10 UGC Ideas for Higher Ed Institutions
Anyone who has spent time marketing to Gen Z knows that authenticity is key, especially when it comes to social media. One way to boost your institution’s authenticity and credibility with prospective students is with user-generated content, also known as UGC. (Bonus: It’s easy and inexpensive to create!)
What is UGC?
UGC refers to content created by individuals rather than brands. This content style is usually unpolished and not heavily edited. While UGC is similar to influencer content, UGC creators don’t need massive followings or even need to post their content on their accounts. Still not sure what we mean? Here’s a perfect example from Michigan State University.
Why Should Colleges And Universities Add UGC to Their Digital Marketing Strategy?
- Enhanced Performance: Social campaigns incorporating UGC have seen 4x higher click-through rates and a 28% higher engagement rate than campaigns without UGC, and including UGC in email campaigns can increase click-through rates by 78%.
- High Participation: Over half of Gen Z would be happy to be featured on a brand’s social media page.
- Cost-Effective: UGC relies on students, faculty, or alumni using smartphones to capture and edit content.
- Multipurpose: An excellent piece of UGC will likely perform well organically on your social channels, but why stop there? Use UGC in paid campaigns to extend your reach and drive traffic to your landing pages.
Have we convinced you to try UGC? Read on for specific ideas on how to incorporate it into your content strategy!
10 UGC Ideas for Higher Ed Institutions
- Student Takeovers
Let students run the school’s Instagram or TikTok account for a day, showcasing their classes, dorm life, and favorite campus spots. Prospective students love hearing directly from peers and envisioning what their day-to-day life might look like at your school, making this format particularly effective in increasing engagement.
- Open House Experience
Film highlights from your open house event from the POV of an attendee. Include short clips from campus tours, student panels, and Q&A sessions. Package this footage into bite-size videos with a voiceover about the experience. These videos showcase your school and serve as a great advertisement for upcoming Open House events.
- Day in the Life
Have students with different majors, hobbies, and backgrounds create short “day in the life” videos. Highlighting diverse experiences ensures prospective students see their potential journey reflected.
- Alumni Success Stories
Ask alums to share videos about how their time at your institution shaped their career paths. Include clips of their workplace or professional accomplishments. These testimonials build trust and showcase the tangible benefits of attending your school.
- Move-In Day Experience
Have students film the excitement of move-in day, from packing their stuff to meeting their roommates for the first time and waving goodbye to their parents.
- Clubs and Activities Showcases
Ask the leaders of student organizations or sports teams to capture footage of their next meetings or practices and talk about it in the voiceover. This content emphasizes how students connect beyond the classroom.
- Parent Perspectives
The next time you have parents on campus, record brief, person-on-the-street-style interviews with them about why they felt confident sending their children to your school. This content will help reassure prospective students’ parents – they’re checking your social media, too!
- Study Abroad Spotlights
Ask students in study abroad programs to create travel vlogs showcasing their experiences and academic opportunities. The topics can range from the mundane (heading to the airport and checking in for a flight) to the exhilarating (climbing to the top of the Eiffel Tower)!
- Graduation Day Celebrations
Graduates will already be taking lots of selfies and filming their big moments on graduation day. Ask them to share their footage with you and compile it into a short vlog that gives the viewer the feeling of being there.
- Q&A with Student Ambassadors
Go live on your social media with student ambassadors to answer prospective students’ questions about campus life, academics, and more. This direct engagement will make your school seem accessible and friendly.
UGC allows colleges and universities to connect with prospective students in an authentic, relatable way. By showcasing real experiences and creating opportunities for engagement, these strategies can elevate your institution’s digital presence and drive interest and enrollment.
Want to try UGC during your next marketing cycle? Reach out to us for even more ideas!