10 higher ed marketing trends from the last decade you can still leverage today

Over the past decade, the landscape of higher education digital marketing has evolved at a rapid pace, driven by technological advancements, shifting student expectations, and the increasing importance of digital engagement.

From the rise of visual social platforms to the adoption of CRM systems and virtual campus tours, institutions are leveraging cutting-edge tools and strategies to connect with prospective students.

Through our 10 years of blogging about these changes, we've gained invaluable insights into what works, what doesn’t, and what trends have withstood the test of time.

In this article, we explore 10 key trends that have reshaped how colleges and universities tell their stories, engage their audiences, and navigate challenges that you can still leverage today.

1. The shift to digital marketing

A significant trend over the past decade has been the increasing investment in digital marketing. 
Institutions have recognized the importance of a robust digital presence, moving responsibilities from IT departments to marketing and communications teams.

With this shift came more strategic, data-driven approaches to student recruitment and engagement and a move to omnichannel marketing, marketing automation, and new ways of approaching the user journey with trauma-informed marketing.

Read the top articles:

1. How to create an omnichannel digital marketing experience for students
2. A quick guide on marketing automation for higher education
3. Building empathy into your school brand-Implementing trauma-informed marketing

2. The rise of visual and social media platforms

Social platforms exploded.

While Facebook once dominated the social media landscape, the past few years have seen a shift towards more visual platforms like Instagram and YouTube.

These platforms have proven highly effective for engaging prospective students through visually rich content. Instagram’s rise, in particular, highlights the shift towards more streamlined and visually appealing content.

Read the top articles:

1. Are you making the most of Snapchat?
2. Ten examples of universities captivating students with YouTube content
3. Five social media trends your university needs to know about
4. What social media platforms do students use in 2023 to choose their university
5. Using LinkedIn Ads strategically for higher education

3. The importance of digital governance

Digital governance has become crucial as institutions expand their digital footprints in recent years.

We charted the introduction of GDPR, which brought significant attention to data privacy and security, leading to more robust digital policies and governance structures.

Making sure your higher education institution works with strategic decision-making and content control is essential in managing these expanded digital environments and how governance, accessibility, and privacy continue to evolve.

Read the top articles:

1. Digital Governance: getting everyone singing from the same hymn sheet
2. Unlocking the power of domain discovery for higher education digital marketing
3. Becoming a Digital Champion in your Institution – Are you in?
   
   

4. Marketing with enhanced engagement

Higher ed institutions are continuously embracing transformative digital strategies to meet evolving demands. The adoption of collaborative tools like Slack and Asana has streamlined hybrid team workflows, while conversion optimization tools have helped enhance student engagement on digital platforms. The focus on customer experience (CX) has reshaped interactions, prioritizing personalized and accessible digital environments through centralized digital management.

Read the top articles:

1. Why your university needs a CRM system
2. The key success factors for digital teams in higher education marketing
3. CX is the new acronym in town, and it means business (literally)
4. Top 10 website conversion rate optimization tools
   
   

5. User-generated content

One of the most impactful trends has been the use of user-generated content and storytelling. Social media takeovers by students provide authentic, relatable content that resonates with prospective students.

These initiatives help create a sense of community and belonging, which is crucial for student engagement—and they're still very relevant today!

Read the top articles:

1. How to use nano influencers in higher education digital marketing
2. How to use celebrity alumni and influencers to attract students 
3. Great idea: The University of Warwick and the student Instagram takeover
4. The best higher education digital marketing campaigns of 2017 

6. The power of video marketing

Video content continues to be a powerful tool in digital marketing, even after all these years, to build stronger connections with students while optimizing their digital presence.

The enduring popularity of video content underscores its effectiveness in storytelling and engagement. You can leverage engaging video content, including virtual tours and student stories, to captivate prospective students. And it's become easier than ever to use practical tools like Canva and Descript, which you can use to create high-quality in-house videos and podcasts without large budgets. 

Read the top articles:

1. 10 examples of universities captivating students with YouTube content
2. 10 tools for home-grown higher education videos and podcasts in 2024
3. Visual storytelling made easy: Top 10 tools for non-designers in higher ed

7. Accessibility and sustainability

The last 10 years have seen universities adopt more accessibility standards, such as WCAG (Web Content Accessibility Guidelines) guidelines, to ensure compliance, enhance the user experience, and foster an inclusive digital environment that accommodates all students.

As universities continue to enhance their websites, the shift towards WCAG has become even more pronounced. Over time, accessibility has transformed from reactive measures to proactive strategies, integrating it into the website’s design and user experience. 

Read the articles:

1. New accessibility updates: what higher education needs to do and know
2. Advancing digital accessibility-Insights from SUNY Oswego's journey
3. Breaking Digital Barriers: 10 Strategies for your higher ed site accessibility

8. Virtual campus visits and tours

The use of virtual tours and online open days has become increasingly important, especially in light of the COVID-19 pandemic. Virtual tours offered prospective students a way to explore campuses remotely, making them a critical component of the recruitment strategy. And they're still really relevant today. 

Read the top articles:

1.  A Day in the Life: how schools and students are showcasing campus life online
2.  Marketing virtual campus tours to reach prospects near and far
3. 5 platforms that can deliver your virtual campus online open days and events
4. Five unforgettable University virtual tours and open days

9. The emphasis on brand storytelling

Effective storytelling has become central to building strong university brands. Campaigns that highlight the personal stories of students and alumni help build emotional connections and convey the values and culture of your institution. This approach is highly successful in enhancing engagement and fostering a sense of community, and has been a top favorite way of marketing your school throughout the years.

Read the top articles:

1. How storytelling can transform your digital strategy
2. Brand storytelling inspiration for higher education
3. It's time universities talked about content

10. Ongoing focus on data privacy and security

Data privacy and security have remained top priorities with the increasing reliance on digital tools. Implementing GDPR and data privacy to protect student information is crucial for maintaining trust and compliance, and it's important now more than ever.

Institutions must continue to evolve their policies and practices to safeguard digital data.

Read the top articles:

1. Navigating data privacy in 2024 - 3 tips for higher education marketing
2. The cookieless future: what it means for higher ed marketers