Dive Brief:

• Several colleges and universities are joining an initiative to use Snapchat as a digital marketing tool for their respective campus touring seasons. 
• Get Schooled, a college access advocacy organization, is promoting the Snapchat tours, which now include Howard University, Spelman College, UCLA, the University of Michigan and the University of Pennsylvania among its dozen participating institutions. 
• The tour is organized in recognition of College Application Month.

Dive Insight:

More colleges are catching on to the reality of social and digital marketing as the primary resource of reaching potential students, but still must be cognizant of what content students see as authentic, and which content will repel or reduce their interest in an institution. 

One of the ways for-profit education was able to explode its enrollment was by targeting working adults with television advertising, and for millennials, the same is true in the digital space. Any content which shows activity and relatable student experiences in real time will resonate with potential students.