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.

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?