{"id":30135,"date":"2022-08-16T20:29:44","date_gmt":"2022-08-16T20:29:44","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=30135"},"modified":"2023-08-23T21:46:26","modified_gmt":"2023-08-23T21:46:26","slug":"higher-ed-social-media-engagement-report-2022","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/higher-ed-social-media-engagement-report-2022\/","title":{"rendered":"2022 Higher Education Social Media Engagement Report"},"content":{"rendered":"<p>#HESMers, we know you&#8217;ve been waiting: the 2022 Higher Education Social Media Engagement Report is here!<\/p>\n<p>Your favorite survey of D1 schools on social media is back and bigger than ever with the addition of TikTok metrics. See how your favorite school or alma mater stacks up on Instagram, Facebook, Twitter, and TikTok this year.<\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Our latest report is now available: \n<\/strong> Get the most recent version of the <a href=\"\/blog\/higher-ed-social-media-engagement-report\/\" target=\"_blank\" rel=\"noopener\">Higher Education Social Media Engagement Report<\/a>.<\/div>\n\n\n<p>This report features tons of analysis and examples for your 2022-2023 school year #inspo. Of course we\u2019ve got the full rankings available for download as well so you can boast about your win over your school rival (we\u2019re looking at you, Army vs. Navy) or brag to your boss about how your school moved up a few spots this year thanks to your epic content creation.<\/p>\n<p>Without further ado, let\u2019s get into the winners.<\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2022\/07\/book-cover-05.png>\n  <div class=\"cta-wrapper\"> <p>\n   Spoilers! See the full Higher Education rankings.  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/resources\/higher-education-social-media-engagement-report-2022\/ style=\"\">Grab your report here <\/a><\/div>\n<\/div>\n\n\n<p><!-- begin toc nav --><\/p>\n<style>\nbody{overflow:unset;}<\/style>\n<div class=\"nav-toc\">\n<h6>CONTENTS<\/h6>\n<ul>\n<li><a class=\"nav-toc__link\" href=\"#title-overall-rankings\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Overall Rankings<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-instagram-rankings\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Instagram Rankings<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-facebook-rankings\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Facebook Rankings<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-twitter-rankings\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Twitter Rankings<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-tiktok-rankings\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>TikTok Rankings<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-live-benchmarks\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Live Benchmarks<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-methodology\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Methodology<\/a><\/li>\n<\/ul>\n<\/div>\n<p><!-- end toc nav --><\/p>\n<h2 id=\"title-overall-rankings\">Top Overall Higher Education Institutions on Social<\/h2>\n<p>Higher education social media earned top engagement marks across all four channels we studied this year as usual, beating out nearly all the other industries we study in our <a href=\"https:\/\/www.rivaliq.com\/blog\/social-media-industry-benchmark-report\/\" target=\"_blank\" rel=\"noopener\">Social Media Industry Benchmark Report<\/a>. Dynamic content, engaged audiences, and a boatload of Gen Z running university TikTok handles helps explain soaring engagement for colleges and universities.<\/p>\n<table class=\"tg-data\">\n<tbody>\n<tr>\n<th class=\"tg-0lax\">University<\/th>\n<th class=\"tg-lqy6\">Overall Rank<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #507da2;\" data-x-icon-b=\"\uf16d\"><\/i> Rank<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #274b82;\" data-x-icon-b=\"\uf39e\"><\/i> Rank<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #62c2f5;\" data-x-icon-b=\"\uf099\"><\/i> Rank<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #69c9d0;\" data-x-icon-b=\"\ue07b\"><\/i> Rank<\/th>\n<\/tr>\n<tr>\n<td class=\"tg-buh4\">University of Iowa<\/td>\n<td class=\"tg-p5oz\">1<\/td>\n<td class=\"tg-p5oz\">3<\/td>\n<td class=\"tg-p5oz\">1<\/td>\n<td class=\"tg-p5oz\">8<\/td>\n<td class=\"tg-p5oz\">41<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-0lax\">James Madison University<\/td>\n<td class=\"tg-lqy6\">2<\/td>\n<td class=\"tg-lqy6\">1<\/td>\n<td class=\"tg-lqy6\">4<\/td>\n<td class=\"tg-lqy6\">9<\/td>\n<td class=\"tg-lqy6\">44<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-buh4\">Utah State University<\/td>\n<td class=\"tg-p5oz\">3<\/td>\n<td class=\"tg-p5oz\">20<\/td>\n<td class=\"tg-p5oz\">22<\/td>\n<td class=\"tg-p5oz\">12<\/td>\n<td class=\"tg-p5oz\">24<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-0lax\">Georgia Tech<\/td>\n<td class=\"tg-lqy6\">4<\/td>\n<td class=\"tg-lqy6\">5<\/td>\n<td class=\"tg-lqy6\">2<\/td>\n<td class=\"tg-lqy6\">58<\/td>\n<td class=\"tg-lqy6\">17<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-buh4\">Ohio University<\/td>\n<td class=\"tg-p5oz\">5<\/td>\n<td class=\"tg-p5oz\">48<\/td>\n<td class=\"tg-p5oz\">21<\/td>\n<td class=\"tg-p5oz\">6<\/td>\n<td class=\"tg-p5oz\">37<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-0lax\">University of South Carolina<\/td>\n<td class=\"tg-lqy6\">6<\/td>\n<td class=\"tg-lqy6\">65<\/td>\n<td class=\"tg-lqy6\">19<\/td>\n<td class=\"tg-lqy6\">14<\/td>\n<td class=\"tg-lqy6\">22<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-buh4\">University of Georgia<\/td>\n<td class=\"tg-p5oz\">7<\/td>\n<td class=\"tg-p5oz\">9<\/td>\n<td class=\"tg-p5oz\">59<\/td>\n<td class=\"tg-p5oz\">38<\/td>\n<td class=\"tg-p5oz\">15<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-0lax\">Baylor University<\/td>\n<td class=\"tg-lqy6\">8<\/td>\n<td class=\"tg-lqy6\">63<\/td>\n<td class=\"tg-lqy6\">45<\/td>\n<td class=\"tg-lqy6\">16<\/td>\n<td class=\"tg-lqy6\">3<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-buh4\">Tarleton State University<\/td>\n<td class=\"tg-p5oz\">8<\/td>\n<td class=\"tg-p5oz\">21<\/td>\n<td class=\"tg-p5oz\">13<\/td>\n<td class=\"tg-p5oz\">19<\/td>\n<td class=\"tg-p5oz\">74<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-0lax\">Clemson University<\/td>\n<td class=\"tg-lqy6\">10<\/td>\n<td class=\"tg-lqy6\">86<\/td>\n<td class=\"tg-lqy6\">30<\/td>\n<td class=\"tg-lqy6\">23<\/td>\n<td class=\"tg-lqy6\">16<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Those keeping a close eye on #hesm won&#8217;t be surprised to see <a href=\"https:\/\/uiowa.edu\/\" target=\"_blank\" rel=\"noopener\">University of Iowa<\/a> topping the charts for the fourth year in a row. <a href=\"https:\/\/www.jmu.edu\/\" target=\"_blank\" rel=\"noopener\">James Madison University<\/a> and <a href=\"https:\/\/www.usu.edu\/\" target=\"_blank\" rel=\"noopener\">Utah State University<\/a> elbowed their way to the podium for another year, and <a href=\"https:\/\/www.gatech.edu\/\" target=\"_blank\" rel=\"noopener\">Georgia Tech<\/a> and <a href=\"https:\/\/www.ohio.edu\/\" target=\"_blank\" rel=\"noopener\">Ohio University<\/a> kept their spots in the top 10 again as well. We loved seeing top 10 newcomers <a href=\"https:\/\/sc.edu\/\" target=\"_blank\" rel=\"noopener\">University of South Carolina<\/a>, <a href=\"https:\/\/www.uga.edu\/\" target=\"_blank\" rel=\"noopener\">University of Georgia<\/a>, <a href=\"https:\/\/www.baylor.edu\/\" target=\"_blank\" rel=\"noopener\">Baylor University<\/a>, <a href=\"https:\/\/www.tarleton.edu\/\" target=\"_blank\" rel=\"noopener\">Tarleton State University<\/a>, and <a href=\"http:\/\/www.clemson.edu\/\" target=\"_blank\" rel=\"noopener\">Clemson University<\/a> shake things up and remind the reigning champs that consistently high engagement matters more than a few viral posts.<\/p>\n<p>There&#8217;s no one secret to Higher Education social media success, but many of the top colleges and universities employed a few key trends on Instagram, TikTok, Facebook, and Twitter this year.<\/p>\n<h3>Top Trend 1: Showing off eye-catching campuses<\/h3>\n<p>We see colleges and universities finding success on Higher Education social media year after year by showing off mouthwatering snaps of sunsets, college towns, and campuses, but a new player has entered the campus glamour shot chat this year: videos. From Reels to TikToks, schools are going beyond the static shot to induce nostalgia and FOMO for alumni and parents to maximize social engagement.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30329 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-700x411.png\" alt=\"Campus glamour shot from Utah State University trended big on higher education social media this year\" width=\"700\" height=\"411\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-350x206@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-300x176.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-1024x601.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-1536x902.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-100x59.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-350x206.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-1170x687.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM.png 1754w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.53.57-PM-700x411@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>This Reel from <a href=\"https:\/\/www.usu.edu\/\" target=\"_blank\" rel=\"noopener\">Utah State University<\/a> helped the school snag third place overall with its dynamic stitch of iconic campus landmarks paired with a trending music track. The post earned a 13.1% engagement rate, which is more than 4x the Higher Education Instagram average this year. USU consistently makes the most of its stunning campus surrounded by mountains, which never fails to grab likes and comments about what a special place it was to go to college.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30331 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-700x392.png\" alt=\"Sunset campus glamour shot from James Madison University\" width=\"700\" height=\"392\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-350x196@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-300x168.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-1024x574.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-1536x861.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-100x56.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-350x196.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-1170x654.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM.png 1756w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-4.49.50-PM-700x392@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><a href=\"https:\/\/www.jmu.edu\/\" target=\"_blank\" rel=\"noopener\">James Madison University<\/a> grabbed the gold on Instagram and the silver overall with tons of gorgeous shots of campus, like this Instagram carousel which rocked a 22.2% engagement rate. Stringing a few different photos together into a carousel helps schools earn even more engagement, since Instagram re-serves carousels to users that didn\u2019t interact with them the first time. If schools are looking for #inspo for their own campus glamour shots, JMU is the GOAT in this genre.<\/p>\n<h3>Top Trend 2: #Winning<\/h3>\n<p>Posts featuring current students, sports teams, alumni, or community members winning big led to an engagement lift on all four channels we studied this year. What does this mean for colleges and universities? If you\u2019ve got a win, flaunt it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30328 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-700x459.png\" alt=\"A woman holding her baby up at a Texas A&amp;M game\" width=\"700\" height=\"459\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-350x229@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-300x197.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-1024x671.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-1536x1007.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-100x66.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-350x229.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-1170x767.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM.png 1754w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.16.20-PM-700x459@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><a href=\"https:\/\/www.tamu.edu\/\" target=\"_blank\" rel=\"noopener\">Texas A&amp;M University<\/a> earned second place on Instagram this year thanks in part to Reels like this one earning epic engagement. This short Reel combines a cute kid with a big Aggie win for an unbelievable 97% engagement rate and more than 300K engagements, with fans running to the comments to congratulate Texas A&amp;M on their big win and compliment this mom on raising the next generation of Aggie. Colleges and universities should never miss a chance to celebrate a campus milestone, especially when they can pair it with something adorable and a post type Instagram is trying to invest more heavily in.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30318 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-700x445.png\" alt=\"Winning photo from Georgia Tech alum on Dancing with the Stars\" width=\"700\" height=\"445\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-350x223@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-300x191.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-1024x651.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-1536x977.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-100x64.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-350x223.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-1170x744.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM.png 1752w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-08-04-at-5.07.00-PM-700x445@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><a href=\"https:\/\/www.gatech.edu\/\" target=\"_blank\" rel=\"noopener\">Georgia Tech<\/a> earned 4th place overall thanks to lots of exciting wins on and off campus, including this big victory from Georgia Tech men\u2019s basketball alum Iman Shumpert. This carousel of Shumpert\u2019s winning night racked up nearly 10K engagements and an engagement rate of 10.3%, proving that winning isn\u2019t just for football teams anymore.<\/p>\n<h3>Top Trend 3: Jumping on the TikTok bandwagon<\/h3>\n<p>More colleges and universities than ever are producing quality content on TikTok this year. We\u2019ve seen a huge rise in content and engagement as colleges and universities invest more in this trendy but tricky channel. Many schools are seeing double or more engagement rates on TikTok as on other channels, so this is a platform worth paying attention to.<\/p>\n<p>It\u2019s worth noting that about half the schools in this study don\u2019t have active (or in some cases, even registered) TikTok handles yet. Get on it, Higher Ed, if only to boot the crafty punks who are sitting on your handles hoping to trade access for a full-ride scholarship.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30333 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-700x402.png\" alt=\"TikTok from Belmont University featuring a cheering resident life staff and new students\" width=\"700\" height=\"402\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-350x201@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-300x172.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-1024x588.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-1536x882.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-100x57.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-350x201.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-1170x672.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM.png 1762w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.33.09-PM-700x402@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><a href=\"https:\/\/www.belmont.edu\/\" target=\"_blank\" rel=\"noopener\">Belmont University<\/a> had one of the most engaging Higher Ed TikToks of the year with this quick snapshot of move-in day featuring a bewildered freshman and the world\u2019s most enthusiastic resident life staff. This fun slice of life on campus earned more than 1.5 million views by being genuine and fun, reminding colleges and universities that videos don\u2019t have to be highly produced to go viral. Schools earned tons of likes, comments, and shares on TikTok this year by handing the phone over to those actually living life on campus, who helped keep things young, fresh, and on-trend.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30337 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-700x417.png\" alt=\"Tiktok from Binghamton featuring the campus cheese club\" width=\"700\" height=\"417\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-350x209@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-300x179.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-1024x610.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-1536x916.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-100x60.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-350x209.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-1170x698.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM.png 1768w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-5.38.11-PM-700x417@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Speaking of young, fresh, and on-trend, meet the\u2026<a href=\"https:\/\/www.binghamton.edu\/\" target=\"_blank\" rel=\"noopener\">Binghamton University<\/a> Cheese Club? This not-so-niche club on campus earned the university a 16.9% engagement rate by view and more than 200K views by showing off a night in the life of these cheeseheads, proving not every strategy is right for every college and university in this study. The casual nature of TikTok means you can show off a wide variety of slices of campus life (especially if it involves slices of cheese).<\/p>\n<p><a href=\"https:\/\/www.rivaliq.com\/blog\/tiktok-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">More TikTok trends<\/a> are sure to emerge on the world\u2019s most downloaded social media app this year as more and more colleges and universities pivot their social strategy to include TikTok.<\/p>\n<h3>Top University on Social Media: University of Iowa<\/h3>\n<p>Anyone who\u2019s anyone in Higher Education social media knows the Hawkeyes are *the* school to beat on social. University of Iowa has dominated the overall rankings in this report for the last four years in a row and pulled off another big win this year. Iowa finished first on Facebook, third on Instagram, eighth on Twitter, and 41st on TikTok, reminding us that even the strongest champions still have room for growth.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30320 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-700x379.png\" alt=\"U of Iowa Facebook post featuring a big football win is an example of great higher education social media\" width=\"700\" height=\"379\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-350x190@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-300x163.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-1024x555.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-1536x833.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-100x54.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-350x190.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-1170x634.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM.png 1756w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.49.36-PM-700x379@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Part of Iowa\u2019s secret recipe for social media engagement has to do with the university\u2019s uncanny ability to dominate in the world of sports. Iowa\u2019s top Facebook post of the year earned a 10% engagement rate and nearly 20K engagements with a simple caption and a photo featuring a sea of Hawkeyes cheering on a big football win. Posts that give off-campus Hawkeyes and their families a chance to celebrate consistently perform well on social, with fans rushing to the comments to offer their congratulations to the university.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30335 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-700x391.png\" alt=\"Iowa's famous Hawkeye Wave always trends big on higher education social media\" width=\"700\" height=\"391\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-350x196@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-300x168.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-1024x573.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-1536x859.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-100x56.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-350x196.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-1170x654.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM.png 1760w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.53.00-PM-700x391@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Are you even on Hawkeye social media without a Hawkeye Wave post? This lovely campus tradition started back in 2017 gives fans and players a chance to wave at children and their families receiving treatment at the children\u2019s hospital that overlooks the stadium. The Wave is practically guaranteed to bring a tear to your eye and epic engagement to your post, like this top-performing Instagram post which garnered a killer 19.8% engagement rate and more than 20K engagements.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30323 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-700x407.png\" alt=\"A University of Iowa parade celebrating Iowa as one of America's best college towns\" width=\"700\" height=\"407\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-350x204@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-300x174.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-1024x595.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-1536x893.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-100x58.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-350x204.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-1170x680.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM.png 1754w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.59.05-PM-700x407@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Iowa saw particular success on Twitter this year with video posts, like this one celebrating Hawkeye Pride in downtown Iowa City. This top-performing video grabbed more than 20K views and an engagement rate of 1.17%. Video tweets earned about 30% higher engagement rates than the average tweet for University of Iowa this year, and even though the university was 10x more likely to tweet a photo instead of a video, these video tweets definitely helped boost Iowa\u2019s overall Twitter engagement.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30336 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-700x386.png\" alt=\"Sunset from a U of Iowa residence hall\" width=\"700\" height=\"386\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-350x193@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-300x166.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-1024x565.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-1536x848.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-100x55.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-350x193.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-1170x646.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM.png 1758w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-3.27.27-PM-700x386@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>University of Iowa saw some of the highest engagement totals of the year on TikTok thanks to student-led UGC, the use of trending sounds, and relentless positivity. This video earned a 21.6% engagement rate by view, or about 3x the Higher Ed median, by showing off the particular beauty of the Iowa City campus. University of Iowa has clearly figured out that handing their TikTok account over to current students yields killer engagement by showing off the best of the university while staying atop fun trends and the TikTok music of the moment.<\/p>\n<h2 id=\"title-instagram-rankings\">Top Higher Education Institutions on Instagram<\/h2>\n<p>Instagram is a key area of focus for many colleges and universities because so many of their current and prospective students are active there, which means the battle for engagement here is fierce. <a href=\"https:\/\/www.jmu.edu\/\" target=\"_blank\" rel=\"noopener\">James Madison University<\/a> managed to nab the gold for the second year in a row, while Higher Education social media arch rival <a href=\"https:\/\/uiowa.edu\/\" target=\"_blank\" rel=\"noopener\">University of Iowa<\/a> gained six spots and wound up with the bronze. <a href=\"https:\/\/www.tamu.edu\/\" target=\"_blank\" rel=\"noopener\">Texas A&amp;M University, College Station <\/a>bumped up a few places to grab the silver.<\/p>\n<table class=\"tg-data\">\n<tbody>\n<tr>\n<th class=\"tg-lqy6\">Rank<\/th>\n<th class=\"tg-0lax\">University<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #507da2;\" data-x-icon-b=\"\uf16d\"><\/i> Total Engagement<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #507da2;\" data-x-icon-b=\"\uf16d\"><\/i> Eng. Rate by Follower<\/th>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">1<\/td>\n<td class=\"tg-buh4\">James Madison University<\/td>\n<td class=\"tg-p5oz\">1,005,719<\/td>\n<td class=\"tg-p5oz\">7.59%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">2<\/td>\n<td class=\"tg-0lax\">Texas A&amp;M University, College Station<\/td>\n<td class=\"tg-lqy6\">3,884,003<\/td>\n<td class=\"tg-lqy6\">5.07%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">3<\/td>\n<td class=\"tg-buh4\">University of Iowa<\/td>\n<td class=\"tg-p5oz\">1,223,717<\/td>\n<td class=\"tg-p5oz\">4.63%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">4<\/td>\n<td class=\"tg-0lax\">North Carolina State University<\/td>\n<td class=\"tg-lqy6\">980,559<\/td>\n<td class=\"tg-lqy6\">4.82%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">5<\/td>\n<td class=\"tg-buh4\">Georgia Institute of Technology<\/td>\n<td class=\"tg-p5oz\">1,134,580<\/td>\n<td class=\"tg-p5oz\">4.44%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">6<\/td>\n<td class=\"tg-0lax\">Northern Arizona University<\/td>\n<td class=\"tg-lqy6\">1,135,012<\/td>\n<td class=\"tg-lqy6\">4.40%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">7<\/td>\n<td class=\"tg-buh4\">University of Cincinnati<\/td>\n<td class=\"tg-p5oz\">987,932<\/td>\n<td class=\"tg-p5oz\">4.46%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">8<\/td>\n<td class=\"tg-0lax\">University of Pittsburgh<\/td>\n<td class=\"tg-lqy6\">724,355<\/td>\n<td class=\"tg-lqy6\">5.07%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">9<\/td>\n<td class=\"tg-buh4\">University of Georgia<\/td>\n<td class=\"tg-p5oz\">1,324,272<\/td>\n<td class=\"tg-p5oz\">4.12%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">10<\/td>\n<td class=\"tg-0lax\">Virginia Military Institute<\/td>\n<td class=\"tg-lqy6\">422,147<\/td>\n<td class=\"tg-lqy6\">7.21%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>A hearty welcome to <a href=\"https:\/\/www.ncsu.edu\/\" target=\"_blank\" rel=\"noopener\">North Carolina State University<\/a>, <a href=\"https:\/\/www.gatech.edu\/\" target=\"_blank\" rel=\"noopener\">Georgia Tech<\/a>, <a href=\"https:\/\/www.uc.edu\/\" target=\"_blank\" rel=\"noopener\">University of Cincinnati<\/a>, <a href=\"https:\/\/www.uga.edu\/\" target=\"_blank\" rel=\"noopener\">University of Georgia<\/a>, and <a href=\"https:\/\/www.vmi.edu\/\" target=\"_blank\" rel=\"noopener\">Virginia Military Institute<\/a> who are all newcomers in the Instagram top 10 this year. Way to shake it up and beat out some stalwarts.<\/p>\n<p>Colleges and universities earned a median engagement rate per follower of 3.37% this year and posted about 4x per week, but obviously these top-ranking universities captured the hearts and likes of their followers by going the extra mile.<\/p>\n<h3>Featured university on Instagram: James Madison University<\/h3>\n<p>Virginia-based <a href=\"https:\/\/www.jmu.edu\/\" target=\"_blank\" rel=\"noopener\">James Madison University<\/a> is a force to be reckoned with year after year in this report, especially on Instagram. JMU managed to increase its ranking on every other channel we study too for an overall silver medal finish just behind too-hot-to-catch University of Iowa. How does JMU outrank its competitors on Instagram year after year and grab an average engagement rate of 7.59% (more than 2x the median)? Let\u2019s dig in.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30334 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-700x441.png\" alt=\"Instagram carousel from JMU featuring a big women's softball win trended well on higher education social media\" width=\"700\" height=\"441\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-350x220@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-300x189.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-1024x645.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-1536x968.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-100x63.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-350x220.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-1170x737.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM.png 1762w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-4.54.51-PM-700x441@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Sure, <a href=\"\/blog\/announcing-reels-in-rival-iq\/\" target=\"_blank\" rel=\"noopener\">Instagram is all about Reels<\/a> these days, but JMU knows that carousels are a tried and true way to increase engagement because Instagram re-serves carousels to users who don\u2019t interact with them the first time, giving the poster more bites at the engagement apple. This carousel bragging about a big women\u2019s softball milestone achieved JMU\u2019s most engaging Instagram post of the year by rate thanks to school spirit and inspirational photos. Duke fans turned out in droves to congratulate the team on a great season to the tune of a 27.5% engagement rate, or about 8x the average Higher Ed Instagram post this year.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30319 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-700x421.png\" alt=\"Cute puppy on the JMU campus in honor of National Dog Day is an example of strong higher education social media\" width=\"700\" height=\"421\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-350x210@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-300x180.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-1024x616.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-1536x923.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-100x60.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-350x210.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-1170x703.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM.png 1750w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.14.04-PM-700x421@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>JMU used hashtags to increase post reach and stay current with trends like this post about #NationalDogDay. This cute pup in front of an iconic campus building earned a 10.9% engagement rate, or about 3x the Higher Ed median in this report. JMU also created high-engagement posts for #VeteransDay, #WorldDiabetesDay, #StPatricksDay, and more. <a href=\"\/blog\/social-media-industry-benchmark-report\/\" target=\"_blank\" rel=\"noopener\">Holiday-themed content is a reliable strategy<\/a> in any industry, but JMU really makes the most of this trend by including a hashtag to make sure the post can be found even by non-Dukes. (Higher Education social media pros know an adorable dog doesn\u2019t hurt either.)<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30327 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-700x412.png\" alt=\"Sunset campus glamour shot from James Madison University trended well on higher education social media\" width=\"700\" height=\"412\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-350x206@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-300x177.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-1024x603.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-1536x905.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-100x59.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-350x206.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-1170x689.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM.png 1752w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.27.10-PM-700x412@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Many of JMU\u2019s most engaging Instagram posts this year were static, i.e. didn\u2019t include video content, but the university is clearly dipping its toes in the Reels water. This Reel featuring a short sunset video on campus earned 3x the median Higher Ed engagement rate by reminding current students and alumni about how breathtaking campus can be.<\/p>\n<p>The university was about 4x as likely to post a photo or carousel as it was a Reel, but we\u2019ll bet Reels become a lot more frequent in the JMU feed in the 2022-2023 school year.<\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2022\/07\/book-cover-05.png>\n  <div class=\"cta-wrapper\"> <p>\n   See how your school stacks up.  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/resources\/higher-education-social-media-engagement-report-2022\/ style=\"\">Grab the rankings here <\/a><\/div>\n<\/div>\n\n\n<h2 id=\"title-facebook-rankings\">Top Higher Education Institutions on Facebook<\/h2>\n<p>Facebook is still an important channel for colleges and universities, especially those hoping to reach parents, grandparents, and, uh, less-recent graduates. D1 schools averaged an engagement rate of 0.22% and posted about 7 times a week, or once per day.<\/p>\n<table class=\"tg-data\">\n<tbody>\n<tr>\n<th class=\"tg-lqy6\">Rank<\/th>\n<th class=\"tg-0lax\">University<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #274b82;\" data-x-icon-b=\"\uf39e\"><\/i> Total Engagement<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #274b82;\" data-x-icon-b=\"\uf39e\"><\/i> Eng. Rate by Follower<\/th>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">1<\/td>\n<td class=\"tg-buh4\">University of Iowa<\/td>\n<td class=\"tg-p5oz\">785,153<\/td>\n<td class=\"tg-p5oz\">1.09%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">2<\/td>\n<td class=\"tg-0lax\">Georgia Institute of Technology<\/td>\n<td class=\"tg-lqy6\">323,496<\/td>\n<td class=\"tg-lqy6\">0.84%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">3<\/td>\n<td class=\"tg-buh4\">Jackson State University<\/td>\n<td class=\"tg-p5oz\">549,897<\/td>\n<td class=\"tg-p5oz\">0.68%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">4<\/td>\n<td class=\"tg-0lax\">James Madison University<\/td>\n<td class=\"tg-lqy6\">241,563<\/td>\n<td class=\"tg-lqy6\">0.72%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">5<\/td>\n<td class=\"tg-buh4\">University of Texas at San Antonio<\/td>\n<td class=\"tg-p5oz\">314,077<\/td>\n<td class=\"tg-p5oz\">0.62%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">6<\/td>\n<td class=\"tg-0lax\">Michigan State University<\/td>\n<td class=\"tg-lqy6\">588,562<\/td>\n<td class=\"tg-lqy6\">0.53%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">7<\/td>\n<td class=\"tg-buh4\">Virginia Military Institute<\/td>\n<td class=\"tg-p5oz\">184,610<\/td>\n<td class=\"tg-p5oz\">1.06%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">7<\/td>\n<td class=\"tg-0lax\">South Carolina State University<\/td>\n<td class=\"tg-lqy6\">166,654<\/td>\n<td class=\"tg-lqy6\">1.90%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">9<\/td>\n<td class=\"tg-buh4\">U.S. Military Academy<\/td>\n<td class=\"tg-p5oz\">870,123<\/td>\n<td class=\"tg-p5oz\">0.45%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">10<\/td>\n<td class=\"tg-0lax\">Southern University, Baton Rouge<\/td>\n<td class=\"tg-lqy6\">358,642<\/td>\n<td class=\"tg-lqy6\">0.50%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><a href=\"https:\/\/uiowa.edu\/\" target=\"_blank\" rel=\"noopener\">University of Iowa<\/a> continues to dominate with a first place finish for the second year in a row on this channel. Georgia Tech elbowed the <a href=\"https:\/\/www.westpoint.edu\/\" target=\"_blank\" rel=\"noopener\">U.S. Military Academy<\/a> out of the way for the silver, causing West Point to fall to 9th on Facebook. <a href=\"https:\/\/www.jsums.edu\/\" target=\"_blank\" rel=\"noopener\">Jackson State University<\/a>, <a href=\"https:\/\/msu.edu\/\" target=\"_blank\" rel=\"noopener\">Michigan State University<\/a>, and <a href=\"https:\/\/www.vmi.edu\/\" target=\"_blank\" rel=\"noopener\">Virginia Military Institute<\/a> held onto their spots in the top 10 again this year. <a href=\"https:\/\/www.jmu.edu\/\" target=\"_blank\" rel=\"noopener\">James Madison University<\/a>, <a href=\"https:\/\/www.utsa.edu\/\" target=\"_blank\" rel=\"noopener\">University of Texas at San Antonio<\/a>, <a href=\"https:\/\/scsu.edu\/\" target=\"_blank\" rel=\"noopener\">South Carolina State University<\/a>, and <a href=\"https:\/\/www.subr.edu\/\" target=\"_blank\" rel=\"noopener\">Southern University, Baton Rouge<\/a> were all newcomers in the Facebook top 10 this year.<\/p>\n<h3>Featured university on Facebook: Georgia Institute of Technology<\/h3>\n<p>Georgia Tech grabbed the silver on Facebook and 4th place overall with a simple strategy that every university should try to emulate: quality over quantity. The university earned 4x the median Higher Ed Facebook engagement rate with about half as many posts per week as the average university, reminding us that more isn\u2019t always more.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30325 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-700x485.png\" alt=\"Facebook video from Georgia Tech featuring a mascot graduating trended on higher education social media this year\" width=\"700\" height=\"485\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-350x243@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-300x208.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-1024x710.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-1536x1064.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-100x69.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-350x243.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-1170x811.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM.png 1752w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-5.58.23-PM-700x485@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>All things mascot energized the Georgia Tech Facebook community this year, and this hilarious video post about a particular graduation tradition earned tons of engagement and a killer 39.7% engagement rate. The short video reveals the top-secret identity of one of Georgia Tech\u2019s mascots on graduation day, and fans flocked to engage with the post to wish him well and compliment the school on such a fun tradition. Boosting the post helped Georgia Tech take engagement from good to great.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30317 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-700x459.png\" alt=\"Facebook photo from Georgia Tech featuring an incredible shot of the moon on campus is an example of strong higher education social media\" width=\"700\" height=\"459\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-350x229@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-300x197.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-1024x671.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-1536x1006.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-100x66.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-350x229.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-1170x767.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM.png 1705w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-29-at-6.04.55-PM-700x459@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Once-in-a-lifetime campus glamour shots are a surefire path to engagement, and this stunning snap by a student of an almost total lunar eclipse on campus won big across all channels for Georgia Tech, including Facebook. The photo post earned a 12.1% engagement rate, or about 55x the median Higher Ed engagement rate on this channel. But its most remarkable engagement feat is having just over half its total engagements come from shares, which is a surefire indicator that content resonated so much with your followers that they had to share it with their own friends and family.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30330 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-700x389.png\" alt=\"Facebook photo from Georgia Tech featuring a campus plaque is an example of strong higher education social media\" width=\"700\" height=\"389\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-350x194@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-300x167.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-1024x569.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-1536x853.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-100x56.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-350x194.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-1170x650.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM.png 1750w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-07-29-at-6.10.01-PM-700x389@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Everybody loves a win, and Georgia Tech\u2019s Facebook fanbase is no exception. When the university posted about earning some serious accolades, including ranking the #1 public university in America, fans turned out to the tune of a 2.17% engagement rate. Alumni and parents jumped into the comments to congratulate the school on these wins and share their own pride for the school, catapulting the post to more than 10x the median for Higher Ed on Facebook.<\/p>\n<div id=\"versus-app\" class=\"blog-inline facebook\"><\/div>\n<script>\n  jQuery( document ).ready(function() {\n    var freeToolsHasRun = false;\n    const appToWatch = document.querySelector('#versus-app');\n\n    function callback(entries, observer) {\n      if (!freeToolsHasRun && entries[0].isIntersecting) {\n        \n        \/\/ load the free tools css\n        var ftcss = document.createElement('link');\n\n        \/\/ set the attributes for link element  \n        ftcss.rel = 'stylesheet';\n        ftcss.type = 'text\/css';\n        ftcss.href = '\/\/d19n1ren9crl9v.cloudfront.net\/stylesheets\/public-marketing-free-tool-style.css?_cb=10';\n       \n        document.head.appendChild(ftcss);\n        \n        \/\/ now load the javascript\n        var ftscript = document.createElement('script');\n        ftscript.onload = function() {\n\n          \/\/do stuff with the script\n          RivalIQMarketing.apps.Versus.start({\n            subheadText: 'Run a free Facebook social comparison report against your main competition. Go head to head.',\n            disableSampleDisplay: true,\n            focusInputOnLoad:false,\n            channel: 'facebook'\n          });\n        };\n        ftscript.src = \"\/\/d19n1ren9crl9v.cloudfront.net\/js\/bundle-free-tool.js?_cb=10\";\n        document.head.appendChild(ftscript);\n        freeToolsHasRun = true;\n      }\n    }\n    \/\/ Instancing a new IntersectionObserver\n    const observer = new IntersectionObserver(callback);\n    \/\/ Adding a target to be observed\n    observer.observe(appToWatch); \n  });\n\n<\/script>\n\n\n<h2 id=\"title-twitter-rankings\">Top Higher Education Institutions on Twitter<\/h2>\n<p>Twitter presents a unique challenge (and opportunity!) for colleges and universities, as evidenced by the fact that just three of the overall winners landed in the Twitter top 10: <a href=\"https:\/\/uiowa.edu\/\" target=\"_blank\" rel=\"noopener\">University of Iowa<\/a>, <a href=\"https:\/\/www.jmu.edu\/\" target=\"_blank\" rel=\"noopener\">James Madison University<\/a>, and <a href=\"https:\/\/www.ohio.edu\/\" target=\"_blank\" rel=\"noopener\">Ohio University<\/a>. Schools like <a href=\"https:\/\/www.vcu.edu\/\" target=\"_blank\" rel=\"noopener\">Virginia Commonwealth University<\/a> and <a href=\"https:\/\/www.aamu.edu\/\" target=\"_blank\" rel=\"noopener\">Alabama A&amp;M University<\/a> struggled on other channels while earning top engagement on Twitter, while schools like <a href=\"https:\/\/www.gram.edu\/\" target=\"_blank\" rel=\"noopener\">Grambling State University<\/a>, <a href=\"http:\/\/www.tsu.edu\/\" target=\"_blank\" rel=\"noopener\">Texas Southern University<\/a>, and <a href=\"https:\/\/www.pvamu.edu\/\" target=\"_blank\" rel=\"noopener\">Prairie View A&amp;M University<\/a> excelled on Twitter and one or two other channels.<\/p>\n<table class=\"tg-data\">\n<tbody>\n<tr>\n<th class=\"tg-lqy6\">Rank<\/th>\n<th class=\"tg-0lax\">University<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #62c2f5;\" data-x-icon-b=\"\uf099\"><\/i> Total Engagement<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #62c2f5;\" data-x-icon-b=\"\uf099\"><\/i> Eng. Rate by Follower<\/th>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">1<\/td>\n<td class=\"tg-buh4\">Texas Southern University<\/td>\n<td class=\"tg-p5oz\">140,394<\/td>\n<td class=\"tg-p5oz\">1.29%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">2<\/td>\n<td class=\"tg-0lax\">Prairie View A&amp;M University<\/td>\n<td class=\"tg-lqy6\">73,284<\/td>\n<td class=\"tg-lqy6\">0.31%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">3<\/td>\n<td class=\"tg-buh4\">Virginia Commonwealth University<\/td>\n<td class=\"tg-p5oz\">122,252<\/td>\n<td class=\"tg-p5oz\">0.23%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">4<\/td>\n<td class=\"tg-0lax\">Brigham Young University<\/td>\n<td class=\"tg-lqy6\">64,920<\/td>\n<td class=\"tg-lqy6\">0.28%<\/td>\n<td class=\"tg-lqy6\"><\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">5<\/td>\n<td class=\"tg-buh4\">Alabama A&amp;M University<\/td>\n<td class=\"tg-p5oz\">62,564<\/td>\n<td class=\"tg-p5oz\">0.52%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">6<\/td>\n<td class=\"tg-0lax\">Ohio University<\/td>\n<td class=\"tg-lqy6\">84,649<\/td>\n<td class=\"tg-lqy6\">0.22%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">7<\/td>\n<td class=\"tg-buh4\">University of Tennessee, Knoxville<\/td>\n<td class=\"tg-p5oz\">143,725<\/td>\n<td class=\"tg-p5oz\">0.16%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">8<\/td>\n<td class=\"tg-0lax\">University of Iowa<\/td>\n<td class=\"tg-lqy6\">253,515<\/td>\n<td class=\"tg-lqy6\">0.16%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">9<\/td>\n<td class=\"tg-buh4\">James Madison University<\/td>\n<td class=\"tg-p5oz\">51,748<\/td>\n<td class=\"tg-p5oz\">0.23%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">10<\/td>\n<td class=\"tg-0lax\">Grambling State University<\/td>\n<td class=\"tg-lqy6\">55,156<\/td>\n<td class=\"tg-lqy6\">0.36%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Colleges and universities earned a median engagement rate of 0.096% and tweeted about 9 times a week, which includes retweets and replies.<\/p>\n<h3>Featured university on Twitter: Ohio University<\/h3>\n<p>Ohio University was a consistent performer across all four channels we studied this year with an overall rank of 5th, with standout performance on Twitter. The Bobcats earned an average engagement rate of 0.22%, which is more than 2x the Higher Ed median, and tweeted about 10 times a week, which is just a little higher than the average college or university.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30332 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM-700x239.png\" alt=\"Tweet from Ohio University that reads &quot;Joey Super Bowl&quot;\" width=\"700\" height=\"239\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM-350x120@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM-300x103.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM-1024x350.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM-100x34.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM-350x120.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM-1170x400.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.49.01-PM.png 1182w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Sometimes, the tweet with the highest engagement features a lovingly crafted video or a world-class photo. Other times, it features three words and zero explanations while grabbing an engagement rate of 5.88%, which is more than 5x the Higher Ed median. If you\u2019re not a fan of the NFL or Ohio University, you might not realize this tweet is celebrating the Bengals snagging a spot in the Superbowl this year, but this wasn\u2019t a problem for the nearly 5,000 fans who came out to cheer on Bengals quarterback and Ohio local Joe Burrow. Since Joe Burrow\u2019s dad was an old Ohio U coach, many of Ohio U\u2019s top tweets this year were in support of the Burrow family and the Bengals. This tweet is a good reminder that not everything you have to post on social media has to work for everyone to be successful.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30321 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-700x441.png\" alt=\"Twitter photo from Ohio University of a snowy street trended on higher education social media\" width=\"700\" height=\"441\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-350x220@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-300x189.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-1024x645.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-1536x967.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-100x63.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-350x220.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-1170x737.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM.png 1750w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-4.58.23-PM-700x441@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>The only thing more beautiful than the corner of Court + State streets in this top tweet from Ohio U is the university\u2019s deft combination of UGC + campus glamour shots, which are two tried-and-true Higher Ed strategies that are always top engagement earners. This tweet rocked a 2.29% engagement rate and nearly 2,000 engagements, with Bobcats retweeting and replying to celebrate this lovely shot of life on campus. Ohio U is clearly keeping an eye out for opportunities to repost great photos from students and others on campus, with UGC tweets earning a 1.23x higher engagement rate than the average Ohio U tweet.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30324 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-700x411.png\" alt=\"Twitter photo from Ohio University featuring a shot of their downtown\" width=\"700\" height=\"411\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-350x205@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-300x176.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-1024x601.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-1536x901.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-100x59.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-350x205.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-1170x686.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM.png 1756w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-03-at-5.21.08-PM-700x411@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Ohio U jumped on the #WallpaperWednesday trend on Twitter, posting gorgeous campus shots for followers to set as their phone wallpaper each week. Tweets tagged with the #WallpaperWednesday hashtag averaged an engagement rate lift of 2.57%. Some tweets in this camp saw even higher engagement rates, like this one celebrating Joe Burrow and the Bengals, which grabbed a whopping 4.49% engagement rate. (Staying on the Burrow bandwagon was clearly a successful strategy for Ohio U this year.)<\/p>\n<p>Giving followers a freebie and something consistent to look forward to is always a good idea on social, especially when you can combine it with beautiful campus shots to inspire additional nostalgia in the replies.<\/p>\n<h2 id=\"title-tiktok-rankings\">Top Higher Education Institutions on Tiktok<\/h2>\n<p>Congrats to all the top schools who were active on TikTok this year. It\u2019s not easy to break into a new channel\u2013especially one that\u2019s so video-heavy. <a href=\"https:\/\/www.cmich.edu\/\" target=\"_blank\" rel=\"noopener\">Central Michigan University<\/a>, <a href=\"https:\/\/www.usd.edu\/\" target=\"_blank\" rel=\"noopener\">University of South Dakota<\/a>, and <a href=\"https:\/\/www.baylor.edu\/\" target=\"_blank\" rel=\"noopener\">Baylor University<\/a> rounded out the podium. Baylor was the only university that ranked in the overall top 10, reminding us that not every school can be good at everything.<\/p>\n<table class=\"tg-data\">\n<tbody>\n<tr>\n<th class=\"tg-lqy6\">Rank<\/th>\n<th class=\"tg-0lax\">University<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #69c9d0;\" data-x-icon-b=\"\ue07b\"><\/i> Total Engagement<\/th>\n<th class=\"tg-lqy6\"><i style=\"color: #69c9d0;\" data-x-icon-b=\"\ue07b\"><\/i> Eng. Rate by View*<\/th>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">1<\/td>\n<td class=\"tg-buh4\">Central Michigan University<\/td>\n<td class=\"tg-p5oz\">873,849<\/td>\n<td class=\"tg-p5oz\">16.85%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">2<\/td>\n<td class=\"tg-0lax\">University of South Dakota<\/td>\n<td class=\"tg-lqy6\">1,496,467<\/td>\n<td class=\"tg-lqy6\">14.91%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">3<\/td>\n<td class=\"tg-buh4\">Baylor University<\/td>\n<td class=\"tg-p5oz\">320,759<\/td>\n<td class=\"tg-p5oz\">16.86%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">4<\/td>\n<td class=\"tg-0lax\">University of Missouri, Columbia<\/td>\n<td class=\"tg-lqy6\">634,975<\/td>\n<td class=\"tg-lqy6\">13.03%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">4<\/td>\n<td class=\"tg-buh4\">Louisiana State University<\/td>\n<td class=\"tg-p5oz\">1,376,070<\/td>\n<td class=\"tg-p5oz\">12.15%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">6<\/td>\n<td class=\"tg-0lax\">Binghamton University<\/td>\n<td class=\"tg-lqy6\">329,031<\/td>\n<td class=\"tg-lqy6\">14.09%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">7<\/td>\n<td class=\"tg-buh4\">Tulane University<\/td>\n<td class=\"tg-p5oz\">208,309<\/td>\n<td class=\"tg-p5oz\">14.76%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">7<\/td>\n<td class=\"tg-0lax\">Georgia State University<\/td>\n<td class=\"tg-lqy6\">180,026<\/td>\n<td class=\"tg-lqy6\">16.48%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-p5oz\">9<\/td>\n<td class=\"tg-buh4\">Auburn University<\/td>\n<td class=\"tg-p5oz\">557,726<\/td>\n<td class=\"tg-p5oz\">10.70%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-lqy6\">9<\/td>\n<td class=\"tg-0lax\">Belmont University<\/td>\n<td class=\"tg-lqy6\">288,912<\/td>\n<td class=\"tg-lqy6\">11.57%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Eagle-eyed readers will note the * in the table above denoting engagement rate by *view* instead of by *follower*. Why are we emphasizing engagement rate by view on TikTok? Counting the number of times a viewer liked, commented, or shared and dividing it by the overall number of views measures just how compelling your content was. If your video wasn\u2019t high-quality, thought-provoking, or even controversial, viewers will be less likely to engage with it, and therefore you\u2019ll earn a smaller engagement rate per view. If your video grabbed attention, viewers will be more likely to take the extra step of engagement before swiping to the next video.<\/p>\n<p>Schools earned a median engagement rate by view of 6.7%, which is obviously way higher than the engagement rates by follower we\u2019re seeing on other channels. Colleges and universities posted about one TikTok a week on average, but we expect that posting frequency to grow as TikTok becomes even more of a battleground for Higher Ed.<\/p>\n<h3>Featured university on TikTok: Baylor University<\/h3>\n<p>Not every school in this study has jumped on the TikTok bandwagon yet, but when they do, they should take a page out of Baylor University\u2019s book. This Texas university grabbed the bronze on TikTok and eighth place overall with simple yet effective strategies done right. Baylor earned more than twice the average engagement rate per view on TikTok for Higher Ed this year. Combine that with 2.5x the posting of the average college or university and you\u2019ve got yourself a winner.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30326 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-700x388.png\" alt=\"TikTok from Baylor about free time on campus was a popular example of higher education social media this year\" width=\"700\" height=\"388\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-350x194@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-300x166.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-1024x567.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-1536x850.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-100x55.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-350x194.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-1170x648.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM.png 1752w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.07.40-PM-700x388@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Trending sounds helped Baylor earn killer engagement on TikTok this year, like this short video featuring the \u201cI would like to see the baby\u201d sound from popular Disney TV show The Mandalorian. This fun video combined a trend with campus staple the real live Baylor Bears for nearly a million views and more than 200K engagements, and was by far Baylor\u2019s most engaging video of the year by view. Jumping into trends is never easier than when you have a campus full of college students to help you stay hip.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30338 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-700x406.png\" alt=\"TikTok from Baylor tracing its mascot costumes through the years\" width=\"700\" height=\"406\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-350x203@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-300x174.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-1024x594.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-1536x891.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-100x58.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-350x203.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-1170x679.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM.png 1758w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.14.57-PM-700x406@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Campus nostalgia is a surefire way to engage alumni and parents, and this video featuring Baylor\u2019s mascot through the ages grabbed engagement left and right by tapping into campus memories. The video earned nearly 10K engagements and a 16.2% engagement rate, which is more than 2x the Higher Ed average for the year. Oh, and a trending sound didn\u2019t hurt this video\u2019s reach either.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-30322 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-700x385.png\" alt=\"TikTok from Baylor featuring excited fans reacting to Baylor's Big 12 win is an example of strong higher education social media\" width=\"700\" height=\"385\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-350x193@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-300x165.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-1024x564.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-1536x846.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-100x55.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-350x193.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-1170x644.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM.png 1762w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-02-at-6.18.56-PM-700x385@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Everyone loves a winner, and this video celebrating Baylor\u2019s Big 12 championship win is no exception. The celebratory TikTok earned a 13.8% engagement rate by view, with Bears flocking to the comments to share their excitement and rival Big 12 schools dropping in to trash talk. This simple video stitches together Bears fans in slo mo, reminding universities that a) videos don\u2019t have to be highly produced to earn engagement and b) UGC is a university\u2019s best friend.<\/p>\n<h2 id=\"title-live-benchmarks\">Live Higher Education Social Media Benchmarks<\/h2>\n<p>Comparing your school\u2019s social performance has never been easier. Browse our <a href=\"https:\/\/www.rivaliq.com\/live-benchmarks\/higher-ed-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Live Higher Education Social Media Benchmarks<\/a> for a real-time look at top Higher Education posts, engagement rates, high-performing hashtags, and tons more. You can even add these benchmarks directly into your Rival IQ account for always-on monitoring of these top brands.<\/p>\n<p>Need even more competitive analytics? Go <a href=\"https:\/\/www.rivaliq.com\/free-social-media-analytics\/\" target=\"_blank\" rel=\"noopener\">head-to-head with a free report<\/a> on TikTok, Facebook, Instagram, or Twitter to see how you stack up against your top competition. See what makes your competitors tick with key insights and actionable advice you can start using now to come out on top.<\/p>\n<p>If you\u2019re hungry for even more stats, <a href=\"https:\/\/www.rivaliq.com\/signup\/\" target=\"_blank\" rel=\"noopener\">start a free 14-day trial<\/a> with Rival IQ.<\/p>\n<h2 id=\"title-methodology\">Methodology<\/h2>\n<p>We surveyed all 358 D1 colleges and universities on social media between June 1, 2021 and May 31, 2022 on Facebook, Instagram, TikTok, and Twitter. Using this data and a weighted formula, we generated an overall engagement ranking for each school. The top-ranked colleges and universities on social media have high engagement rates with average or better audience size and posting volumes.<\/p>\n<p>We define engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. We used engagement rate by follower to measure engagement on Facebook, Instagram, and Twitter, which is defined as the total engagement divided by the number of followers. We used engagement rate by view to measure engagement on TikTok, which is defined as the total engagement divided by the number of views.<\/p>\n<p><i>Please note: <\/i>If you haven\u2019t grabbed your school\u2019s TikTok handle yet, consider doing so now even if you\u2019re not ready to post there yet. There are a ton of imposters on TikTok snapping up handles, and we\u2019d hate to see you struggle for a handle that matches your university\u2019s brand by waiting too long.<\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2020\/03\/why-benchmark-woman-jumping.png>\n  <div class=\"cta-wrapper\"> <p>\n   Start analyzing your school\u2019s social with a free Rival IQ trial.  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/signup\/ style=\"\">Get my free trial <\/a><\/div>\n<\/div>\n\n\n<h2>The case for benchmarking in Higher Education social media<\/h2>\n<p>Why benchmark instead of just measuring how your school\u2019s individual performance changes over time? Because social success is relative. Benchmarking means figuring out what\u2019s working (and what isn\u2019t) in your industry and measuring your success against that.<\/p>\n<p>It\u2019s crucial to go beyond likes and favorites because audience size is hugely important: 100 likes is great engagement for a college or university with 1,000 followers but is a drop in the bucket to a school with 100,000 followers. Engagement rate helps us take audience size into account to see who\u2019s really reaching the highest percentage of their fans and followers with their social posts, which are the schools you need to beat.<\/p>\n<h2>Wrapping it up<\/h2>\n<p>We hope this report hits just in time for a new school year filled with engaging content and connecting with students, parents, and alumni on social in meaningful ways. It&#8217;s always exciting to see colleges and universities duke it out for the best in higher education social media, and this school year delivered. As always, we want to hear your thoughts on this report on <a href=\"http:\/\/twitter.com\/rivaliq\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>, so don\u2019t hesitate to reach out!<\/p>\n\n<script>\njQuery(window).scroll(function() {\n\tvar scrollDistance = jQuery(window).scrollTop();\n\n\t\/\/ Assign active class to nav links while scolling\n\tjQuery('[id*=title-]').each(function(i) {\n\t\t\n\t\tif ((jQuery(this).position().top + 310) <= scrollDistance) {\n\t\t\tjQuery('.nav-toc__link.active').removeClass('active');\n\t\t\tjQuery('.nav-toc__link ').eq(i).addClass('active');\n\t\t}\n\t});\n}).scroll();\n\njQuery(document).ready(function() {\n  jQuery('a.nav-toc__link').on('click', function(e) {\n    var elem = this;\n\n    function delayedClick() {\n      var top = jQuery(jQuery(elem).attr('href')).offset().top;\n      var bodyTop = jQuery('body').offset().top;\n      jQuery([document.documentElement, document.body]).animate({\n        scrollTop: (top - 62 - bodyTop)\n      })\n    }\n    setTimeout(delayedClick, 1000);\n\n  });\n});\n\n<\/script>\n\n\n","protected":false},"excerpt":{"rendered":"<p>#HESMers, we know you&#8217;ve been waiting: the 2022 Higher Education Social Media Engagement Report is here! Your favorite survey of D1 schools on social media is back and bigger than ever with the addition of TikTok metrics. See how your favorite school or alma mater stacks up on Instagram, Facebook, &#8230;<\/p>\n","protected":false},"author":75,"featured_media":30137,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,24],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2022 Higher Education Social Media Engagement Report | Rival IQ<\/title>\n<meta name=\"description\" content=\"The 2022 Higher Education Social Media Engagement Report is here with rankings for all D1 schools on Instagram, TikTok, Facebook, and Twitter.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rivaliq.com\/blog\/higher-ed-social-media-engagement-report-2022\/\" \/>\n<meta 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