.png?width=120&height=44&name=color_horizontal%20(1).png){kind=small}
Social media can be one of your school’s most powerful tools—if you use it the right way.
It’s where prospective families are browsing, current parents are staying connected, and your school brand has the chance to shine. But too often, schools miss the mark by making a few common social media mistakes. The good news? They’re easy to fix.
Here are six of the biggest social media missteps schools make—and what to do instead.
1. Falling Into the Canva Trap
Canva is a great tool—but it’s easy to overuse.
Too many schools rely on pre-made templates that are designed for anyone, not your school. The result? Posts that look off-brand, generic, or out of place. Instead of showcasing your school’s personality, they blend into the social media noise.
Instead: Create a few go-to templates that reflect your school’s branding. That means using your school colors, your fonts, your logo, and even your tone of voice. When someone sees your posts, they should immediately know it’s coming from your campus. A little customization goes a long way in building trust and recognition with families.
2. Using Low-Quality of Outdated Photos
A blurry group picture from 2015 or 2020 photos where every child is in a mask won't cut it. Parents want to see what your school is like right now. Using old or pixelated images sends the message that your school might not be up-to-date.
Instead: Take fresh photos regularly. Set up a “content day” every couple of months to gather pictures of students learning, laughing, and living the school experience. Make sure they’re high-resolution and reflect your current programs and spaces.
3. An Unsearchable Username
If a parent hears great things about your school and hops on Instagram to check you out but can never find the right account, that's a problem. If your handle is full of underscores, acronyms, or extra words, you’re making it unnecessarily hard for families to find you.
Instead: Make it easy. Use a clean, simple handle like @LincolnPrep or @VistaAcademy. If your ideal handle is taken, go with something as close to your school’s full name as possible—and keep it consistent across platforms.
4. No Link In Bio
Let’s say someone loves your school’s page. Great! But now what? If there’s no link in your bio, interested families have no clear way to take the next step. That’s a missed opportunity for engagement, inquiries, and even applications.
Instead: Add a clear, clickable link in your bio. Tools like Linktree or Beacons let you include multiple CTAs, like “Book a Tour,” “Apply Now,” or “Explore Our Programs.” Don’t make families go digging just to let you know they are interested.
5. Not Using Video
Social media platforms are built for video. From Reels to TikToks to Facebook Stories, short-form video content consistently outperforms static posts in reach, engagement, and memorability. And yet, many schools shy away from using video—often because they think it has to be perfect or professionally edited. Not true! Some of the most effective school videos are short, casual clips that show the real student experience.
Instead: Start small. Use your phone to record a 30-second clip at an event or interviewing a student. Captions and music can make these videos even more engaging.
6. Not Highlighting Your Community
Schools are communities, not just buildings. And that sense of community is one of the biggest reasons families choose (and stay with) a school. But if your feed is all about dates, deadlines, and events—with no people or personality—you’re missing a powerful chance to connect.
Instead: Show off your students, celebrate your staff, highlight your families. Feature wins, events, and cultural celebrations. The more your school community feels real and welcoming, the more likely families are to want to be part of it.