Every year, students spend countless hours at their computers, carefully crafting responses to college application essay prompts, all in an effort to stand out among the sea of applicants.

But lately, the competition in college admissions has grown even fiercer. A March 2022 Common Application report, which gathered data from 853 member schools, revealed that submitted applications surged by 21.3% between 2019-2020 and 2021-2022. This spike was especially noticeable among students of color and first-generation applicants.

While application numbers had been climbing steadily from 2014 to 2020, according to the National Center for Education Statistics, recent years have seen an acceleration—thanks in part to the COVID-19 pandemic. Experts predict this upward trend will continue in the next admissions cycle.

Why Are Applications Increasing?

Admissions experts point to several reasons behind the rise: students applying to more schools, universities ramping up recruitment efforts, and the widespread adoption of test-optional or test-blind policies—partly a response to the pandemic, which left many students unable to take standardized tests.

Application growth did dip slightly in fall 2020, when many schools were still operating remotely. For example, between November 2019 and November 2020, the Common App reported a 16% drop in applications from first-generation students and those eligible for fee waivers. But since then, those numbers have bounced back.

“During COVID, colleges took a hard look at their processes to identify barriers for students,” says Jenny Rickard, president and CEO of the Common App. “For first-gen and underrepresented applicants, a major challenge is often the lack of resources at home. When schools shut down, many lost their primary support system for navigating applications.”

Once students returned to in-person learning and regained access to that support, application numbers climbed again.

Applying to More Schools

“Admissions are so unpredictable right now—it’s tough to know if you’ll get in or not,” says Madeleine Rhyneer, VP of consulting services and dean of enrollment management at EAB, an education research and advisory firm. As a result, students are casting a wider net.

A 2022 EAB report found that over the past seven years, the average number of applications per student has steadily increased.

“More applications just mean students are applying to more schools. If I apply to eight instead of six, I can still only attend one,” Rhyneer explains.

The pandemic saw an especially big jump—students applied to an average of seven schools in 2021, up from 6.1 in 2020. Some were searching for the most affordable options, while others reacted to the heightened competition by applying more broadly.

Intentional Recruitment

When the pandemic hit, colleges shifted from in-person to virtual recruitment, expanding their reach to a more diverse pool of students.

Additionally, after the deaths of George Floyd, Breonna Taylor, and other Black Americans at the hands of police sparked nationwide racial reckoning, many schools became more deliberate in their outreach efforts.

“Colleges want to connect with students they’ve never engaged before,” says Bari Norman, co-founder and head counselor at Expert Admissions. “They’re also working to build deeper relationships with students who may have previously felt like there wasn’t a place for them on campus.”

Test-Optional or Test-Blind Policies

COVID-19 didn’t just reshape recruitment—it also altered admissions requirements. Many schools dropped testing mandates when SAT and ACT exams were canceled, though some had already adopted test-optional or test-blind policies before the pandemic.

Test-optional schools let students decide whether to submit scores, though some still require them for international students, out-of-state applicants, or certain scholarships. Test-blind schools, on the other hand, don’t consider SAT or ACT scores at all.

Since standardized tests have long been a hurdle for many students—especially students of color and those from low-income backgrounds—the shift to test-optional policies opened doors for more applicants.

According to the EAB report, 15% of students applied to a college specifically because it was test-optional. That number was even higher among students of color: 24% of Black students, 15% of Asian students, and 21% of Hispanic students chose schools based on test-flexible policies.

“If you can afford a tutor, prep books, and study materials, you’ll naturally score higher,” says Christopher Rim, CEO of Command Education. “But if you’re low-income, you might not have time to study because you’re working part-time to help your family pay rent or buy groceries.”

How to Approach the Application Process

Experts recommend focusing on one standout extracurricular, applying early, prioritizing essays, and broadening your college list.

“Even in a competitive field, you still control what you present and how you present it. Students sometimes forget that,” Norman says.

Apply Early

There are four main application deadlines:

• Early decision (binding commitment, usually due in November or mid-October)
• Early action (non-binding, similar deadlines)
• Regular decision (typically December to February)
• Rolling admissions (some schools accept apps until just before fall classes start)

Applying early can be a big advantage, especially for selective schools.

Narrow Down Extracurriculars

Instead of packing your schedule with activities, focus on one project, club, or volunteer effort.

“Think about what will make you stand out,” Rim advises. “How can you take that one activity to the next level? Whether it’s a business you’ve started or a nonprofit you’re developing, show your passion and impact.”

Prioritize Essays

The essay is your chance to make a personal case for admission. “Essays are more important than ever,” Norman says. “If a college doesn’t connect with you through your writing, it’ll be tough to get in.”

For supplemental essays, avoid generic answers about a school’s reputation or location. Instead, tailor your response to what makes that college unique.

Expand Your Options

While Ivy League schools get a lot of attention, there are thousands of other great colleges. Research academic programs, costs, and campus culture to find your best fit.

“Visiting a school—virtually or in-person—helps students understand its vibe and personality,” says Keri Risic of the University of Minnesota. “Each school is unique, so getting a feel for it before applying can help narrow your list.”

Experts suggest including a mix of safety, target, and reach schools. A reach school accepts fewer than 5–10% of applicants, “no matter who you are,” Rickard notes.

“A target school doesn’t guarantee admission—it means you’re in the ballpark,” Norman adds. “You might hit the bullseye at some, but not all.”

Impact on Enrollment

Despite rising applications, enrollment has dropped in many places. Undergraduate enrollment fell by 4.7% in spring 2022—over 662,000 fewer students than spring 2021, per the National Student Clearinghouse.

“It’s counterintuitive,” Rhyneer says, “but two factors explain it: more students delaying college and applicants applying to more schools.”

EAB’s report shows that the share of high school grads attending college dropped from 98% in 2017-2018 to 91% in 2021-2022.

“Some of this is pandemic-related, like financial strain,” Rhyneer explains. “Others are weighing college against work and choosing jobs for mental health or economic reasons. More grads are skipping college now than before COVID.”

Rickard hopes this year will reverse the trend, with rising applications leading to higher enrollment—at least at four-year colleges.

Still, the current inflation surge could make fall enrollment tougher for some.

“College is already expensive, and costs keep rising,” Norman says. “With higher prices, a more diverse applicant pool, and a potential recession, financial need will likely grow. Here’s hoping colleges can meet that demand.”