Market Research Logo

Survey of Use of Instagram in Higher Education Marketing

Survey of Use of Instagram in Higher Education Marketing

The study presents data from 39 colleges about their use of Instagram. The study examines policies and plans for both paid Instagram advertising and the use of Instagram sites for college marketing. The study helps its readers to answer questions such as: how do college marketers view Instagram? How much staff time and money do they put into their Instagram efforts and how do they evaluate these efforts? How much are colleges spending on paid Instagram advertising and what do they think of the results of these efforts? What is the expected rate of change of Instagram paid advertising over the next year? How do they apportion their time and money among Instagram and other social media options? What are the most admired college Instagram sites? How are photos chosen for the college Instagram site? Who is involved in the decision making? How does the college coordinate the college main Instagram site with Instagram sites of other units of the college?


THE QUESTIONNAIRE
PARTICIPANTS LIST
Characteristics of the Sample
SUMMARY OF MAIN FINDINGS
Characteristics of the Sample
Mean Number of Instagram Followers
Percentage of Instagram Followers from Outside the Institution
Number of Unique Visitors per Month
Number of Likes and Comments
Effectiveness of Instagram Vis-A Vis other Social Media Options
Vimeo
iTunes
Instagram
Flickr
Twitter
YouTube
Vine
Facebook
LinkedIn
How are Photographs Chosen for the College Instagram Site?
Posting Videos on Instagram
Most Viewed Videos on Instagram
Main Advantages of Instagram as a Marketing Vehicle vis a vis Facebook, Pinterest, other Sites
Software or Web Applications Used to Track Instagram Site Metrics
Number of Institution-Related Instagram Sites Maintained
Coordinating and Branding Different College Instagram Sites
Number of Staff Man Hours per Year Spent on the College Instagram Presence
The Composition of the College Instagram Team
Percentage of Colleges Sampled Ever Doing Paid Advertising on Instagram
Current Spending on Instagram Paid Advertising
Planned Spending on Instagram Paid Advertising
Summary of Attitudes on Spending Plans for Instagram Paid Advertising
View of Instagram vs. other Digital Marketing Vehicles for Higher Education Marketing
Percentage of Colleges that had Hired a Consultant to Advise on Instagram Adverting and Marketing
Advice to Peers on Using Instagram in Marketing
Particularly Admired College Instagram Sites
Table 1.1 How many Instagram followers does your main college Instagram site have?
Table 1.2 How many Instagram followers does your main college Instagram site have? Broken out by Carnegie class or type of college
Table 1.3 How many Instagram followers does your main college Instagram site have? Broken out for public and private colleges
Table 1.4 How many Instagram followers does your main college Instagram site have? Broken out by Annual Tuition, $
Table 1.5 How many Instagram followers does your main college Instagram site have? Broken out by Enrollment
Table 2.1 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college?
Table 2.2 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by Carnegie class or type of college
Table 2.3 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out for public and private colleges
Table 2.4 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by Annual Tuition, $
Table 2.5 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by Enrollment
Table 3.1 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session?
Table 3.2 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by Carnegie class or type of college
Table 3.3 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out for public and private colleges
Table 3.4 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by Annual Tuition, $
Table 3.5 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by Enrollment
Table 4.1 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session?
Table 4.2 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by Carnegie class or type of college
Table 4.3 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out for public and private colleges
Table 4.4 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by Annual Tuition, $
Table 4.5 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by Enrollment
Table 5 Rank the effectiveness of the following tools as vehicles for promoting the college to the broader public.
Table 5.1.1 Rank the effectiveness of Vimeo as vehicle for promoting the college to the broader public.
Table 5.1.2 Rank the effectiveness of Vimeo as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.1.3 Rank the effectiveness of Vimeo as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.1.4 Rank the effectiveness of Vimeo as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.1.5 Rank the effectiveness of Vimeo as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.2.1 Rank the effectiveness of ITunes as vehicle for promoting the college to the broader public.
Table 5.2.2 Rank the effectiveness of ITunes as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.2.3 Rank the effectiveness of ITunes as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.2.4 Rank the effectiveness of ITunes as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.2.5 Rank the effectiveness of ITunes as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.3.1 Rank the effectiveness of Instagram as vehicle for promoting the college to the broader public.
Table 5.3.2 Rank the effectiveness of Instagram as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.3.3 Rank the effectiveness of Instagram as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.3.4 Rank the effectiveness of Instagram as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.3.5 Rank the effectiveness of Instagram as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.4.1 Rank the effectiveness of FlickR as vehicle for promoting the college to the broader public.
Table 5.4.2 Rank the effectiveness of FlickR as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.4.3 Rank the effectiveness of FlickR as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.4.4 Rank the effectiveness of FlickR as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.4.5 Rank the effectiveness of Flickr as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.5.1 Rank the effectiveness of Twitter as vehicle for promoting the college to the broader public.
Table 5.5.2 Rank the effectiveness of Twitter as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.5.3 Rank the effectiveness of Twitter as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.5.4 Rank the effectiveness of Twitter as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.5.5 Rank the effectiveness of Twitter as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.6.1 Rank the effectiveness of YouTube as vehicle for promoting the college to the broader public.
Table 5.6.2 Rank the effectiveness of YouTube as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.6.3 Rank the effectiveness of YouTube as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.6.4 Rank the effectiveness of YouTube as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.6.5 Rank the effectiveness of YouTube as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.7.1 Rank the effectiveness of Pinterest as vehicle for promoting the college to the broader public.
Table 5.7.2 Rank the effectiveness of Pinterest as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.7.3 Rank the effectiveness of Pinterest as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.7.4 Rank the effectiveness of Pinterest as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.7.5 Rank the effectiveness of Pinterest as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.8.1 Rank the effectiveness of Vine as vehicle for promoting the college to the broader public.
Table 5.8.2 Rank the effectiveness of Vine as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.8.3 Rank the effectiveness of Vine as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.8.4 Rank the effectiveness of Vine as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.8.5 Rank the effectiveness of Vine as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.9.1 Rank the effectiveness of Facebook as vehicle for promoting the college to the broader public.
Table 5.9.2 Rank the effectiveness of Facebook as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.9.3 Rank the effectiveness of Facebook as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.9.4 Rank the effectiveness of Facebook as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.9.5 Rank the effectiveness of Facebook as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.10.1 Rank the effectiveness of LinkedIn as vehicle for promoting the college to the broader public.
Table 5.10.2 Rank the effectiveness of LinkedIn as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.10.3 Rank the effectiveness of LinkedIn as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.10.4 Rank the effectiveness of LinkedIn as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.10.5 Rank the effectiveness of LinkedIn as vehicle for promoting the college to the broader public. Broken out by Enrollment
Table 5.11.1 Rank the effectiveness of Tumblr as vehicle for promoting the college to the broader public.
Table 5.11.2 Rank the effectiveness of Tumblr as vehicle for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 5.11.3 Rank the effectiveness of Tumblr as vehicle for promoting the college to the broader public. Broken out for public and private colleges
Table 5.11.4 Rank the effectiveness of Tumblr as vehicle for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 5.11.5 Rank the effectiveness of Tumblr as vehicle for promoting the college to the broader public. Broken out by Enrollment
How are photographs chosen for the college's Instagram site? Who has final authority for selection? How often are main page photos changed?
Table 6.1 Does the college post videos on its main Instagram site?
Table 6.2 Does the college post videos on its main Instagram site? Broken out by Carnegie class or type of college
Table 6.3 Does the college post videos on its main Instagram site? Broken out for public and private colleges
Table 6.4 Does the college post videos on its main Instagram site? Broken out by Annual Tuition, $
Table 6.5 Does the college post videos on its main Instagram site? Broken out by Enrollment
Please describe the college's most viewed Instagram videos or still images.
What are the main advantages of Instagram as a marketing vehicle compared to other sites such as Facebook, Pinterest, Flickr and YouTube?
Describe the web application or software package that your college uses to track Instagram followers, likes, comments, click throughs and other metrics.
What kind, if any, of interactive features does the college provide through its Instagram page?
Table 7.1 How many institutional pages does the college have that are distinct from the college's main Instagram page?
Table 7.2 How many institutional pages does the college have that are distinct from the college's main Instagram page? Broken out by Carnegie class or type of college
Table 7.3 How many institutional pages does the college have that are distinct from the college's main Instagram page? Broken out for public and private colleges
Table 7.4 How many institutional pages does the college have that are distinct from the college's main Instagram page? Broken out by Annual Tuition, $
Table 7.5 How many institutional pages does the college have that are distinct from the college's main Instagram page? Broken out by Enrollment
How has the college coordinated and branded the different Instagram pages of various departments and units on campus?
Table 8.1 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Note: One full time person spending all of their time would typically spend about 1800 hours.
Table 8.2 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by Carnegie class or type of college
Table 8.3 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out for public and private colleges
Table 8.4 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by Annual Tuition, $
Table 8.5 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by Enrollment
Describe the college's team for Instagram? Is one person primarily responsible for the college Instagram page? Several? How is it handled administratively?
Table 9.1 Has the college ever done any paid advertising on Instagram?
Table 9.2 Has the college ever done any paid advertising on Instagram? Broken out by Carnegie class or type of college
Table 9.3 Has the college ever done any paid advertising on Instagram? Broken out for public and private colleges
Table 9.4 Has the college ever done any paid advertising on Instagram? Broken out by Annual Tuition, $
Table 9.5 Has the college ever done any paid advertising on Instagram? Broken out by Enrollment
Table 10.1 Is the college currently doing paid advertising on Instagram?
Table 10.2 Is the college currently doing paid advertising on Instagram? Broken out by Carnegie class or type of college
Table 10.3 Is the college currently doing paid advertising on Instagram? Broken out for public and private colleges
Table 10.4 Is the college currently doing paid advertising on Instagram? Broken out by Annual Tuition, $
Table 10.5 Is the college currently doing paid advertising on Instagram? Broken out by Enrollment
Table 11.1 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? ($)
Table 11.2 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out by Carnegie class or type of college ($)
Table 11.3 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out for public and private colleges ($)
Table 11.4 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? ($) Broken out by Annual Tuition, $
Table 11.5 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out by Enrollment ($)
Table 12.1 How much do you plan to spend on paid Instagram advertising in the next year? ($)
Table 12.2 How much do you plan to spend on paid Instagram advertising in the next year? Broken out by Carnegie class or type of college ($)
Table 12.3 How much do you plan to spend on paid Instagram advertising in the next year? Broken out for public and private colleges ($)
Table 12.4 How much do you plan to spend on paid Instagram advertising in the next year? ($) Broken out by Annual Tuition, $
Table 12.5 How much do you plan to spend on paid Instagram advertising in the next year? Broken out by Enrollment ($)
Table 13.1 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college?
Table 13.2 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by Carnegie class or type of college
Table 13.3 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out for public and private colleges
Table 13.4 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by Annual Tuition, $
Table 13.5 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by Enrollment
Table 14.1 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options?
Table 14.2 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by Carnegie class or type of college
Table 14.3 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out for public and private colleges
Table 14.4 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by Annual Tuition, $
Table 14.5 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by Enrollment
Table 15.1 Has the college ever hired a consultant to advise it on its Instagram advertising?
Table 15.2 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by Carnegie class or type of college
Table 15.3 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out for public and private colleges
Table 15.4 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by Annual Tuition, $
Table 15.5 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by Enrollment
What can you advise your peers on how to use Instagram effectively as a college marketing tool?
Which higher education institution Instagram pages do you particularly admire and why?

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report