Survey of College Use of Snapchat for Marketing
Percentage of Colleges Advertising on Snapchat
We asked: Has the college ever done any paid advertising on Snapchat?
Of the entire sample, 47.22% said yes, and 52.78% replied no.
Those in Admissions/All other replied no 88.89% of the time, against 46.15% from the digital/online marketing staff, and 35.71% from public relations or communications.
Schools in the $20,001 - $30,000 range, replied yes at a rate of 33.33%, whereas participants from the other tuition ranges replying yes at least 45% of the time
This 83-page report gives data and commentary from 36 officer from 33 colleges and universities about their use of Snapchat for college marketing and student recruitment. The study gives highly detailed data on extent of use and spending on a range of Snapchat advertising options such as snap ads, Geofilters, sponsored lenses and other Snapchat options. It also looks at the amount of staff time spent on Snapchat, and plans for spending and staff time use in the near future. Respondents give their advice on whether and how to use Snapchat in college marketing and compare its effectiveness with other social media and search engine options such as Google, Facebook and Instagram. Data in the report is broken out by many institutional variables of the colleges affiliated with those who took the survey – college enrollment, college type, annual tuition, public/private status – as well as many personal characteristics of the respondents themselves – work title, age and gender. So, for example, it is possible to see how public relations officials feels about Snapchat vs. those who work in admissions, or enrollment marketing.
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