Technological advances impact society and present new demands and trends for all areas, including educational marketing. Is your institution prepared to develop the best campaigns?
In this post, we present important educational marketing trends to help you develop solid strategies, stand out in the market, attract new students and retain them.
- Mobile (even bigger) growth;
- Use of videos + live streams;
- Partnerships with influencers;
- Recommendations from former students;
- More creative campaigns;
- Smart use of data;
- Unification of marketing strategies.
Follow!
Mobile (even bigger) growth
Internet access via mobile devices continues to grow in Brazil. According to the 2023 Continuous PNAD, conducted by IBGE, 98.8% of internet users use their cell phones to connect. In addition, data from Comscore shows that 68% of Brazilian digital users access the internet exclusively via mobile devices. These figures reinforce the need to ensure that institutional websites and advertising campaigns are fully compatible with cell phones and tablets, especially when the target audience is young and connected, as in the education sector.
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In addition, recent updates to Google's search engine algorithms already consider mobile performance as a ranking factor, which makes mobile marketing one of the trends in educational marketing.
Use of videos + live streams
It is also not new that young audiences, including college-aged ones, have an affinity for video content. For the success of your strategy of educational marketing, it is necessary to understand that this audience has a preference for certain video formats.
In addition to live broadcasts and stories, the use of short, interactive videos on platforms such as TikTok, YouTube and Instagram Reels has become essential for engaging young audiences. These formats allow for more dynamic communication that is aligned with the current generation's content consumption habits.
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- Inbound Marketing: 7 metrics to track and optimize;
- Build a successful digital marketing strategy for your institution!
- 5 good practices of relationship flow with students.
Partnerships with influencers
Influencers have, as the term indicates, the power to influence their audience and can make a difference to the success of a campaign.
Today, influencer marketing has evolved to focus on micro-influencers and niche influencers, who have smaller but more engaged audiences. Partnerships with influential educators, experts, and even students have proven effective for authentic and targeted outreach campaigns.
In order to adopt this as one of the educational marketing trends, however, it is crucial to pay attention to the profile of the influencer and his affinity with the institution's public.
Idols from the 1970s, for example, are not popular with 16 or 17-year-olds. You have to be aware of the celebrities that each audience values.
Recommendations from former students
So-called "word of mouth marketing" still exists and works. Therefore, it is worth betting on the recommendations of former students without limiting yourself to simple statements on the institution's website.
A series of more dynamic videos, arts and other formats that are more suitable for sharing on networks give the institution the opportunity to contribute to a positive opinion about its services on the web.
More creative campaigns
Keep in mind the idea around decreasing the organic reach of posts on Facebook or changing the timeline of posts on Instagram.
The networks demand more investment or more creative posts with greater "viral" potential. To meet this appeal, it is important not to forget the quality of the content and its relevance to create campaigns that also add value.
Smart use of data
More than simply collecting a plethora of data, it takes resources and planning to use it intelligently. BI tools allow the analysis of scenarios and trends, in addition to facilitating the understanding of student behavior.
Artificial Intelligence (AI) has played a crucial role in educational marketing, enabling mass personalization of communications and student experiences. AI tools analyze target audience behavior and deliver highly personalized messages and campaigns, increasing engagement and conversion rates.
It is by delving into the details that you build more assertive educational marketing strategies, saving precious time and resources for your educational institution.
Unification of marketing strategies
Digital marketing, mainly due to the success of content marketing, has established itself as a central point for the campaigns of many institutions. The idea meets the fact that most students and potential students spend most of their time in a digital environment.
However, both to reach them in other ways and to relate to other important audiences (such as parents and guardians), it is worth investing in offline strategies and unifying inbound and outbound marketing.
Is your institution ready to keep up with educational marketing trends? Discover the exceptional services offered by 4revops and uncover the ways in which we can revolutionize your institution's marketing strategies!
Educational Marketing Trends: What You Need to Know!
Why is mobile marketing a priority for educational institutions?
Because most Brazilians access the internet exclusively through mobile devices. According to Comscore, 68% of digital users in Brazil use only their smartphones. To effectively reach this audience — especially younger students — it’s essential that websites, campaigns, and content are fully mobile-optimized.
Do videos and live streams still work in educational marketing?
Absolutely. Short videos, live streams, stories, and interactive content on TikTok, Instagram, and YouTube are key formats to engage young audiences. These tools help boost visibility and build stronger connections with potential students.
Is it worth investing in influencer partnerships?
Yes, especially with micro-influencers and niche creators. Collaborating with educators, student ambassadors, or content creators aligned with your audience brings authenticity and precision to your campaigns — as long as the influencer resonates with your institutional values.
Do alumni recommendations still matter?
Yes — and they’re powerful! Dynamic testimonial videos, social media visuals, and shareable formats make word-of-mouth marketing even more effective. Alumni voices continue to build credibility and help attract new students.
How can institutions be more creative with their campaigns?
As organic reach declines and algorithms evolve, creativity becomes essential. Institutions need to produce valuable, relevant content that has viral potential. The focus should be on standing out with original and meaningful messaging.
What role do data analysis and AI play in educational marketing?
A big one. Business Intelligence and Artificial Intelligence tools help track behavior, personalize messages, and automate communication flows. These technologies improve engagement and boost conversion rates by delivering the right message to the right person at the right time.
Should I combine online and offline marketing strategies?
Yes. While digital is dominant, offline strategies are still effective — especially when reaching parents and guardians. Combining inbound and outbound marketing ensures a more comprehensive and impactful approach.
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