University social media marketing tips | THE Campus Learn, Share, Connect – Times Higher Education
The complex branding challenges of higher education institutions in emerging countries can seem unmanageable. First, services and degree programmes offered by universities seem to be identical, making it hard to stand out. Second, universities in emerging countries often suffer from a lack of formal communication methods to connect the value of their brand to their target audience.
But building a brand for higher education institutions in emerging countries neednt be a nightmare especially if you know how to use social media marketing to develop brand credibility and brand equity. In this research, emerging countries are considered to be countries that are on a path towards prosperity with economic development, low per capita income and high potential for growth, such as Vietnam, Thailand and Tunisia.
We examined students perceptions of marketing on social media based on two communication methods: user-generated content and institution-generated content to develop brand credibility and brand equity, using data from a survey with 936 undergraduates, from two emerging countries, Sri Lanka and Vietnam. Here we present advice based on our findings.
To create and exchange information about the university brands with prospective students, social media marketing is developed in two forms: user-generated content and institution-generated content.
User-generated content refers to the media content created by students, staff, alumni and other stakeholders for the educational institution that can be shared directly or repurposed. It could be them capturing their personal journeys, the university campus, graduation ceremonies, festivals or simply sharing memories.
Institution-generated content is the media content created by university marketing team on official brand pages and social media channels.
Although these two forms of content are equally important, students are highly reliant on and follow user-generated content as it is not designed to serve a commercial purpose. Authentic and entertaining, user-generated content makes a big impact on institutions brands because it presents an authentic view of campus life.
User-generated content motivated prospective students in Sri Lanka and Vietnam to develop positive feelings towards an institution, our research showed, due to the collectivist culture in these countries.
Peer-to-peer marketing of this nature is not new, but institutions still miss opportunities to pivot their content strategies towards authentic, student voices. Here are some easy ways to encourage students to create more content and build a positive brand value for their university.
Brand equity refers to the value endowed by the institutional brand, which helps to mitigate risks, such as fewer applicants or student attrition, and differentiates a university from its competitors.
By building credibility, a university will increase its brand equity, our study shows. To make enrolment decisions, prospective students are dependent on universities providing accurate and truthful information. They want to know that the institution they apply to will deliver on its promises. As institutions increasingly use social media to share, communicate and collaborate with current and potential students, they must ensure that the information shared is trustworthy. To address these challenges, universities can:
These strategies to help develop an institutions brand equity should be used in combination in order to engage potential students and encourage an enrolment decision.
This insight is based on a recently published study: Higher education institutes brand equity in emerging markets: Impact of social media marketing and brand credibility in Q1-ranked Journal of Marketing Communications.
Charitha Harshani Perera is a lecturer in the Faculty of Business and Law at Northumbria University.
Rajkishore Nayak is an associate professor, and Long Thang Van Nguyen is a senior lecturer in the School of Communication and Design at RMIT University, Vietnam.
If you found this interesting and want advice and insight from academics and university staff delivered directly to your inbox each week,sign up for the THECampus newsletter.
Read more:
University social media marketing tips | THE Campus Learn, Share, Connect - Times Higher Education
- Understanding the Impact of Social Media on Indian Stock Trends Market Trend Prediction Tools - Breakthrough capital growth - PrintWeekIndia - July 20th, 2025 [July 20th, 2025]
- Coinbase steps into consumer market with stablecoin-powered 'everything app' that goes beyond trading - CNBC - July 20th, 2025 [July 20th, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Financial Market Trend Insights - Free Stock Movement Tracking - PrintWeekIndia - July 20th, 2025 [July 20th, 2025]
- Marketing Media Money: Advertising & marketing in the age of social media influencers - CNBC Africa - July 20th, 2025 [July 20th, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Expert Selected Market Trends - High-yield portfolio picks - Autocar Professional - July 20th, 2025 [July 20th, 2025]
- The music licensing blind spot in social media marketing - Mumbrella - July 18th, 2025 [July 18th, 2025]
- Reddits ad revenue is growing x3 faster than the wider social media market: WARC Media - MediaNews4U - July 18th, 2025 [July 18th, 2025]
- In Graphic Detail: Inside the state of the creator economy industrial complex - Digiday - July 18th, 2025 [July 18th, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Market Trend Insights - Free Stock Chart Pattern Guide - Jammu Links News - July 18th, 2025 [July 18th, 2025]
- University Communications and Marketing wins national recognition for social campaign and content - Ohio University - July 16th, 2025 [July 16th, 2025]
- PINS vs. SNAP: TD Cowen Picks the Better Social Media Stock Ahead of Q2 Earnings - TipRanks - July 16th, 2025 [July 16th, 2025]
- Reddits CMO on why community marketing will drive its next wave of growth - Marketing Week - July 16th, 2025 [July 16th, 2025]
- An Overview of LinkedIns Ad Options and Targeting Tools [Infographic] - Social Media Today - July 14th, 2025 [July 14th, 2025]
- This is the rare bright spot in a tough Hollywood job market - Los Angeles Times - July 14th, 2025 [July 14th, 2025]
- Snapchat Partners With American Eagle on New Map Promotion Type - Social Media Today - July 12th, 2025 [July 12th, 2025]
- Digital marketing statistics of 2025: H1 by the numbers - Marketing Dive - July 10th, 2025 [July 10th, 2025]
- Social Panga wins the marketing mandate for Neo by Nippon Paint - Adgully.com - July 10th, 2025 [July 10th, 2025]
- Labubu Marketing Masterclass: How POP MARTs Designer Toy Conquered the World - Brand Vision Marketing - July 10th, 2025 [July 10th, 2025]
- New AI tools for mental health research and treatment - Google Blog - July 8th, 2025 [July 8th, 2025]
- AI, Irreality and the Liberal Educational Project (opinion) - Inside Higher Ed - July 8th, 2025 [July 8th, 2025]
- AI is changing our world. At what point will it change our reality? | Opinion - USA Today - July 8th, 2025 [July 8th, 2025]
- Sam Altmans AI Empire Relies on Brutal Labor Exploitation - Jacobin - July 8th, 2025 [July 8th, 2025]
- Protecting U.S. Tech: China Committee and Bipartisan, Bicameral Leaders Unite to Stop CCP AI Chip Smuggling - Select Committee on the CCP | (.gov) - July 8th, 2025 [July 8th, 2025]
- The worst thing about AI? That stupid Samsung ad where the guy adds way too much sugar to his pasta sauce - The Guardian - July 8th, 2025 [July 8th, 2025]
- She Wanted to Save the World From A.I. Then the Killings Started. - The New York Times - July 8th, 2025 [July 8th, 2025]
- BRICS leaders to call for data protections against unauthorized AI use - Reuters - July 8th, 2025 [July 8th, 2025]
- Opinion | Are We Really Willing to Become Dumber? - The New York Times - July 8th, 2025 [July 8th, 2025]
- The Coder Village at the Heart of Chinas A.I. Frenzy - The New York Times - July 8th, 2025 [July 8th, 2025]
- How agencies are pricing AIand what it means for industry compensation - Ad Age - July 8th, 2025 [July 8th, 2025]
- Ukrainian Troops Struggle to Hold the Line on the Eastern Front - The New York Times - July 8th, 2025 [July 8th, 2025]
- Russian Offensive Campaign Assessment, July 7, 2025 - Institute for the Study of War - July 8th, 2025 [July 8th, 2025]
- Ukraines Drone Revolution: And What America Should Learn From It - Foreign Affairs - July 8th, 2025 [July 8th, 2025]
- Russia welcomes Trumps cut to Ukraines military aid but it could be deadly for Kyiv - CNN - July 8th, 2025 [July 8th, 2025]
- Russias Child Soldiers: How the Kremlin Trains Ukrainian Kids and Sends Them to the Frontlines - UNITED24 Media - July 8th, 2025 [July 8th, 2025]
- Farmers turned soldiers, fields full of mines and a rural exodus: how Russia is punishing Ukraines countryside - The Guardian - July 8th, 2025 [July 8th, 2025]
- Zelenskyy says coalition of the willing should meet in a few days, after call with Starmer as it happened - The Guardian - July 8th, 2025 [July 8th, 2025]
- YouTube Enables Creators to Share More Data with Brands to Secure Partnership Opportunities - Social Media Today - July 8th, 2025 [July 8th, 2025]
- How Brands Are Taking Back Social Media From Influencers - The New York Times - July 8th, 2025 [July 8th, 2025]
- Explained: Why Greenwashing is the newest social media marketing red flag - Storyboard18 - July 8th, 2025 [July 8th, 2025]
- KFC appoints We Are Social as social agency of record - Marketing-Interactive - July 8th, 2025 [July 8th, 2025]
- Behind Amtraks social-first marketingthe viral Train-tacular post and whats next - Ad Age - July 6th, 2025 [July 6th, 2025]
- Olipops UGC Strategy: 5 Drops and Hotel Experiences That Drove Social Buzz - Influencer Marketing Hub - July 4th, 2025 [July 4th, 2025]
- Im a social media scientist with 3.5 million followers. Heres what Ive learned about public health communication - STAT - July 4th, 2025 [July 4th, 2025]
- Currys CEO: New generation of customers discovering the brand thanks to social strategy - Marketing Week - July 4th, 2025 [July 4th, 2025]
- TikTok Provides an Overview of Its New Brand Consideration Ads [Infographic] - Social Media Today - July 4th, 2025 [July 4th, 2025]
- Outdated AI Drains Marketing Budgets and Wastes Team Time - MarTech Cube - July 2nd, 2025 [July 2nd, 2025]
- Championing Growth and Enabling Teams to Thrive: Social Elements CEOs Approach to Leadership - Little Black Book | LBBOnline - July 2nd, 2025 [July 2nd, 2025]
- TikTok Launches Bulletin Boards for Broadcast Messaging From Creator and Brand Profiles - Social Media Today - July 2nd, 2025 [July 2nd, 2025]
- Ayrshire mentor named Social Media Marketing Specialist of the Year - The Scotsman - July 2nd, 2025 [July 2nd, 2025]
- The harms of social media are largely blamed on individuals instead of tech companies - USC Annenberg - June 29th, 2025 [June 29th, 2025]
- Instacart Gains Momentum With AI and Social Media Partnerships, Says Citizens JMP - Yahoo Finance - June 29th, 2025 [June 29th, 2025]
- Tunisian girl set to be repatriated after social media love marriage ends in divorce - Geo.tv - June 29th, 2025 [June 29th, 2025]
- Snapchat Shares Trend Insights for Marketers to Tap Into This Summer [Infographic] - Social Media Today - June 28th, 2025 [June 28th, 2025]
- The next performance marketing frontier: beyond search and social - Campaign - June 28th, 2025 [June 28th, 2025]
- 24Social Expands Southeast Asia Reach with Over 8 Years of Proven Social Media Expertise - Yahoo Finance - June 28th, 2025 [June 28th, 2025]
- How cheap SMM panels are revolutionizing social media marketing for small businesses - London Daily News - June 24th, 2025 [June 24th, 2025]
- Risks and Rewards: A Guide to Understanding Social Media Influencer Income for Valuation Professionals - CBIZ - June 22nd, 2025 [June 22nd, 2025]
- Technology to enforce teen social media ban is effective, trial says. But this is at odds with other evidence - The Conversation - June 22nd, 2025 [June 22nd, 2025]
- Own, a new social media app, aims to tokenize the creator economy - TechCrunch - June 20th, 2025 [June 20th, 2025]
- I've Worked With 1,000 Brands 11 Social Media Secrets Every Business Should Be Using in 2025 - Entrepreneur - June 20th, 2025 [June 20th, 2025]
- Meta to Start Including Ads in WhatsApp - Adweek - June 20th, 2025 [June 20th, 2025]
- Gambling and social media abuse of athletes - what is going on? - BBC - June 20th, 2025 [June 20th, 2025]
- YouTube Updates Shopping Buttons for Shorts, Expands Access to Communities - Social Media Today - June 20th, 2025 [June 20th, 2025]
- Reddit Announces New Conversation Research Tools and Updated Ad Options - Social Media Today - June 20th, 2025 [June 20th, 2025]
- Dove Wins Cannes Lions Media Grand Prix for Championing 'Real Beauty' in the Age of AI - Adweek - June 20th, 2025 [June 20th, 2025]
- TikTok Launches New AI-Powered Ad Creation Tools, Integrations With Adobe and WPP - Social Media Today - June 20th, 2025 [June 20th, 2025]
- Creator content outperforms industry norms for brand impact, study finds - Marketing Week - June 20th, 2025 [June 20th, 2025]
- How P.F. Changs turned a 5-second video into a viral brand moment - Marketing Brew - June 20th, 2025 [June 20th, 2025]
- Cupcake Giant Baked by Melissa on Supercharging DTC Sales and Social Media Reach to Drive Business - U.S. Chamber of Commerce - June 10th, 2025 [June 10th, 2025]
- What to watch for during ESPNs UFC 316 coverage the Marketing & Social edition - ESPN Front Row - June 10th, 2025 [June 10th, 2025]
- Top Crypto Picks as Normalcy Returns Following the Trump and Musk Social Media War - Crypto Daily - June 10th, 2025 [June 10th, 2025]
- Meet Marketings Most Dynamic Duo: Connected TV and Social - Adweek - June 7th, 2025 [June 7th, 2025]
- Heineken uses hard numbers to foster better representation in social media ads - Digiday - June 7th, 2025 [June 7th, 2025]
- Orange 142 Releases Social Media Marketing Best Practices For Brands to Drive Stronger Social Media Campaigns and ROI - PR Newswire - June 7th, 2025 [June 7th, 2025]
- Snapchat Shares Notes on the Effectiveness of Skippable Versus Non-Skippable Ads - Social Media Today - June 7th, 2025 [June 7th, 2025]
- The Top 5 Social Media Automation Tools to Save Time and Boost Engagement in 2025 - DesignRush - June 7th, 2025 [June 7th, 2025]
- TikTok Shares a Range of Ad Updates at Its World Event - Social Media Today - June 7th, 2025 [June 7th, 2025]
- Get More from Your Social Strategy with YouTube - Adweek - June 7th, 2025 [June 7th, 2025]
- LinkedIn Adds More Video Ad Options, Including First Impression Ads - Social Media Today - June 7th, 2025 [June 7th, 2025]
- Instagram Announces Latest Updates for Edits App, Including More Transition Effects - Social Media Today - June 7th, 2025 [June 7th, 2025]