Survey of Use of Instagram in Higher Education Marketing, 2023

Survey of Use of Instagram in Higher Education Marketing, 2023

Number of followers was positively correlated with both annual tuition charged and size of institution defined by total enrollment. Colleges with fewer than 1,500 students had a mean of 6,691 followers while those with more than 10,000 enrolled students had a mean of 27,975. Interestingly, the youngest survey respondents, defined by the personal age of the respondent, had many more followers than older respondents. The colleges of respondents under age 35 had a mean of 31,121 followers, far more than respondents of any other age group.

The study presents detailed data from 26 colleges and universities in the USA and Canada about their use of the free and paid capabilities on Instagram in their marketing programs. The study gives detailed benchmarking data on number of Instagram followers, likes and comments, spending and much more. The report presents specific data and, in some cases commentary, on the use of myriad Instagram features, with separate data sets or commentary on use of Hyperlapse, Boomerang, AR Filters, Product Tags, InstaStories, IGTV, Link Stickers, Instagram Live, Carousel Ads, Photography Ads, Video Ads, Reels, Alternative Text Description and much more.

The study also looks at trends in the use of staff time on Instagram vs. other advertising and marketing options. The report presents time series data on Instagram paid advertising spending in the past year, and plans for the upcoming year.