Platforms Change. Creativity is Evergreen.

As the digital landscape shifts, higher education marketing teams face growing concerns about the platforms they use to engage prospective students and build institutional brands. Recent changes on platforms like TikTok, Meta, and X (formerly Twitter) have prompted marketers to reevaluate their strategies. While challenges abound, they also present a golden opportunity to get creative, adapt, and explore emerging solutions. 

Why Social Media Is Under the Microscope

1. The Potential TikTok Ban
   TikTok, a platform embraced by universities for its ability to connect with Gen Z and Gen Alpha, faces potential bans in the U.S. due to national security concerns. Losing this channel would force institutions to rethink their video-based strategies.
2. Meta’s Content Moderation Changes
   With Meta discontinuing its third-party fact-checking program, some institutions fear the platform’s credibility may take a hit. Questions about misinformation and user trust have caused some marketers to pause and reassess their investments.
3. X’s Uncertain Brand Reputation
   Elon Musk’s ownership of X and its rebrand has continued to raise concerns about alignment with institutional values. For some universities, the decision to remain active on the platform isn’t just about reach; it’s about perception.

With Challenges Come Opportunities

Change can be daunting, but it often sparks innovation. Many marketers were already reallocating budgets to include a broader range of platforms even before these developments. According to a recent survey by our partners at tvScientific:

• Nearly 71% of marketers are increasing their streaming TV budgets this year, more than doubling last year’s rate.
• On average, streaming TV budgets are growing by 41%, with 53% of those funds coming from social media.
• 58% of marketers report difficulty standing out on social platforms, fueling the pivot to more impactful channels.

This trend highlights a growing opportunity for higher ed marketers to embrace Performance TV as a complement—or even an alternative—to traditional social media strategies. 

Exploring Emerging Platforms and Strategies

1. Performance TV: The Next Frontier
   Platforms like Connected TV (CTV) and Over-the-Top (OTT) offer universities a chance to engage audiences with dynamic, video-based content in a more controlled, brand-safe environment. Like TikTok, Performance TV thrives on storytelling, but with the added benefit of highly measurable outcomes.
2. Diversify Your Digital Toolbox
   Even with the potential for a TikTok ban, reaching Gen Z remains achievable. Universities are already finding success on platforms like YouTube Shorts, Instagram Reels, and Snapchat. Additionally, exploring emerging platforms such as Rednote could offer future opportunities. By diversifying your digital presence, reducing dependency on any single platform, you safeguard your strategy from future disruptions.
3. Lean Into Creativity
   Historically, constraints breed creativity. Whether it’s reimagining campaigns for new platforms, leveraging user-generated content, or experimenting with AI-driven personalization, the possibilities are endless. Embrace this moment as an invitation to innovate.

The Takeaway: Focus on the Big Picture

The digital ecosystem will continue to evolve, but your institution’s focus should remain steady: authentic engagement and meaningful connections. By testing new platforms, reallocating budgets to high-impact channels like Performance TV, and staying agile, your marketing team can not only weather the storm but thrive in it.

Change creates opportunity. Now is the time to get ahead of the curve, meet audiences where they are, and ensure your brand’s message resonates across a dynamic digital landscape.