If you’re not alive and well on social media, you don’t exist, according to a lot of people. This reality might sound harsh, but it reflects the current landscape where prospective families research schools online long before they ever set foot on campus.
As we enter back-to-school season, schools have a critical window to capture the attention of families still making enrollment decisions. Late enrollments continue well into the school year, and social media provides an immediate, authentic way to showcase what makes your school special.
But here’s the challenge: posting just to post isn’t enough. Strategic, enrollment-focused social media requires intentional content that helps families visualize their child’s experience at your school.
1. Show the Faces That Make Your School Special
The most effective back-to-school social media content focuses on people, not just places. While beautiful facility photos have their place, families connect most deeply with the individuals who will shape their child’s daily experience.
Personal Video Introductions
Consider creating personal video introductions from your school leader and principal. These don’t need to be highly produced—authenticity trumps polish every time. Share your excitement about the upcoming year, your vision for students, and what families can expect from your school community.
Faculty introductions prove equally valuable, especially when highlighting new team members. If teachers return to campus early for preparation, this creates perfect opportunities to capture brief videos where they share what they’re excited about for the new school year. These glimpses behind the scenes help families begin building relationships with the educators who will impact their children daily.
Behind-the-Scenes Content That Tells Your Story
The preparation period before students arrive offers unique content opportunities. Showcase teachers setting up their classrooms, highlight any facility improvements completed over the summer, or document the installation of new playground equipment. These “before and after” moments demonstrate your school’s commitment to creating excellent learning environments.
The key is helping families visualize what their child’s daily experience will look like. Share glimpses of morning routines, classroom activities, transitions between spaces, and after-school programs. Even without students present, you can paint a picture of the vibrant community families will join.
2. Think Year-Round
One of the biggest strategic advantages schools can develop is thinking about social media content creation as a year-round process rather than a seasonal rush. The moments you capture throughout the school year become invaluable assets for future enrollment campaigns.
Capturing Content for Later Use
Those videos of engaged students during science experiments? Perfect for back-to-school excitement posts. Footage of your annual talent show? Ideal for highlighting your school’s creativity and community spirit. Documentation of your graduation ceremony? Powerful testimonial content for prospective families.
Smart schools approach content creation with this longer-term perspective, asking, “How might we use this moment in six months?” This strategic thinking transforms routine school activities into enrollment marketing opportunities.
Repurposing With Purpose
Consider creating countdown posts that build anticipation: “25 days until school starts—here are 25 things we’re looking forward to.” These posts allow you to highlight favorite traditions, showcase different academic programs, feature various faculty members, and demonstrate the breadth of experiences your school offers.
The beauty of this approach is that each countdown post can draw from authentic moments captured throughout the previous school year, creating a nostalgic connection for returning families while providing a comprehensive preview for prospective ones.
3. Use The Power of Authentic Testimonials
While behind-the-scenes content and faculty introductions build connection, authentic testimonials provide the social proof that drives enrollment decisions. The key is capturing these testimonials at moments when emotions naturally run high.
Strategic Timing for Maximum Impact
Graduation ceremonies offer ideal opportunities to capture powerful testimonials from students and families feeling genuinely grateful and excited about their school experience. These emotional moments translate into compelling content that resonates with prospective families months later.
Similarly, back-to-school events, achievement celebrations, and milestone moments throughout the year provide natural opportunities to gather authentic voices sharing their positive experiences.
Not every testimonial needs to be a polished video production. Some of the most effective approaches are beautifully simple: students holding signs explaining “why I chose this school,” brief video testimonials captured on smartphones, or compelling quotes paired with genuine photos of students and families.
These testimonials serve multiple purposes simultaneously—they support new family enrollment, strengthen current family re-engagement, and build overall community connection by celebrating the voices within your school.
Want to share?
