Education Marketing Trends 2026–2027: AI, Short Video and Personalization

Education marketing trends for 2026–2027 revolve around three themes: AI playing a direct role in advising and caring for families, short video becoming the first "storefront" for schools and centers, and personalization based on each institution's own data. Providers that connect these three themes into one measurable funnel will enroll students at a lower cost than their competitors.

Below are 8 specific trends, with priority levels and immediate actions for school owners and center directors.

Context: how is the digital education market changing?

Three fundamental shifts are shaping how parents and students search for and choose where to study:

HolonIQ forecasts the global education market will reach nearly 10 trillion USD by 2030; in 2025, concerns about AI in education are gradually giving way to practical implementation. — Source: HolonIQ – 2025 Global Education Outlook, 2024

In Vietnam, the sector's digital infrastructure is also advancing quickly: digital school records are being integrated into VNeID, and the Ministry of Education and Training (MOET) began piloting AI education content in December 2025 (Báo Đại biểu Nhân dân, 2025). Parents and students are increasingly used to digital experiences, so their expectations of schools and centers are rising too.

If you need the fundamentals before reading about trends, see our article what is education marketing.

8 key education marketing trends for 2026–2027

• 1 — Trend: 24/7 AI advice and care; Priority: High; Best suited to: Any provider with high message volume
• 2 — Trend: Short video as the main discovery channel; Priority: High; Best suited to: Centers, private schools, universities
• 3 — Trend: Personalization along the student journey; Priority: Medium–High; Best suited to: Providers with a CRM
• 4 — Trend: First-party data and CRM as assets; Priority: High; Best suited to: All providers
• 5 — Trend: Local search and AI search; Priority: Medium–High; Best suited to: Centers, preschools, private schools
• 6 — Trend: Expert content and real evidence; Priority: High; Best suited to: All providers
• 7 — Trend: Marketing integrated with operations; Priority: Medium; Best suited to: Multi-campus chains
• 8 — Trend: Partnerships with communities, businesses and schools; Priority: Medium; Best suited to: Universities, skills centers

1. AI plays a direct role in advice and care

AI is no longer just a content-writing tool. Enrollment chatbots, reminder callbots and assistants that answer parents after hours are becoming standard. Vietnamese users are also quite ready:

According to Meta, 73% of Vietnamese consumers are comfortable using AI chatbots, and 76% of Gen Z proactively message businesses. — Source: Việt Nam News / Bizhub, 2024

What to do: start with a chatbot that answers your 20 most common questions and collects contact details, then expand to lead scoring and automated reminders. See also our article on AI enrollment chatbots.

2. Short video becomes the first "storefront"

Students and young parents often discover a school or center through short videos before visiting its website. The scale of video platforms is huge:

At the start of 2025, TikTok reached 40.9 million users aged 18 and over in Vietnam; YouTube reached 62.3 million users. — Source: DataReportal – Digital 2025: Vietnam, 2025

Effective education videos are usually "real": a lesson, a quick study tip, a student's story, behind the scenes with teachers. A real-world example: during admissions season, Nex Agency produced a TikTok video series for FPT University Da Nang combined with seeding across more than 50 student groups (see the project).

What to do: schedule at least 2–3 videos a week, featuring real teachers and students. See our article on TikTok marketing for education.

3. Personalization along the student journey

A parent with a 5-year-old and an 11th grader preparing for exams shouldn't receive the same message. Personalization here doesn't require complex technology; it means:

• Segmenting leads by age, needs and nearest campus.
• Sending different content and offers to each segment.
• Adapting consultation scripts to where each prospect is in the funnel.

4. First-party data and CRM become core assets

As ads get more expensive and targeting gets harder, the lists of parents, former students and unconverted leads that a provider owns become a competitive advantage. This data enables retargeting, lookalike audiences and accurate measurement of each channel's performance. See our article on the enrollment CRM.

5. Local search and AI search

Parents search for "English center near me" on Google Maps, or ask an AI assistant to compare options. A complete Google Business profile, genuine reviews and a website with in-depth, clear content help providers show up in both places.

What to do: update your Google Maps profile every month, write content that directly answers parents' questions and have an FAQ page.

6. Expert content and real evidence take center stage

As AI-generated content floods the internet, parents increasingly look for real human voices: qualified teachers, school leadership, former students. Content with names, experience and concrete evidence earns more trust, from both readers and search engines.

7. Marketing integrated with operations

The line between marketing and operations is blurring. The learning experience, progress reports and how tuition is collected all affect re-enrollment and referrals. Providers that connect data from ads to the classroom will know exactly which channels bring in the students who stay longest. This is also why digital transformation for education centers needs to go hand in hand with marketing.

8. Partnerships with communities, businesses and schools

Partnership programs between businesses and universities, such as workshops, internships and job fairs, build credibility and connect directly with learners. Nex Agency is also following this path through cooperation agreements with FPT University Da Nang, FPT Polytechnic Da Nang and the University of Foreign Language Studies – The University of Da Nang.

Trends to approach with caution

Not everything that's "hot" suits every provider:

• Mass-produced AI content without editing: prone to errors and damaging to credibility.
• Chasing trends unrelated to education: you get views but no students.
• Big technology investments before you have processes: tools nobody uses.
• Measuring only views and likes: instead of leads, students and re-enrollment rates.

A 12-month roadmap to keep up with the trends

• Q1 — Focus: Standardize data, roll out a CRM and a basic chatbot; Expected outcome: No missed leads, measurable sources
• Q2 — Focus: Consistent short-video channel, optimized Google Maps; Expected outcome: Greater awareness, organic leads
• Q3 — Focus: Personalize content by segment, automate care; Expected outcome: Higher conversion rate
• Q4 — Focus: Connect marketing and operations data, evaluate CAC by channel; Expected outcome: Accurate budget allocation

Nex Agency helps education providers get ready for new trends

Nex Agency focuses on education and combines four pillars: Marketing (branding, content, video, Facebook, Google and TikTok ads), AI Automation (chatbots, callbots, lead scoring, reminders), Ed-tech (CRM, class management, parent apps, LMS) and Digital Transformation Consulting. This approach lets the trends above be implemented within one unified funnel instead of as disconnected tools. Learn more on our education solutions page.

According to Nguyễn Nhật Nam, Founder & CEO of Nex Agency, the education organizations that lead in the coming years will be those that combine Marketing, AI and Technology across the entire enrollment and operations journey.

Explore Nex solutions tailored to your sector: English, IT & STEM centres, EdTech, LMS & e-learning and online course sellers.

Frequently asked questions

Which education marketing trend should we prioritize first?

For most centers, prioritize data and a CRM first, followed by a chatbot and short video. Without data, you can't measure the impact of any trend.

Does a small center need to use AI?

Yes, at a simple level: a chatbot that answers common questions and collects contact details. It's low-cost but ensures you don't miss parents who message after hours.

Is short video suitable for preschools and primary schools?

Very much so, as long as you respect children's privacy and get parents' consent before filming. Videos of daily routines and extracurricular activities tend to attract parents' interest.

Is Facebook still effective for enrollment?

It remains the main channel in Vietnam, especially for messaging ads. However, you should combine it with Google, TikTok and Zalo so you don't depend on a single channel.

How often should we update our strategy to reflect new trends?

Review your strategy every quarter and do a full assessment every year, before the main enrollment season.

Get ahead of the trends instead of chasing them

If you want to build a 2026–2027 education marketing plan that fits your size and budget, Nex Agency is ready to advise you for free. Call our hotline 0798.798.321 or see our service packages on the pricing page.