Faton Sopa: The Reddit Effect and How It’s Changing College Decisions

In this episode of EdTech Connect, host Jeff Dillon sits down with Faton Sopa, the co-founder and CEO of Manaferra, to unravel how the prospective student journey has been completely transformed.

Faton shares groundbreaking insights from his agency's latest research, revealing that prospective students no longer get their information from single sources, but are instead "cross-checking" information across a vast digital ecosystem—from Google and Reddit to TikTok and AI tools like ChatGPT.

We dive into why nearly 90% of students find AI-generated answers helpful, how Reddit has become an unexpected powerhouse for influencing college decisions, and why authenticity now trumps polished advertising. Faton provides actionable strategies for institutions to navigate this new reality, including the importance of optimizing for AI search engines, engaging authentically on platforms like Reddit, and balancing paid ads with organic, trust-building content. This is a must-listen for any enrollment leader or marketer in higher education looking to connect with students where they are today.

Key Takeaways

1. The College Search Journey is No Longer Linear: The college search process has evolved from a simple Google-based path to a complex, multi-platform journey. Students now fluidly move between search engines, social media (TikTok, Instagram, YouTube), community forums (Reddit), and AI tools.
2. The Rise of "Cross-Checking": A staggering 88% of students cross-check the information they find on one platform by visiting another. They are actively searching for truth and consistency, making a cohesive digital presence more critical than ever.
3. AI is a Major Player: AI search engines like ChatGPT and Perplexity are being used consistently across all stages of the student journey. To be visible, institutions must ensure their public information is consistent, fresh, and widespread across the "AI ecosystem," as these tools synthesize data from many sources.
4. Reddit's Surprising Influence: One of the most surprising findings was that 1 in 5 students visit Reddit during their search. They go there for authentic, unfiltered voices from current students and alumni. Institutions are advised to conduct sentiment analysis and empower their community to engage authentically on the platform, not promotionally.
5. Authenticity Beats Polish: Across all segments, students prefer authentic content over polished advertising. They skip sponsored results and are more influenced by organic content that feels genuine, such as college life videos and admission tips on social media.
6. Don't Abandon Paid Ads, But Balance Them: While students trust organic content more, paid ads are still crucial for building awareness at the beginning of the student journey. The key is to find the right balance, using paid ads to capture attention and authentic content to build trust and drive the final decision.
7. Different Segments, Different Journeys:

• Undergraduates are highly influenced by social media and are looking for "fit" and college life.
• Graduate Students are more precise, searching for specific programs and how they balance with work/life.
• Adult Learners are the heaviest users of AI, seeking fast, efficient answers to balance their busy lives.

The Core Challenge for Institutions: The fundamental gap in higher ed marketing is a disconnect between how students behave online (searching for trust signals) and how institutions manage their online presence (often focused on brand control). Closing this gap requires a shift towards authenticity and a multi-platform strategy.

 

 

Find Faton Sopa:

LinkedIn                              

Chapters

• (00:00:00) - How to SEO your way through college life
• (00:00:47) - EdTechConnect: How to Sell Your College Online
• (00:01:58) - LinkedIn Icebreaker
• (00:03:12) - What inspired your transition from being a developer and a marketing officer to
• (00:04:34) - How to Close the Visibility Gap in College Search
• (00:08:03) - The Impact of AI on Student Decision
• (00:09:50) - How should universities engage on Reddit?
• (00:12:56) - How to Optimize for AI-based Search
• (00:16:00) - How to Balance Authenticity & Brand Consistency on Social Media
• (00:22:30) - Manifera: Future Plans
• (00:24:06) - Interviewing EdTech Connect Host Jeff Manifa