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

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 picture.

YouTube The network you’re still undervaluing. Welcome! Reddit Come on, you knew we were going to talk about Reddit, didn’t you? Let’s learn some stuff TikTok So hot right now. @stephenapp • 4

@stephenapp • 5

2nd place trophy by Kevin Kwok from the Noun Project 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 YouTube is Useful Best for Researching Colleges 44% of HS Seniors ● 37% of HS Juniors ● @stephenapp • 7

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

Photo by Sara Kurfeß on Unsplash @campussonar • 9

au·then·tic /ô ˈ THen(t)ik/ Noun Made or done in the traditional or original way, or in a way that faithfully resembles an original. @stephenapp • 10

@stephenapp • 11

How Ridiculous Australian Trio ● 5.5M+ Subscribers ● Trick Shots ● Pranks ● Stunts ● Wacky Games ● @campussonar • 12

@campussonar • 13

@stephenapp • 14

Brooklyn & Bailey Identical Twins ● Baylor University ● Students 6.6M+ Subscribers ● @campussonar • 15

@campussonar • 16

@campussonar • 17

@stephenapp • 18

@campussonar • 19

@stephenapp • 20

@campussonar • 21

@stephenapp • 22

@stephenapp • 23

@stephenapp • 24

@stephenapp • 25

is a Social Media Network @stephenapp • 26

@stephenapp • 27

I know what you’re thinking... Social Channels HS Students Want To See Information About Colleges On 33-45% 6% @stephenapp • 28

Don’t Sleep on Reddit Reddit by the numbers r/ApplyingToCollege 330 million monthly active users 156,542 subscribers ● ● 21 billion pageviews per month 399 posts per day ● ● 6th most trafficked website in US 1,495 comments per day ● ● @stephenapp • 29

Don’t Sleep on Reddit @stephenapp • 30

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

@stephenapp • 32

@stephenapp • 33

The Admissions Journey Examined 124k college ● admissions-related conversation over 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. @stephenapp • 34

This process is emotional Prospective Student Emotional Breakdown. n=2,757 @stephenapp • 35

What are they afraid of? @campussonar • 36

Reddit is a trusted space @stephenapp • 37

You get what you give @stephenapp • 38

Reddit is intimidating @stephenapp • 39

Reddit is intimidating @stephenapp • 40

The (Simple) Reddit Rules of Engagement Be YOU, not a school or department ● Help, don’t hype ● "Reddit is More Influential in Higher Ed Than You Think" @stephenapp • 41

Be YOU, not a school @stephenapp • 42

Help, don’t hype @stephenapp • 43

@stephenapp • 44

What’s a TikTok? History The Deets Launched in 2017 as Musical.ly Short-form social video app ● ● Rebranded as TikTok in 2018 Users can record/edit video with ● ● music and some special effects Upload with copy and hashtags ● @stephenapp • 45

The Rise of TikTok 2019 Global Downloads 700M+ @stephenapp • 46

The Rise of TikTok 40-45% of TikTok users are under the age of 20. @stephenapp • 47

@stephenapp • 48

The Importance of the “For You” feed The For You feed is the default view for everyone who opens TikTok. @stephenapp • 49

Theme or Meme? King seamlessly To a real bear, kind transitions from a of... fake break... @stephenapp • 50

Theme or Meme? @stephenapp • 51

Theme or Meme? @charlidamelio has uploaded 712 videos and has 20M followers since joining TikTok this summer @stephenapp • 52

Theme or Meme? @stephenapp • 53

Let’s Play a Game @stephenapp • 54

16 Million Views 10 Million Views 450 Views @stephenapp • 55

Timeline of a TikTok Hit October 2018 July 2019 November 2019 Video re-posted to Video posted to Video posted to TikTok. 10M+ Views Facebook. 16.3M Views TikTok. 450 Views @stephenapp • 56

So, should you go start a TikTok? @stephenapp • 57

@stephenapp • 58

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

Looking for HigherEd Inspiration? @LSU @rittigers @UF @austinpeaystate @stephenapp • 60

Let’s Wrap This Up @stephenapp • 61

campussonar.com Questions? sapp@campussonar.com @stephenapp http://info.campussonar.com/carnegieconf Stephen App Get these slides (and our latest research) @stephenapp • 62