Using Authentic Campus Imagery to Connect With Online Students
Online students: Different experience. Same school pride.
Like many online colleges, this institution relied heavily on stock photography and graphic-based posts, operating under the assumption that campus-focused content would not resonate with online learners. As a result, the brand’s social presence lacked a strong sense of identity, community, and connection to the institution itself.
The challenge was to determine whether carefully selected authentic campus imagery could help create a stronger emotional connection with prospective and current students while improving engagement across social channels.
Real Campus, Real Connections
We developed a visual testing strategy that replaced stock-heavy creative with authentic institutional imagery. The content mix included:
- Scenic campus photography showcasing the physical environment and culture of the institution
- Images featuring individual students and small groups both on and off campus
- Short-form video content using these photos or videos designed to increase platform engagement
- A more diverse content strategy focused on community, student experience, and institutional identity
Our hypothesis was simple: even online students want to feel connected to the institution they attend, and social media provides a powerful opportunity to foster that connection
Online students still want to belong to a campus community.
One of the most common misconceptions in higher education marketing is that online audiences should only see online-focused imagery, frequently stock photography. Our findings suggest the opposite. Authentic campus visuals help humanize the institution, reinforce brand identity, and create a stronger sense of belonging for current and prospective students alike.
For institutions looking to strengthen engagement, social media should not only communicate program information. It should also foster connection. Showing students what it feels like to be part of the institution can be just as important as showing them how to enroll.
Strategic Insight
Authenticity outperformed stock imagery. By leveraging real campus experiences, recognizable locations, and genuine student stories, the institution significantly increased engagement while strengthening its brand presence across social media. The results demonstrate that campus imagery is not just relevant to online students. It can be one of the most effective tools for building connection and community at scale.
Proof in the Numbers
44%
Increase in Facebook engagement
700%
Increase in Instagram engagement
15%
Increase in Facebook followers
22%
Increase in Instagram Followers
The Power of Authentic Creative
Engagement Growth
Comparing performance from the previous six months and the six months post-test, both Instagram and Facebook saw substantial increases in engagement. While the increased use of short-form video contributed to Instagram’s performance, campus beauty shots and authentic campus imagery were consistently among the top performing posts, demonstrating the value of showcasing the institution itself.
Audience Growth
Takeaway Authenticity outperformed stock imagery. By leveraging real campus experiences, recognizable locations, and genuine student stories, the institution significantly increased engagement while strengthening its brand presence across social media. The results demonstrate that campus imagery is not just relevant to online students. It can be one of the most effective tools for building connection and community at scale. As the content shifted in authenticity, the accounts also attracted new followers. Both Facebook and Instagram had previously been stagnant in terms of audience growth, and these increases across 10 months, were impressive. Typically, follower growth for higher education averages to 0.45% on Instagram and 0.95% on Facebook per month.
Unsure how to select campus images that will resonate with online student audiences? EDDY specializes in helping sub brands energize their social media strategy and content. Contact us today to get started!