Students Want to See Themselves in Your Enrollment Materials

When students scroll through college websites or social media feeds, they are not just checking boxes or collecting facts. They are looking for a place that feels right, a campus where they can see themselves learning, growing, and belonging.

For many students, that gut-level “Can I see myself here?” is the question that matters most.

Recent research points to a clear truth: when students see themselves reflected in your materials, they are more likely to pay attention, reach out, and take the next step. It’s all about showing students that their experiences, identities, and dreams belong on your campus (Henderson, Mazodier, & Khenfer, 2024; Pew Research Center, 2022).

As one 12th grader told us: “I wanted to see people like me in the videos. It made me feel like I could actually fit in there.” (These quotes are taken from RNL, Halda, & Modern Campus, 2025).

Why representation and authenticity, matter

Representation goes beyond a photograph. According to Ruffalo Noel Levitz and Halda (2024), just over 75% of high school students value communications that reflect their age, background, or identity. The need for relatable stories rings especially true for first-generation students, who often worry about whether they will fit in or find their community.

Authenticity is not something that can be faked. TeenVoice (2025) found that young people quickly notice when a college is just putting on a show. They look for originality, consistency, and a sense that an institution cares about more than tuition dollars. McKee, Dahl, and Peltier (2023) reinforce this point: personalization builds loyalty when it feels real and relevant, but it quickly backfires when it comes across as intrusive or manipulative.

Seeing yourself is not a nice-to-have; it is a consumer expectation. Nearly three quarters of people say representation in marketing matters, and two thirds are more likely to engage when they recognize themselves in what they see (MarketingCharts, 2022).

What the research tells us

Taken together, the research paints a picture of a generation that craves personalization but will not sacrifice authenticity to get it. Gen Z students want colleges to understand who they are and what they value, but they recoil when personalization feels like surveillance or a sales pitch (McKee et al., 2023; Peter et al., 2025).

Another clear theme is that representation without inclusion falls flat. Students notice when brochures or videos show only one kind of student (Henderson et al., 2024). Seeing people who look, think, or live like them matters, but so does the sense that their values, mental health, equity, and sustainability are shared and supported by the institution (Silva & Krikheli, 2024; Pew Research Center, 2022).

As one student put it: “I do not care if your campus looks perfect if I cannot imagine myself there. Show me the people, not just the buildings.”

In other words, personalization is not just about using a student’s name in an email. It is about showing them a community where they belong and a future they can imagine themselves stepping into.

Social media and video content: helping students connect and picture themselves on your campus

For many students, social media is the front door to your institution. The 2025 E-Expectations Report found that over half of students consider social media the first and most important point of connection during their college planning process (RNL, Halda, & Modern Campus, 2025).

Where students spend their time:

• Instagram: 63% use; 53% have seen college content
• YouTube: 50% use; 26% have seen institutional content
• TikTok: 49% use; 32% have seen institutional content
• Facebook: 35% use; 28% have seen institutional content

What pushes students to hit “follow”? Posts about student life, activities and clubs, application tips, major-specific stories, dorm life, and, most importantly, students who look, sound, or feel like them, with stories highlighting diversity and the international student experience being particularly influential. (RNL, Halda, & Modern Campus, 2025).

And the most resonant stories are often the least polished. TeenVoice (2025) reports that students prefer organic, student-created posts over glossy, highly produced campaigns. As one 12th grader explained: “I liked when students showed what it’s really like here, not just the perfect sunny days.”

If a photograph is worth a thousand words, then a video might be worth an application. And letting students take the lead can be transformative. When institutions hand the camera over and let students document a “day in the life,” it builds trust and a sense of real connection.

In addition, virtual tours have become more than just a pandemic workaround. Seventy-seven percent of students use them, and one in five says a virtual tour made them much more likely to apply (RNL, Halda, & Modern Campus, 2025).

Practical strategies for your enrollment materials

1. Audit for representation and authenticity
   Examine your images and videos. Do they reflect the diversity of your students and the students you want to welcome? Keep tone and messaging consistent across all platforms so students know what to expect (TeenVoice, 2025; MarketingCharts, 2022).
2. Feature authentic student voices
   Invite students to create videos, share testimonials, or run social media takeovers. Beyond the Stress research reminds us to address students’ anxieties, especially around mental health, belonging, and safety, using an empathetic and relatable voice (Pew Research Center, 2022).
3. Match content to the enrollment stage
   • Early: reels about campus life, club highlights, and “how to apply” tips.
   • Application: program-specific success stories and financial aid walkthroughs.
   • Yield: dorm tours, roommate introductions, and mentorship spotlights.
4. Demonstrate your purpose
   Make your institution’s values visible. Show commitment to equity, sustainability, or community service in words and action (Silva & Krikheli, 2024).
5. Personalize your storytelling
   Segment messaging by where students are in their journey, what interests them, and who they are. Share different stories with different audiences so everyone can see themselves as part of your community (McKee et al., 2023; RNL, Halda, & Modern Campus, 2025).

What really matters

Helping students see themselves and believe they belong goes beyond marketing strategy. It is about showing real people, telling consistent and original stories, and making your values visible. When representation and authenticity come together, they build the trust that moves students from just looking to enrolling.

References

• AACSB International. (2022). What Students Want From Business Schools. AACSB. https://www.aacsb.edu/insights-publications/research/what-students-want
• Eg, R., Tønnesen, Ö. D., & Tennfjord, M. K. (2023). A scoping review of personalized user experiences on social media: The interplay between algorithms and human factors. Computers in Human Behavior Reports, 9, 100253. https://doi.org/10.1016/j.chbr.2022.100253
• Henderson, C., Mazodier, M., & Khenfer, J. (2024). Diversity in advertising and consumer connection to society: Implications for leading brands. Journal of the Academy of Marketing Science. Advance online publication. https://doi.org/10.1007/s11747-023-00977-9
• MarketingCharts. (2022, January 5). Consumer Trend: Gen Z Seeks More Authenticity in Social Media. MarketingCharts. https://www.marketingcharts.com/digital/social-media-119371
• McKee, K. M., Dahl, A. J., & Peltier, J. W. (2023). Gen Z’s personalization paradoxes: A privacy calculus examination of digital personalization and brand behaviors. Journal of Consumer Behaviour, 1–18. https://doi.org/10.1002/cb.2199
• Peter, R., Roshith, V., Lawrence, S., Mona, A. E., Narayanan, K. B., & Yusaira, F. (2025). Gen AI – Gen Z: Understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising. Frontiers in Communication, 10, 1554551. https://doi.org/10.3389/fcomm.2025.1554551
• Pew Research Center. (2022, November 16). Connection, Creativity and Drama: Teen Life on Social Media in 2022. Pew Research Center. https://www.pewresearch.org/internet/2022/11/16/connection-creativity-and-drama-teen-life-on-social-media-in-2022/
• Ruffalo Noel Levitz, & Halda. (2024). 2024 College High School Student College Planning Report. Ruffalo Noel Levitz.
• Ruffalo Noel Levitz, Halda, & Modern Campus. (2025). 2025 E-expectations Trend Report. Ruffalo Noel Levitz.
• Silva, C. S., & Krikheli, M. (2024). The Influence of Digital Marketing on Gen Z Consumer Behavior and Decision-Making Process (Master’s thesis, Umeå University). Umeå University. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-XXXXX
• TeenVoice. (2025, July 30). Teens Want Brands to be Authentic, but What Exactly Does That Mean? TeenVoice. https://www.teenvoice.com/research/articles/teens-want-brands-to-be-authentic-but-what-exactly-does-that-mean