Beyond the Click: Why Pupils Actually Reach Out to Colleges

Posted on by

The Scroll

Photo this: A high school sophomore is scrolling Instagram at twelve o’clock at night and finds an university reel that really feels … real. Possibly it is a marching band. Perhaps it is students chatting on the quad. Possibly it is a 10 -second video about residing in the dorms. Whatever it is, something sparks.

But right here is the spin: what pupils do next is not always what colleges think they do. Take Anna, a 10 th in Minnesota: “I followed my dream school on Instagram for a year before I submitted a form. I intended to see if it was really for me.”

Willful. Interested. Not hurried.

Blog on why students reach out to colleges: Image of a female high school student on her laptop in her living room

Almost 90 % of teenagers use social networks, with Instagram and TikTok specifically prominent among senior high school pupils as they form their opinions regarding colleges ( Church Bench Research Center, 2024 ; Statista, 2023 Pupils currently make use of social systems as a low-pressure means to assess fit prior to submitting a kind (Šola & & Zia,2021 For first-generation and underrepresented trainees, social networks frequently serves as an essential window right into school life, offering tales and information they may not discover in other places ( Wohn et al., 2013

Here is where the institutional side comes in. The 2025 Advertising And Marketing and Recruitment Practices Record (RNL, 2025 programs that while colleges rank social networks ads as one of their most reliable tactics, they still placed most of their bucks right into Facebook and Instagram. The 2025 E-Expectations Report (RNL et al., 2025 shows that students spend a lot of their time, but campuses underuse these channels (RNL,2025 That system space is a large reason trainees scroll without constantly locating genuine, peer-driven content that sparks activity.

The 2024 College Preparation Record (RNL & & Halda, 2024 includes an additional layer: several students explain the early stages of college expedition as” complicated and” frustrating ,” specifically when they do not see price clearly discussed. Social comes to be a safe area to enjoy, wait, and observe before risking that very first outreach.

Digital dominance: The leading outreach methods

According to the 2025 E-Expectations Record, nearly 90 % of very first college contact occurs electronically.
Trainees usually make that initial move by:

  • Completing a type on the college internet site (31 %)
  • Sending an email (28 %)
  • Adhering to the college on social media (27 %)

That last one? Not just laid-back scrolling. One in 3 9 th is currently following universities online, long before they prepare to apply (RNL et al.,2025

Trainees are likewise more likely than ever to use digital questions kinds and straight e-mail, confirming that a digital-first state of mind is currently the standard ( JohnXLibris, 2024 ; Church Bench Research Center,2024

On the university side, the RNL Advertising and marketing Practices information enhances the digital-first story: email and SMS are the most efficient outreach methods (RNL,2025 That is one area of placement. But right here is the catch: colleges often lead their early campaigns with brand name identity, centers, or positions. Students, at the same time, are trying to find something a lot more useful: programs, scholarships, and campus life peeks. It is not nearly being digital. It is about being relevant.

The 2024 College Planning Report shows why: when asked about their top concerns at the same time, trainees point first to price (42 %) and locating the appropriate academic fit (31 %) (RNL & & Halda,2024 If very early outreach misses out on those notes, trainees scroll past.

What sparks a pupil to connect?

The leading motivations for getting in touch with a college are (RNL et al., 2025:

  • Details concerning a details significant or program
  • Information on just how to use
  • Financial assistance questions
  • Speaking to an admissions counselor

Among first-generation trainees, financial assistance is a lot more central; they are more likely to launch contact particularly concerning cost ( Economical Colleges Online, 2024

Obstacles like complex forms and complex language make it harder for first-generation and low-income trainees to with confidence connect (Inside Higher Ed,2024 That is why clear, transparent messaging matters from day one.

The University Preparation Record reinforces this searching for: students continually name financial aid and cost as their most considerable obstacles, with 55 % saying affordability worries might limit their options (RNL & & Halda,2024 The 2025 Advertising Practices Record makes the comparison clear: Colleges spend heavily in brand name storytelling and sleek electronic advertisements. Pupils, nonetheless, are motivated to act when they see clear paths, majors, application actions, and price information (RNL,2025

Read the E-Expectations Report

2025 E-Expectations Trend Report 2025 E-Expectations Trend Report

How can you boost involvement with potential trainees? Just how you can you much better align your recruitment techniques with their expectations. Discover all this and more in the E-Expectations study of college-bound senior high school students, with findings on:

  • What they expect from university websites
  • Which interaction networks they choose
  • Exactly how they make use of AI in the search procedure
  • Exactly how they value video clip when learning about schools

Download currently

From social scroll to major query

Social media is a leading gateway for college exploration amongst younger students, especially those in 9 th and 10 th qualities (RNL et al.,2025 At this beginning, students are not always ready to submit questions kinds or attend info sessions; they are observing. Complying with colleges on Instagram, enjoying TikTok video clips, or seeing a YouTube dormitory trip provides low-pressure insight into pupil life, culture, and fit (Šola & & Zia,2021

Over fifty percent of high school trainees report utilizing social media to check out colleges (Statista,2023 Instagram and TikTok are now a lot more popular among teenagers than Facebook or X/Twitter (Seat Proving Ground,2024

Nevertheless, right here is the rub: the Advertising Practices Report programs that institutions still prioritize Instagram and Facebook for advertisement buys, with TikTok and YouTube tracking (RNL,2025 Pupils are signaling where they scroll, however colleges are not always satisfying them there. The outcome? Missed opportunities to connect when students are most curious and flexible.

The 2024 University Planning Record mirrors this generational divide: while older pupils lean into e-mail as their key network, more youthful trainees deal with social media sites as their first stop, commonly months prior to they enter the official admissions funnel (RNL & & Halda,2024

Do not sleep on the follow-up.

When a student reaches out, timing and tone are every little thing.

  • 68 % of pupils like follow-up through email.
  • 40 % favor text messages for fast updates or target date reminders.
  • Just 32 % agree to share their home address (RNL et al.,2025

Teenagers are progressively cynical of organizations that over-collect information or send out pointless messages (Bench Proving ground,2024 They anticipate openness about why info is collected and exactly how it will be made use of (EDUCAUSE,2021

Right here, as well, we see both placement and rubbing. Universities understand email and text job; the 2025 Advertising Practices data verifies these are one of the most effective channels (RNL,2025 Yet universities also continue to lean on published materials and phone calls for initial calls, even though trainees rank them not as high (RNL et al.,2025

The 2024 University Planning Report drives home why this issues: slow feedback times can be fatal. Almost half of students expect a reply within 24 hours, and passion decreases greatly if schools take longer (RNL & & Halda,2024 The channel mismatch and speed space threat undoing the a good reputation universities construct digitally.

Key takeaways for enrollment teams

1 Email is not dead, but it needs to end up being smarter

  • Individualize by name, grade, interests, and query source.
  • Use warm, student-centered language.
  • Keep emails short, mobile-friendly, and action-oriented.

2 Text messaging is making headway, use it tactically

  • Apply opt-in texting early in the funnel.
  • Usage for reminders, check-ins, and next steps.
  • Line up tone and regularity with the trainee’s stage.

3 Trust fund is the brand-new conversion strategy

  • Explain why each piece of details is gathered.
  • Be clear concerning information utilize.
  • Maintain constant, clear interaction.

4 Follow-up is a test and a turning point

  • Respond quickly and personally after a student acts.
  • Boost engagement with prompt, appropriate replies.

5 Section by phase, not simply grade

  • Use behavior information to guide segmentation.
  • Share exploratory web content early, application and aid assistance later on.

6 Interaction is a relationship, not a task

  • Every message is a chance to develop connection.
  • The institutions that win make trainees feel well-known and appreciated.

Last word: It has to do with greater than a click

Students are not simply filling in forms; they are expanding an invite: “I am considering my future. Help me see if you are part of it.”

If your institution can satisfy that minute with empathy, transparency, and good timing, you are not simply recording a lead, you are constructing a partnership.

Talk with our advertising and employment specialists

RNL works with institution of higher learnings across the country to guarantee their advertising and marketing and recruitment efforts are maximized and aligned with exactly how student search for colleges. Reach out today for a complimentary assessment to go over:

  • Trainee search techniques
  • Omnichannel communication campaigns
  • Customization and involvement at scale

Request currently

References

Leave a Reply

Your email address will not be published. Required fields are marked *