Navigating the shift: Implications for universities

The preference for informative video content won’t be going anywhere soon. For universities, this means a rethink of how pivotal video could be in their paid and organic content plans. Marketing teams take note: embracing these platforms means more than just posting any old video; it’s about creating meaningful, relatable, and engaging content that answers Gen Z’s queries.

Some key realities educational brands need to consider in their strategy:

• Consider what the prospective student will be searching for when creating your organic video content: What should I bring to college? Or What are the best food spots in X? This will optimize your socials for SEO and successfully cater to student search habits.
• According to a recent Google study, 8 in 10 Gen Z teens said they proactively share YouTube videos with their parents or other adult family members. So with the right video, you can leave an impression with influencers as well.
• Gen Z teens are twice as likely to recall an ad on YouTube than TikTok and 6 in 10 consider watching YouTube ads rather than skipping. But it’s important to remember that recalls are different from conversions – video ads are often top-of-funnel activity, not a conversion piece.
• For paid placements, use the format to tell a 60-second story. Again, the purpose here is to inspire and inform, not to convert. Campus life, educational experiences and student testimonials will make a lasting impression.

It’s clear that social media platforms are not just social spaces; they’re becoming hubs of learning and discovery. To capitalize on this shift, HE brands should consider building a library of content that will help students find what they’re searching for on social channels. Digital natives are acutely aware of when they are being sold to, so softer and helpful content is more likely to build an affinity with your institution’s brand.