How Higher Ed Marketers Can Reach the Modern Learner with Video

Video Content Creation: Paid & Organic Strategies That Work 

We’ve all seen the data: attention spans are shorter, competition for screen time is fierce and the Modern Learner expects a different kind of engagement. They crave content that’s authentic, dynamic and personal – and they’re scrolling past anything that feels like a generic ad.

EducationDynamics’ latest Engaging the Modern Learner Report confirms this: while platform preferences vary by age and learning style, the one constant is a demand for immersive, visually rich short-form video content. Most students engage daily across multiple platforms, drawn to experiences that are as dynamic as they are informative.

So, how do you cut through the noise and prove ROI in the digital environment that demands both innovation and efficiency? The answer is leveraging video marketing as a central pillar of your brand and reputation strategy to drive enrollment.

Explore how to create a strategic video marketing strategy that not only captures attention but also nurtures students from first impression to enrollment.

Why Video Marketing Works in Higher Education

Video is a fundamental part of how people consume information and make decisions. In 2024, the average user watched a staggering 17 hours of online video content per week and that number continues to climb. For higher education, this means meeting prospective students where they are—on platforms like TikTok, Instagram and YouTube.

These platforms are the new frontier for student recruitment, especially with the explosion of short-form video. With nearly 80% of U.S. consumers preferring to watch on their smartphones, the vertical format, quick entertainment and algorithmic reach of platforms like TikTok, Instagram Reels and YouTube Shorts make them ideal for grabbing attention in seconds.

Marketers are taking notice of video’s power. Data shows:

• 74% of video marketers say videos drive the most engagement on social media. 
• Short-form video delivers the highest ROI compared to other marketing trends. 
• It is expected to receive the most investment in 2025, especially in education, retail and tech industries. 

Short-form video is one of the strongest tools in your marketing mix, capable of cutting through the noise and sparking genuine engagement. In a world where students spend 17 hours a week consuming video, grabbing even five seconds of their attention is a meaningful opportunity. The key is making that moment count.

According to our own analysis in the latest Landscape of Higher Education Report, 35% of education website visits start with organic search—proof that discoverability multiplies the value of your video. When short-form content is connected to both organic and paid strategies, it doesn’t just capture attention; it guides students from first impression to enrollment decision.

The Benefits of Video – Paid & Organic 

Paid Video Content 

Video ads stand out in crowded feeds. Unlike static images or carousel posts, video grabs attention through movement, sound and storytelling. With tools like Meta Ads Manager and TikTok Ads, brands can now target hyper-specific audiences with tailored messaging – delivered via immersive, full-screen video experiences.  

Benefits: 

• Higher click through rates than static ads 
• Ability to tell stories, show product use, or highlight real people 
• Increase brand recall by using audio, visuals and emotions together 
• Great for retargeting campaigns, especially when optimized with engaging hooks and calls to action 

Organic Video Content 

Organic video content emphasizes authenticity and community. It’s less about polish and more about relatability — behind-the-scenes moments, student stories or candid campus life. These video marketing strategies build trust and long-term engagement, making them powerful tools for enrollment marketing and student recruitment.

Why it works: 

• Improves SEO by increasing time-on-page 
• Boosts algorithmic reach on platforms like Instagram and TikTok 
• Drives repeat engagement and builds emotional connection 

Best Practices for Paid vs. Organic Video 

• Keep it short. People are scrolling fast; we want to make an impact quickly. Every second is geared towards driving action. 
• Brand quickly. Use your colors fonts and logo in the first few seconds. Viewers should recognize your brand immediately – even with the sound off. 
• Include a CTA. Every ad should include a direct action: “Apply Now,” “Learn More,” or “Sign Up Today” 

Building a Video Marketing Strategy that Impacts the Entire Funnel

Video content marketing is one of the few tools that can guide a prospective student from first impression to enrollment decision. To maximize impact, institutions need a funnel built around higher education marketing strategies that meet students where they are.

Awareness: Sparking Interest

At this stage, students are just starting to explore their options and your goal is to spark interest.

• Goal: Reach new audiences and build familiarity. 
• Content: Short, shareable videos that grab attention quickly. 
• Example: A trending audio track paired with clips of dorms, campus events and happy students. For a public university, this might be a 15-second TikTok showing the vibrant campus energy on a game day.

Consideration: Standing Out from the Competition

 Now they’re weighing their choices and you want to stand out.

• Goal: Educate and differentiate from competitors. 
• Content: Program highlights, student success stories and value callouts. 
• Example: A 30-second clip of a recent grad from your nursing program talking about how your clinical partnerships helped them land a job in a top hospital.
• Pro Tip: EducationDynamics’ Engaging the Modern Learner Report shows that videos on TikTok and LinkedIn have a particularly strong influence on students’ school selection. Strategically placing content on these platforms ensures it reaches students at the moments that matter most.

Lead Generation: Driving Action

This is the moment to be clear and actionable.

• Goal: Drive action. 
• Content: Deadline reminders, application steps and clear, direct messaging. 
• Example: A concise video ad titled “3 Days Left to Apply: Here’s How,” featuring a direct link to the application portal.

The key is sequencing: sharing the right type of video at the right time, on the platforms where your audience is most active. When done well, a video funnel doesn’t just catch attention. It builds trust, nurtures interest and guides students toward taking the next step.

Video Platform Tips & Attention Spans 

Not all platforms reward video the same way and audience behavior changes depending on where they’re watching. To maximize results, adapt your video marketing strategy to each channel by tailoring both length and style. Here’s how to optimize:

• Long-form videos perform well on LinkedIn. 
• Reels and TikToks should stay under 30 seconds. 
• On Facebook, the average attention span is 2 seconds – hook viewers immediately. 
• Use captions for accessibility and to reach viewers watching without sound. 
• Popular aspect ratios are 9:16 or 1:1. 
• Use trending audio when relevant. 
• Use engaging thumbnails and headlines. 

A Word on Memes (for Organic) 

Yes, memes. They might seem casual, but in the right context they can be powerful tools for connecting with students. Today’s learners are fluent in meme culture and meeting them where they are can make your brand feel more approachable and relatable.

Memes are effective because: 

• They feel familiar and fun 
• They increase watch time and engagement 
• They let you communicate messages (like deadlines or events) in unexpected ways. 

When thoughtfully woven into your video marketing strategy, memes can add personality and make your institution feel more approachable — a subtle yet powerful way to support student recruitment. The key is staying on-brand and avoiding content that could be misinterpreted.

Tools for Video Creation 

• CapCut – Templates for quick, customizable videos. 
• Canva – User-friendly, versatile, intuitive editing. 
• Adobe Express – More advanced creative control. 

If your university provides B-roll, use it—it instantly adds authenticity and grounds your content in your campus story. And before you hit publish, double-check each platform’s “safe zones” so headlines, calls-to-action and visuals land exactly where viewers can see them. Small details like this can be the difference between a video that blends in and one that captures attention.

Performance Metrics to Track 

Whether running paid or organic campaigns, success in video content marketing depends on tracking the right metrics:

• Views – How many people are watching. 
• Engagement – Clicks, likes and comments. 
• Watch Time – Are they sticking around? 
• Shares – A powerful driver of awareness.

Investing in your video strategy is an investment in your future students. Modern Learners expect content that is dynamic, engaging and tailored to how they explore, evaluate and make decisions about education. Short-form videos and authentic storytelling aren’t optional anymore. They are essential for capturing attention and building meaningful connections.

At EducationDynamics, our marketing and creative teams specialize in higher education marketing strategies that integrate video content marketing across channels to boost visibility, engagement and enrollment outcomes. Whether you’re looking for a higher education marketing agency to manage a comprehensive video marketing strategy or simply seeking inspiration from the latest video marketing examples, we help institutions connect the right message to the right student at the right time.