Higher education marketers are facing challenges in meeting their marketing goals, with limited time and resources being the top barriers. The 2024 Higher Education Marketing Report highlights the gap between the expectations of Gen-Z students and the marketing strategies employed by institutions.
One key finding is the underinvestment in YouTube, a platform highly trusted and preferred by students for researching schools. Despite this, only 18% of higher education marketers prioritize resources for YouTube, focusing instead on Instagram, Facebook, and LinkedIn. To better engage with prospective students, institutions should develop a comprehensive YouTube strategy that showcases the unique aspects of their school and answers student questions.
Email remains a relevant channel for communication with students, with 55% preferring it for updates and information. However, marketers are pulling back resources from email marketing, despite its high utility for students. Implementing AI tools to personalize email content based on student interests can increase engagement and relevance.
Student-generated content is highly trusted by prospective students, with 70% preferring materials created by other students. Emphasizing user-generated content (UGC) and diversifying student voices can build trust and authenticity with a range of student backgrounds. Schools should incentivize students to contribute to UGC through upskilling, class credit, or compensation.
In terms of content topics, schools should focus on addressing specific student needs such as job placement, financial aid, housing, and study abroad options. Providing practical and comprehensive information can help students make informed decisions about their education. By expanding content focus to cover these areas, institutions can bridge the gap between student expectations and marketing strategies.
Overall, bridging the gap between Gen-Z expectations and higher ed marketing strategies requires a YouTube-first approach, personalized email marketing, and an emphasis on student-generated content. Institutions must adapt to the preferences of prospective students to build stronger relationships and remain competitive in the higher education landscape.