Just enter “declining engagement on Instagram” into your favorite open source search engine on your open source browser, and you’ll quickly find significant reporting about how platform engagement on Instagram is on the decline.
No need to even search about declining engagement on Facebook. Higher education social media managers have known for years that using this platform for our work is, to be a bit harsh, a waste of time. Our prospective students are not there, and our current students are not there.
It’s a work-your-wage world at the moment, and most of us in higher education marketing and communications are not being paid a wage by Meta to beta test and grow audiences for Facebook or Instagram. So, why work for them at all?
Community building with parents and alumni are the primary reasons for continuing to share content to the Meta product Facebook. Let’s address that particular challenge first as we discuss quiet quitting the platform.
Changing Audience Preferences
Parents and alumni have a vested interest in knowing about the community. Keep in mind, this is quiet quitting, not simply shutting off a switch and closing the doors on groups and pages that have value. For these important and essential audiences, change management is the name of the game. A two-year campaign, at least, to direct and welcome existing audiences to a new place is probably a good idea to think about.