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Clicks, Scrolls, and Decisions: The New Rules of College Digital Advertising
This post was co-authored with Vaughn Shinkus.
Digital advertising in higher education recruitment: 2020–2024 trends and student perspectives
Today’s college search usually begins with a scroll. Students meet their future alma mater while still in pajamas, thumb hovering over TikTok dorm tours, YouTube “day-in-the-life” videos, and Instagram stories showing everything from campus squirrels to club fairs.
While most college marketers recognize the importance of meeting students in digital spaces, data show that many institutions are still catching up to student behavior.
Nearly two-thirds of students use Instagram daily, yet only about half report seeing college content in their feeds, according to the 2025 E-Expectations Trend Report. That gap, between where students spend their time and where colleges spend their dollars, tells the real story.
Here are several other significant places where student behavior and institutional strategies do not align:
- Students live on TikTok and YouTube, but institutions continue to invest more heavily in Facebook and Instagram.
- Retargeting and program-specific ads perform best because they feel relevant, yet many colleges default to broad brand campaigns.
- Search and AI-driven summaries are now leading sources of inquiry traffic, but SEO remains underfunded or outdated.
Today, nearly every institution had allocated a budget to digital channels, including search ads, Instagram, Facebook, display ads, YouTube, and more (according to our 2025 survey of marketing and recruitment practices). But sending dollars into platforms without a data-backed strategy is a recipe for low return.
Channel usage and effectiveness
The first step toward a smarter strategy is aligning digital investments with students’ stages of college planning. Timing matters.
- 9th graders are dreamers; they are just beginning to imagine college. This is the moment for creative, curiosity-driven content on TikTok and other emerging platforms.
- 10th graders start exploring and comparing. Snapchat, X (formerly Twitter), and BeReal are gaining influence as they seek authentic glimpses of campus life.
- 11th and 12th graders shift into decision mode. They are more likely to engage with YouTube, Instagram, and even Facebook, the places where institutions focus most on deadlines, financial aid, and event promotions.
Let’s examine how college and student perspectives align, and where they diverge. This table shows the usage and effectiveness of recruitment practices by recruitment professionals (taken from the 2025 Marketing and Recruitment Practices Report). The last column shows the student perspective as captured by the 2025 E-Expectations Report.
| Channel | Usage by Colleges | Effectiveness | Student Perspective |
| Private: 93% Public: 87% Two-Year: 86% |
Private: 94% Public: 90% Two-Year: 100% |
63% of users use Instagram daily, but only 53% view college content. | |
| Private: 81% Public: 89% Two-Year: 85% |
Private: 77% Public: 76% Two-Year: 100% |
Still visible, but less influential than Instagram or TikTok. | |
| YouTube | Private: 81% Public: 66% Two-Year: 57% |
Private: 79% Public: 86% Two-Year: 100% |
Campus vlogs and videos help students picture themselves there. |
| TikTok | Private: 60% Public: 35% Two-Year: 71% |
Private: 82% Public: 74% Two-Year: 80% |
One of the most influential platforms for discovery and decision-making. |
| Display Ads | Private: 94% Public: 77% Two-Year: 86% |
Private: 90% Public: 97% Two-Year: 100% |
Students often click Google ads when researching programs. |
| Retargeting | Private: 86% Public: 69% Two-Year: 80% |
Private: 98% Public: 86% Two-Year: 94% |
Highly effective when personalized, reminders drive action. |
Takeaway: To reach students where they truly live online, colleges must rebalance their media mix toward video-rich, mobile-first channels and strengthen SEO to connect organically within search and AI summaries.
Messaging strategies that move students
Ask any university marketing team what they promote and you will hear familiar answers: brand identity, application deadlines, campus events, student stories, program highlights. All important, but not all equally effective.
Students tell us that the ads that stick are the ones that feel authentic and actionable.
They click when they see a major they are interested in. They re-engage when retargeted about unfinished applications. They respond when the tone feels genuine, not corporate.
Breaking through the stream of memes, influencers, and viral videos requires messaging that is personal and specific, not just polished.
| Messaging Strategy | Usage by Colleges | Effectiveness | Student Perspective |
| Application Deadlines | Private: 98% Public: 92% Two-Year: 85% |
Private: 94% Public: 93% Two-Year: 100% |
Clear calls-to-action work. Deadline ads drive clicks and completions. |
| Brand Messaging | Private: 98% Public: 95% Two-Year: 86% |
Private: 94% Public: 94% Two-Year: 100% |
Generic brand ads rarely move the needle; authenticity wins. |
| Event Promotions | Private: 94% Public: 86% Two-Year: 86% |
Private: 96% Public: 97% Two-Year: 100% |
Virtual tours and admitted-student events generate strong engagement. |
| Student/Alumni Stories | Private: 81% Public: 83% Two-Year: 57% |
Private: 95% Public: 93% Two-Year: 100% |
“Show me real people.” Authentic voices and outcomes persuade. |
| Program-Specific Ads | Private: 87% Public: 89% Two-Year: 57% |
Private: 95% Public: 100% Two-Year: 75% |
Students want details about majors, careers, and outcomes. |
Bottom line: High-level brand awareness campaigns rarely convert. The content that wins is personal, timely, and anchored in real stories and next steps.
The big picture
So what does this all mean for your digital strategy? The short version: ads work best when they meet students where they are, in their social feeds, with content that feels personal, genuine, and video-forward.
Here is how to make that happen:
- Invest where students spend time: TikTok, YouTube, and optimized search.
- Fix underperforming channels: Strengthen Instagram with better creative and stage-specific targeting.
- Use personalization and retargeting: Move students from “just browsing” to “taking action.”
- Tell real stories: Highlight authentic student voices and tangible outcomes, not just taglines.
Students now research colleges the same way they manage the rest of their digital lives; they discover, compare, and decide while scrolling. A TikTok video might spark curiosity, a YouTube vlog might help them imagine themselves on campus, and a retargeted ad might push them to finally hit “apply.”
They are already making college decisions mid-scroll. To earn their attention and their trust, colleges must meet them there, with relevance, immediacy, and authenticity.
Ultimately, it is not about clicks for the sake of clicks. It is about connection, belonging, and the digital moments that turn curiosity into commitment.
Talk with our marketing and recruitment experts
RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges. Reach out today for a complimentary consultation to discuss:
- Student search strategies
- Omnichannel communication campaigns
- Personalization and engagement at scale
About the Author
Dr. Raquel Bermejo is a dedicated education researcher with a passion for understanding the college search and planning experiences of high school students and their families. Through her analysis of existing data and original research...
Read more about Raquel's experience and expertise
Reach Raquel by e-mail at Raquel.Bermejo@RuffaloNL.com.