app
  • Users can record/edit video with

music and some special effects

  • Upload with copy and hashtags

@stephenapp • 45

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The Rise of TikTok

2019 Global Downloads

@stephenapp • 46

700M+

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The Rise of TikTok

40-45% of TikTok users are under the age of 20.

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@stephenapp • 48

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The Importance of the “For You” feed

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The For You feed is the default view for everyone who

  • pens TikTok.
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Theme or Meme?

@stephenapp • 50

King seamlessly transitions from a fake break... To a real bear, kind

  • f...
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Theme or Meme?

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Theme or Meme?

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@charlidamelio has uploaded 712 videos and has 20M followers since joining TikTok this summer

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Theme or Meme?

@stephenapp • 53

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Let’s Play a Game

@stephenapp • 54

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@stephenapp • 55

16 Million Views 10 Million Views 450 Views

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Timeline of a TikTok Hit

@stephenapp • 56

October 2018 July 2019 November 2019 Video posted to

  • Facebook. 16.3M Views

Video posted to

  • TikTok. 450 Views

Video re-posted to

  • TikTok. 10M+ Views
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So, should you go start a TikTok?

@stephenapp • 57

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Do Your Homework

  • This is your where your audience is. What can you learn from them?
  • Are your students already talking about you?
  • What resonates on this platform? What does success look like?

@stephenapp • 59

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Looking for HigherEd Inspiration?

@stephenapp • 60

@rittigers @LSU @UF @austinpeaystate

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Let’s Wrap This Up

@stephenapp • 61

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Questions?

http://info.campussonar.com/carnegieconf

Get these slides (and our latest research) campussonar.com sapp@campussonar.com @stephenapp Stephen App

@stephenapp • 62