Social Media and Going Viral in 2025

Hey there, school marketers! Thanks for coming back.

Ever had a post unexpectedly blow up and thought, What just happened?! A few years ago, I watched a simple school event recap go from a few hundred views to thousands overnight. No big budget, no fancy production—just the right mix of emotion, timing, and audience connection.

This week, we’re diving into the art and science of going viral in marketing—because while luck plays a role, strategy is what makes it repeatable. 🚀

Let’s break it down.👇 - Jason W.

The Future of School Marketing: Using Social Media, AI, and Engagement Strategies to Connect with Families

The world of marketing is evolving fast, and school districts must keep pace to effectively engage students, parents, and communities. According to Hootsuite’s 2025 Social Media Trends Report, top-performing brands are breaking old rules, embracing AI, and prioritizing entertainment to capture attention. What does this mean for school districts? It’s time to rethink traditional approaches and leverage the latest strategies to boost engagement and enrollment.

Trend #1: Creative Disruption – Entertainment is Key

Gone are the days when schools could simply post announcements and expect engagement. Today’s audiences, especially Gen Z and Millennials, expect entertaining, informative, and visually appealing content.

✔ How to Apply This to Schools:

• Shift from rigid brand consistency to playful, engaging content on TikTok, Instagram Reels, and YouTube Shorts.

• Feature student takeovers on social media, where students create content about their school experiences.

• Develop behind-the-scenes videos of school events, sports, and teacher highlights to bring your district’s personality to life.

🚀 Example: A school district in Texas launched a “Day in the Life of a Student” Instagram series, showcasing different grade levels and programs. Engagement skyrocketed, with parents and students eagerly sharing their own experiences.

Trend #2: AI is No Longer Optional

AI-powered tools are revolutionizing content creation and marketing strategies. Hootsuite’s report found that 83% of marketers say AI helps them create significantly more content than they could without it.

✔ How Schools Can Use AI:

• Automate FAQs and chatbot responses for parents asking about enrollment, events, and policies.

• Use AI to analyze engagement data, helping districts post at optimal times.

• Generate captions, newsletters, and social media posts to streamline communications.

🚀 Example: A school district used AI-powered social listening to detect growing parent concerns about school lunches. They quickly responded with an engaging Q&A session featuring nutritionists, calming frustrations and improving trust.

Trend #3: Outbound Engagement – Join the Conversation

Instead of waiting for parents and students to engage, districts should actively comment on local posts, join conversations, and interact with community influencers.

✔ Action Steps for Schools:

• Identify local parent and community Facebook groups and engage in discussions about education.

• Encourage school leaders and teachers to comment on students’ achievements shared online.

• Build relationships with local influencers, such as PTA members or student-run Instagram accounts.

🚀 Example: A district’s superintendent began personally responding to positive student stories on social media. The result? A 400% increase in engagement on the district’s Facebook page, leading to greater trust and connection.

Trend #4: Micro-Virality – Go Niche, Not Viral

Instead of chasing mass virality, successful brands focus on engaging their specific audience. Schools don’t need millions of views—they need meaningful engagement from their community.

✔ Tactics for Schools:

• Create content that resonates deeply with students and parents rather than broad, trend-chasing posts.

• Celebrate student achievements, teacher spotlights, and school traditions.

• Use district-specific hashtags, like #GISDProud, to encourage local participation.

🚀 Example: Georgia State University discovered students were organically sharing school posts. By encouraging this behavior, they doubled their content reach without spending additional advertising dollars.

Bringing It All Together: A Winning Strategy for Schools

To stay ahead, school districts must blend AI-powered insights, entertaining content, and outbound engagement strategies.

Step-by-Step School Marketing Plan: 1️⃣ Audit your current social media strategy – Are you informing or entertaining? 2️⃣ Introduce AI tools – Automate responses, track engagement, and streamline content creation. 3️⃣ Engage proactively – Comment, share, and interact with students and parents online. 4️⃣ Create student-focused content – Make social media fun, not just informational. 5️⃣ Measure and adapt – Use data-driven insights to refine your strategy over time.

By embracing these cutting-edge trends, school districts can strengthen relationships, increase enrollment, and build a thriving online community. Social media is no longer just a tool—it’s the heartbeat of modern school marketing.

Quick Tips: Using Playfulness & Nostalgia in Your School District’s Marketing

Tim Nash, creator of Shop Drop Daily had a wonderful article on his LinkedIn about the rise of the kidult, a generation unapologetically embracing play. From Jellycat’s sell-out plushies to Popmart’s blind box fever, brands that understand the power of joy are winning.

Why? Because cute isn’t just cute. It’s comfort.

Want to make your school district’s branding more engaging? The power of "cute" and playfulness isn’t just for kids—it’s a proven way to create emotional connections. Here’s how you can apply this trend immediately:

🎭 Create Interactive Experiences – Host a “Throwback Day” where students and teachers dress up as their favorite childhood characters. Capture the fun with Instagram Stories and a branded hashtag!

📦 Tap into the Surprise Element – Inspired by blind box toys, create a “Mystery Swag Bag” for school events. Parents and students love the thrill of the unknown!

🧸 Use Playful Mascots & Emojis – Incorporate animated GIFs, school mascots, and fun emojis into your social media posts. It makes content feel approachable, fun, and shareable.

📲 Leverage TikTok & Instagram Reels – Create short, playful videos that capture real school moments. Think of students unboxing new school merch, teachers taking a dance challenge, or “Day in the Life” clips.

💡 Gamify Your Messaging – Launch a “Spin-the-Wheel” digital game on your website where parents and students can win prizes like exclusive school merch, early event access, or a special classroom experience.

🚀 ACTION STEP: Pick one of these ideas and test it in your next campaign. Watch how engagement levels rise when you make marketing feel like an experience, not just an announcement!

🎯 Success Spotlight: Student-Driven Social Media in Garland ISD

In a world where engagement is everything, Garland ISD has mastered the art of connecting with students—by putting them in the spotlight. The district has embraced a student-centered approach to social media, especially on Instagram and short-form video platforms, allowing students to be the voice and face of their schools.

GISD ensures that content is fresh, relatable, and authentic, from student-hosted Instagram takeovers to dynamic Reels highlighting campus life. One of the most successful strategies has been leveraging students as content creators—whether athletes hyping up the big game or fine arts students giving behind-the-scenes tours. These short videos consistently outperform traditional promotional content, generating higher engagement rates and deeper connections with their audience.

By involving students directly in the storytelling process, Garland ISD has built a genuine and engaging social media presence. The district’s approach proves that when students see themselves reflected in content, they don’t just watch—they share, comment, and become active participants in the district’s digital community.

🚀 Takeaway: If you want students to engage, let them lead the conversation.

Question of the Week: Social Media in 2025

Social media is evolving faster than ever—AI-driven content, virtual influencers, and new platforms are reshaping how we connect. As we move through 2025, what trends do you think will dominate? Will short-form videos still reign supreme, or will interactive experiences like VR and AI-powered chats take over? Drop your predictions below! 👇 #SocialMediaTrends #FutureOfSocial

Virality isn’t just luck—it’s about understanding your audience, tapping into emotion, and delivering the right message at the right time. Not every post will explode, but the more you experiment, the better your chances of hitting that magic formula. So keep testing, keep creating, and when you do go viral—ride the wave and maximize the moment!

Until next time, stay creative and keep pushing the boundaries.

– Jason