How Higher-Ed Marketers Can Use YouTube and InfluenceTrac™ to Reach Gen-Z Where They Spend the Most Time Online
1. YouTube Dominates Teen Attention
- 90% of U.S. teens (ages 13–17) say they use YouTube, making it the most widely used platform among this age group.
- 73% of teens visit YouTube daily, and about 15–16% report being on it “almost constantly” a higher constant use rate than TikTok or Instagram.
- Nearly half of teens say they’re online “almost constantly,” underscoring how embedded platforms like YouTube are in their daily lives.
2. Deep Engagement by Demographic
- Teen boys are more likely than girls to report almost constant YouTube use (approximately 19% vs 11%).
- Black and Hispanic teens report higher constant use across YouTube and other social platforms than white teens, making video platforms especially valuable for reaching diverse audiences.
YouTube, TikTok, and Instagram Usage by Teen Demographics
| Group | YouTube | TikTok | |
|---|---|---|---|
| ALL U.S. TEENS | 90% | 63% | 61% |
| GENDER | |||
| Boys | 93% | 59% | 56% |
| Girls | 87% | 66% | 66% |
| RACE AND ETHNICITY | |||
| White | 88% | 54% | 55% |
| Black | 93% | 79% | 75% |
| Hispanic | 92% | 74% | 66% |
| AGE | |||
| 13–14 | 87% | 55% | 43% |
| 15–17 | 92% | 68% | 72% |
| HOUSEHOLD INCOME | |||
| <$30,000 | 94% | 73% | 63% |
| $30K–$74,999 | 92% | 68% | 59% |
| $75,000+ | 89% | 59% | 61% |
| COMMUNITY TYPE | |||
| Urban | 90% | 70% | 65% |
| Suburban | 91% | 59% | 62% |
| Rural | 87% | 65% | 55% |
Note: White and Black teens include those who report being only one race and are not Hispanic. Hispanic teens are of any race. Those who did not give an answer are not shown.
Source: Survey of U.S. teens conducted Sept. 18–Oct. 10, 2024. PEW RESEARCH CENTER.
3. Translating Teen Behavior into Higher‑Ed Opportunity
Why This Behavior Matters
- Teens turn to YouTube not just for entertainment but also for discovery, learning, and connection.
- Many rely on creators and video content to understand life after high school, learn about career paths, and explore student perspectives.
- Higher education institutions can use YouTube to meet students where they already are, in their scroll, in their feed, and in their algorithm.
Strategic Implications for Higher Education
- Go beyond traditional 30-second spots. Create immersive YouTube content such as student vlogs, application tips, campus Q&As, and virtual campus tours.
- Engage with YouTube’s targeting tools to serve ads based on search history, content category, and viewer behavior aligned to educational interest.
4. InfluenceTrac™: Reaching Teen Audiences Without the Influencers
Manicz Media’s InfluenceTrac™ targeting solution is purpose-built for advertisers looking to tap into the attention and loyalty of young, impressionable audiences without requiring influencer participation.
| Layer | Channel | Purpose |
|---|---|---|
| Platform targeting | YouTube ads (TrueView, Shorts, bumper ads) | Reach teens viewing college‑prep, student life, and major-specific content |
| InfluenceTrac™ targeting | Audience targeting based on behavioral affinities with popular influencers and creators | Deliver ads to teens who follow, engage with, or behave similarly to fans of major content creators, without needing the creator to be involved |
Campaign Benefits
- Identify and reach the followers of lifestyle vloggers, student creators, educational influencers, and pop culture channels.
- Layer campaign messaging alongside high-affinity content, increasing receptivity and resonance.
- InfluenceTrac™ builds lookalike and behavioral clusters to serve ads where influencer audiences are most active with full control over creative and message.
5. Campaign Impact: From Awareness to Enrollment
- Awareness: Spark interest with engaging video ads in feed and pre-roll across YouTube.
- Consideration: Direct teen viewers to helpful resources like application guides, scholarship info, and student perspectives.
- Conversion: Support enrollment goals by nurturing intent across multiple touchpoints, especially for younger students starting their college journey early.
6. Recommendations for Higher‑Ed Marketers
- Dedicate significant share of teen-facing video ad budgets to YouTube, where daily use and attention span is unmatched.
- Combine YouTube platform targeting with InfluenceTrac™ audience-based targeting to maximize reach and relevance.
- Use demographic targeting to reach diverse student populations that over-index on YouTube usage.
- Focus on creative formats that feel native: vertical video, peer-driven narratives, and day-in-the-life storytelling.
- Run InfluenceTrac™ campaigns throughout the academic calendar, with peaks during application awareness, FAFSA, and campus visit seasons.
Conclusion
For colleges, universities, and community colleges, reaching students early and often is critical. YouTube is where teens spend their time. With smart platform strategy and advanced behavioral tools like InfluenceTrac™, you can meet them in the moment, deliver value, and guide them toward your campus.
Sources
- Pew Research Center, “Teens, Social Media and Technology 2023–2024”
- Pew Research Center, “Teens and Social Media Fact Sheet”
- Manicz Media, InfluenceTrac™ Targeting Overview — https://maniczmedia.com/influencetrac-advertising/
