As the paths to success become more diverse, higher education institutions face new demands on how to communicate value. Venelize de Lange from media update looks at the strategic shifts influencing education marketing in an increasingly complex media environment.
It's 2026, so that means upping your game — that is, your higher educational marketing game. Prospective students, now called ‘modern learners', aren't engaging with traditional brand messages or fixed brochures.
They demand relevance, for you to be in-the-know, and they have no patience for dishonesty in marketing (so only do this if your goal is to get cancelled).
To connect with this audience, institutions must adapt to the changing times and move beyond outdated tactics by adopting strategies that reflect how people discover, evaluate and choose education today.
Via Canva
First, marketers need to stop marketing to yesterday's students. Modern learners are self-directed, digitally native and outcome-focussed. This means they begin their search with specific goals in mind and expect fast, clear answers
Visibility in zero-click environments (where AI and search engines provide answers without users clicking through) is now a competitive necessity. Tailoring content for generative search (GEO) and conversational queries ensures your institution shows up where your target audience is.
Content that resonates today is personal, short-form and real. Short videos, actual student stories and unfiltered user-generated content (UGC) outperform polished but impersonal campaigns, helping brands build trust and connection quickly in a ‘doom scrolling' era.
Social platforms like TikTok, Instagram and YouTube are integral discovery channels where impressions solidify into interest.
Via Canva
Artificial intelligence is also reshaping how institutions engage audiences. AI-driven personalisation — from dynamic segmentation and predictive analytics to intelligent chatbots — enables tailored experiences at scale.
These tools help marketers meet prospects with the right message at the right moment, significantly boosting engagement and conversion.
Effective higher education marketing in 2026 blends data-driven precision and human-centered storytelling. It requires a balanced approach that prioritises both performance (to drive immediate actions) and brand presence (to build long-term affinity).
Institutions that embrace these shifts, grounded in authentic connection and adaptive technology, will attract students and earn their trust and loyalty in an increasingly competitive media space.
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*Image courtesy of Canva and Facebook
**Information sourced from Science Publishing Group, Higher Education Marketing and Education Dynamics