Social Media & the Admissions Journey: How CSU’s Main Channels Support Future Rams

It starts with a Reel. It ends with a Ram.

in Strategy

At CSU Social, we know that our institutional channels are often the front door to the university for prospective students. Whether it’s a quick glance at our Instagram Reels, a YouTube campus tour, or a Facebook post shared by a parent or friend, these touch points aren’t just posts, they’re first impressions.

And during the apply season, they matter more than ever.

As prospective students move through the stages of deciding where to apply and where to enroll, CSU Social’s role is to create a sense of connection, clarity, and belonging. Using insights from my past experience in higher education admissions social media, here’s how I think we support students along the way:

Understanding the journey

From early exploration to orientation day, prospective students move through several key phases:

Understand & Explore

What are my options? What will life be like?

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Narrow Choices & Apply

Which schools feel right? How do I apply?

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Decide & Accept

Where do I see myself?

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Commit & Transition

What do I need to do next? Who else is going?

Each stage comes with its own thoughts, feelings, and questions, and our content needs to reflect that. We’re not just sharing beautiful campus shots (although yes, Horsetooth never disappoints). We’re helping students imagine themselves here, make informed choices, and feel confident as they move forward.

Our role: top of the funnel and beyond

As the main institutional accounts, we sit at the top of the admissions funnel. This means we’re often the first CSU voice a prospective student encounters. Our job is to make that first impression count by:

  • Sharing the spirit of CSU through awe-inspiring visuals and engaging Reels.

  • Building trust with stories that reflect the diversity, vibrancy, and authenticity of our community.

  • Promoting access by linking to resources and amplifying helpful content created by units like Admissions, Housing, and Orientation.

It’s not our role to walk students through every step of the application process, but it is our job to make them feel welcome, included, and inspired to learn more.

Content that connects

What works best across our channels aligns with what prospective students are looking for:

  • On Instagram, they’re drawn to short-form video, student voices, and authentic day-in-the-life content.

  • On Facebook, families and alumni are often the amplifiers—making it a key space for community connection and Ram Pride.

  • On YouTube, long-form content like campus tours and student profiles help prospective students picture what life here could look like.

And across platforms, it’s about more than the visuals. When we center storytelling around what it feels like to be a Ram, whether through stunning nature shots or heartfelt student features, we suit the emotional energy of the decision-making process.

Lessons from past campaigns

A review of effective admissions campaigns, like those I’ve worked on at the University of Arizona, reminded us that consistency in messaging matters. Across their platforms, they shared not just high-level admissions info, but a clear picture of what it means to be part of their community.

At CSU, we’ve taken a similar approach. We align with enrollment campaigns while leaning into our unique voice and aesthetic. We share visuals that build awe, stories that reflect values, and posts that invite interaction, while pointing followers toward the next step.

How admissions accounts support the journey

Once a student is actively exploring their options, the Admissions accounts meet them with the details:

  • Application deadlines and tips

  • Financial aid and scholarship guidance

  • Housing information and virtual tours

  • Student takeovers and live Q&As

They’re tuned into the questions students are asking in the moment…

“What do I need to apply?”

“What do I need to know about next steps?”

“Can I afford this?”

… and respond with timely, reassuring, and student-centered content.

This is where the strength of CSU’s social ecosystem comes into play. When our institutional content grabs prospective students’ interest or inspires curiosity, the Admissions accounts help students take the next step with confidence.

Together, we form a connected experience that reflects the values of CSU: supportive, clear, empowering, and community-driven.

Moving forward together

Apply season isn’t just a moment. It’s a months-long journey. And as the institutional channels, we’re in it from start to finish.

We’ll continue to:

  • Highlight what makes CSU extraordinary.

  • Partner with other campus units to connect the dots.

  • Build belonging through consistent, inclusive storytelling.

No matter where a student is in their journey, we want them to feel something when they see a CSU post. Wonder. Belonging. Excitement. Energy.

Because that feeling, that spark, that energy…is where their Ram story begins.