
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.
We’ve also seen this trend among working professionals seeking online training and upskilling opportunities amid a shift to remote work. 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.
We’ve also seen this trend among working professionals seeking online training and upskilling opportunities amid a shift to remote work. 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.

$7.08 Million

$180 Million

4.99 Billion
#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.

$4.20 Million

$2.20 Billion

$429-623
#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.
%
more likely to use Quora
%
have visited or used Quora in the last month
%
more likely to want brands to run community forums
“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.
#EduMarketingonQuora
Education marketing on Quora
Quora is a go-to destination for students, educators, and working professionals alike seeking information on a wide range of topics. With its highly engaged and educated audience, Quora is an attractive platform for education marketers looking to reach their target audience.
Whether promoting educational products or services, or looking to establish thought leadership in a particular field, Quora offers a unique opportunity to connect with a highly engaged and motivated group of learners.
In this audience insights report, we explore why Quora is an ideal platform for education marketers, and how they can effectively leverage its audience to reach their marketing goals.
#EDUTopics
Popular education topics on Quora

Education

Master of Business Administration Degrees

Exams and Tests

Colleges and Universities

E-learning

Computer Science Education

Learning English

Medical School

JEE Preparation

Bachelor of Science Degrees
372.4K Followers
Quora is home to year-round learners. The following education and job topics saw growth spurts in 2022 as Quora’s audience turned to the platform for education and upskilling resources:
- Information Technology Professionals +12.5%
- Job Market +56.8%
- Software Engineer Recruitment +29.0%
- English Language Proficiency Exams +12.0%
- Student Advice +12.6%
- Personal Development Self-improvement +13.6%
- GED +14.4%
- Bachelor of Technology in Communication Engineering +28.8%
- AP US History +16.2%
- Scaler Academy +31.7%
- AP Calculus AB +45.4%
- Medical Examinations +43.7%
- Course Recommendations +26.5%
- JEE Advanced 2022 +13%
- Leveling Up +9.95%
- Professional Development +11.2%
- Education Apps +12.09%
- Colleges and Universities for Master of Business Administration +10.7%
- Liberal Studies +10.1%
Millions of students and professionals frequent Quora to research universities and courses. Conversations are ripe in the last quarter of the calendar year as students look for reliable reviews before making decisions to join their dream colleges and enroll in courses.
- Master’s Programs +59%
- Scholarships and Fellowships +53%
- Colleges and Universities +46%
- E-learning +41%
- Career Advice 34%
Education and Professional Development related topic views on Quora worldwide
Quora users around the world have expressed a growing interest in a variety of education and job related topics over the last few years.

#EDUQuestions
Popular education questions on Quora worldwide
#QuoraEducationStrategies
Winning strategies for education advertisers on Quora
Quora is a vital platform for education advertisers worldwide to reach and influence potential students and professionals as they actively search for honest reviews and reliable information before taking major career decisions. The following are examples of education, edtech, and professional development brands that have found success on Quora.
Image ads
Berlin School of Business & Innovation leveraged Quora image ads to generate quality leads for its graduate and postgraduate course while encouraging prospective foreign students to enroll with the institution.
BSBI’s strategy included deploying visually captivating and highly engaging image ads, featuring creatives that spoke to students looking to expand their knowledge and skill sets. These ads garnered over 1.90% conversion rate within a 14-month period. Consistent optimization of the campaign accomplished a 1.4x increase in lead rates and a 50% CPL reduction.


Strong visibility on Quora contributes to reaching a new audience for BSBI who appreciates and consumes content, consequently, generating applications and sales. The channel has great potential for more lead generation activities in the future.

Marko Manojlovic
Marketing Director
Berlin School of Business & Innovation
Native ads – Quora Promoted Answers for education advertisers
Self-education app Nerdish provides users with a wide range of topics to read on arts, history, science, tech, and more, to support them on their journey to learn and grow. Nerdish sought to increase brand awareness and position itself as an easy and enjoyable way for people to grow their knowledge, as well as drive consideration from potential app users who are keen on self-development and knowledge-growth.
Nerdish wrote multiple Promoted Answers from its Business Profile throughout the campaign, with content ranging from how to grow your general knowledge on a regular basis to fun/random facts that people would find interesting to learn. The brand’s content aroused the curiosity of knowledge-hungry Quora users while demonstrating the ease of learning new things on a regular basis, successfully driving users into the consideration stage.



Yulia Kurkina
Nerdish.io
#EDUGlobal
Quora’s global education audience stats
#EDUUS
US Quora users
The evolving educational landscape in the United States has urged educational institutes to find innovative ways to market to prospective students. Conversations on Quora in the education category are a great way for education advertisers to dig into discussions by potential students, establish trust and influence them at key decision stages in their career.
Quora users in the United States exhibit a strong appetite for education and self-improvement. They are also digitally savvy when it comes to education.

29%

69%

19.5%

53.8%

11.4%

14%
Popular education topics on Quora in the US

Schools
978K Followers
420K Questions

Exams & Tests
793K Followers
2.8M Questions

Learning to Program
318K Followers
445K Questions

Colleges and Universities
476K Followers
797K Questions

Learning New Things
569K Followers
323K Questions

Graduate School Education
317K Followers
105K Questions

Learning
400K Followers
387K Questions

College Advice
455K Followers
2.1M Questions
Popular education questions on Quora in the US
Institutions that tap into the potential of Quora’s ad platform stand a chance to directly engage with a community that shares a passion for learning and professional growth and actively engages in discussions about their educational pursuits.
Get your brand’s message in front of 147 million monthly unique visitors on Quora in the US.
#EDUEU
Europe Quora users
With a multitude of languages, cultures, and educational systems, Europe is a region where learning opportunities flourish. Many Quora users in Europe benefit and grow with the help of online education; they are 56% more likely to use the internet for education and study-related reasons and 82% more likely to purchase study programs or learning materials online. Their interest in career development is evident, with a third of the users describing themselves as “career-focused” and 28% of them having used a recruitment or job search site in the past month.

48.5%
attained a university degree or higher

33.4%

64.8%

49.3%

15.7%

15%
Popular education topics Quora in Europe
The top education topics on Quora reflect the curiosity and drive among users in the region to learn, study and upskill.

Schools
248K Followers
420K Questions

Exams and Tests
231 KFollowers
2.8M Questions

Learning New Things
183K Followers
323K Questions

College Advice
91K Followers
2.1M Questions

Learning
134K Followers
387K Questions

Learning to Program
127K Followers
445K Questions

Graduate School Education
83K Followers
105K Questions

The College Experience
162K Followers
398K Questions
Popular education questions on Quora in Europe
Quora is a valuable platform for education advertisers looking to reach highly-engaged prospective students. Advertisers can take a dipstick into the conversations from the student community on Quora to understand the user behavior and influence potential students as they search for reviews and information before making career decisions.
Get your brand’s message in front of 48 million monthly unique visitors on Quora in Europe and the UK.
APAC Quora users
#EDUIndia
India Quora users
India’s dynamic and rapidly evolving education market is experiencing a significant transformation. With more students pursuing professional degrees, there is a growing emphasis on higher education.
Quora users in India reflect the ongoing trends, they are 50% more likely to attain a university degree and complete postgraduation, demonstrating a strong educational background. Career is of paramount importance to these educated users and for many, the journey starts online. They are 45% more likely to use the internet for business-related networking. This career-focused audience likes to keep their skillsets sharp; they are 72% more likely to start a Linkedin Learning course, indicating the prominence of e-learning and online education amongst Indian students.

25.4%

63.8%

76.4%

24.7%

60.9%

35.2%
Popular education topics on Quora in India
The top conversation topics on Quora revolve around competitive exams, entrance tests, colleges and university programs.

Students
1.3M Followers
337K Questions

Medical School
484K Followers
307K Questions

Learning
488K Followers
387K Questions

Master's Programs
382K Followers
307K Questions

Academic Research
377K Followers
129K Questions

Graduate School Education
487K Followers
105K Questions

The College Experience
1.1M Followers
398K Questions

Career Advice
2.9M Followers
4.7M Questions
Popular education questions on Quora in India
Educational institutes that are harnessing Quora’s potential have an edge over their counterparts. Marketers can keep in touch with the discussions among the various student communities on Quora and form meaningful relationships by engaging with their target audience in an interactive manner.
Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.
#EDUSEA
Southeast Asia Quora users
The education landscape in Southeast Asia is characterized by its diversity and rapid growth. Quora users in Southeast Asia are reflective of this enthusiasm for education and self-improvement. 31% have achieved a university degree or higher and 77% say learning new skills is important to them, highlighting their commitment to higher education and learning.
The internet serves as a valuable tool for learning; Their commitment to continuous learning makes this audience 72% more likely to purchase study programs or learning materials online and 140% more likely to start a course on LinkedIn Learning, showcasing a healthy purchase-intent.

22.6%

61.6%

53.5%
Popular education topics on Quora in Southeast Asia
The demand for learning, online courses, e-learning, universities, and skill development in Southeast Asia remains high as can be seen from the top conversation topics in the category on Quora.

Education
3.8M Followers
1.9M Questions

Medical School
38K Followers
307K Questions

Engineering
144K Followers
674K Questions

Academic Research
217K Followers
129K Questions

Master's Programs
42K Followers
307K Questions

Scholarships & Fellowships
37K Followers
110K Questions

Career Choices
42K Followers
170K Questions

College Advice
113K Followers
2.1M Questions
Popular education questions on Quora in Southeast Asia
Platforms like Quora which serve as a valuable resource for users to acquire knowledge and share insights. An insight into online discussions among the student community can help marketers target potential students and influence their decisions.
Get your brand’s message in front of 29 million monthly unique visitors on Quora in Southeast Asia.
#EDUANZ
Australia & New Zealand Quora users
Australia and New Zealand are known for their world-class education systems and are popular destinations for international students seeking higher education. Millions of Quora users are seeking information and engaging in discussions about the prestigious universities, vocational colleges, e-learning resources and research-focused institutions in the region.
Quora users in Australia and New Zealand are indicative of the region’s commitment to education and career development. Over 49% of the highly educated demographic on Quora have attained a university degree or higher. For them, learning doesn’t end with formal education. The data also reveals a remarkable interest in online learning and professional development: over 50% of Quora users in the region use the internet for education and study-related purposes and they are 107% more likely to purchase study programs or learning materials online, highlighting their willingness to invest in self-improvement.

22.6%

46%

67.4%

34.7%
Quora users are 41.9% more likely to attain a postgraduate degree

31.7%
used a recruitment or job search site in the past month
Popular education topics on Quora in Australia & New Zealand

Education
999K Followers
1.9M Questions

Studying
85K Followers
618K Questions

Exams and Tests
69K Followers
2.8M Questions

Students
32K Followers
337K Questions

Schools
71K Followers
420K Questions

Learning
29K Followers
387K Questions

The College Experience
38K Followers
398K Questions

Career Advice
85K Followers
4.7M Questions
Popular education questions on Quora in Australia & New Zealand
Quora offers an ideal space for educational institutions to connect, share insights, and fuel discussions that resonate with prospective students. By keeping in touch with discussions and queries among the student community, marketers can learn and craft the perfect communication to create greater impact.
Get your brand’s message in front of 12 million monthly unique visitors on Quora in Australia & New Zealand
#EDUChecklist
Your education marketing checklist for success
The academic year is cyclical. Your marketing activities should vary depending on the time of year to match the intentions of your target audience.
Education Marketing: January-May






Education Marketing: June-July




Education Marketing: August-December




Make Quora a part of your education marketing mix
With the education and e-learning landscape evolving rapidly, educational institutions must be proactive in adopting innovative strategies to stay relevant and competitive. By participating in organic Quora discussions, addressing consumer queries, and building thought leadership, brands can establish themselves as authorities in their respective domains.
Join top universities, edtech companies, and e-learning platforms leveraging Quora to reach a relevant, high-intent audience.
Book a consultation with a Quora expert

