From Open Day to Sign-Up: How Better Content Is Shaping Student Decisions

You’ve booked the student ambassadors. Printed the banners. Finalised the campus tour routes.

But here’s the question most university marketing teams overlook:

Have you planned the content that might actually influence someone’s decision to apply?

📱 Social Media Isn’t Just for Awareness. It’s a Decision Driver.

Open days are increasingly becoming a hybrid experience. Many students “preview” the day digitally – on TikTok, Instagram, YouTube, or your website – before they ever register.

According to UCAS, over 80% of students use social media and online content to inform their university decisions. That means your content needs to:

• Show what life is really like on campus
• Highlight course value through student stories
• Give prospective students a sense of belonging before they ever arrive

But this isn’t about hiring influencers or going viral. It’s about showing up with consistency, creativity, and authenticity in your visual storytelling.

🎥 What Kind of Content Actually Converts?

Not all content is created equal. What gets the most impact?

• Student takeovers on Reels and TikTok
• Bite-sized, well-branded graphics showing key info (accommodation, course breakdowns, career stats)
• Behind-the-scenes video content that humanises your team and makes the campus feel welcoming
• Downloadable guides and maps to help visitors navigate open days easily

More importantly, good content isn’t just made for the open day—it’s made from it. Your cameras should be rolling. That Q&A with a lecturer? That tour moment where a parent asks a brilliant question? Gold dust.

💸 The Missed Opportunity: Revenue and Recruitment

Every empty seat is a missed opportunity. But every piece of content is a chance to fill it.

The more effectively you communicate the experience, the more likely you are to:

• Increase student registrations
• Reduce drop-offs post-application
• Build brand trust among parents and carers
• Win internal support for your marketing efforts

It’s not just about slick video edits. It’s about giving people a compelling reason to choose you. And showing your leadership team how strategic content connects directly to conversion.

🔁 Workflows, Team Capacity & The Usual Chaos

Here’s the reality: most university marketing teams are under-resourced. You’re juggling open day prep with clearing campaigns, social calendars, course brochure updates and about 19 other things.

That’s why systems and training matter as much as creativity.

• Do you have clear workflows for rapid content production?
• Are your brand templates optimised for speed and visual impact?
• Can your team turn raw footage into polished assets—quickly?

If not, your content is probably less effective than it could be. And the workload is heavier than it needs to be.

🎯 The Takeaway

You don’t need to spend more. You need to make what you already do work harder.

Because in 2025, students aren’t just choosing where to study based on a single visit. They’re choosing based on how you show up in their feeds, in their inboxes, and on their screens.

So the next time you plan an open day, ask yourself: Are we creating an experience people will remember? Or are we just running through the motions?

P.S. If any of this hits home… let’s talk.

At Creators Academy, we work with brilliant marketing teams across the education sector to help them make better content, build smarter workflows, and get more from the work they’re already doing.

If you’re gearing up for an open day (or still recovering from the last one), I’d love to hear what’s working, what’s not, and see if we can help.

👉 Book a quick call with me here – no pressure, just a conversation.