One thing about Gen Z? They’re a vocal bunch. When they love something, they’ll make sure you know. And when they hate something… they’ll make sure you know that, too. 😬 This can make communicating with them feel especially intimidating. But at the end of the day, appealing to Gen Z is all about understanding their values and embracing experimentation.

On social media, you should be posting content prospective and current students are proud to share—so we’ve put together five ways you can do that below.

Go Bold

Beiges and neutrals are out—bolds and brights are in. Online, users are looking for visual assets that have some level of entertainment and escapism. Take a look at your Instagram grid: is there an opportunity to brighten up your brand colors and experiment with bolder typography?

For example, take a look at how the University of Florida incorporated motion to turn a could’ve-been-boring static post into a dynamic and shareworthy Reel.

And how the University of Tennessee Knoxville’s Instagram incorporates bold brand colors into its main feed, welcoming students with school spirit before they even become a Vol.

Lean Into the Microtrends

Gen Z is known for being a bit flighty. Memes, trends and cultural moments are gone as quickly as they come. But that doesn’t mean you shouldn’t lean in. For example, our creative team enjoyed taking a peek at this year’s Pinterest Predicts. Consider how you can factor its themes and trends into your social campaign, limited-edition merch, or email strategy.

May I suggest a cherry-themed Valentine’s Day email campaign featuring Love Letters (student testimonials)? An oceanic, dreamy, sea witchery-inspired study playlist on your school’s Spotify account? A cream soda bar on Campus Visit Day with all the fixings?

Save Your Inspiration

See an ad, a social post from a competitor school, or a LinkedIn take that resonates? Screenshot it. Send it to your team. Allow the cycle to continue: creativity inspires more creativity. Keep a folder full of ads, posts, ideas you love—and next time you’re in a rut, revisit it. You never know where a little inspiration could lead.

Ask Your Students for Help

Get a gauge, starting with your student workers. What are their favorite brands and creators? Why? There’s a high likelihood that they choose to follow these accounts because they’re engaging, bold and doing something different. Is there a specific post or cultural moment that resonated with them?

Even better, ask them what brands and creators they find cringy—this can open a whole new conversation on what not to do. What schools’ social media accounts totally deterred them during their college search process? What brands aren’t reading the room when it comes to their audience, and how can they tell? Have they ever stopped following a brand or school’s social media because it felt inauthentic, and why?

These insights from students can be incredibly valuable, but remember: they’re just opinions. Rather than treating their feedback as absolute truth, use it as a starting point for larger discussions. Look for patterns in their responses, identify recurring themes, and use that knowledge to craft an adaptable ongoing social media strategy.

Keep it Light

Hey! It’s not that deep. The second you start overthinking a social post, you suck the life out of it. It might flop—and that’s fine. You test, you try again, you keep it moving. Trust your gut and your students’ input.

At the end of the day, your goal shouldn’t be to go viral. It should be to change minds. Virality is fleeting and overrated; real growth happens when you change the minds of your prospective students about your institution, one by one, through concentrated effort.

Liked these ideas? Let’s brainstorm together.
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