What’s more convincing? A brand bragging about itself or a satisfied customer sharing their positive experience? In a world where consumers are bombarded with countless choices, social proof from real customer experiences are the most influential factor in purchasing decisions.
People trust their peers more than polished marketing. A Statista study found that 31% of consumers ages 16–24 use online reviews to make purchase decisions, and a separate study revealed the average consumer reads 10 reviews before trusting a business. Think about viral TikTok trends and Amazon’s top-rated products. We look to others to validate our purchases because we don’t want to waste our money. We know this is true for students, too – but they’ve got a lot more at stake than a faulty trinket from Amazon.
But … What about students?
When you think about the research you did to find the best mattress or the next family car, where did you turn? Did you go to Volvo.com for unbiased reviews? Probably not. You likely looked for authentic experiences shared on platforms like Reddit or asked friends and family members. Today’s prospective college students are approaching their higher education choices with a similar mindset.
Students are doing the same thing. They recognize that selecting a college isn’t just about “buying” a degree; it’s about choosing a new city to live in, forging friendships, and cultivating their career. Students are acutely aware that making the wrong choice can have significant consequences.
At VisionPoint, we’ve spent countless hours reading through conversations on platforms like Reddit, TikTok, and Niche. We’ve talked directly to students and brought their stories to life in various ways. We know where and how students are discussing college and who they trust the most. For a 17- or 18-year-old, choosing where they go to school is usually the biggest decision of their life. While there’s plenty of information online, getting firsthand experiences from current students and alumni is invaluable.
What are students looking for?
Students want ads that help them:
- Build confidence that they’re making the right decision
- Hear from others like them who have gone through it
Remember that TikTok is Gen Z’s search engine. Even if you don’t give students the information they’re looking for, they’re going to find it. Students aren’t looking for perfection. If your institution only has glowing reviews and testimonials, it might seem suspicious.
Do’s and Don’ts of Social Proof
Gathering quotes from current students and alumni is step one. But there are dozens of options for taking this information and turning it into content. Here are some ways to use social proof beyond a testimonial on the homepage:
Alumni as Social Proof
This one is the most common and students place significant trust in alumni. This is true for both undergraduate students who are looking for someone like them who went on to successful careers and graduate students who are looking for evidence that their graduate degree is worth it.
Don’t
List testimonials on one page.
Do
- Add variety: Sprinkle testimonials that contextually make sense on websites, social media, landing pages, emails, etc. For example, place a testimonial on the hands-on learning page that describes their experience with the internship program. Testimonials should be woven into content – not dominate it.
- Personalize: Instead of generic “X went on to do Y,” highlight specific stories of alumni overcoming challenges, achieving personal goals, or making a difference in their communities.
- Showcase their next step: If your students are moving on to four-year colleges or graduate schools, make sure to highlight these achievements. This is authentic proof that demonstrates your school’s effectiveness in preparing students for their next academic steps.
- Incorporate diversity: Ensure your alumni testimonials represent a diverse range of students that represent your student body. This might include first-generation or international students and engineering or art majors. Whatever is accurate to your school.
Current Students as Social Proof
Students can be spokespersons for your institution in unlimited ways. After all, these are peers of prospective students, and you want your current students to shine and tell the story. From Instagram takeovers and day-in-the-life videos to hosting ask-a-student events and conducting campus tours, we see most institutions already leveraging current students.
Don’t
Highlight only “star students:” Prospective students want to hear about the “average” student, too.
Do
- Be authentic: Let students be themselves. Encourage them to share their honest opinions, both positive and negative, in a constructive way. This includes pointing out flaws, within reason.
- Empower students: Allow them to create their own content, such as blog posts, videos, or social media posts, about their experiences. These are some of the most successful content types that we see schools execute.
Google Reviews as Social Proof
Now, this one is less controlled. But it’s the most visible review type.
Don’t
Ignore negative reviews: Actively monitor Google Reviews and respond promptly to both positive and negative feedback. According to ReviewTrackers, 94% of consumers said a negative review convinced them to avoid a business, however consumers are more likely to have a favorable review of the company if they respond to a negative review.
Do
Encourage reviews: Include a link to the institution or college-level Google Reviews page on your website and social media profiles and incentivize students to leave reviews.
Accreditation as Social Proof
This brings credibility to the institution and its programs. For example, engineering schools that are ABET accredited are highly sought after. However, it can be hard to explain the value of accreditation.
Don’t
Only post logos: Without context and explaining why the accolade matters, a logo from the accrediting body is usually meaningless.
Do
Explain the benefits: Clearly communicate the specific benefits of accreditation to students and parents, such as increased job prospects, higher salaries, and stronger academic programs.
Graduate Employers as Social Proof
Not everyone is going to graduate and work for NASA. But by providing a list, whether that’s Fortune 500 companies or locally recognized businesses, this sends a message to students that if it’s good enough to lead that student to NASA, it’s good enough for me.
Don’t
List just to list: Focus on the quality of graduate employers rather than simply listing a large number of companies.
Do
- Highlight success stories: Share stories of graduates who have landed jobs at these companies and highlight their career paths.
- Promote partnerships: Highlight partnerships with industry leaders that provide internships, co-op programs, or research opportunities for students. Similar to graduate employers, business partners signify a trusted brand. Highlighting companies that often employ students, and not just the highly recognized ones, can offer students proof that they’ll be prepared.
Awards as Social Proof
This is usually most attractive to parents/guardians and graduate students. But when appropriate, award-winning statistics can be proof of quality. After all, students want to be a part of a winning program or institution.
Relevance: Ensure the awards you choose to highlight are relevant to your institution’s brand.
Student impact: Highlight how awards benefit students, such as increased scholarship opportunities or recognition for academic excellence.
Rankings as Social Proof
Rankings continue to be important even though they come with critics.
Don’t
Overdo lists of rankings: Rankings start to become meaningless when rattled off in the form of a list. Further, obsessing over them can compromise your institution’s unique strengths and values.
Rely on rankings: Don’t rely solely on rankings. Highlight other indicators of quality, such as student satisfaction, faculty expertise, and research output.
Do
Highlight one or two rankings: Choose ones that align with your brand. For example: Top 5 most innovative schools or Ranked #10 in affordability if those attributes are significant brand promises.
Consider Your Brand Promise and Student Experience
Remember, identity plays an important role in the students you highlight. It is up to you and your institutional brand to dictate who and what to highlight. For example, if you choose to highlight an individual who is a high-ranking leader at a Fortune 500 company, this can both turn off some students and attract others.
Facilitate the Conversation
Schools tend to drive the conversation, but we see the most success when schools facilitate the conversation and pass the mic to their insiders. Ditch the self-praise and let your students be the stars. Avoiding the tough topics or glazing them over with fluffy language will hurt you – students can spot the facade, and they know something’s fishy.
Ready to incorporate social proof? We’ll provide a strategic consultation for free!
VisionPoint can help support where you can implement social proof or how to incorporate it into your current marketing materials. Submit your information for free strategic consultation on utilizing social proof.
