Online education marketing is at a crossroads. Your target audience is now Gen Z—and they don’t search on Google, they don’t respond to generic email campaigns, and they don’t browse your website the way millennials did.
Some colleges are still marketing like it’s 2020. But adapting to these new realities is the only way to stay competitive in 2026 and beyond.
For insight, we spoke with Apollidon’s Executive Vice President of Marketing, Jessica Wyland. She led us through the seismic shifts in online higher education, some creative solutions, and Apollidon’s role in helping higher education institutions adapt and thrive.
Gen Z Is Going to College: Will They Choose Yours?
Helping your university stand out in a competitive market is already challenging. But when your target audience fundamentally shifts? You’re not just tweaking your approach—you’re rebuilding your entire marketing strategy from the ground up.
“We’re still thinking of Gen Z as children,” Jessica explained. “But the oldest Gen Z prospective student is now nearly 30. They’re right at that age for going back to school to finish their bachelor’s degree or to continue their education with a master’s degree. They are also in the age group of entering college from high school.”
Gen Z’s age range is 13 to 28. As the first generation of digital natives, they seem like natural candidates for online learning. But higher education institutions shouldn’t make any assumptions—especially if they don’t know how to talk to or reach those prospects.
The Gen Z Marketing Shift
Recruiting rules have changed, along with the tools behind marketing. Gen Z doesn’t search, consume information, or make enrollment decisions the way previous generations did. That means rethinking both your message and the channels you’re using to deliver it.
Here are six places to start.
1. Go Beyond Basic Personalization
Email can still be an effective way to reach future students—as long as it’s relevant to the recipient.
Emailing a laundry list of programs to a prospect interested in business isn’t enough anymore. In an age of information overload, Gen Z quickly tunes out anything that doesn’t immediately feel relevant. If they’re looking for an accounting-focused BBA or MBA, it’s crucial to put that curated information in front of them.
2. Create Content Designed for AI Search
Digital marketing content needs to be written differentlyto be found online. Google has been the search engine of choice for more than 25 years, but it’s not everyone’s go-to search engine anymore.
Gen Z—your target market—is using generative AI like ChatGPT as their primary search engine, not Google. That shift requires rethinking search engine optimization.
“We’ve always had to be mindful of and work with the SEO aspect of content marketing,” Jessica explained. “But now there’s GEO, or generative engine optimization. So, we need to write content that’ll be picked up by AI overviews and the various AI search engines. It’s not just one. There’s ChatGPT, Gemini, Claude, Perplexity, and more.”
So, what does Gen Z want? And how does that translate to searchable online content?
In short:
- Relevant messages that speak directly to them
- Plain, conversational language, not jargon
- Authenticity, not sales pitches
“Gen Z prospects need definitive, authoritative information quickly, and they don’t like having to dig to find information or the right program,” Jessica added. “They like information to just be served to them.”
3. Don’t Count Google Out (Yet)
Google’s not out of the picture, just harder to rank for. Those AI overviews you’re seeing at the top of a Google search page? Those results push everything else farther down, making SEO visibility even more challenging.
Google’s AI pulls from content that’s conversational, concise, and directly answers questions—exactly the format Gen Z responds to.
4. Adapt to Voice Search Habits
How does Gen Z search online? They prioritize convenience. By 2027, it’s estimated that 64% will use voice assistants monthly.
And they’re asking questions. A search term (particularly voice search) is more likely to be “who offers an online master’s degree in accounting?” than “online master’s degree.”
This shift means your content needs to answer specific questions, not just rank for keywords. If your program pages and blog content aren’t structured around the actual questions Gen Z asks, you’re invisible to voice search.
5. Market on Gen Z’s Channels
Casting a wide net doesn’t work for Gen Z. Don’t send marketing out into the internet ether: Pinpoint where their community gathers.
“You have to meet them where they are and speak in a way that they trust,” Jessica explained.
Gen Z prospects:
- Use social media as a search engine
- Watch YouTube videos from current students
- Read Reddit threads about program experiences
- Scroll TikTok for authentic glimpses into campus life
Your institution needs a presence on these platforms—but not the corporate marketing approach that worked for previous generations. Gen Z wants student testimonials on YouTube, honest Q&As on Reddit, and behind-the-scenes content on TikTok. If you’re only investing in Google Ads and email campaigns, you’re missing the channels where enrollment decisions actually happen.
Strategic Priorities to Reach Gen Z in 2026
To reach Gen Z effectively, the most successful institutions are prioritizing:
- Hyper-personalization over personalization
- AI search optimization over traditional search
- Authentic, natural marketing language over sales jargon
- Social media as a lead source
Apollidon Is the Partner Ready to Propel You Forward
How can Apollidon speak on Gen Z and AI with such authority? Constant research.
“We recognized early on that data-driven, personalized engagement powered by automation and AI tools would be the foundation of our business practices over the next decade and beyond,” Jessica explained.
Apollidon helps online education programs deliver the hyper-personalized experience that career-oriented Gen Z students and adult professionals demand. They’re no longer willing to just jump into college and figure out what to do with their degree later.
“They want an ROI,” Jessica said. “We provide that, and it gives our university partners a critical competitive edge.”
Want better outcomes for yourinstitution and its students?
Count on Apollidon for:
- GEO-ready marketing with Gen Z appeal
- Data-driven AI tools and expertise
- Full online student life cycle engagement and support
- Full-suite and a la carte online program services
- Consulting
Ready to learn more? Request a tailored consultation today.