The education sector has always been fiercely competitive. In the past, a well-designed prospectus or a compelling open day were the cornerstones of student acquisition. Today, however, prospective students and their families are digital natives who expect a different kind of engagement—one that is immediate, personalised, and authentic.
As a marketing professional, I’ve seen firsthand how institutions that adapt to these new trends are the ones winning the race for talent.
The Rise of Short-Form Video
The attention economy is a reality, and platforms like TikTok, Instagram Reels, and YouTube Shorts have fundamentally changed how young people consume information. For an educational institution, this is a massive opportunity, not just a passing trend.
- Beyond the Tour: Instead of a long, formal campus tour, create bite-sized videos that showcase student life. A 15-second “day in the life of a student” or a quick Q&A with a tutor can be far more engaging.
- Authenticity Over Polish: Students are tired of highly produced, corporate-style content. They value authenticity. Consider user-generated content, interviews with current students, or even behind-the-scenes glimpses of campus events.
Hyper-Personalisation in a Post-Cookie World
We are entering a new era of data privacy, but that doesn’t mean we have to sacrifice personalisation. In fact, it forces us to be more strategic and respectful with the data we collect.
- Tailored Email Journeys: Instead of sending a generic newsletter to your entire prospect list, segment your audience. A prospective law student should receive content about the law faculty and alumni, not information about engineering programmes. This level of personalisation drives higher open rates and conversions.
- AI-Powered Chatbots: Chatbots and AI tools can be deployed on your website to provide instant, 24/7 support. They can answer common questions about courses, fees, or entry requirements, freeing up your admissions team to handle more complex enquiries.
Why Mobile-First is a Non-Negotiable
With a majority of your audience browsing on their smartphones, a mobile-responsive website is no longer a luxury—it’s a necessity. Your entire digital strategy, from email marketing to social media content, must be designed for a mobile screen first.
Final Thoughts
By embracing video, personalisation, and mobile-first design, educational institutions can move beyond outdated marketing tactics and forge genuine connections with their future students. It’s about showing, not just telling, the value of your offering.
