Social media management for higher education
Reach is a social media management platform for colleges and universities. It runs every account an institution speaks through — main handle, admissions, alumni, the schools — on one calendar, with approvals and medians from comparable institutions.
Social media management for the whole portfolio
Every account an institution runs, in one place.
Scheduling and publishing
Every account's queue on one calendar, kanban or list, scheduled through to posted.
Approval workflows
Drafts route for review: approve, request edits, or send back before anything publishes.
Multi-department permissions
Roles and department organization across the portfolio, with editors added without buying seats.
Unified inbox
Comments and messages from every connected account, read and answered in one thread.
Competitor tracking
Follow the institutions you actually compete with, post by post, on every platform.
Peer benchmarks and reporting
Cohort medians beside your own numbers, in reports a cabinet can read.
Main institutional accounts by the numbers
Medians across 2,333 tracked main institutional Instagram accounts · last 30 days
2.1%
engagements ÷ followers
3.3
posts / week
Move In/Move Out
2.8% median ER · 2,436 posts
+2.3%
followers, last 30 days
Across 2,183 tracked main institutional Instagram accounts, the median engagement rate is 2.1 percent, and across 2,333 the median cadence is 3.3 posts per week.
When main institutional accounts post
Peak · Fri 12 PMMain institutional accounts post most on Fridays between 9 AM and 1 PM local time, across 2,301 tracked accounts.
What performs best
- 1Move In/Move Out2.8%2,436 posts
- 2Greek Life / Fraternity / Sorority Life2.5%201 posts
- 3Dorm/Housing2.3%376 posts
Across 2,436 Move In/Move Out posts in the last 30 days, tracked main institutional Instagram accounts earn a median engagement rate of 2.8 percent — the highest of any content type.
Across 2,436 posts in this category, Move In/Move Out posts have a median engagement rate of 2.8 percent.
Across 201 posts in this category, Greek Life / Fraternity / Sorority Life posts have a median engagement rate of 2.5 percent.
Across 376 posts in this category, Dorm/Housing posts have a median engagement rate of 2.3 percent.
Followers by school size
- Under 1K3.2K732 schools
- 1K – 5K10.3K977 schools
- 5K – 10K25.8K247 schools
- 10K – 20K51.7K168 schools
- 20K – 30K111.2K67 schools
- 30K+187.0K66 schools
Among the 732 tracked institutions with Under 1K students, the median follower count is 3,221 followers.
Among the 977 tracked institutions with 1K – 5K students, the median follower count is 10,316 followers.
Among the 247 tracked institutions with 5K – 10K students, the median follower count is 25,782 followers.
Among the 168 tracked institutions with 10K – 20K students, the median follower count is 51,739.5 followers.
Among the 67 tracked institutions with 20K – 30K students, the median follower count is 111,245 followers.
Among the 66 tracked institutions with 30K+ students, the median follower count is 186,975.5 followers.
Figures cover the last 30 days of posts. Last updated September 12, 2026.
Explore the full Instagram benchmarks →Medians across 1,165 tracked main institutional Facebook accounts · last 30 days
0.3%
engagements ÷ followers
1.2
posts / week
Orientation
0.3% median ER · 1,298 posts
+0.5%
followers, last 30 days
Across 789 tracked main institutional Facebook accounts, the median engagement rate is 0.3 percent, and across 1,165 the median cadence is 1.2 posts per week.
When main institutional accounts post
Peak · Fri 12 PMMain institutional accounts post most on Fridays between 9 AM and 1 PM local time, across 844 tracked accounts.
What performs best
- 1Orientation0.3%1,298 posts
- 2Move In/Move Out0.3%822 posts
- 3Campus Traditions0.3%1,974 posts
Across 1,298 Orientation posts in the last 30 days, tracked main institutional Facebook accounts earn a median engagement rate of 0.3 percent — the highest of any content type.
Across 1,298 posts in this category, Orientation posts have a median engagement rate of 0.3 percent.
Across 822 posts in this category, Move In/Move Out posts have a median engagement rate of 0.3 percent.
Across 1,974 posts in this category, Campus Traditions posts have a median engagement rate of 0.3 percent.
Followers by school size
- Under 1K7.8K287 schools
- 1K – 5K20.3K447 schools
- 5K – 10K45.7K192 schools
- 10K – 20K79.6K123 schools
- 20K – 30K134.9K61 schools
- 30K+303.5K55 schools
Among the 287 tracked institutions with Under 1K students, the median follower count is 7,835 followers.
Among the 447 tracked institutions with 1K – 5K students, the median follower count is 20,290 followers.
Among the 192 tracked institutions with 5K – 10K students, the median follower count is 45,744 followers.
Among the 123 tracked institutions with 10K – 20K students, the median follower count is 79,596 followers.
Among the 61 tracked institutions with 20K – 30K students, the median follower count is 134,882 followers.
Among the 55 tracked institutions with 30K+ students, the median follower count is 303,457 followers.
Figures cover the last 30 days of posts. Last updated September 12, 2026.
Explore the full Facebook benchmarks →Medians across 693 tracked main institutional TikTok accounts · last 30 days
3.5%
engagements ÷ followers
1.2
posts / week
Move In/Move Out
2.9% median ER · 667 posts
+3.1%
followers, last 30 days
Across 579 tracked main institutional TikTok accounts, the median engagement rate is 3.5 percent, and across 693 the median cadence is 1.2 posts per week.
When main institutional accounts post
Peak · Wed 4 PMMain institutional accounts post most on Wednesdays between 1 and 5 PM local time, across 635 tracked accounts.
What performs best
- 1Move In/Move Out2.9%667 posts
- 2Orientation2.8%476 posts
- 3Food Content2.5%121 posts
Across 667 Move In/Move Out posts in the last 30 days, tracked main institutional TikTok accounts earn a median engagement rate of 2.9 percent — the highest of any content type.
Across 667 posts in this category, Move In/Move Out posts have a median engagement rate of 2.9 percent.
Across 476 posts in this category, Orientation posts have a median engagement rate of 2.8 percent.
Across 121 posts in this category, Food Content posts have a median engagement rate of 2.5 percent.
Followers by school size
- Under 1K1.1K76 schools
- 1K – 5K2.1K340 schools
- 5K – 10K4.9K109 schools
- 10K – 20K8.8K79 schools
- 20K – 30K23.7K41 schools
- 30K+21.6K48 schools
Among the 76 tracked institutions with Under 1K students, the median follower count is 1,138.5 followers.
Among the 340 tracked institutions with 1K – 5K students, the median follower count is 2,097 followers.
Among the 109 tracked institutions with 5K – 10K students, the median follower count is 4,932 followers.
Among the 79 tracked institutions with 10K – 20K students, the median follower count is 8,766 followers.
Among the 41 tracked institutions with 20K – 30K students, the median follower count is 23,700 followers.
Among the 48 tracked institutions with 30K+ students, the median follower count is 21,600 followers.
Figures cover the last 30 days of posts. Last updated September 12, 2026.
Explore the full TikTok benchmarks →Follower growth by platform
- Instagram+2.3%1,717 accounts
- Facebook+0.5%933 accounts
- TikTok+3.1%630 accounts
Main institutional accounts grow fastest on TikTok — a median +3.1 percent in 30 days across 630 accounts, against +2.3 percent on Instagram and +0.5 percent on Facebook.
On Instagram, the median 30-day follower growth across 1,717 tracked accounts is +2.3 percent.
On Facebook, the median 30-day follower growth across 933 tracked accounts is +0.5 percent.
On TikTok, the median 30-day follower growth across 630 tracked accounts is +3.1 percent.
Built for your team
By team: admissions runs on deposit deadlines. For alumni relations, Facebook still works. At community colleges one person markets everything. And presidents out-engage everyone.
Admissions
Social media management for admissions teams
Yield and melt campaigns, admitted-student communities and counselor content, benchmarked against admissions accounts.
See benchmarks →
Alumni Relations
Social media management for alumni relations
Giving days, reunions and class-year audiences — with platform-mix data showing where graduates actually are.
See benchmarks →
Community Colleges
Social media management for community colleges
Term-by-term enrollment pushes run by a team of one, compared against public two-year peers.
See benchmarks →
Presidents & Chancellors
Social media management for presidents and chancellors
The smallest audience on campus and the highest engagement — run without putting a named human at risk.
See benchmarks →
Canada
Social media management for Canadian colleges and universities
Provincial systems, two languages, and benchmarks that finally include colleges and cégeps.
See benchmarks →
Why higher ed social is different
One university handle is read one afternoon by an applicant, a parent, a donor, a professor and a reporter, on a calendar that is the academic year, and repeats. Accounts multiply faster than staff; consumer-brand averages describe none of it.
What Reach does
A shared calendar with approvals for every account in the portfolio, competitor tracking on the institutions you actually compete with, and reporting a cabinet can read. Benchmarks are medians by cohort with a stated sample size beside every figure.
Marketing, communications and enrollment teams at public universities, private colleges and community colleges run their accounts in Reach and see where they stand against peers. The logos below are institutions our team works with.
Frequently asked questions
Running an institution's account portfolio (main handle, admissions, athletics, alumni, schools and programs) as one program: a calendar that follows the academic year, approvals, publishing across platforms, and measurement against comparable institutions. The portfolio is what sets it apart.
Reach tracks thousands of institutional accounts and computes medians across defined cohorts (main institutional, admissions, alumni, community college) over a rolling window of recent posts, stating the sample size behind every figure. Medians, because one viral post skews averages.
Instagram, Facebook, TikTok, LinkedIn and X, for publishing and measurement. The public benchmarks on this page are computed from Instagram, the platform where every tracked cohort carries a sample large enough to report honestly.
General tools publish well and compare badly: their benchmark libraries come from retail, hospitality and consumer brands that run no admissions funnel and answer to no board. Reach measures institutions against institutions and models the portfolio a university actually has.
Ask whether it holds the whole portfolio, including departmental handles nobody chartered, without pricing each as a seat, and whether it compares you against institutions like yours with the sample size shown. Then check its approval path fits aid sign-off.
See where your team stands
Reach measures how higher education social teams actually post, so you can compare your own accounts against the cohorts these figures come from and see the gap in your own numbers.
A team building with higher-ed, for higher-ed
You get more than a platform — you get a team that speaks your language and listens to you.
MeetYourClass team has spent years in enrollment, social media, and data science — so you're never explaining your world to someone who hasn't lived it. Flag something and you're talking to the people who build the product.
From the team trusted by the marketing, social media, and enrollment teams at many of the nation's leading universities:
