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 2,355 tracked main institutional Instagram accounts · last 30 days
1.7%
engagements ÷ followers
3.4
posts / week
Greek Life / Fraternity / Sorority Life
2.5% median ER · 165 posts
+1.5%
followers, last 30 days
Across 2,270 tracked main institutional Instagram accounts, the median engagement rate is 1.7 percent, and across 2,355 the median cadence is 3.4 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 2,322 tracked accounts.
What performs best
- 1Greek Life / Fraternity / Sorority Life2.5%165 posts
- 2Move In/Move Out2.1%128 posts
- 3Aesthetic Content2.1%1,492 posts
Across 165 Greek Life / Fraternity / Sorority Life posts in the last 30 days, tracked main institutional Instagram accounts earn a median engagement rate of 2.5 percent — the highest of any content type.
Across 165 posts in this category, Greek Life / Fraternity / Sorority Life posts have a median engagement rate of 2.5 percent.
Across 128 posts in this category, Move In/Move Out posts have a median engagement rate of 2.1 percent.
Across 1,492 posts in this category, Aesthetic Content posts have a median engagement rate of 2.1 percent.
Followers by school size
- Under 1K3.3K742 schools
- 1K – 5K10.4K989 schools
- 5K – 10K25.8K247 schools
- 10K – 20K52.1K168 schools
- 20K – 30K113.0K67 schools
- 30K+188.3K66 schools
Among the 742 tracked institutions with Under 1K students, the median follower count is 3,261.5 followers.
Among the 989 tracked institutions with 1K – 5K students, the median follower count is 10,412 followers.
Among the 247 tracked institutions with 5K – 10K students, the median follower count is 25,811 followers.
Among the 168 tracked institutions with 10K – 20K students, the median follower count is 52,055.5 followers.
Among the 67 tracked institutions with 20K – 30K students, the median follower count is 112,995 followers.
Among the 66 tracked institutions with 30K+ students, the median follower count is 188,328.5 followers.
Figures cover the last 30 days of posts. Last updated October 6, 2026.
Explore the full Instagram benchmarks →Medians across 1,175 tracked main institutional Facebook accounts · last 30 days
0.2%
engagements ÷ followers
0
posts / week
Rankings & Awards
0.2% median ER · 620 posts
+0.2%
followers, last 30 days
Across 572 tracked main institutional Facebook accounts, the median engagement rate is 0.2 percent, and across 1,175 the median cadence is 0 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 857 tracked accounts.
What performs best
- 1Rankings & Awards0.2%620 posts
- 2Aesthetic Content0.2%483 posts
- 3Campus Traditions0.2%1,862 posts
Across 620 Rankings & Awards posts in the last 30 days, tracked main institutional Facebook accounts earn a median engagement rate of 0.2 percent — the highest of any content type.
Across 620 posts in this category, Rankings & Awards posts have a median engagement rate of 0.2 percent.
Across 483 posts in this category, Aesthetic Content posts have a median engagement rate of 0.2 percent.
Across 1,862 posts in this category, Campus Traditions posts have a median engagement rate of 0.2 percent.
Followers by school size
- Under 1K7.9K289 schools
- 1K – 5K20.2K455 schools
- 5K – 10K45.9K192 schools
- 10K – 20K79.6K123 schools
- 20K – 30K134.9K61 schools
- 30K+304.3K55 schools
Among the 289 tracked institutions with Under 1K students, the median follower count is 7,895 followers.
Among the 455 tracked institutions with 1K – 5K students, the median follower count is 20,225 followers.
Among the 192 tracked institutions with 5K – 10K students, the median follower count is 45,912.5 followers.
Among the 123 tracked institutions with 10K – 20K students, the median follower count is 79,558 followers.
Among the 61 tracked institutions with 20K – 30K students, the median follower count is 134,929 followers.
Among the 55 tracked institutions with 30K+ students, the median follower count is 304,311 followers.
Figures cover the last 30 days of posts. Last updated October 6, 2026.
Explore the full Facebook benchmarks →Medians across 699 tracked main institutional TikTok accounts · last 30 days
3.0%
engagements ÷ followers
1.2
posts / week
Dorm/Housing
2.5% median ER · 84 posts
+2.8%
followers, last 30 days
Across 563 tracked main institutional TikTok accounts, the median engagement rate is 3.0 percent, and across 699 the median cadence is 1.2 posts per week.
When main institutional accounts post
Peak · Thu 4 PMMain institutional accounts post most on Thursdays between 1 and 5 PM local time, across 642 tracked accounts.
What performs best
- 1Dorm/Housing2.5%84 posts
- 2Homecoming2.3%223 posts
- 3Move In/Move Out2.1%55 posts
Across 84 Dorm/Housing posts in the last 30 days, tracked main institutional TikTok accounts earn a median engagement rate of 2.5 percent — the highest of any content type.
Across 84 posts in this category, Dorm/Housing posts have a median engagement rate of 2.5 percent.
Across 223 posts in this category, Homecoming posts have a median engagement rate of 2.3 percent.
Across 55 posts in this category, Move In/Move Out posts have a median engagement rate of 2.1 percent.
Followers by school size
- Under 1K1.1K78 schools
- 1K – 5K2.1K344 schools
- 5K – 10K5.2K109 schools
- 10K – 20K8.9K79 schools
- 20K – 30K26.8K41 schools
- 30K+22.4K48 schools
Among the 78 tracked institutions with Under 1K students, the median follower count is 1,138 followers.
Among the 344 tracked institutions with 1K – 5K students, the median follower count is 2,124.5 followers.
Among the 109 tracked institutions with 5K – 10K students, the median follower count is 5,229 followers.
Among the 79 tracked institutions with 10K – 20K students, the median follower count is 8,931 followers.
Among the 41 tracked institutions with 20K – 30K students, the median follower count is 26,800 followers.
Among the 48 tracked institutions with 30K+ students, the median follower count is 22,350 followers.
Figures cover the last 30 days of posts. Last updated October 6, 2026.
Explore the full TikTok benchmarks →Follower growth by platform
- Instagram+1.5%2,191 accounts
- Facebook+0.2%949 accounts
- TikTok+2.8%649 accounts
Main institutional accounts grow fastest on TikTok — a median +2.8 percent in 30 days across 649 accounts, against +1.5 percent on Instagram and +0.2 percent on Facebook.
On Instagram, the median 30-day follower growth across 2,191 tracked accounts is +1.5 percent.
On Facebook, the median 30-day follower growth across 949 tracked accounts is +0.2 percent.
On TikTok, the median 30-day follower growth across 649 tracked accounts is +2.8 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 for college admissions teams
Yield and melt campaigns, admitted-student communities and counselor content, benchmarked against admissions accounts.
See benchmarks →
Advancement & Alumni
Social media for college advancement and 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 →
MD Programs
Social media management for MD-program medical schools
Research-weighted accounts running inside a much larger university brand.
See benchmarks →
DO Programs
Social media management for DO-program osteopathic medical schools
Standalone and multi-campus schools whose content runs on students, not research.
See benchmarks →
Law Schools
Social media for law schools
Outcomes are public, so the account has to sell everything they do not cover.
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:
