We aim to humanize the student admission experience

Gen Z dominates the college applicant pool, universities and colleges are rethinking their marketing strategies to meet the expectations of digitally savvy students. With 95% of teenagers owning smartphones and spending an average of nine hours per day online, digital marketing has become a cornerstone of successful student recruitment efforts. From TikTok campaigns to immersive virtual campus tours, institutions are embracing creative and interactive ways to engage prospective students. For instance, some schools have launched short-form video content showcasing student life, faculty achievements, and unique program offerings—all designed to capture attention in under 60 seconds. Others are investing in search engine optimization (SEO) and pay-per-click (PPC) advertising to ensure their websites rank prominently when students search for terms like “best engineering programs” or “affordable tuition options.” But it’s not just about reaching students—it’s about building trust. Transparency and authenticity are key drivers of decision-making for Gen Z applicants, who prioritize values like diversity, sustainability, and community impact. To address this, many universities are highlighting their commitment to inclusivity and social responsibility through storytelling and user-generated content. For example, featuring testimonials from current students or alumni on social media platforms helps humanize the institution and fosters deeper connections with potential applicants. “Digital marketing is no longer optional—it’s essential,” says Rafael Salazar, an expert in higher education admissions and marketing. “Universities must meet students where they are, whether that’s Instagram, YouTube, or virtual reality experiences. The key is to tell compelling stories that align with the aspirations and values of tomorrow’s leaders.” As competition intensifies, those who master the art of digital marketing will undoubtedly stand out in the race for top talent.