The Sound of Success: How Music Resonates with Gen Z in the College Search Process

By Heather Zimar, Managing Editor, Journals and Publications, AACRAO

Universities are searching for innovative ways to connect with prospective students. A recent study by Kristy Tucciarione, Ph.D., reveals a powerful, yet often overlooked, tool: music. Her research, detailed in a recent C&U feature titled "Easing the Anxiety of the College Search Process Through the Use of Music in Its Digital Touchpoints," provides a new perspective on strategic enrollment management by focusing on the psychological and emotional impact of music on Generation Z.

Tucciarione's study highlights that university choice is a high-involvement purchase with significant financial risk, a process that can be overwhelming for anxious high schoolers. Her research, which utilized qualitative focus-group interviews with 251 undergraduate students, found that music acts as a conduit between institutions and prospective students. "Music is a way to get my mind off stressful things in life," one participant noted, while another described it as a "coping mechanism for anxious thoughts."

The findings are compelling:

• Attention and Recall: 94% of participants said they would be more inclined to pay attention to a university ad that used music. The study confirms that music makes advertisements more memorable and easier to recall.

• Emotional Connection: Music evokes positive feelings like "calm, comfortable, energized, happy, and relaxed," which can alleviate the stress of the college search.

• Authenticity and Trust: Gen Z values authenticity. The study found that a social media video set to music and created by actual students would be perceived as more genuine and trustworthy than a professionally produced ad.

The article emphasizes that music can help universities break away from the traditional "three and a tree" advertising model—a term for generic campus photos with smiling students. By incorporating music, institutions can demonstrate that they understand what is relevant to Gen Z, fostering a sense of belonging and trust.

"Music provides an emotional connection during an emotional, life-changing decision," a nineteen-year-old male participant expressed. "The music gives me insight about the university’s personality."

Tucciarione's research offers a clear recommendation for admissions and recruitment officers: to effectively engage this demographic, incorporate relevant music, particularly hip-hop and rap, into short, authentic videos on platforms like Instagram and TikTok. By doing so, universities can resonate with prospective students on a deeper, more emotional level, turning the stressful college search process into a more positive and persuasive experience.

Other articles in the summer issue of C&U include: 

Features

“Representing Diversity or Lack-Thereof: An Analysis of DPT and PTA Education Program Websites” by Mari Knettle, Rachel S. King, Gregory M. Kline, Amy S. Nowacki, and Denise Wigging

“Interview with Kelsey Simonson” by Jim Paterson

C&U 100

“Reflections on 50 Years as a College & University Reader, Author, and Editor” by Jeff von Munkwitz-Smith

“College and University’s Century Celebration” by Stephen J. Handel

“Katrina at 20:  Remembering Dick Whiteside” by Louise Lonabocker

“AACRAO Members Search for Solutions as Higher Education Faces Challenges: 40 years Ago in College & University” by Jim Paterson

“The Year of Milestones: A Look Back at 1925” by Christopher W. Tremblay

Campus Viewpoint

“The Causes and Effects of Course Withdrawals” by Megan Murphy

Commentary

“CPL: Who is Responsible for Its Success [or Failure]?” by Jesse Boeding

Research in Brief

“Why Stay? Students Voice the Reasons They Transfer” by Kaitlyn Jurney, Maximos Popp, Rodney Parks

The AACRAO Review

“Social Mobility” reviewed by Stephen Handel

“Inside College Mergers: Stories from the Front Lines” reviewed by Stephen Handel