When it comes to higher education, few topics matter more to Gen Z than money. Rising tuition costs and growing financial pressures mean that scholarships aren’t just helpful, they’re often the deciding factor in whether a student applies to or attends a school.

Scroll. Swipe. Skip. Today’s students are bombarded with content all day long, and their attention spans reflect it. While this frustrates some marketers, for higher education it’s actually an opportunity: students are still paying attention, they’re just paying attention differently.

Student marketing is full of big numbers like impressions, clicks, video views, and more. But here’s the truth: impressions don’t always equal influence. Colleges and universities are investing heavily in digital campaigns, yet many struggle to prove real impact on student decision-making.

Gen Z doesn’t consume media like previous generations. For colleges and universities, the challenge isn’t just “getting in front of them” it’s figuring out what kind of creative actually makes them stop, watch, and care.

When it comes to engaging high school students, not all content is created equal.