How Universities Can Use Social Media to Improve Student Retention

Student retention is one of the biggest challenges facing higher education today — and it’s one that universities can no longer afford to ignore. As student expectations rise and competition intensifies, institutions must take a more holistic approach to keeping students engaged, supported and enrolled.

Social media might not seem like the most obvious tool for improving retention, but in practice, it plays a far bigger role than you might think. With the average 16–24-year-old in Europe spending over two hours a day on social platforms, social media has become a powerful space for connection, community and support — all key drivers of student success.

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From First Point of Contact to Final Year: Why Social Media Matters

Social platforms are no longer just marketing tools for attracting new applicants. They’re an integral part of how students engage with their university throughout the student lifecycle — from researching programmes to celebrating graduation.

More than 85% of European students say they use social media to interact with their institution at some point in their journey, whether it’s to ask questions, attend events, seek academic support or stay informed about campus life. Used thoughtfully, social media helps universities build stronger relationships, foster a sense of belonging, and provide support where it’s needed most.

Let’s look at five strategies universities can use to harness social media for better student retention.

1. Give Students a Voice

Retention starts with inclusion. If students feel disconnected, isolated or unheard, they’re more likely to consider dropping out. Social media offers a way to give students a voice — and show them that their experiences, opinions and concerns matter.

Try:

• Hosting live Q&As or polls to gather student feedback.
• Sharing student-generated content that reflects everyday life on campus.
• Encouraging students to share their stories — especially those who have overcome challenges — to help others feel less alone.

The University of Helsinki, for instance, regularly invites students to take over its Instagram account to share their experiences — a strategy that not only boosts engagement but also fosters a stronger sense of community.

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2. Think Beyond Recruitment: Cover the Full Student Lifecycle

A lot of universities pour their social media energy into recruitment season — then go quiet. But if your goal is to retain students, you need to stay active and relevant all year round.

That means tailoring content for:

• Pre-entry: application guidance, course previews, student testimonials.
• Transition: move-in tips, welcome messages, introductions to support services.
• Mid-journey: academic advice, wellbeing resources, opportunities for involvement.
• Final year: career tips, alumni stories, graduation support.

Consistency is key — not just for visibility, but for building trust.

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3. Get Strategic With Content Planning

Each platform has its own tone, rhythm and strengths. A quick meme might go viral on TikTok, but it won’t necessarily resonate on LinkedIn. The best social strategies adapt content to fit each channel and audience.

Tips for more strategic content:

• Use a content calendar to align with key academic dates (exam season, results day, orientation).
• Mix up your content formats: video, text, infographics, livestreams, polls.
• Feature academic achievements, student successes, and staff highlights to build pride and connection.

At Imperial College London, for example, social media is used to regularly celebrate research breakthroughs and student achievements — reinforcing the message that students are part of something bigger than themselves.

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4. Embrace a Multichannel, Multi-Audience Approach

Today’s students don’t all gather in one digital space. Some prefer short-form video on TikTok or Instagram Reels, while others are active on X (formerly Twitter), LinkedIn or Discord.

Segmenting your content and audiences can help:

• Undergraduates may prefer fast-paced, visual content and interactive Q&As.
• Postgraduates might engage more with long-form interviews or academic webinars.
• International students might benefit from translated content or region-specific updates.

You can also create dedicated social media accounts for departments, student services or specific campaigns — giving students more tailored experiences based on their needs and interests.

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5. Stay Ahead of the Curve

The social media landscape evolves rapidly. New features, platforms and trends can open up fresh ways to connect with students — if you’re paying attention.

In 2025, here are a few trends universities should keep an eye on:

• Private social communities: Platforms like Geneva and Discord are becoming popular alternatives to Facebook Groups for peer support and discussion.
• Short-form video: TikTok, Instagram Reels and YouTube Shorts remain powerful for reach — especially when showing behind-the-scenes glimpses of student life.
• Live and ephemeral content: Stories, livestreams and real-time Q&As can feel more personal and immediate than polished, scheduled posts.

Above all, universities should regularly gather feedback from students about their social media habits and preferences — and use analytics tools to understand what’s working and what’s not.

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A Final Word

Social media won’t solve every student retention challenge — but when integrated into a broader student success strategy, it can make a real difference. It helps universities meet students where they are, in a language they understand, with messages that feel timely, relevant and supportive.

Combined with a modern higher education CRM, social media also makes it easier to personalise communications, track engagement, and act on early signs of disengagement before they become serious.

At Full Fabric, we believe that supporting the student journey doesn’t stop at recruitment — it continues long after a student accepts their place. If you’d like to explore how we can help your team deliver more connected, student-first experiences, get in touch for a demo.