We used to optimise for search. Now we need to optimise for curiosity. Here’s what that means for enrolment marketing, content strategy, and building brand preference in a noisy world.
Let’s be real for a second:
When was the last time you Googled “best online MBA program” or “how to choose a university”?
Probably never.
Not because you don’t care about those topics, but because that’s just… not how we look for answers anymore.
We’re not starting on Google.
We’re starting on TikTok. On Reddit. On YouTube. On Instagram. Sometimes even on ChatGPT. And then - maybe - when we’ve already got a university in mind, then we search.
This isn’t just a trend. It’s a fundamental shift in how people - especially Gen Z and beyond - discover. And if you’re marketing a college, university, or online program, this changes everything.
Google is the new yellow pages
It still works. It’s still important. But it’s not the spark. It’s the follow-up.
Here’s what search is good for now:
Looking up a specific school someone already heard about
Finding tuition info or deadline dates
Downloading a brochure or syllabus
Checking campus hours or contact info
All of that still matters. But none of it matters until someone’s already interested.
And here’s the thing: if you’re only showing up at the point of search, you’re already late.
Discovery is happening upstream
Where are prospective students really forming opinions now?
YouTube - for campus vlogs, day-in-the-life content, real visuals
TikTok - for bite-sized inspiration, student voices, casual glimpses
Reddit - for honest takes and niche questions (Is X university worth it?)
Instagram Reels - for emotional connection, vibe, brand personality
ChatGPT - for neutral, aggregated info and comparisons
And most importantly… people they trust - friends, family, creators, alumni.
These aren’t just “nice to have” channels anymore. This is the new funnel.
It’s messy. It’s multi-touch. It’s emotional. And it doesn’t start with keywords - it starts with moments.
So what does a “full-funnel strategy” even mean now?
For higher ed marketers, it means stepping way outside the comfort zone of SEO, PPC, and landing pages.
It means being present before anyone even knows what they’re looking for.
Top of Funnel (TOFU) → Content that inspires: student stories, lifestyle pieces, “why I chose this program” TikToks, explainer Reels, day-in-the-life vlogs
Middle of Funnel (MOFU) → Content that builds trust: faculty Q&As, program walkthroughs, Reddit AMAs, curriculum breakdowns
Bottom of Funnel (BOFU) → Content that confirms choice: rankings, testimonials, downloadable guides, strong CTAs, clear application info
The old idea of a funnel was: get traffic from Google → convert on landing page → done.
But now, it’s more like: spark curiosity on TikTok → build context on YouTube → nurture interest through Instagram → confirm with a Google search → then apply.
It’s not linear. It’s a constellation. And your university’s brand needs to show up at multiple stars in that constellation.
“But how do I measure that?”
This is the part where marketers get itchy.
Because attribution is hard in this world.
You don’t always get a clean UTM path from TikTok → CRM. Sometimes a student watches a video, thinks about it, sees a friend post about the same school, asks ChatGPT about it, then Googles it three days later.
The point isn’t to measure every single click.
The point is to influence the journey.
So ask better questions:
Are we inspiring curiosity before people search?
Are we creating content that feels native to the platforms our audience lives on?
Are we building preference long before the application?
Be the spark, not just the answer
Higher ed is a long-consideration decision. Nobody wakes up and applies to a university they just found on page 1 of Google.
They apply to the school that’s already been floating in their mind - because of something they saw, felt, heard, or connected with weeks or months ago.
That’s the real challenge now.
Not just showing up when someone searches.
But showing up before they even know they’re going to search.
That’s why a full-funnel strategy isn’t optional anymore.
It’s survival.
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