Students as Storytellers: Using Student-Generated Content to Promote Education Abroad

A decade ago, study abroad offices relied on staff and administrators to promote their programs. Now, the rise of influencer culture and the accessibility of social media have savvy education abroad professionals turning to their program participants for marketing support, resulting in curated, authentic content that better resonates with prospective students.

“Social media platforms have made it easier for students to share real-time experiences, which resonate more with their peers than polished marketing materials,” says Mallory Minnehan, communications and marketing manager at the University of North Carolina-Chapel Hill Study Abroad Office. “Video content, in particular, has surged in popularity with day-in-the-life Instagram Stories and travel Reels gaining traction.”

Anize Appel, senior international officer, executive director of the Center for Global Education, and associate dean for study abroad at Moravian University, says that student-generated content now makes up 70 percent of the recruitment marketing for short-term faculty-led programs at her institution. “We have found that student content garners followers and attracts students who wouldn’t traditionally consider education abroad as a part of their academic journey,” she says.

Social media platforms have made it easier for students to share real-time experiences, which resonate more with their peers than polished marketing materials. —Anize Appel

When initiating or improving a strategy for leveraging student-generated content in study abroad marketing efforts, success depends on identifying the right platforms and audiences, establishing efficient submission systems, and creating opportunities to amplify student voices across channels.

Determine the Who and Where

Before collecting student-generated content, it’s important to