As the year winds down, it’s the perfect time to look ahead and pinpoint the key web trends that will shape the next 12+ months. In this post, we’ll delve into trends specific to higher education, as the majority of our clients are colleges and universities.
Years ago, higher education institutions hesitated to use terms like “leads,” “conversion rates,” or “ROI.” Today, however, Marketing and Communication teams draw inspiration from industries outside academia to attract top students, staff, and faculty while increasing revenue through donations. It’s no surprise that more institutions are hiring marketing professionals with corporate backgrounds.
Here’s a look at the top higher-ed web trends for 2025:
Generative AI
One of the year’s most popular trends is ChatGPT. While tools AI tools can expedite idea generation and content drafting, human creativity and insight remain irreplaceable—at least for now.
AI offers untapped opportunities, such as analyzing reading levels and tailoring content complexity for specific audiences. With the ability to create custom AI models, higher-ed marketers can provide dynamic content suggestions and language adjustments based on visitor behavior.
AI-powered chatbots are increasingly used to deliver 24/7 multilingual support, a crucial feature as institutions aim to attract international students. However, challenges such as skepticism about AI’s accuracy and a lack of guidelines underscore the need for training and possibly new roles dedicated to AI oversight.
Personalization
Content personalization has been a cornerstone of impactful marketing in recent years. Today’s consumers expect tailored experiences, and higher education is no exception.
Despite resource constraints, institutions recognize that personalization drives higher conversion rates and revenue. Examples include geolocation-based customization, behavior-driven content, and personalized calls to action. In 2025, personalized digital experiences will become a top priority, with potential applications like customized digital viewbooks and targeted content recommendations.
SEO and Voice Search
SEO continues to evolve, driven by AI advancements and changing user behaviors. Emerging SEO tools now go beyond analytics, offering real-time page optimizations such as meta tag updates and internal linking.
Semantic search optimization and addressing prospective students’ common questions are crucial for aligning content with user intent. Additionally, the rise of voice search—with 4.2 billion voice assistants in use, projected to double by 2025—necessitates optimizing for voice-driven queries. Institutions must allocate budgets for SEO enhancements and AI-powered tools to stay competitive.
Video: Short-form Content and Live Streaming
Video marketing surged in 2023, with businesses leveraging video for promotion. Higher-ed institutions followed suit, using formats like virtual tours, testimonials, and TikTok videos to engage Gen Z audiences.
In 2025, video strategies will expand to include live streaming of lectures, Q&A sessions, and campus events, reaching broader demographics as institutions adapt to the demographic enrollment cliff.
Podcasts
Podcasts are becoming a valuable tool for higher-ed marketing. University podcasts help prospective students prepare for college, while others showcase institutional thought leadership. Some others also guide students on application essays and program highlights. With podcasting courses on the rise, expect more institutions to use this medium for recruitment and community engagement.
Public Relations and Thought Leadership
Sharing thought leadership through website content and podcasts enhances an institution’s reputation and fosters meaningful connections. Expert finder tools help amplify the voices of skilled faculty and staff, driving engagement and backlinks.
Micro-Influencer Involvement
Faculty members, students, and alumni are ideal micro-influencers. Authentic stories and expert insights shared via blogs, videos, or podcasts resonate with niche audiences. Initiatives like chat-based ambassador programs exemplify effective influencer strategies.
Content Reuse
Scalable content delivery requires effective reuse and modular content management. Structured content—organized into flexible, reusable blocks—enables better personalization and cross-channel syndication. As higher-ed institutions embrace this model, they’ll improve efficiency and user engagement.
Conclusion
With the rapid adoption of AI-driven tools, colleges and universities must establish clear guidelines and provide training to leverage these technologies effectively. As personalization becomes an expectation, higher-ed marketers should invest in diverse content strategies and structured content management systems.
What trends do you anticipate shaping higher education in 2025 and beyond? Share your thoughts with us!
