Institutions of higher learning are entering 2026 with increased competition, decreased enrollment, a challenging political landscape, and new search behaviors shaped by AI and social platforms to account for. Traditional brochures and mailings, static pages, and promotional messaging no longer influence enrollment the way they once did.
Content that’s credible, accessible, and aligned with real student needs has become essential for sparking interest and sustaining engagement. Schools that adapt to these changes will improve their recruitment numbers, build and strengthen awareness of their unique brand propositions, and elevate their presence online.
1. Focusing on Dominating AI Search Summaries
AI search summaries are changing how applicants find and evaluate higher education options. Instead of reviewing long lists of links, students rely on AI-generated responses that give clear explanations and recommendations. These summaries draw from content that is clearly written and reliable.
For institutions, this means prioritizing content such as blogs that answer common questions, educational content about programs and career paths, detailed descriptions of academic offerings, admissions guidance, and clearly written FAQs. Pages that explain these clearly are far more likely to be referenced than those who don’t. Appearing in these summaries places a school directly into early-stage consideration, rather than relying on applicants to find it later through traditional search.
2. Publishing Short-Form Videos That Reflect Real Student Experiences
Short-form video marketing remains one of the most trusted ways applicants evaluate campus culture, academic programs, and career readiness options. They look for everyday perspectives such as “day in the life” clips, program spotlights, unscripted conversations, and quick Q&As that feel honest and relatable. These videos communicate what learning and community involvement actually feel like, which can influence how applicants form impressions and make decisions.
Posting regularly on TikTok, YouTube Shorts, and Instagram ensures the institution stays present where students compare options and gather higher education insights. Short videos also help convey emotion and context that static brochures or landing pages cannot. They shape understanding in a natural, highly consumable format that meets students where they are.
3. Collaborating with Student Creators to Strengthen Authenticity
Honest, experience-based commentary consistently earns the most attention and trust. Partnering with credible student content creators allows schools to highlight academic rigor, campus culture, and support services in a way that feels natural and relatable. These influencers can explain topics such as internship opportunities, credit transfers, and housing in ways that resonate with their peers and reduce confusion.
Peer recommendations carry significant influence, especially when students are evaluating programs or comparing multiple institutions. Creator-led storytelling brings university messages to life through voices that applicants genuinely listen to and believe. This strengthens credibility and helps higher-ed institutions communicate in a format and tone that reflects our culture today.
4. Utilizing AI to Personalize the Student Experience
Personalization plays a critical role in helping applicants navigate their options. AI can tailor landing pages, emails, and digital touchpoints based on what individuals previously viewed or their preferences, making information more relevant and easier to understand. Someone researching engineering programs might automatically see [cool] faculty member interviews, scholarship opportunities, or lab facilities instead of general school messaging.
This makes the exploration process clearer and more intuitive, helping students understand how specific institutions and programs align with their goals. It also reduces friction during early research and makes enrollment less of a sales pitch, which can strengthen interest and improve the likelihood of continued interest.
5. Integrating Faculty Thought Leadership Into PR Strategy
Faculty members have deep knowledge of subjects that matter to applicants, families, and employers. Highlighting their perspectives through op-eds, LinkedIn articles, short videos, or media interviews reinforces academic credibility and showcases the intellectual strength behind institutional programs. When faculty contribute clear, relatable insights, they help distinguish the university from competitors that rely primarily on promotional messaging. Doing this can significantly help impact caregiver/parent perception. While students may ultimately make the final decision about what school they attend, there are many factors, including cost, that parents and family members influence.
Partnering with a thought leadership agency can help schools identify strong contributors, refine messaging, ensure media interview readiness, and provide insights to strengthen both recruitment and reputation.
6. Publishing Timely Content Based on Industry Trends and Public Conversations
Responding quickly to career forecasts, policy updates, newly published research, and workforce news can help higher-ed institutions demonstrate relevance and subject-matter expertise. Timely content, whether it’s a LinkedIn post, article, or short video, signals that the university understands the forces shaping student career pathways and employer expectations. This type of responsiveness also positions them as credible voices in conversations that influence program interest and enrollment decisions.
When contributing informed perspectives at the right moment, it builds confidence among prospective applicants who want assurance that their chosen program aligns with viable opportunities for sustainable careers. Regularly addressing issues keeps content current and reinforces the perceived value of academic experiences.
7. Repurposing Long-Form Content into Searchable Visuals
More in-depth materials, including program brochures, strategic plans, white papers, research summaries, and annual reports, can be transformed into short videos, quote graphics, visual explainers, and quick-read summaries. Repurposing allows schools to extend the value of existing content without increasing workload, ensuring essential messages reach applicants in the formats they prefer.
This approach also supports stronger results in AI-driven and platform-specific search. By presenting information in clear, visual formats, schools make it easier for prospective students to digest complex topics and stay engaged throughout their research process.
Higher-Ed Content Marketing in 2026
Content marketing in higher education is shifting toward clarity, relevance, and authenticity through every stage of the applicant’s journey. Institutions that adjust their strategies to reflect discovery behaviors, highlight real student experiences, make content more relatable, and elevate the institution’s differentiators and intellectual assets will be better positioned to strengthen recruitment and build trust. By combining credible insight with modern digital formats, schools can remain competitive and aligned with applicant expectations in 2026.
National PR Agency Credentials
Rosica Communications is an award-winning education PR firm specializing in media relations, thought leadership, crisis communications, digital PR, SEO and content strategy, and integrated communications. With deep expertise in higher education, Rosica helps institutions strengthen recruitment, advance thought leadership, and communicate value through its strategic PR and storytelling programs.
To evaluate PR and thought leadership performance, Rosica developed the Thought Leadership Measurement Matrix™, a tool that assesses more than 20 indicators to benchmark authority and monitor PR and marketing ROI over time.
To learn more, schedule a conversation with Rosica Communications’ CEO and President, Chris Rosica, visit https://calendly.com/rosica/30min.