Education Market Trends & Quora Audience Insights

The education market has undergone a significant transformation in recent years, with the advent of online learning platforms and the expansion of e-learning opportunities. However, the COVID-19 pandemic has accelerated this shift, as schools and universities worldwide have been forced to close their doors and switch to remote learning to comply with social distancing guidelines. As a result, the demand for online education and edtech has skyrocketed, with millions of students and educators turning to digital platforms to continue their studies. This surge in online learning has led to a rapid expansion of the education market, with new players entering the industry and established institutions adapting their offerings to meet the needs of a changing educational landscape.

#GlobalEduMarketTrends

Global education market statistics & trends

Market research firms have been tracking the explosive growth of education and particularly online learning. Spherical Insights estimates the Global Online Education Market Size will grow to $180.29 billion by 2030, with mobile accounting for the largest segment due to apps and digital components required for online and hybrid coursework. 

A rebound in college enrollment in the wake of the pandemic positions the market size of global colleges, universities, and professional schools to reach 1280 billion in 2023, according to a report by The Business Research Company. In the US, the market size for the educational services industry grew faster than the economy overall, according to data from IBIS World. Additionally, they project that in 2023, US consumers will be more willing to pay for private schools, postsecondary institutions, and other discretionary educational services as per capita disposable income increases—representing a growing opportunity for education services and marketers.

The market for exam preparation programs has also been growing in size and importance. Business Research Insights estimates the global test preparation market to reach $469 million by 2028, up from $489.8 million in 2022, marking a compound average growth rate of 4% during that period. MarkWide Research notes that this trend will be driven by the increasing number of exams and the growing recognition of the importance of exam scores for academics and career advancement. The market offers a wide range of products and services, including textbooks, online study materials, mobile applications, coaching classes and personalized tutoring. This subset of education is highly competitive, with numerous players striving to differentiate themselves by offering innovative and effective test preparation solutions.

Amid the current trends in education and online learning, there is a significant opportunity for education marketers to leverage advertising on Quora. With over 400 million monthly active users, Quora provides a unique platform for education marketers to target a highly engaged audience of students, educators, and professionals seeking information and insights in their respective fields. By crafting targeted and relevant ad campaigns, education marketers can effectively reach their desired audience and drive engagement, leads, and conversions in the highly competitive online education market.

#EduMarketOutlookStats

Education advertising market outlook & statistics

The global higher education industry has experienced a significant increase in competition among universities, colleges, and professional development programs to attract students from within their own countries and internationally. This has led to major developments in how schools market and promote themselves.

According to The Hechinger Report, the downturn in college enrollment, which has declined by 13% in the last decade in the US, has forced institutions to adapt to unprecedented competition for students. Spring 2021 saw a 3.5% drop, which National Student Clearinghouse called the “steepest enrollment drop in a decade.” As a result, ad spending in the industry has grown in recent years. While higher ed ad spending declined at the peak of the pandemic, it jumped to $870 million in the first quarter of 2021, according to data analytics and brand consulting company Kantar as cited by The Hechinger Report.

With prospective students spending a substantial portion of their lives in the virtual space, the education advertising market is witnessing a transformation driven by digital strategies. Universities are now employing sophisticated digital marketing campaigns, using data analytics to target students more effectively, and spending large amounts on advertising in new media channels. 

#EduDigitalTrends

Education advertising digital trends

As the internet and social media become the primary sources of information for younger generations, schools need to establish an engaging online presence. Many colleges and universities have greatly expanded their investment in websites, targeted digital campaigns, and social media marketing over the past decade.

Here are some key elements and ad formats to strengthen your education marketing campaigns.

Authenticity

For universities looking to attract Gen Z, this age cohort prefers informal, conversational communication styles compared to more traditional marketing approaches. When developing content for this demographic, education marketers should aim to come across as peers rather than stuffy institutions. Write in a casual, easygoing tone using language they would use talking to friends, such as contractions and a more personal voice. 

Answering questions on Quora provides opportunities to connect one-on-one and showcase personal expertise, fostering trust. Marketers can monitor conversation topics relevant to majors, careers or student life and participate naturally by sharing first-hand knowledge and experiences. Engaging organically also allows education marketers to gain a deeper understanding of prospective students’ priorities, concerns and information needs. 

By carefully observing questions asked and discussions underway, marketers can identify trends that reveal what students truly care about. If marketers present themselves as true partners who want to help rather than just make a sale, Gen Z will be more receptive to their messages over time as their authentic engagement builds credibility and trust.

“Polls/questions you want answering”

was the #2 most distinctive content Gen Z posted on social media in the last month.

Video ads 

According to Marketinglad, nearly 70% of prospective students rely on social media to research colleges and universities, and short-form video, especially, plays an important role in influencing Gen Z’s education and career decisions.

As competition heats up, schools must differentiate themselves through compelling brand narratives. Education advertising is shifting away from lists of facts and programs toward emotive storytelling. Interactive and immersive video content, like 360-degree tours and virtual information sessions give students an engaging preview of what campus life would be like. 

Younger generations are very comfortable consuming video content on their phones and tablets, and are more likely to share it. Schools that want to attract top students must establish an influential brand presence across digital channels and tell imaginative stories to make a lasting emotional connection. 

Market-leading education advertisers have embraced video as the most impactful way to inspire prospective students and spread their brand messages. This creative, human-centered approach aims to appeal to feelings and values over just rational considerations.

Image ads 

For colleges recruiting students, eye-catching images can get more attention than plain text ads. Photos allow colleges to visually convey what the school experience is like. They can showcase dorms, classrooms, recreational activities, and more, to give students a feel for the vibrancy of the school, and improve brand recall.

Image ads also grant advertisers the budget flexibility to run campaigns of varying scopes, from targeted local initiatives to massive global branding programs. In addition to running seasonal promotions and conversion campaigns, repurposing top-testing images allows periodic refreshed promotion of core marketing messages.

Display ads are an appealing format for education advertisers because they afford visual storytelling power combined with broad addressable markets and performance tracking advantages.

Native ads

Native ads blend into the surrounding content, avoiding the perception of a “hard sell.” This aligns well with education, which is more about experience and fit than direct sales. They allow schools to tell their story in an engaging, editorial-style format rather than a traditional banner ad. 

Native formats inspire a discovery mindset in prospects, learning about new programs and opportunities in a low-pressure environment compared to direct calls-to-action. These placements expand reach into brand-safe environments, such as Quora, where the target demographic is already present and actively researching solutions.

Rather than overtly selling, native ad units like Quora Promoted Answers can subtly share helpful information about programs, campus life experiences, deadlines, events, and more, to educate and inform prospective students about opportunities. Additionally, exposure to an institution’s name and brand through consistent, relevant native content spreads brand recognition without overtly pitching.

With sponsored content becoming standard online, native placements help education brands maintain a modern digital marketing approach and stay top-of-mind. So in many ways, native advertising provides a storytelling medium that aligns well with the experiential, non-direct sales nature of education marketing.