Four Educational Marketing Trends to Watch in 2022

Education marketing trends have the ability to pique the interest of prospective students and encourage them to apply, visit, or accept your school's invitation. They are essential for keeping your target audience in mind both now and in the future.

Education marketing trends are crucial to remain on top of and use frequently if you want to be relevant and in demand, much like other trends under the (big) tent of marketing. This blog post will assist you in learning how to do just that.

Trends in Education Marketing

There are many other education marketing techniques to try out, but here are four ideas we have to help you stay on top of things.

1. Video (Live)

The statistics on video content's engagement are currently rising. Video is now an essential component of any marketing campaign. Today, it's also important to take use of live video content rather than merely providing any kind of video content.

The best place to start when thinking about how to use live video is using programs like Facebook Live.

Campuses, fortunately, are organic hotbeds for captivating live video. Any academic activity, classroom lesson, or lecture can be live broadcast (as long as your school policies permit this). A fast "student on the street" live interview about a trending subject or a day-in-the-life video for a certain student persona are some further ideas.

Not to mention, you may use footage captured during a live broadcast to create new material, like Northeastern University did with their commencement video. After the event, they posted the graduation on their YouTube page for anybody to view.

In addition to our recommendations of utilizing Facebook Live and Youtube, there are a variety of additional social media platforms you may use for both live and recorded video, such as Instagram and Snapchat. Millennials and members of generation Z, who are most likely your target audience as an educational institution, find these media to be very relevant.

In reality, Snapchat allows you to be creative with video and reaches 41% of all 18 to 34 year olds in the U.S. daily.

You may post pictures and brief films on the platform, and you can compile them into lengthier "Stories." For instance, you might turn a campus tour into an event or use it as a platform for staff members and student ambassadors to discuss their unique insights on college life. Research your student profiles to identify the hashtags that will make sure your Snapchat material is found by them. Snapchat, like Instagram and Twitter, operates using hashtags.

2. Remarkable Occasions

Sharing personal experiences is the best way to engage an audience. People seek for emotional experiences because when they do, they are more inclined to buy something, invest in something, or work hard to have that feeling themselves.

A movie about move-in day on campus, for instance, ought to inspire and energize potential students about the chance to take part in that experience. The same movie, meanwhile, ought to inspire gratitude and pride in belonging to the community in both present and former pupils.

People are more receptive to experiential marketing and content, which encourages them to partake in the event and/or make an investment. Additionally, it encourages people to spread the information among their own networks via social media, word-of-mouth, and other channels.

By using experiential marketing techniques, you may provide prospective students and those who have never heard of or visited your institution the inside scoop they need to decide whether to apply, visit, enroll, donate, and more.

3. Specialized Information

E-commerce and social networking platforms have been personalizing web experiences for years. Today, though, we need that level of personalisation from every digital interaction. Think about it: with all of the schools available today, there is a ton of information being shared by prospective, ongoing, and former students. Personalization is the process of making material relevant and personalized such that it stands out and becomes something that is worthwhile to consume and share.

However, this customization calls for more than just adding the name of a prospect to an email. Giving a specific member of your target audience the most pertinent material that satisfies their demands is effective personalisation.

You must achieve this by learning about the habits, difficulties, interests, and online behaviors of your target audience. Understanding the kind and format of material customers want to consume is part of this. Making personas for various students or conducting polls are two efficient ways to do this.

Think large and go beyond email when personalizing. For instance, you may present the most pertinent blogs for each visitor's interests and intended educational route or you can customize the headlines that visitors see when they visit your website. Also keep in mind that your customisation might get more accurate the more data you collect.

4. Use of influencers

Word-of-mouth marketing (WOMM) is a type of influencer marketing that has an extra benefit for your work. Prospects recognize that even when you're delivering useful and pertinent material, you're still biased as the promoter, which is why WOMM is so successful since it's a third-party perspective they feel they can connect to and trust.

Finding someone who fits your profile, is well-known within your target audience, has a sizable following, and has a significant impact over your shared target audience is the goal of influencer marketing. Influencers may be used to spread your material or to produce information that is pertinent to your institution.