The Hottest Trends in School Social Media Strategies for 2024

Graphic depicting various digital trends for 2024

Independent schools face a unique challenge in today’s social media and digital landscape: capturing the attention of tech-savvy students and families amidst a sea of content. Fear not. Social media can be your secret weapon to showcase your school and attract – and enroll – great students. 

Your School’s Secret Weapon: AI-powered Content Creation

Imagine effortlessly churning out engaging visuals, generating witty captions for your social media posts and even summarizing complex academic concepts into bite-sized videos. This frees up your to-do list for more time showcasing what makes your school unique. 

Artificial intelligence (AI) can tailor content to specific audiences to make your online presence more impactful and relevant. Use it to create eye-catching infographics highlighting your unique curriculum to personalized welcome messages for prospective families. 

Here are three popular AI platforms for schools to use: 


  • Writer: Known for its focus on email, Writer excels at generating personalized and persuasive emails, and its “Email Doctor” analyzes existing emails for improvement suggestions.
  • Rytr: Offers a dedicated email-writing module with templates for various types of emails like cold outreach, welcome messages and client communication. You can adjust the tone and formality to match your brand voice.
  • AI Writing Assistant: The AI Writing Assistant is the top choice for marketers running efficient email campaigns. Whether welcoming new subscribers, re-engaging existing ones or reaching out to cold leads, this tool ensures compelling and fine-tuned messaging. 

Blog Posts and Articles

  • Jasper (formerly Jarvis): A powerful all-rounder, Jasper generates long-form content like blog posts and articles across various styles and tones. 
  • ShortlyAI: Known for its conciseness, ShortlyAI excels at summarizing long texts into concise and readable summaries, ideal for generating article outlines or blog post introductions.
  • Offers a wide range of content creation tools, including blog post templates and prompts. Its “Content Doctor” tool checks for grammar, plagiarism and SEO optimization.

General Writing Assistance

  • Grammarly: While not strictly an AI writing assistant, Grammarly offers advanced grammar and plagiarism checking alongside some writing suggestions and integrates with  Google Docs and other platforms, making it easy to use on the go. 
  • ProWritingAid: Similar to Grammarly, ProWritingAid provides detailed grammar and style checks but also offers reports on pacing, vocabulary choices and overused words.
  • Hemingway Editor: Focused on making your writing clear and concise, Hemingway Editor highlights complex sentences and passive voice and suggests simpler alternatives.

Choosing the right platform depends on your needs. Consider factors like your budget, the type of content you need help with and the level of control you want over the generated text. Many platforms offer free trials, so you can experiment before committing to a paid plan.

Remember, AI writing assistants should be used as tools to improve your writing, not replace it. Use them for inspiration, overcoming writer’s block and getting feedback, but always retain your own creative voice and critical judgment.

Make sure you edit any AI-generated copy to ensure that it reflects your school’s brand, voice and style. If it’s not authentic, your prospective families – and current students, faculty and families – will know it.

Creative Design

AI is also a great tool to bring your creative ideas to life. With these resources and a bit of creative thought, you can leverage AI to create visually impactful and informative infographics and custom images that resonate with your target audience. 

  • Canva: Offers a free version with pre-designed infographic templates and basic AI-powered image generation. The Pro plan expands options with access to more templates, icons and design elements. Keep your school’s branding in mind as you design. While it’s tempting to go crazy with Canva colors and backgrounds, consistently using your school colors (use hex codes to select your branded colors) and logo helps you stand out from the competition. 
  • Adobe Express (formerly Adobe Spark): Provides a user-friendly interface with basic AI features like automatic image resizing and content suggestions. The paid plans offer more customization options and access to Adobe’s stock image library.
  • Piktochart: Boasts a wide range of infographic templates and powerful AI capabilities. The AI can suggest icons, layouts and even color palettes based on your chosen theme.

Building Lasting Connections Beyond the Likes

Forget the megaphone approach. 2024 is about fostering deeper connections and building genuine relationships. Ditch the endless stream of promotional posts. Instead, invite your audience into your world.

  • Livestream a robotics competition. Let families experience the thrill of innovation firsthand.
  • Host a Q&A session with the school’s renowned music director. Give aspiring musicians a chance to ask their burning questions.
  • Run a “Day in the Life” Instagram Stories takeover: Let students document their typical school day from quirky breakfast breaks to engaging science labs. Give clear guidance beforehand on postings. 

And don’t forget the power of interactive content! Encourage participation with:

  • Quizzes: Test knowledge about your school’s historical figures (include archival photos in the post, which people love) or spark debate with ethical dilemmas related to current events.
  • Polls: Ask students to pick their favorite extracurricular activity or gauge parent interest in a new afterschool program.
  • Challenges: Get creative! Challenge students to design sustainable packaging for the school cafeteria or showcase their artistic talents with a virtual talent show.

Targeting the Right Minds

Gone are the days of one-size-fits-all marketing. Now it’s hyper-local campaigns and community spotlights. Use geo-targeting to reach families within your specific school district, highlighting local partnerships and showcasing your involvement in community events.

Remember your alumni! Share stories of successful graduates who went on to change the world, from doctors curing diseases to engineers building sustainable cities. Let these real-life examples inspire the next generation.

Platform Power: Where to Shine

It’s no secret that TikTok is taking the world by storm. Embrace its power! Short, engaging clips showcasing your school’s unique spirit can go viral in an instant. Imagine a student jazz band spontaneously breaking into a flash mob in the library or a science teacher demonstrating chemical reactions with safe, eye-popping explosions.

But don’t underestimate the power of niche platforms. Join student communities related to specific academic interests, offering your expertise and guidance without sounding like a brochure. Remember, authenticity is key!

Beyond Facebook Groups

Facebook Groups can be useful but don’t limit your imagination. Explore these diverse, private space options to cater to your school’s unique needs:

  • Discord Servers: Create dedicated servers for specific interests from robotics clubs to student newspapers. Encourage voice chats, text discussions, and even file sharing for collaborative projects.
  • Reddit Subreddits: Build your own subreddit for alumni networking, sports team updates or even academic debate teams. The upvote/downvote system can help curate content and keep discussions respectful.
  • Closed Facebook Groups: Consider separate groups for different grade levels, extracurricular activities, or even parent-teacher associations, facilitating targeted communication and personalized support.
  • Instagram Close Friends List: Share exclusive stories and behind-the-scenes glimpses with a curated group of students or faculty, offering a sneak peek into school life and building a sense of intimacy. Collaborate with the development office or admissions: Perhaps this is a perk for board members and top volunteers, donors at a certain level or newly enrolled families. 

Don’t forget the mobile-first generation. Optimize all your content for smartphones and tablets, where most social media engagement happens. Nobody wants to squint at tiny text or wait for slow-loading videos.

Cultivating Community with Private Spaces on Social Media

Social media isn’t just about broadcasting your message. Independent schools face a unique challenge in the digital landscape. Your goal is to foster genuine connections and build safe havens for meaningful conversations that rise above the clamor of public social media. Embracing the trend towards private spaces can be your key to unlocking deeper engagement and strengthening your school’s vibrant community.

Why “Private” Matters

Imagine hosting a candid discussion about college application anxieties – not on a public forum, but in a space where only fellow students and trusted faculty can participate. That’s the power of private spaces. They offer:

  • Safe havens for vulnerable conversations: From academic struggles to personal challenges, sensitive topics require a secure space for open dialogue without fear of judgment or public scrutiny.
  • Building deeper connections: Smaller, closed communities foster closer relationships between students, teachers and even parents, allowing for personalized interactions and shared experiences.
  • Fostering genuine engagement: Away from the noise of public platforms, individuals feel more comfortable expressing themselves, leading to richer discussions and stronger bonds.

What’s Most Important to Keep in Mind

  • Content control is key: Establish clear guidelines and moderation strategies for each private space to ensure safety and respectful interactions.
  • Engagement matters: Don’t just create the space – actively participate. Initiate discussions, answer questions, and encourage members to contribute, fostering a sense of community belonging.
  • Promote discovery: Make information about your private spaces accessible and easy to find for interested individuals, whether through school websites, internal newsletters or targeted social media posts.

Consider hosting virtual game nights, online talent shows or even collaborative art projects within your private spaces, further enriching the experience and fostering shared memories.

By embracing the power of private spaces, your school can cultivate a thriving online community where genuine connections bloom and meaningful conversations flourish. Remember, it’s not just about the platform; it’s about creating a safe haven for diverse voices to be heard, fostering a sense of belonging and strengthening the bonds that hold your school community together.

Are you looking for some customized tips on managing your school’s social media strategy in 2024? Our Kalix team will be happy to help. ➜ Connect with us here.

President’s Notes
Jonathan Oleisky

Jonathan Oleisky

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