Technology advances and consumer behavior changes. This is no different for the area of education: each generation of students requires a new adaptation of their educational institution.
That's why Educational Marketing continues to update and develop new tools and methodologies that favor the retention and recruitment of students. In this market, staying up to date is essential.
Therefore, we have listed the main trends in Educational Marketing strategies that your educational institution needs to keep an eye on.
What you will see in the post:
Good reading!
1. AI Chatbot
One of the main trends within the area of Computer Science is the use of Artificial Intelligence (AI). This technology was developed to simulate human intelligence. She is able to learn according to the programming that guides her actions.
This technology is being implemented in chat tools, making the robot created to respond to website users have a more natural and human conversation. Plus, it improves your response patterns as you interact with leads and students.
The Chatbot with AI is a trend for several fields of Educational Marketing, from welcoming students to your educational institution's website to resolving student problems (which helps with student retention).
In recent years, with the rise of generative AI, chatbots have become even more sophisticated, capable of answering complex questions, personalizing customer service, and even performing automated actions across multiple channels, such as WhatsApp, Messenger, and social media. This advancement is changing the way institutions interact with students, streamlining the journey from first contact to retention in a scalable and humanized way.
2. Online registration and registration
Furthermore, integrating enrollment platforms with generative AI allows for personalized course recommendations and automated reminders via channels like WhatsApp, email, or SMS, boosting conversion rates.
Capturing students offline still has space and represents an important part of the Marketing of educational institutions. However, every day we see more access to institutional websites and people who use the virtual environment as their only channel.
Hence the need to also offer an online registration alternative. After all, if the student researches your brand on the internet, finds out about your courses on the website and reads your blog, nothing is fairer than that they can also sign up for the entrance exam or enroll in the virtual world.
But… how to do this? Well, there are several strategies. Capture forms are the most common, but they are already being replaced by a technology that we have already talked about in this text: AI chatbots.
The student can enter their website, have a humanized conversation with their chatbot, provide all the necessary information and the robot itself already stores the data in its CRM (Customer Relationship Management).
SEE TOO:
- Discover 7 tips on how to create student retention emails;
- Achieve these 6 goals with content marketing;
- What is it and why should your Institution invest in Audio Marketing?
3. Content Marketing
Content Marketing strategies are already part of the routine of any brand that wants to have an online presence, right? If you follow our blog, you may have already read some material on the subject.
However, the production of content made by your educational institution in the blog format is only essential. There are other formats that should be part of your Educational Marketing strategy.
In 2024, video content took on a new dimension with the rise of short videos, particularly on platforms like TikTok, Instagram Reels, and YouTube Shorts. For educational institutions, these formats expand the reach of campaigns, promote virality, and connect directly with young audiences.
They also directly impact SEO, as Google now indexes video content in searches, including those from these social networks. Embedding videos in blog posts also increases dwell time and improves organic rankings.
Video content production
Thanks to the improvement of internet plans in Brazil, and advances in digital platforms and social networks, video content is being consumed more. The new generation of students prefers to make (or watch) a video on TikTok or Instagram than reading a written article.
Media in video format is not something momentary. It generates more engagement, more publicity and allows for more accurate data collection about the behavior of your audience.
User-generated content
Another very interesting trend regarding Content Marketing strategies is the production of content made by students and former students.
They have already contacted your service, know your brand and can speak, from experience, about what they learned and what their time at your educational institution was like.
This material is a type of report, and it attracts the attention of people interested in the services you offer. After all, before signing the contract, it’s good to listen to what a “former client” has to say, right?
Another emerging trend is the use of video reviews and testimonials recorded by students to increase trust in the institution, in addition to encouraging the spontaneous sharing of experiences in WhatsApp groups or online communities, generating social proof and expanding organic reach.
Image: Trends like artificial intelligence and digital personalization are shaping new educational marketing with a focus on experience and engagement.
4. Audio Marketing
As we said, it is increasingly rare to have people who read complete blog posts. That's why other media have grown and become more interesting alternatives.
However, this does not mean that your educational institution can stop production. It is precisely the content on the blog that has the keywords that search engines, such as Google, use to rank your website.
Does this mean that that content will never be fully read by anyone? None of that!
There is a way to make your educational institution's written content a little more attractive to the public. The name of this strategy is Audio Marketing.
Audio Marketing consists of transcribing written content (blog posts, e-books, infographics, etc.) into audio.
This strategy increases engagement and allows users to access all content without having to stay still on the page reading. These people can listen to your blog posts while they are on the bus, on the treadmill or any other activity.
Furthermore, Audio Marketing does not require so much adaptation. All your team needs to do is place a player with narrated content at the top of your blog pages.
Summary: Educational marketing is evolving to meet the demands of new student generations. Key trends include AI chatbots, online enrollment, short videos, user-generated content, and audio marketing. These strategies boost engagement, improve student acquisition, and create personalized experiences, helping educational institutions strengthen their digital presence in a competitive landscape.
If we stop to look at the relationship between the trends we list in this text, we can notice that Educational Marketing points in a single direction: the increase in the use of technological resources.
Trends that are transforming Educational Marketing
What are the trends in AI-powered chatbots?
AI-powered chatbots simulate human conversation, answer questions, retain students, and personalize interactions at scale. With generative AI, they now operate across channels like WhatsApp and social media.
Why invest in online enrollment and registration?
As students research courses online, offering virtual enrollment is crucial. AI chatbots can collect CRM data and increase conversions with reminders and personalized course suggestions.
Is content marketing still effective?
Yes. In addition to blogs, short videos and user-generated content are key for engaging audiences and improving SEO. They expand your brand reach and strengthen trust.
How do videos impact content strategy?
Short videos on platforms like TikTok and Reels increase visibility, time on page, and are indexed by Google. They resonate with younger audiences and boost organic performance.
What is user-generated content?
It's content created by current or former students, such as testimonials and videos. It builds trust, increases reach, and strengthens the institution's online reputation through real experiences.
What is Audio Marketing and how does it help?
Audio Marketing turns written content into audio to improve accessibility and engagement. It allows users to consume blog content anywhere, supporting SEO and user experience.
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