6 Social Media Strategies Schools Should Try This Fall
Social media moves fast, and school marketers are expected to keep up. Between new features, algorithm changes, and shifting audience habits, it can feel overwhelming to know which trends are actually worth your time.
That’s where this quarterly round-up comes in – it’s a quick look at what’s working right now for private and independent schools, backed by real data and easy, practical ideas your team can try today.
Use it to spark new ideas, refresh your content strategy, and stay confident that your school’s social media is keeping pace with what families and students are engaging with most (because we know how quickly things can change between one enrollment season and the next).
Trend 1: Short-Form Video Dominates
It’s no surprise that short-form video continues to lead the way for reach and engagement. According to this report from Pew Research (2024), TikTok now reaches 33% of U.S. adults – and schools are seeing similar results on Instagram Reels and YouTube Shorts.
Families and students naturally gravitate toward videos that feel genuine – those quick, everyday moments that show the energy of your community. Think classroom clips, student testimonials, or behind-the-scenes looks at school life. Overly polished or scripted videos tend to feel less relatable and often see lower engagement.
Try this:
- Capture “day in the life” videos from students or teachers
- Highlight milestones and events like concerts, graduations, and open houses
- Pair your clips with trending music that fits your tone (even carousel posts can include background audio to boost visibility)
Metric’s 2024 Benchmark Study found that schools using video across multiple channels saw an average engagement rate of 54%, confirming the ongoing value of visual storytelling.
To get you started, check out our blog: 5 Trends to Try on TikTok This Month
Trend 2: Community-Centered Storytelling
Families connect most with stories that feel genuine and personal. Brand standards are important, but your social media should also reflect the real people and moments that make your school special.
Showcase a mix of voices from across your community – like students, parents, teachers, other staff, and alumni. A short video from a science teacher in the lab, a student sharing their favorite school memory, or a parent quote after a big event can all add warmth and personality to your feed.
This kind of authentic storytelling builds trust and gives prospective families a more meaningful look at what it’s like to be part of your community.
A great example of this in action comes from Bishop’s College School, whose vibrant Instagram Reel captures student life with quick clips, music, and real moments that feel both authentic and joyful. It’s a perfect balance of polish and personality that helps families picture themselves in the community.
Learn more: Social Media for Schools: Choosing the Right Mix
Trend 3: AI-Powered Content
Artificial intelligence has quickly become a practical tool for school marketers. It’s not here to replace creativity. It’s here to make the creative process faster and easier.
Think of AI as your assistant during busy seasons. It can help you:
- Brainstorm post ideas tied to your admissions calendar or upcoming events
- Draft caption options when you’re short on time
- Identify trending topics, hashtags, or keywords that your audience is engaging with
Metric’s 2024 Benchmark Study shows automation and data testing remain as key success factors for school marketing. AI builds on that foundation by helping teams generate ideas, analyze performance, and uncover insights more efficiently. This gives you more time to focus on strategy, storytelling, and meaningful community engagement.
Tip: Use AI as a creative partner, not a replacement for your voice. Families want to hear from you – the people behind the school – not a chatbot (and they can always tell the difference).
Trend 4: Private & Niche Communities
Facebook and Instagram are still important, but more families are now spending time in smaller, private spaces such as Facebook Groups, WhatsApp chats, Discord servers, and even Reddit threads. These spaces feel more personal and allow for genuine conversations within your community.
For schools, these micro-communities are a great way to engage families, answer questions, and reduce the volume of one-on-one inquiries.
Try this:
- Create a “New Families 2025” Facebook Group to answer admissions questions and share updates
- Use WhatsApp to send reminders about upcoming events or activities for accepted students
- Host alumni conversations or networking groups on LinkedIn or Discord
Tip: Check in on Reddit or local community threads from time to time to see how your school is being talked about. These conversations can give you valuable insight into how families perceive your brand and where you can strengthen communication.
Trend 5: Rethinking Paid Social
Many schools are taking a fresh look at their digital ad mix. Facebook and Instagram remain important, but expanding to platforms like YouTube, LinkedIn, and Google Display can help you reach more specific audiences – including alumni, faculty, and parents.
The 2024 Metric Benchmark Study found that schools using a mix of paid channels saw stronger ROI than those relying on a single platform. Diversifying your paid strategy helps your message reach families wherever they spend their time online.
Try this:
- Run YouTube pre-roll ads – short video spots that play before a viewer’s chosen video – strategically to promote open house dates and build awareness among targeted, engaged audiences
- Use LinkedIn ads to engage alumni or recruit new faculty
- Boost high-performing organic posts on Facebook or Instagram to extend their reach and test which messages resonate most before investing in full campaigns
Precision targeting helps schools make the most of their ad budgets. Paid social doesn’t have to mean spending more; it’s about spending smarter and reaching the right audience at the right time (and let’s be honest… every school marketer wants to do more with less).
Trend 6: Real-Time, Seasonal Content
Your audience doesn’t just want to hear about your school; they want to experience it as it happens. Posts tied to seasonal moments or enrollment cycles regularly outperform evergreen content.
According to Metric’s 2024 Benchmark Study, event-based posts directly align with when families are most engaged online – particularly during back-to-school, open houses, and graduation.
Try this:
- Share first-day-of-school reactions from students and teachers
- Use trending audio to highlight annual traditions or sports wins
- Plan your content calendar around admissions and event timelines to align with family interest and decision-making periods
Timely posts create emotional connection – and in a world driven by algorithms, relevance often matters more than frequency.
Choosing the Right Trends for Your School
Not every trend will fit your school’s brand and voice – or even your available resources – and that’s okay. The key is to test, measure, and refine. Start small: experiment with one or two new ideas each quarter, track engagement and inquiries, and build on what works.
Success in social media comes from consistency and authenticity. When your content reflects your community and your mission, even small shifts can make a meaningful difference.
Keep Learning:
- 5 Trends to Try on TikTok This Month
- Social Media for Schools: Choosing the Right Mix
- 4 Simple Ways to Elevate Your School’s Social Listening Strategy
At Metric Marketing, we develop measurable and practical strategies to help private and independent schools like yours to make the most of your marketing efforts. We’d love to discuss your private school’s marketing requirements with you. Contact us today to speak with our marketing professionals or use the form below to sign up and receive more marketing tips in your inbox.
