I work with charter schools every day on growth strategies, and I’ve seen firsthand how challenging the enrollment landscape has become. With over 8,000 charter schools now competing for students—and even states like North Dakota just opening their doors to charter legislation—there’s more noise than ever to cut through.

During our recent workshop on school marketing trends, we asked attendees which platforms they’re using most. The responses flooded in: Facebook, Instagram, website, email. And then someone asked the question I hear constantly: “Should we be on TikTok?”

Here’s my honest answer.

Social Media Doesn’t Drive Qualified Leads (By Itself)

Let me be clear: Facebook, Instagram, TikTok—none of these platforms alone is going to drive qualified enrollment leads. They’re awareness tools, not lead generators.

Your website converts. Your application process converts. Social media helps you get noticed.

I’ve talked to schools who used to get leads via Facebook and wonder why it’s not working anymore. Others ask if Instagram is the answer, or if they should jump on TikTok because everyone’s talking about it.

The truth? If you’re investing heavily in broad platforms where you’re reaching massive audiences that may or may not be interested in your school, that’s probably not the best use of your limited time when you’re looking for qualified enrollment leads.

So Where Should You Actually Focus?

Facebook and Instagram are your foundation. Despite all the buzz about newer platforms, Facebook still has the biggest reach and broadest user base. More importantly—and I can’t stress this enough—it’s where parents are.

Here’s a practical tip: you can cross-post from Facebook to Instagram, giving you two platforms for one effort. Even if you don’t have an Instagram account, you can run Facebook ads that appear on Instagram.

TikTok is worth exploring if you have capacity. It can be great for showing your school’s personality. But—and this is important—don’t let it distract you from marketing fundamentals. Go where your families actually are, not where headlines tell you to be.

The Paid vs. Organic Question

Paid ads help you reach families who don’t know you exist yet. They help with discovery. But most people aren’t going to see a paid ad and immediately enroll their child. That’s just not how families make school decisions.

Think about what happens after someone clicks your ad. If they land on a Facebook page that’s running lots of ads but has no recent posts, what does that look like? An inactive school, maybe one that’s struggling.

But if they click through and see photos from last week’s field trip, an announcement about when enrollment opens, highlights of alumni success, teacher spotlights—that builds credibility. That’s what organic content does.

You really need both. The ratio of paid to organic might depend on your budget and the time of year. During big enrollment pushes ahead of lottery season, you might lean heavier on paid. During quieter times, organic content maintains your presence and keeps building trust.

What You Post Matters More Than Where You Post It

The most powerful content shows your school in action.

Real content looks like:

1. Student testimonials, especially video (they don’t need to be polished—authentic is better)
2. Day-in-the-life content following a teacher or student
3. Virtual tours shot on your phone walking through your spaces
4. Current parent voices talking about why they chose your school

During our workshop, we heard from Jonathan Marowelli at Jackson Prep who said something that really stuck with me: “Don’t tell your story. Show it.” His school celebrates student success consistently—student of the month, sports highlights, teacher celebrations, graduate stories. When prospective families start looking, they can see what it’s really like.

My Bottom Line Advice

Show up consistently where your families actually are, tell authentic stories about what makes your school special, and make it easy for interested families to take the next step.

The schools I see with solid enrollment aren’t necessarily the ones with the biggest marketing budgets. They’re the ones who know exactly who they are, own it completely, and tell that story consistently across the channels that actually matter.

About the Author

Ashley MacQuarrie is VP of Marketing at Grow Schools, where she leads the enrollment marketing team helping charter schools achieve sustainable growth.

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