A New Digital Divide: College Search in the Age of Social Media

Internet access has expanded teenagers’ access to information about postsecondary options, but shared access is shrinking. A report from College Access: Research & Action links this change to social media creating a digital divide in college information. In 2026, social media algorithms strongly shape what appears in young people’s feeds, including content tailored to teenagers exploring college options. On TikTok and Instagram, college-related videos cover essays, campus tours, scholarships, and dorm essentials. Students who actively search can curate feeds to find this information, which can support postsecondary searches, especially for first-generation students. Students who do not signal interest receive mostly unrelated content, and college content skews negative, with positive posts far outnumbered by negative ones.

"But what does social media say to high schoolers who don't "tell" their apps they're interested in college? Mostly that they should do anything else. According to a 2024 study by Campus Sonar, only 7% of the content about college is positive, and negative posts outnumber positive ones five to one."

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