Want to Reach Gen Z? Go Where They Scroll
If you’re still pouring your marketing budget into direct mail and traditional media, it’s time for a rethink. Students don’t confine themselves to one platform, but divide their attention between 3 or more channels nearly every waking moment.
Our latest survey shows where high school students actually spend their time online—and the top three are crystal clear:
🎵 TikTok
📱 YouTube
📸 Instagram
These platforms dominate students’ attention, not just for entertainment, but for learning about life decisions—including education and career options.
Students: What are your top 3 social channels?
For vocational schools and colleges trying to boost awareness and enrollment, this is your playbook:
✅ Short-form video is king – If you’re not on TikTok or YouTube Shorts, you’re missing your audience entirely.
✅ Visual storytelling matters – Instagram is still a go-to for aspirational content and behind-the-scenes peeks at campus life, hands-on learning, and student success stories.
✅ Message to fit the medium – Students don’t want polished ads. They want authentic, relatable content that speaks their language—delivered on the platforms where they already spend time.
🎯 What this means for your strategy:
To compete for Gen Z’s attention, vocational schools and colleges must shift marketing spend and storytelling tactics to align with where students are actually looking.
Want the full breakdown—and insights into how students and their parents choose post-secondary options?
👉 Check out our white paper for exclusive data and actionable tips.
Download
The 2nd Annual
Parent & Student Survey
FOR HIGHER EDUCATION
and learn how to better reach your most targeted enrollment segments: students and their parents.
This guide outlines the biggest current challenges of education marketers, and ideas showing how your enrollment strategy can overcome and thrive.
95%
of parents are using digital sources to research post-secondary options for their children
95%
of ALL teens use YouTube
2x
the number of parents are considering vocational schools than their children
Other areas we cover that will help increase awareness of your institution among students and their parents:
OUR LATEST WHITEPAPER
3rd Annual Parent & Student Survey
The New Rules Of Higher Education Marketing
How AI and Shifting Family Priorities are Reshaping Student Recruitment
AI isn’t new. It’s normal. Students and parents alike are increasingly using LLMs for research – for everything from homework help to their best options for higher education. If families already use AI to choose, the question is: how is your institution meeting them there? Our latest whitepaper outlines how to publish AI-readable answers to the most asked questions, making your value legible to both humans and machines.
