Search, Scroll, Enroll: How Private Colleges Can Win Out-of-State on Social Platforms

According to Moody’s analysts, institutions with less than 3,000 enrolled students and high acceptance rates, are highly tuition dependent with 71% of their budgets relying on tuition and auxiliary revenue. These institutions are also facing increased competition from public regional universities that offer lower published prices and a wider variety of student experiences. Combined with the impending demographic cliff, these institutions have been the first to experience both enrollment and financial challenges. At MeetYourClass, we are researching the best ways to support these institutions through some of the most difficult market dynamics they have yet faced. 

MeetYourClass launched an annual student enrollment survey to better understand the student journey, the way students search for college, and the top influences in student enrollment decisions. Over 2,000 student responses were combined with IEPDS data to better understand student behavior relative to the type of institution they ultimately enrolled at. We have identified some key trends and opportunities for strategic enrollment leaders at private institutions. 

Students Are Searching Across State Lines

Proportionally, more out-of-state students enroll at private institutions than at publics, indicating the opportunity for private institutions to reach students in broader geographic regions. Additionally, these students are taking more time researching a wider range of institutions across more online platforms than students who ultimately enroll at public institutions. 

According to the MeetYourClass student enrollment survey, 54% of students considered both in-state and out-of-state college options overall. After breaking down this data, only 19% of private institution enrollees exclusively considered in-state colleges, compared to 39% of public institution enrollees. This highlights the extensive in- and out-of-state college search process of students who ultimately enroll at private institutions.

Additionally, for students who were considering both in-state and out-of-state enrollment options, 78% of students reported going on an in-person campus tour, while 8% reported going on virtual tours, and 14% opted to go on no tour at all. While this is most likely representative of preference versus overall attendance, for students, the emphasis is still on in-person tours and events over virtual options.

According to a qualitative study conducted by RHB at Auburn University, students often reported that the campus “vibes” were what caught their attention the most during campus visits. Students are looking for social and environmental cues into what campus life would be like.

Highlighting the need to communicate campus “vibes” to students, 92% of MeetYourClass survey respondents stated they were more likely to enroll at a university if the sense of community was strong on campus. 

As a private institution with a higher likelihood of enrolling out-of-state students compared to public institutions, how do you find these students, grow awareness, and ultimately communicate your campus vibe?

The Digital Differentiator: Where Students Search

Fortunately, our survey identified another unique trait about students who enroll at private institutions:  These students research their college options more broadly, across a variety of platforms and online resources. 

Across the board, Instagram was the top reported search platform used by students, with 76% of public university enrollees and 72% of private university enrollees using Instagram as a key platform to search for colleges. Other search platforms asked about in the survey included Niche, YouTube, TikTok, US News World Report, CollegeVine, Reddit, Quora, and the College Scorecard. Outside of Instagram, students who ultimately enrolled at private institutions used the other search platforms listed at a higher rate than students who enrolled at public institutions. 

This indicates that students enrolling in private institutions do deeper and broader research on average than their public counterparts. While this may sound like private institutions have to generate more content and work harder to be seen, at MeetYourClass, we actually view this as an opportunity for enrollment leaders at private institutions. Students that are more likely to enroll at a private institution, are doing the work to discover and understand your offerings. Once the right systems, messaging, and content is in place across platforms, the return on investment will be significant. 

Out-of-State and Online: A Recruitment Power Combo

For private colleges looking to grow enrollment, the convergence of two powerful trends—students’ willingness to attend college out-of-state and their reliance on digital research—presents a compelling opportunity. 

Among survey respondents who ultimately enrolled at private institutions, a significant majority had explored out-of-state options, suggesting these students are more mobile, open-minded, and strategic in their decision-making. These behaviors open the door for private colleges to expand beyond local markets and become viable contenders for students nationwide—especially when paired with a well-executed digital strategy.

A strong digital strategy is crucial especially since students researching out-of-state institutions are less likely to visit campus before enrolling, making digital content their primary lens into the college experience during their search. This is where private colleges can differentiate. 

Prospective students, especially those eyeing schools beyond their home state, are deeply engaged with platforms like Instagram, YouTube, and Niche. They are looking for proof of fit, value, and prestige, all of which can be communicated through social storytelling, rankings visibility, and most importantly peer-driven content. Institutions that proactively showcase their student community, campus culture, and academic outcomes in digital formats are more likely to earn attention from these cross-border searchers.

Conclusion

Private colleges have a unique opportunity to grow enrollment by leaning into the digital platforms that students trust most. For GenZ, trusted sources of information are their peers. As the college search becomes increasingly cross-border and online, institutions that adapt their messaging, target out-of-state markets, and invest in authentic, student-centered content will stand out. The data is clear—students are looking. The question is: will your institution be where they find their next step?

To learn more about the college search and enrollment process from GenZ's perspective, download the full 2025 College Decision Playbook, enrollment survey report from the MeetYourClass site.