Newsletter #53: University of Amsterdam likes a lens flare; Lush quits social media (again); Social audio isn’t very social
✏️ From the Education Marketer desk
Everything will be fine… Probably. Join Nathan Monk (Founder, SMILE) and me today for an hour stream on the last six months of HE marketing and some predictions for 2022, including who’s on track to clean up at the next HEIST Awards. Register
Most Clicked: We’re joined by Lacy Pachal, Executive Director of Digital Strategies from Vanderbilt University to discuss: Community marketing at Vanderbilt; Brands taking their first steps into the metaverse; University of Austin’s rather odd website. Watch
📰 HE news
Remember the phrase “raising aspirations?” For me, this has always been a hallmark of HE outreach work - generally, research shows that higher education improves social mobility and lifetime earnings, so surely getting more people on the track is a good thing, right? But now, years into the hard metrics of “graduate outcomes” and drumbeat of “low-quality courses”, higher ed minister Michelle Donelan set out the government’s new emphasis for universities to “actively work with and support [their] local schools,” so that students, “have the abilities, the skills and the confidence they need to excel in [university] courses.” It’s a move from aspirations to attainment i.e universities being responsible for preparing students for higher education - like schools? That requires a new kind of thinking and kick starts more than a few issues. Students aren’t exactly satisfied with tuition fees - how will they react when fees are allocated to educating students in the school system? Read
Echoing the above, universities have been asked to set ambitious grad job targets or face sanctions from the OFS. As usual, what constitutes a “graduate job” is largely absent and there are new requirements for the creation of five-year “access and participation plans.” Apparently, clairvoyance is a requirement too - look at how much the sector has changed in just 18 months. Positively, there are hints at “lifelong learning” loans, which would give part-time study a much-needed boost and push diversification from the three-year campus model. It’s an opportunity - revenue generated from online teaching (the lifelong learner’s friend) is soaring, set to hit $319 billion by 2025. Read
📊 Marketing and media news
Lush has quit social media (again), which is a pretty bold move considering social commerce is booming right now. Citing recent revelations from Facebook’s whistleblower, chief digital officer Jack Constantine says “there are lots of other places where [our] community is thriving away from the key domineering channels,” and that having quit social media once before, the company didn’t see any drop in sales. To be clear, quitting social media isn’t the same as not advertising on social platforms. The company still intends to run campaigns, but visit its Instagram, TikTok and other accounts and you get a clear message: Be Somewhere Else. Key takeaways: 1) Lush is moving to build its own community away from platforms and algorithms of which it has no control 2) It’s living by its values, taking a stand against harmful social media content and has gained attention by doing so, and 3) Community and causes go hand in hand. I wouldn’t be surprised if it launches a digital property, whether that’s a gated community, an event or even a publication within the next few months. Read
Spotify has been caught testing a TikTok-like scroll for music videos - what is it with tech platforms copying each other recently? Still, social audio continues to grab headlines. Twitter Spaces had its first viral hit with #SingYourDialect and thousands of people, including Barack Obama, joined a space to listen to hundreds of other people sing “belting songs” terribly…For me, it just shows how far social audio still needs to go. Compare this to an experience like Twitch - it has layers: speech, chat and video. You can participate without participating. Social audio is OBSESSED with this room and stage mechanic, search is limited and it’s tough to discover relevant content. Discord’s Stage Channels are getting close, using community as the “second screen” but all of this is very 1.0 right now. Lots of opportunities but little guidance or market for what works. TikTok scroll | #SingYourDialect
Budweiser’s strategy (or PR opportunity?) for the metaverse is taking shape. The company launched its NFT collection, featuring classic designs of Bud beer cans as well as (later) access to its new metaverse community. A lot of this is hype, but I like how the company has built in utility to its digital assets. In other crypto marketing news, privacy-focused browser Brave now utilises Basic Attention Tokens (used by The Guardian and Vimeo amongst others) to pay users who engage with ads. While NFTs get the spotlight, privacy is fast becoming another gateway for marketers experimenting with web3. Budweise NFTs | web3 ads
🏫 What unis are doing
University of Amsterdam’s new alumni series looks like it was directed by J.J Abrams. In addition to some sector-leading lens flare, the content is especially strong too. With 24 videos focusing on grad career stories, I don’t think I’ve ever seen a set of consistently styled alumni assets at this scale. Respect to the person who had to pin down all 24 grads for filming. J.J lens flare | Amsterdam
“We need something that appeals to young game devs?”
*Slaps whiteboard* “Vibrating energy drinks!”
*Punches air* “Mega Drive Super!” Look
Florida Interactive Entertainment Academy’s (FIEA) homepage feels more like a pitch deck than your typical hub. The sticky sub-menu leads you through the School’s digital media specialisation, covering learning initiatives, industry events and partnerships. The logo wall will have been a permissions nightmare but totally worth it. One for inspiration if you’re rethinking your own homepage. Look
🧑🎓 What students are saying
"How much is three days going to disrupt my education? If they're at this point where things are so bad they feel they need to do this, then fair enough… It worries me a little bit, but... they need pensions, they need stable income.” Students on university staff strikes across the UK. Read
👾 Culture shock
Mr Beast’s “real life” Squid Game got 146m views. That’s 4m more than the Netflix show, although the prize money was less. Look
A very painful video of someone paying for a beer in Bitcoin. We’re not quite there yet. Look
