In our recent Social Media Masterclass, we sat down with Stefanie Herta, a social media expert and former international student, to break down exactly how German universities can leverage platforms like Instagram, TikTok, and LinkedIn to recruit international talent.
From understanding the unique needs of Bachelor’s vs. PhD candidates to mastering the Instagram algorithm, here are the key takeaways from the session.
1. Social Media is the New Search Engine
Recent data from our State of Student Recruitment report highlights a shift: 59% of prospective students say social media directly influences their study choice.
While Germany and Switzerland remain strong on LinkedIn and YouTube, channels like Instagram are critical for discovery. Prospective students use these platforms not just for entertainment, but to verify claims, sense the campus vibe, and find "social proof" through existing student stories.
⭐️ You must optimize your bio, video descriptions, and hashtags. Treat your social profiles like searchable databases.
2. Tailoring Content: Bachelor’s vs. Master’s vs. PhD
One size does not fit all. Stefanie emphasizes that your content strategy must adapt to the specific motivations of each degree level:
- Bachelor’s Applicants: They are looking for emotion, belonging, and safety. Moving abroad for the first time is daunting.
- Focus: Campus life, "My University City," success stories, and content that reassures parents.
- Channels: Instagram, TikTok, YouTube.
- Master’s Applicants: They are focused on ROI (Return on Investment) and Career. They want employability, practical relevance, and international perspectives.
- Focus: Partner companies, career stats, and alumni networks.
- Channels: LinkedIn, YouTube.
- PhD Candidates: They prioritize research funding and professors. They are looking for academic matching and specific research opportunities.
- Focus: Research facilities, grant info, and professor profiles.
- Channels: LinkedIn, Email newsletters, Academic networks.
3. Platform-Specific Strategies
📸 Instagram: The "Fishing Net."
Instagram can be a powerhouse of social media marketing for higher education, mainly if you focus on reels. Think of Reels as a fishing net; they are designed to catch new audiences (non-followers).
- Reels: Use trending audio (cautiously) and combine it with institutional info. High reach potential.
- Carousels: High engagement and save rates. Perfect for "Checklists," "How-to Apply," or "Housing Tips."
- Stories: Best for nurturing existing followers. Use polls, Q&As, and links to drive loyalty.
- Frequency: Post 3–4 times a week consistently to train the algorithm.
🎥 TikTok: Raw & Authentic
While TikTok is one of the most powerful tools in your higher ed social media arsenal, you need to use it correctly. TikTok demands a different tone. Avoid simply reposting Instagram Reels to TikTok (especially with watermarks), as the algorithm may "shadow-ban" recycled content.
- Strategy: Focus on "Day in the Life" content, memes, and humor. It doesn't need to be polished; it needs to be real.
💼 LinkedIn: The Professional Face
Ideal for Master’s students, career changers, and parents (especially for private universities).
- Pro Tip: Upload content as PDF documents (slide decks). The LinkedIn algorithm currently favors this format, often giving it more reach than standard image posts.
▶️ YouTube: Long-Form Value
YouTube is an evergreen library. Unlike other feeds, videos here have a long shelf life.
- Content: Webinars, deep-dive interviews, "A to Z" program guides, and housing tours.
4. The Power of Student Influencers
Nothing builds trust faster than peer-to-peer communication. International students trust success stories and authentic voices over polished ad copy.
How to start an Ambassador Program:
- Hire your students: Offer mini-jobs or working student contracts.
- Look for talent: Engineering students might be amateur photographers; business students might understand marketing trends.
- The "Collab" Hack: Use the Instagram Collab feature to co-author posts with your student ambassadors. This instantly doubles your reach by displaying the post on both the university’s and the student’s profiles.
5. Public vs. Private Universities: What to Highlight?
Public Universities
- Selling Points: Tradition, reputation, research excellence, and low tuition fees.
- The "Mundane" Magic: Things that seem normal to Germans, like a cheap Mensa (cafeteria), a semester ticket for public transport, or historic buildings, are huge selling points for international students. Highlight them.
Private Universities
- Selling Points: Small class sizes, close mentorship, career networks, and English-taught programs.
- Target Audience: Focus heavily on parents, as they are often the financiers. Emphasize safety, planability, and career outcomes.
6. Practical Tips for Your Team
- Language: For international recruitment, English is key. If you must post in German, use English subtitles or captions.
- Tools: Use Canva Pro for quick, high-quality stock images and graphics if you lack immediate footage.
- The "First Hour" Rule: Engagement in the first 30–60 minutes after posting is critical. Share your new post to your Story immediately to boost early traction.
- Call to Action (CTA): Always end your captions with a clear next step (e.g., "Check the link in bio," "Save this post for later").
Ready to boost your recruitment? Social media is a marathon, not a sprint. Start by identifying your key student personas, recruit a few authentic student voices, and remember: consistency is king.
🎥 Watch the complete Masterclass [in German] on demand and download the presentation slides here.
