Building a content strategy that actually converts
While overall UK marketing budgets froze at 0% in 2024/25, universities increased video spending by 11.7%. So what’s happening here? Are universities chasing trends, or are they chasing results?
The fact that universities are achieving high ROI from video investments probably has something to do with it. But those institutions performing exceptionally well aren’t succeeding by just creating better content. They’re playing an entirely different strategic game and using video as part of a considered content strategy.
"While overall UK marketing budgets froze at 0% in 2024/25, universities increased video spending by 11.7%.”
You don’t own the game
Here comes the uncomfortable truth. Unlike your email list or website, you don’t ‘own’ social media channels. Yes, you have accounts, but the platforms control reach, rules, and algorithms. The people behind these platforms can change the game whenever they want. This reality demands a fundamental mindset shift from institutional control to platform partnership.
One of the most expensive mistakes I see universities make? Academic staff or senior leaders requesting more videos without understanding platform mechanics. “We need a TikTok for our new course, and it must show our facilities, mention all our USPs, feature an academic, and provide application information.” The intention is good and the execution can be too – if the approach is TikTok-first and meets the expectations of the target audience on that platform. If it doesn’t, and people don’t engage, it’s not only a waste of budget, it also damages long-term performance. Why? Platforms punish poor engagement. If your content doesn’t resonate, algorithms reduce your reach, often permanently. But if those seeing it are engaging with it, it will be shown to more of your followers and non-followers alike.
"Success comes from understanding platform mechanics and adding genuine value, not just posting content.”
This means that each underwhelming video makes the next one harder to succeed. This compound effect explains why some universities with massive follower counts get fewer views than institutions with smaller, engaged audiences. Success comes from understanding platform mechanics and adding genuine value, not just posting content and adding to the noise. Universities thriving on socials work with platform cultures, not against them.
The intersection strategy
Having a solid brief has never been more important. Most university briefs focus entirely on the audience (great) while ignoring channel realities. This oversight can create content that satisfies neither the platforms nor the viewers.
TikTok users seek entertainment, quick learning, and authentic moments, not polished institutional messaging. Instagram audiences want visual inspiration, behind-the-scenes access, and visually interesting experiences. YouTube viewers expect deep dives, tutorials, and comprehensive information.
Hook development requires platform-specific thinking. What stops the scroll differs dramatically across channels. TikTok hooks happen in the first three seconds through visual or auditory surprise. Instagram hooks rely on visual storytelling and emotional connection. YouTube hooks need clear value propositions and a preview of the coming content. Engagement architecture means building content that platforms want to promote. Algorithms reward content that generates comments, shares, and completion rates. This isn’t manipulation. It’s alignment. When universities create content that naturally encourages engagement, they’re serving both audiences and algorithms.
Handing over the keys
Got your head around the foundations? Perfect. Let’s move into implementation. Strategic creator partnerships now need to go beyond “using student voices” to empowering authentic advocacy. Two-thirds of UK universities now employ students in marketing roles because authentic voices convert better than institutional messaging. But if everyone’s starting to do this, you need to do it better than the competition.
The ‘keys to the kingdom’ approach requires genuine creative freedom. Students can detect scripted authenticity instantly. Their sophisticated BS meters reject content that feels manufactured.
When I started my career, marketing teams might have rejected most TikTok-style content for being off-brand, so it’s refreshing to see more universities leveraging authentic student voices to create content that resonates with their target audience. I have helped launch many content influence programmes over the years, and it’s great to see them grow with students co-creating content at scale for Instagram, TikTok, and YouTube in a way that feels natural, on-trend, and fun.
But creative freedom doesn’t mean creative chaos. The challenge universities face is often practical: how do you get content from students? WhatsApp delivers compressed files. Email creates permission issues or file limits. SharePoint adds technical barriers. This is where tools like the Recordr UGC app bridge the gap, providing structure and basic filming guidance (proper lighting, audio basics) while preserving creative authenticity. Students get the framework they need, universities get content they can use, and the authentic voice remains intact.
I’ve seen this work exceptionally well at institutions like Imperial Business School, where students film their own experiences on trips with just the right amount of guidance. The authenticity shines through while maintaining quality standards, and from an editor’s perspective, it’s brilliant to have all the assets in one place to work from!
"Plan your promotion strategy before hitting record."
The content lifestyle strategy
“We know our audience, we know what platforms we’re targeting and the hooks for each, and we’ve found some good student creators to work with. So why aren’t people engaging with our content?”
Great content dies without strategic distribution. Plan your promotion strategy before hitting record, not after editing. The most disheartening experience in content marketing? Creating something brilliant that gets 25 views because nobody knew how to find it, it wasn’t optimised with the right captions, or you posted it at the worst time.
Pre-production distribution planning should answer: Where will this live? How will people discover it? What formats and approaches do we need for each channel? One filming session should create multiple outputs. Then, multi-channel content lifecycle thinking must maximise every piece of content. Your course introduction video shouldn’t just live on YouTube. It should appear in digital prospectuses, on campus screens, in email campaigns, and across social platforms in platform-appropriate formats.
Avoid the posting and-praying trap through systematic distribution. Be smart with thumbnails and captions. Use SEO principles for discoverability, strategic hashtags for reach, and visual optimisation for engagement.
"Avoid the posting and praying trap through systematic distribution."
In summary, it’s time for the strategic shift
Video-first universities understand that success requires strategic thinking about platforms, authentic voices, and systematic distribution. Those still treating video as an afterthought, or creating videos because someone requested one, will continue watching their content disappear into the algorithm void while competitors build engaged communities that convert to applications.
The choice is stark: evolve your approach or watch your reach diminish. The universities winning this game have already made their choice.
Matt Rogers is founder and director of Organic Content, a strategy-led creative agency helping higher education institutions create content that makes a difference.
This article was taken from the 2025 UniTrackr report...
...a unique study exploring video-first social media trends and rankings in UK Higher Education, put together by a dedicated team from h10 agency...
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