Dear education marketers,

Let’s be real for a second.

As a content strategist, I’ve probably written every type of content for education under the sun. And none of it has ever been the same.

A brochure for a performing arts university in Valencia, Spain.
A GTM strategy for an East London uni struggling with enrolments.
An AI SEO-first content strategy for a higher education client targeting the Indian market. 

Different audiences. Different goals. Different expectations.

And yet, when it comes to video, or really any content that doesn’t fit neatly into existing brand guidelines, everything suddenly feels… restricted.

There, I said it.

A lot of it is still built around brand identities that haven’t quite caught up with how students actually consume content today.

Where things stand 

There’s a reason some institutions are starting to rethink this.

Imperial College London is a good example with its refreshed identity (worth £435,000 by the way).

Only a handful of universities are experimenting with bold, student-led content in paid campaigns. Because let’s face it: social media is great, but it moves prospective students from awareness to consideration.

Paid campaigns in new markets, where awareness is the most important piece, remain neglected.

Brand guidelines are, unfortunately, so strict that most institutions are hesitant to step outside of what feels safe. 

We’ve just launched a UGC paid campaign for a QS UK Top 20 university this month. We’ll share our findings in the next edition. 

Until then, here’s what we know from our experience and industry benchmarks:

Here’s what the numbers say

• 10x higher view rates
  UGC videos on platforms like YouTube and TikTok consistently outperform traditional content.
• 4x higher click-through rates
  Paid ads featuring real fan/user content drive significantly stronger engagement.
• 92% decision influence
  Prospective students say that interacting with student ambassador content helps them decide where to apply.

Why this matters to me personally

I used to be an international student.

Coming from India and never having been to Europe, I remember how confusing the process felt. I didn’t fully understand how the UK system worked, what to expect, or how to compare options. I just knew I was good at what I was doing and that I wanted to study at the prestigious University of London. 

I seriously didn’t care for polished accommodation videos. 

 I wanted something relatable and personal. Something honest.
Something that answered the questions I didn’t even know how to ask yet.

I remember actively searching for student ambassadors on LinkedIn and messaging them directly, just to get a clearer picture.

So here’s the message

Students are already doing the work.

They’re finding your current students.
They’re watching unofficial content.
They’re building their own understanding of your institution (the good and the bad). 

“They’re actually so smart that they know the real, unfiltered information is found on Reddit threads, platforms like The Student Room, and content created by your very vocal student union.”

The question is whether you want to be part of that real conversation.

A final thought

We know that it isn’t easy to change legacy structures. Far from it. But we’re here to help prove you’re right — and that your gut feeling is more than instinct. It’s an ROI driver, not just a good idea.

Want to help us prove it?

<a href="https://www.pink-orange.co.uk/speak-with-education-marketing-experts" class="finsweet-edvertise-cta" target=“_blank”>Let's get talking</a>

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Until next time,

Your friends in education marketing

Jayde & Ridhima

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