College student media habits have changed from the 1990s to today. Back then, brands would target college students by telecommunications like television and radio. Due to the rise of the Internet, smartphones, and social media, telecommunications are no longer a priority. Instead, brands have transitioned into targeting colleges students through social media, student newspapers, and out of home advertising.
Brands should primarily target college students, millennials and generation Z through social media
In accordance to Statista, people spend, in average, two and half hours per day on social media. That being said, it’s extremely important for brands to know how to target their market on specific platforms.
Instagram is one of the most important social media platforms for promotions, if not the most important. In multiple research sites, it states how people under the age of 25 look at Instagram for more than an hour a day. Therefore, by using social media influencers on Instagram, your brand will reach more exposure due to their followers.
Instagram has become a business platform because of the rise of influencers. Influencers can be anyone with a voice, experience, reputation, and knowledge on their preferred field. Influencers range from fashion, to beauty, to health, to gaming, and even comedy.
Social media influencers are a helpful tool for brands because college students follow popular influencers. However, many brands disregard Nano influencers (people with 1,000-10,000 followers) on the specific campus you’re trying to target. You want to target a college student? Who will convince them more than a college student herself/himself? Therefore, we do believe Instagram is a great platform to advertise and stand out with the use of social media influencers and nano influencers.
Also, research from TechJury proves that people spend less than an hour on a daily basis on Facebook. The survey states that the primarily use for Facebook is for catching up with the news and old friends. Therefore, Facebook ads could be displayed on the user’s home page feed, or the brand could be sponsored by pages that have a large follower base, like Buzzfeed, Tasty, 9GAG etc.
Out of Home Advertising is also effective as college students commute
Out of home advertising is usually an underdog tactic for brands. However, for large campuses where public transportation exists, out of home advertising hits the spot. By promoting a brand on popular places students frequent on campus like buses, bus stops, metro stops, billboards; it raises brand awareness on college campuses. Therefore, students will be familiar with your brand, and might choose your brand over the competitor’s.
Student newspapers are available for students: digital and print newspapers
In most college campuses, student newspapers are now available online and on print. That being said, they’re accessible anytime, everywhere. Despite the decline of newspapers, students still read student newspapers. That’s how they find out about events on campus. College newspapers ads are not as expensive as advertisements on national/regional newspapers, and will be exposed to your primary target market: college students.
Despite that college student media habits have changed over the years, it’s important for brands to keep their marketing tactics up to date, in order to target their audience accurately.