See how authentic, student-led content helped SDSU increase engagement and connect with prospective students throughout their college decision journey.
While prospective students want to explore available degrees at a university, they also want to understand what daily life is actually like on campus. Those authentic moments, from taking classes for their major and making friends to navigating the transition from high school, are equally, if not more, influential factors as they research higher education institutions
When current students share their honest experiences, prospective applicants hear directly from peers who recently faced those exact same choices. To evaluate the measurable impact of peer storytelling, we tracked how authentic, student-led video creative influences audience behavior and engagement across paid higher-ed media.
As SDSU’s marketing partner, we support their overarching recruitment strategy across student search, brand, senior recruitment, and transfer campaigns. We integrated student-produced short-form video ads across YouTube Shorts, Snapchat, and Meta to track audience response across every stage of the prospect journey.
SDSU’s campaign placed current students front and center. Instead of describing campus life from an institutional perspective, the creative gave students space to share their real stories, practical advice, and reasons for choosing SDSU in their own words.
Across Meta, Snapchat, and YouTube Shorts, SDSU’s average engagement rate jumped from 4.7% to 21.9% year-over-year. On targeted short-form video executions across Snapchat and YouTube Shorts, student-led creative delivered a 24.0% engagement rate, significantly exceeding our 20.0% campaign target. Audiences were liking, clicking, and sharing at a dramatically higher rate.
Videos focused on the big decisions prospective students face. Current students shared how they found their academic path, adjusted to college life, and evaluated the long-term value of their degree. Hearing directly from peers provided the relatable validation that institutional ad copy cannot replicate.
Casual, unscripted formats like "a day in the life," "a Saturday at SDSU," and "SDSU in three words" showcased authentic campus culture. These micro-insights helped prospective students picture their own routines, bridging the gap between researching a university and imagining oneself there.
Authenticity isn't a one-size-fits-all strategy; its value shifts as prospective students move closer to an enrollment decision. Analyzing performance across grade levels showed how real student perspectives support different stages of consideration:
Choosing a college is a major life decision, and prospective students increasingly filter out traditional advertising in favor of peer validation.
SDSU’s results demonstrate that authentic content is more than a creative tactic—it is a strategic driver of higher engagement, broader reach, and stronger prospect intent across the entire recruitment funnel.
The opportunity starts by listening to the real questions prospective students are asking—and giving current students the platform to answer them where those decisions are being made.
Ready to bring authentic student stories into your higher-ed marketing? Our team is here to help.
Olivia "Liv" is our well-organized associate media strategist. Her happy place is found in building creative strategies and developing campaigns with purpose.
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