With a growing number of social media platforms to connect on, (TikTok, IG, LI, FB, X, Twitch… wait what about YouTube?) it’s no wonder most universities now have their own teams dedicated to translating their proposition across every different channel. Hey, it’s still a tough job to express and portray your university brand in an authentic way on TikTok whilst still keeping that consistent identity when you’re connecting with Class of ‘88 alumni on LinkedIn.

You’ve got to stay on brand, but also platform native, without forgetting why your audience is there in the first place but also how you’re going to contribute meaningfully to that space.

Nobody said it was easy, but some institutions out there are putting in the work, and it’s coming through in how they’ve maximized their social reach, whilst still keeping an identity that is intrinsically theirs. Here are some of the universities knocking it out of the park:

Instagram

You’ve worked so hard to establish your brand look and identity, so why not make the most of it? Maintain a cohesive visual theme for your Instagram feed by using consistent brand colors – a visually appealing aesthetic will contribute to a professional and memorable brand image. But make sure to mix it up by using a mix of formats!

TikTok

Embrace trends, think outside the box, embrace (brand-sanctioned) chaos. Those wacky social media ideas that get put on the back burner? This is the platform for them, so let loose and get experimental – as chances are they will be met with open arms, views and high engagement.

Boston University does this well – by jumping on trends and relating them to campus life, it makes a relatable joke for students to appreciate and engage with. It’s the type of content that can’t really be planned weeks in advance, but is off-the-cuff and doesn’t take itself too seriously.

YouTube

Is it or isn’t it a social platform? Over the years, YouTube has evolved to keep up with what other newer social media platforms have to offer. By introducing Shorts and Live Streams, it’s now a one-stop-shop for all things video. And its massive audience has followers, hitting 2 billion users monthly on Shorts in July 2023, more than Instagram or TikTok. That same month, YouTube streamer Casimiro hit the platform’s highest-ever stream audience with 6 million viewers. Oop.

And remember – always optimise your videos for SEO by crafting video titles, descriptions, and tags thoughtfully and in line with your SEO research to improve search engine visibility. Encourage viewers to like, comment, and subscribe, as engagement metrics contribute to YouTube’s algorithm and can enhance the visibility of your videos.