Snapchat: Higher education’s new key to current and prospective student engagement

Snapchat is the fastest growing social media platform and attracts a young, high school- and collegeaged audience — one crucial to higher education. While some institutions in higher education have struggled with implementing a Snapchat strategy due to its controversial reputation, difficult user interface and ever-evolving content, this mobile platform provides a great opportunity to captivate a difficult-to-reach audience. This paper details how higher education can approach Snapchat using West Virginia University’s strategy to engage with prospective and current students.