Douglas Olsen
University students are a desirable target market for businesses as they have the potential to graduate and move into jobs where they will earn higher incomes. Additionally, students are known for seeking material gain, such as discounts, free products, or winnable competitions. Businesses can leverage this by offering student discounts, which are highly sought-after and can lead to brand allegiance even after graduation. Social media is an effective marketing channel for reaching university students, who spend around 3 hours daily across various platforms. To effectively target this audience, brands must understand student preferences and create genuine and transparent connections through interactive ads, online games, funny videos, or partnerships with influencers.
| Characteristics | Values |
|---|---|
| Age group | 16-24 |
| Tech-savvy | High-tech world, digital natives |
| Social media usage | 3 hours/day |
| Music streaming | 1.5 hours/day |
| Popular social media platforms | YouTube, Spotify, Soundcloud, Amazon Prime Music, Apple Music |
| TV consumption | 1 hour 20 minutes/day |
| Influenced by | Interactive ads, online games, funny videos, influencers |
| Motivations | Material gain, entertainment, discounts |
| Marketing strategies | Personalisation, authenticity, viral content |
| Purchase considerations | Price, convenience, home-cooked meals |
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What You'll Learn
- Students are brand-loyal and can be targeted with discounts and competitions
- Students are digital natives, so social media is an effective marketing channel
- Students are concerned with ethics, so brands must be transparent
- Students are a diverse group with different attitudes and opinions
- Students are a trending topic, so word-of-mouth marketing is powerful
Students are brand-loyal and can be targeted with discounts and competitions
University students are an attractive target audience for marketers because they are brand-loyal and can be incentivized with discounts and competitions. Students are a challenging demographic to reach, but they can be very brand-loyal, especially if they are targeted at a formative time, such as when they are starting university and are independent consumers for the first time.
Students are known to respond well to material gain, such as free products, discounts, and competitions. They also respond well to entertainment, and this can be achieved through interactive ads, online games, and funny video content. Students are also more likely to be loyal to brands that are transparent and genuine in their interactions.
Social media marketing has been a popular strategy for brands targeting students, with 84% of B2B marketers using social media in some form. Students are constantly connected and spend a lot of time on social media (around 3 hours a day) and music streaming services (over 1.5 hours a day). YouTube is the most popular platform, with 80% of students accessing it daily, followed by Spotify (31%) and Soundcloud (22%). Social media is an "entertainment hub" where students keep up with news, watch videos, and learn about new brands and products.
Businesses can also use social media to offer discounts and competitions to students. ASOS, for example, advertises its student discounts via email, and other websites, like Unidays, are tailored to finding students the best deals. By targeting students with discounts and competitions, businesses can build brand loyalty that will pay off in the future when students graduate and start earning.
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Students are digital natives, so social media is an effective marketing channel
University students are digital natives, having grown up spending hours online, whether for studying, browsing the web, or socialising with friends. This makes social media an effective marketing channel for reaching this demographic.
Gen Z, which encompasses many university students, has a projected spending power of $12.6 trillion by 2030, making them an attractive target market. They are active on a variety of social media platforms, with 39% of Gen Z having 4 or more social media accounts. The top 5 platforms used by Gen Z daily are Instagram (65%), YouTube (62%), Snapchat (51%), Facebook (34%), and Twitter (23%). Therefore, to effectively market to university students, it is essential to have a presence on these platforms.
When creating a social media strategy for university students, it is important to consider their busy schedules and limited attention spans. Short, creative, and engaging content is more likely to capture their interest. User-generated content and leveraging influencers or brand ambassadors can also be effective tactics. Additionally, hosting giveaways or competitions can help to build engagement and encourage students to interact with your brand.
To stand out in the crowded social media landscape, it is crucial to be authentic and genuine. University students can quickly differentiate between legitimate and inauthentic marketing attempts. Respect their time and provide value through creative, consumer-conscious messages that align with their personal values.
By understanding the digital habits and preferences of university students, businesses can effectively utilise social media marketing to reach and engage this influential demographic.
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Students are concerned with ethics, so brands must be transparent
University students are an attractive target group for marketers. They are known for wanting material gain, such as free products, discounts, or competitions, and they are constantly connected, with over 90% of students spending around 3 hours a day on social media. Marketers can use this to their advantage by employing social media marketing, which has a 100% higher lead-to-close rate than outbound marketing.
However, students are also an elusive group to target. They are not a homogenous group and have different attitudes and opinions. Students are also more aware of environmental and human rights issues and almost all of them say that ethics are important in a brand. Therefore, brands must be transparent and genuine in their interactions with students to form a strong and sustainable connection and drive brand loyalty.
Students are at an age where they are developing their ethical decision-making skills and understanding of ethical frameworks. They are also experiencing new and opposing views, which can alter their values and ethical decision-making processes. For example, a student may realize that their value of individual autonomy conflicts with other values such as loyalty and integrity. By providing case studies and ethical scenarios, educators can give students the opportunity to explore these complex ethical dilemmas and develop their critical thinking skills.
Businesses can apply a similar approach by being transparent about their ethical decision-making processes and ensuring their brand does not feature heavily in the news for negative reasons. This will allow students to trust the brand and feel that they share similar values, leading to brand allegiance. Ultimately, by targeting students now, businesses will be rewarded in the future when these students graduate and start working.
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Students are a diverse group with different attitudes and opinions
Students are a diverse group with varying attitudes and opinions. They are not a homogeneous group, and businesses must profile and target them properly to understand how they think and feel about certain things. Students are generally known for wanting material gain, such as free products, good discounts, or winnable competitions. They also seek entertainment, and with the rise of social media, they are constantly connected and expect more from brands than just advertisements.
Students want to be engaged with interactive ads, online games, funny videos, or strategic partnerships with influencers they care about. They are also more aware of environmental and human rights issues, with almost all of them saying ethics is important in a brand. However, there are still students who do not pay as much attention to ethics. It is crucial for brands to ensure that their image remains positive and is not heavily featured in the news for negative reasons.
When targeting students, it is essential to recognize their diverse interests and behaviors. Students spend a significant amount of time on social media, with YouTube being the most popular platform, accessed daily by 80% of students. They also engage with music streaming services, with Spotify and SoundCloud being the most popular globally. Understanding these preferences can help businesses target students effectively through these platforms.
Additionally, students seek value in their purchases, especially with their lower income levels. They appreciate discounts and are more likely to purchase from brands that offer student discounts or promotions. This desire for value also extends to their entertainment choices, with many opting for free or shared accounts for streaming services.
Understanding the diverse attitudes and opinions of students is crucial for effective targeting. By recognizing their interests, behaviors, and values, businesses can create tailored marketing strategies that resonate with this diverse group.
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Students are a trending topic, so word-of-mouth marketing is powerful
University students are a valuable market, with a significant spending power of $376 billion recorded in 2019. They are open to new ideas and have yet to develop strong brand affiliations, making them a prime target for word-of-mouth marketing.
Word-of-mouth marketing is powerful among university students because they are trendsetters. Even when they are not making purchases, they influence buying decisions. University students are also more likely to respond to recommendations from their peers. This is because they grew up in an ad-saturated world, making them harder to reach with traditional advertising.
To effectively target university students, it is important to understand their spending habits and digital channels. Students have three main sources of income: parents, jobs, and loans. They are price-conscious and spend most of their money on tuition, room, and board. However, they also allocate money for non-essentials. Understanding these spending habits can help marketers craft meaningful messages that resonate with students.
Additionally, university students are digital natives who spend a lot of time online, whether it's for studying, browsing, or socializing. They are active on various social media platforms, such as TikTok, Instagram, and Spotify. Marketers can leverage these platforms to reach students through social media posts, hashtags, and influencer partnerships. By utilizing these channels and creating engaging content, marketers can generate excitement and build relationships with students.
Furthermore, university students value authenticity in brands. Marketers can build brand loyalty by offering discounts, freebies, and exclusive promotions tailored to students. By understanding the unique characteristics and needs of university students, marketers can effectively target this influential group and harness the power of word-of-mouth marketing within this demographic.
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Frequently asked questions
University students are an attractive target market because they are likely to have more disposable income than younger students and are yet to develop brand loyalties.
University students are digital natives, so social media is a good way to reach them. They are also more likely to respond to discounts and competitions.
University students respond well to personalised content. They also appreciate when brands are genuine and transparent.
University students are looking for a fun student experience, but their main goal is to get a good degree. They are also looking for internships and job opportunities. Additionally, they may be looking for food options and classes that cater to their specific needs.
