A digital revolution is a reality in the educational sector in the face of great competition. The sector surrendered to transformation digital and has been betting on marketing trends increasingly modern to attract new students.
Therefore, the educational institutions need to adapt their routines, changing a structure considered traditional to one that follows the educational market trends.
But what are the strategic marketing trends for educational institutions from the moment? The 4RevOps prepared special material to inspire your institution along a path of digital transformation.
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Use of videos
The speed and power of persuasion through visuals makes people marketing strategies and educational institutions, video-based, is one of the main trends in the market. Through videos, whether on YouTube, Facebook, Instagram and website, the chances of conversion increase.
Furthermore, the video works as a great resource for sales. According to HubSpot, an email sent with a video is 5 times more likely to be opened, and the clickthrough rate is 8 times higher.
And this happens for several reasons, such as, for example, the possibility of customizing videos based on the target audience. This resource is offered to the sales team by Hubspot, so that the content is more targeted and, therefore, the chances of prospecting are greater.
Not to mention that videos use the human element, generating more trust, and have a much greater impact on the mind of the potential prospect, due to the content being completely personalized.
A survey of the Single Grain revealed that a video posted on the landing page of the institution can increase the chances of student conversion.
The use of short, interactive videos has become essential in educational marketing today. Platforms like TikTok, Instagram Reels, and YouTube Shorts are widely used to create engaging content that highlights campus life, student testimonials, and institutional events.
This approach not only increases engagement but also improves conversion rates by providing an authentic insight into the educational experience.
Find out the impact of landing pages in the sales process in our blog.
Digital influencers
One Qualibest study 2018, in Brazil, showed that influencers are in second place when it comes to impacting a person's decision-making, second only to family and friends.
For this reason, many educational institutions have been investing in actions with digital influencers that are related to the profile of their people, since they have a great chance of impacting and influencing the potential student’s decision.
Collaborating with micro and nano-influencers has become an effective strategy for educational institutions. These influencers, with smaller but highly engaged audiences, offer more authentic and personalized communication, increasing trust and conversion rates among potential students.
Recommendation Marketing
Is there a better recommendation than that of someone who has already used a service? Therefore, the recommendation marketing it's a big trend for educational institutions that bring positive results. And how can the institution take advantage of it? The institution can use videos with students or former students, written testimonials on the institution's website or even use prints of comments on social media.
You can even encourage current students to share photos of their daily life at the institution through a pre-determined hashtag in the action, so that everyone can access and check out more details about your campus.
In addition to spontaneous testimonials and sharing, implementing structured referral programs can boost referral marketing. Offering benefits to students who refer new students encourages the active participation of the academic community in promoting the institution.
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Experience Marketing
The first impression is that it works well within the experience of marketing, which is one of the biggest trends for educational institutions. If before the student only had their first contact with college on the first few days of class, the current scenario is different.
Today countless educational institutions offer guided tours, virtual tours and even experimental classes so that future students can experience college and get to know it a little more in depth.
With the advancement of immersive technologies, educational institutions are adopting virtual experiences, such as 360-degree tours and augmented reality, to provide future students with an experience closer to academic reality, even from a distance.
Caption: Team gathered in a corporate environment analyzing digital marketing strategies, representing the application of strategic trends in the educational sector.
Business Intelligence
Transform data into insights. The managerial breadth that business intelligence offers to educational institutions has made it a trend in the industry.
And through concrete data and monitoring that BI tools offer, the institution can make more assertive decisions in campaigns, content creation, disclosures, etc.
The integration of Artificial Intelligence (AI) into Business Intelligence enables deeper and more predictive data analysis, helping institutions anticipate trends, personalize marketing campaigns, and optimize the student journey from first contact to enrollment.
Summary: Digital transformation is reshaping educational marketing through trends like personalized videos, digital influencers, referral marketing, immersive experiences, and strategic use of AI-powered Business Intelligence. These practices boost conversion, engagement, and competitiveness in an increasingly dynamic market for educational institutions.
And you, which of these marketing trends do you use in your educational institution’s daily routine? Leave a comment on the post and tell us.
What educational marketing trends are shaping the future of institutions?
Why has video become essential in educational marketing?
Videos significantly boost engagement and conversions. They enable personalization, emotional impact, and provide a closer experience for prospective students. In emails, videos increase open and click rates; on landing pages, they can raise conversions by up to 800%.
How do short videos help attract new students?
Formats like Reels, Shorts, and TikToks showcase the institution's daily life in a light, engaging way. This builds identification, reinforces digital presence, and organically increases interest.
How do influencers impact prospective students’ decisions?
Studies show influencers rank just behind family and friends in decision-making influence. By aligning with the right personas, they strengthen trust and bring authenticity to the communication.
What are the advantages of working with micro and nano influencers?
They have smaller but highly engaged audiences. This allows for more personal communication, strengthens brand connection, and increases conversion rates.
How can referral marketing be applied strategically?
Institutions can use student testimonials, videos, social media comments, and hashtags to encourage organic sharing. Referral programs with rewards also amplify this strategy.
What is experiential marketing and how does it apply to education?
It involves creating memorable experiences before enrollment. Virtual tours, guided visits, and trial classes help future students feel part of the institution and reduce uncertainty.
How does immersive technology enhance student experience?
With AR and 360° tours, institutions offer engaging previews of campus life even remotely. This builds emotional connection and highlights competitive differentiators.
How does Business Intelligence support educational marketing?
BI turns data into strategic actions. With reports and monitoring, institutions identify what works, refine campaigns, and improve the student journey based on real insights.
What is the role of AI integrated into BI?
It enables predictive analytics, campaign personalization, and trend identification. AI sharpens strategy by forecasting behaviors and adjusting marketing with more precision and speed.
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