Social Networks as a Web Presentation Tool of Higher Education Institutions: Visual Style and Content Strategy

The relevance. Today’s digital environment has made social media a key tool for higher education institutions (HEIs) seeking to attract applicants, maintain their reputation and increase their visibility. The relevance of the study is stipulated by the need to develop effective promotion strategies in the context of constant change and growing competition among educational institutions. The purpose of the research is to develop an effective strategy for promoting higher education institutions on social media using visual style and content strategy. This includes attracting applicants, maintaining the institution’s reputation and increasing its visibility. The methodology. The authors used content analysis methods to evaluate the effectiveness of different types of content, comparative analysis methods to study competitors’ practices, and process modeling, including data structure visualization to create a clear picture of communication strategies. The results. The study showed that an effective content strategy for higher education institutions on social media includes the integration of visual elements adapted to the target audience and systematic content planning. It was found that the best results are achieved when using a personalized approach and regular monitoring of communication effectiveness. Due to a thorough analysis and improvement of the visual style of the college’s presentation, significant results were achieved: expanding the account’s reach, increasing interaction with the content, and attracting new users. The obtained results confirm the effectiveness of the strategy for promoting the university’s page on Instagram, which provided the expected results. The scientific novelty is the development and implementation of a comprehensive content strategy for the promotion of higher education institutions in social networks, based on the integration of visual style and a systematic approach to content. The practical significance is to provide specific recommendations for higher education institutions to create and implement effective social media promotion strategies. This will help higher education institutions improve their visibility and engagement with potential applicants and other stakeholders. Conclusions. The research showed that a strategic approach to the promotion of higher education institutions on social media, with an emphasis on visual style and content, is critical to achieving the goals. Recommendations for implementing these strategies can significantly increase the effectiveness of communications and the impact of the institution on the target audience.