Newsletter #68: University of Michigan is crowdsourcing a time machine; Instagram is no.1 for influencer marketing; There’s a blog dedicated to every product placement in Stranger Things
✏️ From the Education Marketer desk
Are you tracking dark social? Read
When Nathan Monk told me my landing page was sh*t. Look
Think like a publisher: 7 steps to effective higher ed content marketing." Register
📰 HE news
With 47% of students reporting mental health difficulties, a few red flags have been raised across the sector. The survey from Humen (mental health charity) suggests that more than two in five students don’t think their institution prevents problems from arising - which could, arguably, be the long tail of Covid making it difficult for students to access services. Still, the numbers are high and experts are looking at initiatives to help students rebuild social skills and improve wellbeing. It sounds idealistic, but interestingly, research from Pearson backs an approach linking “belonging” with a sense of inclusion (academically) and wellbeing (socially.) Of course, this all happens during the worst youth mental health crisis in history, so there’s a bit of a way to go. Pearson Research | Student mental health crisis
Sheffield Hallam University closed its English Literature course which seems to have triggered moral panic in the Humanities community. I get it, I’m an English grad (surprise!) but I don’t think the provision of Humanities in the UK is under threat. There are still 1129 courses from 114 providers (and that’s just for English Literature!) Also, you’ll still be able to study English literature at Hallam, only now literature modules will be rolled up into a new, broader English course. Author and Oxford English graduate, Phillip Paulman, has responded by saying (ahem) “the study of literature should not be luxury for a wealthy minority of spoilt aesthete…” Way to make us sound relatable, Phil. Read
📊 Marketing and media news
TikTok is undeniably the app of the moment, but marketers still prefer Instagram for influencer campaigns. TikTok is actually in 4th place (!!!) which speaks volumes of its more risky proposition. On TikTok, irreverence and authenticity rules… Strike the wrong tone, and you’re in the bin. Either way, creator marketing is getting pricey. The median CPM for creators on YouTube in 2021 was $54.68. In the first half of 2022, it’s $66.48. If you’re not already building your own in-house team of student creators, now would be a good time to get the ball rolling. Read
In other creator news, only 6% of content creators feel that they need a degree to do their job - does anyone else hear alarm bells? To add to that, content creation is the no.1 career choice for Generation A - almost half want to be YouTubers! Where does higher ed fit? Personally, I feel there’s a knowledge gap to fill. The desire to create is there, but the frameworks to turn creator talent into a profitable content business are lacking. It took me 7 YEARS worth of self-led learning and practice to get Education Marketer where it is today. I could have done it in a fraction of the time with the right guidance. Universities can close that gap. Creator research | How universities can add value
Bonus: New Firefox privacy will strip URLs of tracking parameters. Next, they’re coming for your UTMs… Read
🏫 What unis are doing
UWE Bristol flexed its training for Paramedic students. The University stages a plane crash with actors playing the part of injured passengers - it’s pretty convincing. Local emergency crews join the exercise too, alongside journalists who are trying to get the story. As far as course simulations go, I’d say this is up there with the best. Worth checking in with your own faculty and seeing if they do anything similar - it’s a memorable way of showcasing course content on social media. Look
University of Michigan is “crowdsourcing a time machine” (love that) with a state history project. It’s built a database where members of the public can tag postcards and photos from the early 20th century. The resource is vast and it’s a gem of a community engagement project brought to life via a series of blog posts and video content. If you want to boost community engagement, local history is a good way to go. Video | The Database
University of Cumbria came out top for employability in the Graduate Outcomes Survey, so I had a look at its Careers offer. Nothing too remarkable, but its Career Ahead scheme is a nice take on building employability skills. It’s a points-based programme where students can either complete tasks - “attend a workshop”, “complete a LinkedIn Learning module” - and are awarded bronze, silver or gold. To be honest, the award isn’t that important, but giving students a structured series of tasks is the unlock. Every university has career resources, but it’s frameworks that help students get the most out of them. Look
🧑🎓 What students are saying
“You have to go the extra mile to form any sort of friendship, so you have to be on social media. You have to reach out to people on your course actively, and because I have quite bad anxiety that’s really, really difficult for me.” Students on how they are handling hybrid learning. Read
👾 Culture shock
Of all the fandoms Tumblr could of used to promote itself, it chose this one. Look
A departures board that shows your personal flight details (and name) when you look at it. No, thank you. Look
A blog dedicated to every product placement in Stranger Things. There are 140 products in Season 4 alone. (Spoilers) Look
