Listen to the trendsMarketing trends change fast, and universities need to keep up.
Universities and colleges must evolve, innovate, and capitalize on the latest trends in higher education marketing to attract and engage students, particularly when college enrollment is declining.
The way students used to choose colleges, with brochures and open houses, isn't the same anymore.
Now, they take the digital path, jumping around and exploring different options. It means colleges need to change how they attract students.
Investing time and effort in these areas will pay off in the long run.
Communication methods will also evolve as time progresses.
The future of higher education marketing includes finely targeted, personalized options.
Social media will continue to evolve, and email marketing has become a reliable way to reach current and prospective students.
Therefore, universities and colleges must not only know the trends, but also how to use them.
As the higher education market was valued at $17.91 billion in 2021, colleges and universities are competing to secure most admissions and this is where higher education marketing comes into action.
According to the SimpsonScarborough report, the average institution spends between $429 and $623 on marketing for each enrolled student.
This post will explore the 15 higher education marketing trends and examples you should consider for your institution.
Key Trends Takeaways
- What is Higher Education Marketing?
- 15 Higher Education Marketing Trends With Examples
- Key Components of Successful Higher Education Marketing
- How to Capitalize Higher Education Marketing Trends
What is Higher Education Marketing?
Higher education marketing refers to the strategies colleges and universities use to promote their institution, programs, and brand to prospective students, parents, and other stakeholders.
Higher ed marketers must create a strong and positive image for the college to stand out from other schools. They have to think carefully about how to meet the needs of potential students while highlighting what makes the college special.
19 Higher Education Marketing Trends With Examples
- Short-form Video Content is Making Waves
- Diversity, Equity, and Inclusion (DEI) Messaging
- Using YouTube for Long-Form Video Content
- Alumni Engagement and Ambassadors
- Win Over Gen Z With Authentic Storytelling
- Shift in Google Ads With Intent-Driven Formats
- Use of AR and VR for Campus Tours
- Using TikTok to Attract Prospective Students
- Geotargeting and Geofencing is the New Digital Marketing Trend
- Reaching Younger Audience Like Gen Z Via Influencer Marketing
- Enhanced Personalization Expectations Among Gen Z Audiences
- SEO is Shaping Up to be More User-Centric and Technically Advanced
- Podcasts are Creating an Impact on Higher Education
- Student-Focused Blogging in Higher Education Marketing
Students and prospective students have constantly changing expectations, making it essential to stay informed about the latest trends.
Gen Z, in particular, has significantly influenced how higher education institutions approach their marketing campaigns.
This tech-savvy generation prioritizes personalized, authentic, and socially conscious content, pushing institutions to rethink their strategies.
Here are key higher education marketing trends showing impressive results.
1. Short-form Video Content is Making Waves
Fueled by the rise of mobile as a content-consumption medium, short-form video is the perfect way to capture the attention of today’s digitally savvy students.
With 74% of people using YouTube and its short videos reaching over 70 billion daily views, the University of Michigan recognizes the potential.
The University provides a brief glimpse into a typical day on campus, featuring snippets of classes, campus landmarks, and student activities.
The university posts bite-sized content that drives higher engagement rates, as students are more likely to watch and interact with short videos.
Also, the University of Michigan repurposes existing content as short-form videos that can be easily consumed on the go. There are specialized higher education digital marketing agencies that can help your brand brainstorm ideas and create appealing short form content.
Source: YouTube
2. Using YouTube for Long-Form Video Content
A recent online survey by Statista revealed that 96% of Gen Z individuals possess a YouTube account. YouTube marketing holds immense potential for universities to expand their reach and complement existing digital marketing efforts.
By establishing a branded channel, universities like the University of Houston engage audiences through live-streamed events like commencement ceremonies, updates on university happenings, and showcases of departmental activities.
The University of Houston's YouTube channel is a prime example, featuring rich content.
For example, they spotlight renowned alumni like Brené Brown, a celebrated psychology professor and researcher, enhancing the university's prestige and appeal to prospective students and academic enthusiasts alike.
Source: YouTube
3. Use of AR and VR for Campus Tours is a Growing Trend
For many students and their families, visiting a large number of universities is impractical because of time and financial limitations.
Using AR and VR technology for campus tours allows the institution to welcome students from hundreds or even thousands of miles away to campus.
Virtual and Augmented Reality are the new higher education marketing strategies growing institutions use.
Higher education institutions like the University of California—Berkeley have used advanced technology, such as 360-degree virtual tours, to improve the experience for prospective students.
Previously, the school used YouTube videos and Q&A sessions, but now they have switched to a platform called YouVisit, which around 700 other schools use.
Source: YouVisit
Visitors can start in the heart of the campus and follow a virtual guide, learning about the school at their own pace.
Over the past year, more than 22,000 people have taken a general virtual tour, with an additional 3,000 exploring specific locations like residence halls and academic buildings.
4. Win Over Gen Z With Authentic Storytelling
According to a report published by EY, 92% of Gen Z indicated that being authentic to oneself is extremely or very important.
University for the Creative Arts (UCA) students tell their stories, and it can make people want to be part of that university vibe.
Student stories via video bring storytelling to a new level, creating an immersive experience that captivates and inspires.
Simple yet powerful, each student talks enthusiastically about the studio spaces at the UCA and shares their experiences.
It makes the content more human-centered and engages better with prospective students. Their authentic voices can resonate with potential applicants.
Source: YouTube
5. Diversity, Equity, and Inclusion (DEI) Messaging
DEI messaging is a way for colleges and universities to show that they value every student, no matter their background.
- Diversity: Representing students from different racial, ethnic, cultural, and socioeconomic backgrounds.
- Equity: Providing fair opportunities for all students, especially those from underrepresented groups.
- Inclusion: Creating a campus environment where everyone feels they belong.
Through DEI messaging, schools aim to show that they support a community where all students feel safe, included, and empowered to succeed.
At the University of Michigan, Diversity, Equity, and Inclusion (DEI) is a key initiative emphasizing that a diverse campus improves learning, research, and community service.
Through speeches, events, and regular communication, DEI values are promoted as essential to the success of the university.
Source: UMich
The university hosts events, such as a fall Diversity Summit and Martin Luther King Jr. symposium, to engage the campus community.
6. Shift in Google Ads With Intent-Driven Formats
Ad intents improve the user experience by displaying relevant Google ads alongside organic search results when users click on links or anchors.
Universities can capitalize on ad intents to boost enrollment rates.
For example, Seattle University has incorporated ad intent into relevant pages and content, providing valuable information to prospective students.
When you search for an ‘MBA degree program in Seattle,’ ad intents scans the web pages for opportunities to assist you in finding relevant information.
Drawing from the content available, ad intents automatically convert existing text on relevant pages for the MBA degree program at Seattle University into clickable links that lead to further information.
These links are tailored to match the search intent, directing users to relevant resources about MBA programs at Seattle University.
Rayed Chaudhry
I’m Rayed, co-founder and COO at Think Orion. I spend most of my time refining how data, experimentation, and creative strategy work together to make marketing systems more effective. Most of my work centers on optimizing funnels and building scalable processes for universities, exam prep companies, and certificate programs to help them grow with clarity, consistency, and measurable impact.
