Higher Ed Marketing Insider

Video Marketing, AI, and Industry Learning in Education - HEMI Blog Roundup Jan 31, 2025

• Will Scott

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Marketing for colleges and universities is changing fast. In this episode, we explore what’s coming in 2025 and how schools can keep up.

Here’s what you’ll learn:
✅ Why video is a must-have for student recruitment
✅ How AI is transforming marketing and student engagement
✅ The importance of data tracking (and how to do it right)
✅ How colleges can fight fake bot leads
✅ The power of industry-linked learning and microcredentials

We break it all down with expert insights, real-life examples, and simple steps schools can take to stay ahead.

📌 TIMESTAMPS

⏰ 00:00 – Intro: Higher Ed Marketing Trends
🎥 00:46 – Why Video Is Key for Student Recruitment
🙌 02:00 – User-Generated Content & Authenticity
⚠️ 04:14 – Challenges in Video Marketing
🤖 05:31 – How AI Is Changing Higher Ed Marketing
📊 06:44 – Using Data to Personalize Student Outreach
🚨 07:50 – The Dark Side of AI: Bots in Marketing
🐍 08:05 – What Are Bots & Why They Hurt Schools?
🛡️ 08:17 – How to Stop Fake Leads & Ad Fraud
📱 09:02 – The TikTok Dilemma: What Schools Should Know
📚 10:25 – What Is Industry-Linked Learning?
🎓 10:55 – How Microcredentials Help Students & Schools
🎯 13:47 – Why the Student Experience Matters Most
💡 14:48 – Final Thoughts & Key Takeaways

🔥 FAQ: Your Top Questions Answered

1️⃣ What is a data layer, and why does it matter?

A data layer helps schools track how students interact with their website. It connects tools like Google Analytics and CRMs to make data more useful. Schools can see which marketing campaigns work best and use that info to get better results.

2️⃣ What is offline conversion tracking?

Not all student applications happen online. Some use systems like the Common App that don’t track marketing data. Offline conversion tracking helps schools connect these actions back to ads, so they know what’s working.

3️⃣ Why is video marketing so important?

Students love video. It’s fast, engaging, and easy to understand. Social media platforms push video content, so using video helps schools get seen.

4️⃣ What kinds of videos work best?

🎬 Hype Videos – Fun, fast-paced clips that excite students
📢 User-Generated Content – Real stories from students & alumni
🎓 Success Stories – Showing real-life student journeys
📱 DIY Videos – Simple, high-quality videos made with a phone

5️⃣ What should schools include in a marketing RFP?

🗓️ A clear timeline
🎯 Specific goals & success metrics
📊 Past marketing results & insights
💰 Budget details
🤝 Preferred working style & expectations

6️⃣ How is AI helping higher education marketing?

AI tools can personalize emails, chat with students, and even predict who might enroll. Smart AI chatbots and automation make marketing faster and more effective. But AI also comes with challenges, like making sure it’s used ethically.

7️⃣ What’s the problem with bot leads?

Bots create fake leads that waste ad money and mess up data. Schools need to use filters, verification tools, and smart tracking to stop them.

8️⃣ What makes a great higher ed website?

🚀 Easy navigation
📱 Mobile-friendly design
🎯 Personalized content
🔗 Clear calls to action

9️⃣ What is industry-linked learning?

It’s when colleges partner with companies to give students real-world skills. Microcredentials and hands-on training help students get better jobs after g

Learn more about the Higher Education Marketing Institute:

  • Website: https://highereducationmarketinginstitute.com/
  • X: https://x.com/HEMInstitute
  • LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
  • YouTube: https://www.youtube.com/@HigherEducationMarketing
Jill:

All right. So let's, uh, dive into all these articles you've given me about higher ed marketing.

Jack:

Yeah. Heading towards 2025,

Jill:

2025. Yeah.

Jack:

I'm

Jill:

sensing a theme here.

Jack:

Yeah. I think that there are some

Jill:

data, AI, video,

Jack:

some really cool things happening. Yeah.

Jill:

Attract those new students.

Jack:

Yeah. And I noticed that you're interested not only in the trends, but like. How universities are actually using all this stuff, right? What's working, what's not, what can we learn from them?

Jill:

Yeah, what can we learn?

Jack:

And

Jill:

we've got some great sources this time.

Jack:

Yeah,

Jill:

we've got insights from marketing gurus over at Carnegie We've got case studies from North Carolina community colleges And even some tips and tricks for making some of those killer video ads.

Jack:

Let's jump right in.

Jill:

Okay. Sounds

Jack:

good.

Jill:

First up, video.

Jack:

Yes. One

Jill:

thing that really stood out from these articles is just how much video is everywhere online these days.

Jack:

Hmm.

Jill:

Like, did you know that video makes up almost 83 percent of global internet traffic?

Jack:

It's a lot.

Jill:

That's a crazy number.

Jack:

It really is.

Jill:

And for colleges and universities thinking about it, it's a huge opportunity to connect with potential students. Yeah. I mean, especially Gen Z.

Jack:

Gen Z, that's right.

Jill:

They basically live on TikTok, YouTube Shorts, Instagram.

Jack:

Video first platforms.

Jill:

Video first.

Jack:

Makes

Jill:

sense.

Jack:

If you want to reach them, you got to speak their language. Yeah,

Jill:

you got to speak their language. And

Jack:

that language is video.

Jill:

Video, exactly. Plus, let's face it, everyone's attention span is Like, shrinking these days.

Jack:

Eight seconds.

Jill:

The average person, what is it, eight seconds you said?

Jack:

Eight seconds, yep.

Jill:

So video is perfect to capture attention quickly and make a lasting impression.

Jack:

That's exactly right. Which

Jill:

is probably why we're seeing universities experiment with all different types of video content. Everything from like those super high energy promo videos. Yeah,

Jack:

get you pumped up.

Jill:

To more authentic user generated content. Mm

Jack:

hmm.

Jill:

And even DIY videos shot on smartphones.

Jack:

That's right.

Jill:

So interesting.

Jack:

And what I think is interesting is that we're seeing a move away from, like, super polished corporate style videos.

Jill:

Right, right.

Jack:

Especially for Gen Z. Authenticity is key. Authenticity. Yeah, they value realness. Yes. And they can spot a fake a mile away. That's true. Mm hmm.

Jill:

So user generated content, or UGC as it's called, is becoming more and more effective because it just feels more genuine, more relatable.

Jack:

Absolutely.

Jill:

It's coming directly from the students themselves.

Jack:

Yes. And there's this great example in one of the articles. From Cumberland College, and really focuses on careers in digital marketing.

Jill:

I saw that one.

Jack:

And it feels so genuine, right? Very genuine. And it

Jill:

taps into this growing interest in online careers and stuff.

Jack:

Exactly. And what's cool is it shows you don't need a Hollywood budget to create engaging video content.

Jill:

Even Cambridge University is getting in on the action. They

Jack:

pretty much are.

Jill:

Showing that even smartphone videos can be effective if the content is good.

Jack:

If the content is strong, that's it.

Jill:

It's all about quality over quantity.

Jack:

Quality over quantity, that's right.

Jill:

So how are universities making sure that their videos are actually, you know, good quality?

Jack:

Good question.

Jill:

Yeah.

Jack:

So a lot of them are creating style guides.

Jill:

Oh, like brand guidelines and stuff.

Jack:

Exactly, yeah. And some are even offering basic training to students who are creating this UGC.

Jill:

So they're empowering the students to make the content.

Jack:

Exactly. That's

Jill:

smart. And

Jack:

they're segmenting videos by topic.

Jill:

I like that.

Jack:

Yeah. So there's something for everyone.

Jill:

So whether you're interested in specific academic programs, student life, campus, tours.

Jack:

Virtual tours. You got it.

Jill:

Give the people what they want.

Jack:

Give the people what they want. That's right.

Jill:

I like that.

Jack:

And another important strategy is showing those real success stories.

Jill:

Real people.

Jack:

Real people.

Jill:

Makes sense.

Jack:

Nothing is more compelling. Then seeing real students thrive.

Jill:

Like highlighting those alumni journeys and that personal growth.

Jack:

Absolutely. Super impactful.

Jill:

Yeah. And

Jack:

of course, every video needs a clear call to action.

Jill:

Oh, right. That's a good point.

Jack:

Don't just entertain. Encourage people to take the next step.

Jill:

Right. Make it obvious what you want them to do. Book a tour. Apply today.

Jack:

Apply today. Mm hmm.

Jill:

Mm

Jack:

hmm. Make it clear

Jill:

now, of course video marketing has its challenges, right?

Jack:

Right like one of

Jill:

the biggest is privacy and legal compliance Especially when you have students in the videos

Jack:

isn't the videos. Yeah

Jill:

consent is crucial and transparency builds trust

Jack:

Yeah, that makes sense.

Jill:

Mm hmm.

Jack:

What else?

Jill:

Another challenge is maintaining that brand cohesion across all your different platforms. Oh, yeah. Everything needs to look and feel the same.

Jack:

That's where those style guides come in handy.

Jill:

That's where those style guides come in handy. Exactly.

Jack:

Keep it consistent.

Jill:

Mm hmm.

Jack:

Makes you look more professional, too.

Jill:

Absolutely. And then there's this constant pressure to create fresh content.

Jack:

Yeah.

Jill:

You got to keep things interesting.

Jack:

Keep things interesting. How do you do that?

Jill:

Developing what they call content buckets.

Jack:

What are content buckets?

Jill:

These are like recurring themes, right?

Jack:

Okay. Like academic achievements, campus events. Makes sense. Things that you can kind of like revisit and rephrase. Which you

Jill:

can always make new content for.

Jack:

Exactly. I

Jill:

like that.

Jack:

What about stock footage?

Jill:

Stock

Jack:

footage. Is that still an option?

Jill:

Yeah. Is that still an option?

Jack:

I mean, it can be.

Jill:

Especially with those limited budgets.

Jack:

Right.

Jill:

But you gotta customize it.

Jack:

You gotta customize it. That's the key.

Jill:

Add your logo, text overlays, music.

Jack:

Music. Make it your own.

Jill:

Make it your own.

Jack:

Speaking of making things your own, let's shift gears and talk about AI.

Jill:

Oh, AI. Okay.

Jack:

This is another area where we're seeing huge advancements in higher ed.

Jill:

It's everywhere these days, it feels like.

Jack:

It really is.

Jill:

North Carolina community colleges are really leading the way here, wouldn't you say?

Jack:

Absolutely, they're killing it.

Jill:

Using AI powered tools from a company called Element 451. Element

Jack:

451, that's right.

Jill:

It's really having a big impact.

Jack:

It is.

Jill:

And they're seeing some incredible results too.

Jack:

Yeah, like what?

Jill:

Increased enrollment. They're narrowing those achievement gaps.

Jack:

That's right.

Jill:

Improving completion rates.

Jack:

Yep.

Jill:

And they're saving a ton of time.

Jack:

How much time are they saving?

Jill:

Over 200, 000 minutes of staff time through automation.

Jack:

That's amazing.

Jill:

I know.

Jack:

Think about what your staff could accomplish with all that extra time.

Jill:

Wow, yeah. And

Jack:

the results speak for themselves.

Jill:

What kind of results are we talking about?

Jack:

Well, Forsyth Tech, for example, They saw a 10 year enrollment high.

Jill:

Wow.

Jack:

And Johnston Community College. Mm

Jill:

hmm.

Jack:

They had a 31 percent conversion rate from prospect to applicant.

Jill:

That's huge.

Jack:

That's huge.

Jill:

So, AI really is more than just a buzzword. Right. It's a game changer. It's

Jack:

a game changer, absolutely. And

Jill:

it's not just about Automating those tasks, but it's also using data to make smarter decisions and create truly personalized experiences for students.

Jack:

Personalized is key. Yeah. Absolutely. I

Jill:

was reading about how Carnegie is helping universities use what they call data layers.

Jack:

Interesting. Yeah,

Jill:

to track applications by a specific program or student type. Right. That seems like it would be so valuable for targeting your marketing efforts.

Jack:

Imagine being able to tailor your outreach. Based on a student's interests or goals.

Jill:

That's incredible. It's

Jack:

next level personalization. Next

Jill:

level. It's also about connecting the dots between online ads and those offline actions, right?

Jack:

Yeah, like enrollment deposits. Enrollment deposits, exactly.

Jill:

Carnegie helped a client in Pennsylvania track 98 admitted students and 22 deposits directly from their paid campaigns.

Jack:

Wow, so they can actually see the results.

Jill:

That's powerful. That's

Jack:

powerful data. Gives

Jill:

you a clear picture of your marketing ROI.

Jack:

Mm hmm.

Jill:

But of course, with any new technology, Mm hmm. There are some potential pitfalls.

Jack:

Oh, there's some dark sides too. The dark side,

Jill:

let's talk about bots.

Jack:

Bot.

Jill:

They're a growing problem in higher ed marketing, wouldn't you say?

Jack:

They really are.

Jill:

Costing the industry, like, over a hundred billion dollars annually. A

Jack:

lot of money down the drain.

Jill:

That's a crazy amount of money.

Jack:

It is.

Jill:

So how do bots even work?

Jack:

Essentially, they create fake leads to inflate ad costs and just, like, skew the results.

Jill:

So how can schools fight back against these bots?

Jack:

Good question.

Jill:

Yeah.

Jack:

First, you got to use tools to detect that bot activity.

Jill:

Like specialized platforms.

Jack:

Exactly. There are platforms out there that can do just that.

Jill:

Okay.

Jack:

And then diversify those lead sources.

Jill:

Don't put all your eggs in one basket.

Jack:

Exactly.

Jill:

Exactly. It's gonna work.

Jack:

And finally, focus on quality over quantity.

Jill:

Quality over quantity. It's a theme. It's

Jack:

deep.

Jill:

It's better to have a hundred genuine leads than a thousand fake ones. I couldn't

Jack:

agree more. And

Jill:

there was also mention of a service called Appley Advance.

Jack:

Oh yeah, from EAB. hmm. That pre vets leads to assess their likelihood of actually enrolling.

Jill:

So you're only spending time on leads that are actually likely to convert.

Jack:

Sounds like a good idea to me.

Jill:

It is.

Jack:

Okay, before we wrap up part one of this deep dive,

Jill:

Yeah.

Jack:

We need to talk about TikTok.

Jill:

TikTok, the elephant in the room.

Jack:

The elephant in the room.

Jill:

Mm hmm.

Jack:

So popular.

Jill:

But potentially on the verge of being banned.

Jack:

Who knows? It's

Jill:

a roller coaster ride. With all the regulatory scrutiny and potential bans, higher ed needs to be prepared.

Jack:

Carnegie suggests diversifying They're defying. Your social media presence. Okay. Across platforms like Instagram, YouTube Shorts, Snapchat.

Jill:

So don't rely on TikTok.

Jack:

Don't rely on TikTok.

Jill:

But what about all that great TikTok content that universities have already created?

Jack:

Oh, good point.

Jill:

I mean, it would be a shame to let it go to waste.

Jack:

Well luckily TikTok now lets you download videos. Without watermarks.

Jill:

Oh, really?

Jack:

So you can repurpose that content.

Jill:

Repurpose it.

Jack:

On different platforms. That's

Jill:

great.

Jack:

Even if TikTok goes away, your video content can live on.

Jill:

Adapt and stay ahead of the curve.

Jack:

Adapt and stay ahead. That's it.

Jill:

Well, I think that's a good place to pause for now.

Jack:

Yeah. We've

Jill:

covered a lot of ground.

Jack:

We have.

Jill:

In part one of this deep dive.

Jack:

From the power of video.

Jill:

To the rise of AI.

Jack:

To the uncertain future of tech time.

Jill:

That there's still so much more to explore.

Jack:

Indeed, in part two we'll delve deeper into the world of industry linked learning and discuss how higher education is adapting to meet the evolving needs of the workforce.

Jill:

Oh, that's gonna be good.

Jack:

I'm excited about it.

Jill:

I'm excited too. Looking forward to it. Me too. Okay.

Jack:

Great.

Jill:

All right. Sounds good.

Jack:

Sounds good. So let's pick up where we left off and talk about this thing called industry linked learning.

Jill:

Industry linked learning.

Jack:

It's another big trend that's kind of shaking up higher education.

Jill:

Yeah. I've heard that term before. But I'm not really sure what it means.

Jack:

Yeah, it's basically about colleges partnering with companies.

Jill:

Okay. To

Jack:

offer these, like, practical, job ready skills.

Jill:

Gotcha. So it's not just about getting a degree. Right. It's about getting those specific skills that employers actually want. Right,

Jack:

exactly. It's about, like, Giving students a leg up in the job market.

Jill:

Yeah, and I bet this is only going to get more important in the future. Oh,

Jack:

absolutely.

Jill:

What, with technology changing so fast and everything?

Jack:

I mean, the skills that are in demand today could be totally different tomorrow.

Jill:

Right.

Jack:

It's all about preparing students for the future of work.

Jill:

Which is changing all the time.

Jack:

All the time.

Jill:

Yeah.

Jack:

And it's not just about technology. It's about being able to work across different fields and collaborate with others.

Jill:

There's one article you shared called 10 Ways to SKILL. It

Jack:

really

Jill:

dived into this whole industry linked learning thing.

Jack:

10 strategies for college.

Jill:

Yeah, and it seems like it's not just about, you know, adding a few extra courses. It's about making those industry connections a core part of the whole curriculum.

Jack:

Exactly, like weaving it into everything.

Jill:

Weaving it into everything, I like that. So, give me an example.

Jack:

Sure, so Think about integrating, like, micro internships into existing courses.

Jill:

Okay.

Jack:

Or using micro credentials to connect different subjects.

Jill:

Interesting.

Jack:

The idea is to create a more holistic and integrated approach to education.

Jill:

And it seems like this would benefit everyone, right? I

Jack:

think so.

Jill:

Students get those valuable skills. Employers get qualified candidates. And institutions stay relevant and connected to what's happening in the real world.

Jack:

It's a win win win. I like it. It's a great example of how higher ed is adapting to keep up with the times.

Jill:

It's funny, both this industry linked learning thing and the AI stuff we talked about earlier, they're both pushing higher ed towards a more personalized and data driven approach. It's all about using data to make things better for students.

Jack:

And to make smarter decisions overall.

Jill:

So we've been focusing on the positives here, but are there any downsides to all this?

Jack:

Uh, well, you know. Anytime you have big change like this, there are bound to be some challenges.

Jill:

Okay, like what?

Jack:

Well, one concern is that this industry linked learning could start to prioritize like Business needs over academic freedom.

Jill:

That's a good point.

Jack:

Colleges need to make sure they're still providing a well rounded education.

Jill:

Right, not just training students for specific jobs.

Jack:

Exactly.

Jill:

And what about access?

Jack:

Access, yeah.

Jill:

I mean, will these new programs and partnerships be available to all students?

Jack:

That's a really important consideration.

Jill:

Especially those from disadvantaged backgrounds.

Jack:

Absolutely. Equity and inclusion have to be a top priority.

Jill:

So it sounds like institutions need to be really thoughtful about how they approach all of this.

Jack:

I think so.

Jill:

It's not just about jumping on the latest trend. Right. It's about making sure that these new tools and strategies are actually making things better for everyone.

Jack:

Couldn't have said it better myself.

Jill:

It's clear that higher education is at a crossroads right now.

Jack:

Mm.

Jill:

So, what do you think institutions should prioritize as they navigate all these changes?

Jack:

Well, I think the most important thing is to focus on the student experience.

Jill:

Put students first.

Jack:

Exactly. Every decision should be made with students in mind.

Jill:

Makes sense.

Jack:

So ask yourself, how can we use these tools and strategies to create a better learning environment for our students?

Jill:

More personalized, more engaging, more supportive.

Jack:

Exactly. It's

Jill:

not about the technology itself.

Jack:

Right.

Jill:

It's about using it to help students succeed.

Jack:

And remember, Technology's always evolving.

Jill:

So we gotta stay flexible and adaptable.

Jack:

And open to new ideas.

Jill:

The future of higher ed belongs to those who are willing to embrace change.

Jack:

And never stop learning.

Jill:

That's some good advice.

Jack:

And it's a reminder that we're all in this together. Faculty. Staff, students, industry partners,

Jill:

we all have a role to play

Jack:

in shaping the future of higher education

Jill:

by working together

Jack:

Mm hmm.

Jill:

We can create a system that really works for everyone.

Jack:

We'll delve into some final thoughts and takeaways in just a moment

Jill:

Okay,

Jack:

but first let's take a quick break

Jill:

Okay, so we're back for the final part of this deep dive into the future of higher ed marketing

Jack:

We've covered a lot.

Jill:

Yeah, we've talked about video marketing, AI, industry partnerships.

Jack:

That uncertain future of TikTok.

Jill:

Oh yeah, who knows what's going to happen with that.

Jack:

It's a wild world out there.

Jill:

It is, but you know, I think we've uncovered some pretty interesting stuff. Some real trends that are going to shape the higher education landscape.

Jack:

I agree. I think institutions are getting a lot more savvy about their marketing.

Jill:

Yeah.

Jack:

They're using data to make better decisions. And really. Putting the student experience first.

Jill:

No more of those generic brochures that everyone gets.

Jack:

Exactly. It's all about personalization now.

Jill:

It's the future.

Jack:

And technology is a big part of that shift.

Jill:

Yeah, it really is. So, thinking about everything we've talked about today.

Jack:

Mm hmm.

Jill:

What do you think is the biggest takeaway for universities?

Jack:

Ooh, that's a good question. The

Jill:

ones that want to not just survive, but thrive in this ever changing environment. I

Jack:

think the biggest takeaway is that AI and video are no longer, like, nice to haves. Mm hmm. They're must haves.

Jill:

Yeah.

Jack:

You gotta have them.

Jill:

Essential tools.

Jack:

Essential. Especially

Jill:

if you want to reach today's students.

Jack:

Absolutely. If you're slow to adapt, you're gonna fall behind.

Jill:

Right. But it's not just about adopting the latest technology for the sake of it.

Jack:

Right, right.

Jill:

You gotta use it, right?

Jack:

You gotta use it effectively, ethically.

Jill:

hmm.

Jack:

Like privacy. Privacy.

Jill:

Security. Making sure everyone benefits.

Jack:

Absolutely. It's a lot to consider.

Jill:

It is, but it's also exciting.

Jack:

Oh, yeah.

Jill:

I mean, we have the opportunity to use these tools to create a more equitable and engaging learning environment.

Jack:

For everyone.

Jill:

For everyone. That's the goal.

Jack:

That's the goal.

Jill:

So, as we wrap up this deep dive, any final thoughts?

Jack:

Ooh, final thoughts, okay.

Jill:

Something for our listeners to think about.

Jack:

Yeah, we've talked a lot about the student journey.

Jill:

Mm hmm.

Jack:

But what about the institutional journey? What do you mean? How can universities use these tools? Data and technology to not only personalize the student experience, but also the experience of their faculty and staff. Interesting. It's about creating a culture of innovation across the whole institution.

Jill:

I like that. Empowering everyone to be part of the solution.

Jack:

Exactly. Embracing the changes that are happening in higher ed.

Jill:

That's a great point.

Jack:

Mm hmm.

Jill:

Well, thank you for guiding us through this deep dive.

Jack:

It was my pleasure.

Jill:

It's been fascinating.

Jack:

I'm glad you enjoyed it.

Jill:

I really did.

Jack:

Good, good.

Jill:

And to our listeners, remember, the future of higher education is in your hands.

Jack:

Keep exploring. Keep learning.

Jill:

Until next time.