Student ambassadors as influencers in university communication

At the University of Bergen, student ambassadors play a key role in our communication strategy towards young audiences. They create content for Snapchat, TikTok and Instagram, take part in school visits and recruitment events, and represent the university in everything from Pride parades to larger campaigns. Acting as both content creators and visible representatives, they help build trust, relevance and engagement through peer-to-peer communication. In this session, we will share our experience with using student ambassadors to strengthen recruitment efforts, develop our presence on social media and support the university’s brand in a way that feels authentic to the target group.