Janice Lozano
College students are a unique demographic, and advertising to them can be a challenging task. They are digital natives with an incredibly short attention span, and they are constantly bombarded with ads, making them adept at tuning out promotional content. However, they are also open to new ideas and have yet to develop strong brand loyalties, making them a critical market for advertisers. So, what do college students pay attention to in advertisements? This group is more likely to respond to word-of-mouth recommendations from friends and family, and they trust products that are endorsed by their peers. They are also more likely to pay attention to traditional media such as TV ads, posters, billboards, and print media, especially college newspapers and magazines. Social media platforms like TikTok, Instagram, Snapchat, and YouTube are also effective channels for reaching this audience, as they spend a significant amount of time on these platforms. To capture their interest, advertisements need to be creative, unique, and relevant to their lives, with an emphasis on affordability, convenience, and social connectivity. Offering free stuff or discounts can also be an effective strategy to engage this audience.
| Characteristics | Values |
|---|---|
| Word-of-mouth | 80% pay attention to recommendations from friends and family |
| Traditional media | TV ads, posters, billboards, campus newspaper ads, flyers, etc. |
| Social media | 60% pay attention to ads on social media sites |
| Samples | 72% pay attention to samples |
| Events | 64% pay attention to events |
| Contests and promotions | 64% pay attention to contests and promotions |
| Direct mail | 60% pay attention to direct mail |
| Radio ads | 60% pay attention to radio ads |
| Magazine ads | 60% pay attention to magazine ads |
| Online promotions | 60% pay attention to online promotions |
| Most students check their email at least once daily | |
| SMS/text messages | Most students see a text immediately |
| Discounts | 94% would shop more frequently with exclusive offers |
| Creative, short, and viral ads | Gen Z seeks creative, short, and viral ads with a consumer-conscious message |
| Video content | 80% of internet users say videos influence their purchasing decisions |
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Social media
Instagram, TikTok, YouTube, and Snapchat are the most popular platforms among Gen Z, with Instagram and YouTube taking the top spots. Facebook, although still widely used, is more popular with older generations.
Strategies for Social Media Advertising
To effectively advertise to college students, it is essential to understand their social media habits and create campaigns that resonate with them. Here are some strategies that can be employed:
- User-Generated Content and Social Media Takeovers: Encourage students to use a unique hashtag for your institution and share their experiences. This user-generated content can then be incorporated into your social media feeds, providing authentic insights into student life. Social media takeovers by student athletes, clubs, or campus events can also offer a first-person perspective.
- Live Discussions and Online Tours: Going live on social media allows prospective students to engage with your university community without leaving their homes. It provides an opportunity to showcase your campus life, programs, and admission processes. Online tours can also be offered for those who want to explore your university virtually.
- Share Accomplishments and Defining Characteristics: Celebrate the achievements of your students and faculty members by sharing breakthrough research projects, student athlete successes, or community impact stories. Highlight the unique features of your campus, such as its location or sustainability initiatives, through captivating visuals and content.
- Engage with your Audience: Utilize platforms like Twitter to conduct polls, ask questions, and gather student preferences. This direct engagement helps you understand your audience and tailor your content accordingly.
- Create a Community: Building an online community through social media can attract prospective students and foster a sense of connection. It also allows current students to connect and engage with each other, enhancing their overall experience.
- Target Specific Channels: Depending on your target audience, choose the right channels. For Gen Z students, focus on Snapchat and Instagram, while Twitter might be more suitable for reaching parents and families.
- Organize Contests and Promotions: These activities can generate excitement and engagement among students. They also provide an opportunity for students to try out your products or services, potentially leading to future purchases.
- Influencer Marketing: Influencer marketing continues to grow, and partnering with influencers can help you reach your target audience effectively. Identify influencers who align with your brand values and have a genuine connection with their followers.
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Traditional media
While digital platforms dominate the attention of college students, traditional media still holds value in advertising to this demographic. College students are establishing their spending habits and have money to spend, but they need to feel they are getting good value. Traditional TV still captures more daily time than any other medium, and 77% of students pay some attention to TV ads. However, this generation is less likely to notice TV, magazine, or radio ads than previous generations.
On-campus advertising is a powerful way to promote local events or build community awareness. Traditional posters still work, but now they are often digital and feature videos, animations, and even repurposed TikToks. Printed posters with bold visuals and a QR code can also be effective. Decorating a college campus with chalk art or posting flyers on campus bulletin boards are other ways to capture students' attention.
Campus newspapers, magazines, and student-run TV stations are inexpensive and effective ways to reach college students. Traditional channels like posters, flyers, and campus newspaper ads are especially useful for promoting campus events. While students may not respond to traditional advertising, they are not resistant to all forms of marketing. They appreciate tangible, novel experiences, so creating an imaginative, hands-on marketing strategy that engages students on an experiential level is key.
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Word-of-mouth
College students are a valuable consumer community, with a spending power of $593 billion in the US alone. They are also a loyal group, with two out of three Gen Z students saying they will continue to buy from a brand they like for a long time. Word-of-mouth marketing can help tap into this loyalty and create long-term brand relationships.
To boost word-of-mouth marketing, institutions should understand their stakeholders and where they are talking. For example, universities can encourage presidents or notable alumni to share their positive experiences through blogs or guest posts. Providing excellent service and experiences for students is also key, as satisfied students are more likely to recommend their school to others.
User-generated content (UGC) is another powerful tool for word-of-mouth marketing. Universities can invite students to create and share content on social media using specific hashtags or campaigns, boosting social engagement and creating a sense of community.
Additionally, exclusive discounts and referral programs can encourage word-of-mouth sharing among students. Students are more likely to try a brand recommended by a friend, and they are also likely to share offers with their peers.
Overall, word-of-mouth marketing is a cost-effective and powerful strategy for reaching college students and creating a positive buzz around a brand or institution.
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On-campus signage
Digital signage, such as screens around campus displaying announcements, is a modern twist on traditional channels like posters and campus bulletin boards. Digital signage can be used to showcase upcoming campus events, seminars, and conferences, as well as provide emergency phone numbers and other helpful information that students can access quickly. It can also be used to promote specific departments and the services they offer, such as gym and fitness centre memberships, event ticketing, and fee-based student services.
To create an effective on-campus signage campaign, it is important to determine a key message that is relevant and relatable to college students and their needs. For example, a campaign could be centred around a competition or promotion, as these are attention-grabbing for students. The use of QR codes on posters can also encourage students to engage further with a campaign, by making it easy for them to access more information or to RSVP.
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Student values
College students are a lucrative market, with 19 million college students in the US alone, spending a total of $593 billion. This group is worth targeting as they are forming buying habits that will stick with them beyond graduation. They are also geographically stagnant for 4-5 years, giving brands time to develop branding and marketing specific to this group.
College students are a unique market as they are at a pivotal life stage, gaining financial independence and forging their own paths. They are also highly educated, with a deep understanding of the digital world and advertising. They are less likely to be influenced by traditional advertising and are more likely to respond to word-of-mouth recommendations from friends and family. They are also more likely to trust a brand if it is recommended by a peer.
This generation of students is also more socially conscious, looking to build relationships with brands that support causes they believe in. They will notice and call out brands that are not genuine. They are also more likely to be loyal to brands that offer them exclusive deals and discounts.
College students are busy, so they appreciate short, creative, and unique advertising that blends with their personal values. They are also more likely to engage with mobile-optimized content, as they are constantly online and consuming content on their smartphones.
In summary, college students are a valuable market that can bring lifelong customer loyalty. They respond well to creative, digital advertising that is tailored to their values and lifestyle. They are also more likely to engage with brands that offer exclusive deals and support important causes.
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Frequently asked questions
College students are more likely to pay attention to word-of-mouth recommendations from friends and family. They are also likely to notice traditional media such as TV ads, posters, billboards, and samples. Social media platforms such as TikTok, Instagram, Snapchat, and YouTube are where students spend a lot of their time.
College students are looking for creative advertising that is consumer-conscious, blends with their personal values, and is relatable to their needs and demands. They are also more likely to respond to ads that are funny, unique, and meaningful.
Social media platforms, on-campus signage, email and SMS campaigns, and peer networks are some effective channels for reaching college students. Advertising in student newspapers, hanging posters on campus, and handing out samples during events are also good ways to get students talking about your campaign.
College students have a short attention span, so it is important to get to the point quickly. Offering free stuff or exclusive discounts can also be effective in attracting their attention. It is also important to respect their time and create short, engaging content.
