What is it that drives a student’s will to attend a college? Is it a college’s prestige and history? Is it their undeniable degree programs? Is it based off of family alumni? While many of these elements would likely play a role in students of the pasts’ decisions to attend a university, students now are more enticed by the social media content that these colleges produce, specifically video content. The content shared by a particular school has come to play a significant role in gaining a prospective student’s attention. This is mostly related to the fact that the incoming student population has such high screen times on average, meaning more time spent on the internet engaging with these forms of content. Virtual activity being the preference of this generation of student means that video and photo content spread across the various social media platforms will have the longest reach as far as influence goes. Understanding this, college recruiters and marketers have pivoted their strategies to target these students. For more information on the ways in which this is happening today, please read on to the infographic paired alongside this post.