Newsletter #42: UEA goes to space; Twitchers’ $90,000 hot tub water; Most students don’t feel represented by their university
📰 HE news
There’s been an explosion in European ed tech with annual investment sailing past $1b for the first time. A big chunk of this is for “direct to consumer teaching” i.e. platforms that cut out the middleman and help students find their ideal tutor. It’s on the fringes right now, but there are increasing cases of academics working for unis while having their own revenue models on the side. Dr Jordan Peterson is a University of Toronto professor who has built a personal media empire. Jordan Peterson | Ed-tech investments
The Scottish government has advised its universities to postpone freshers week in September. In response, the NUS called for the “acceleration of vaccines”, but with two years of disruptions to traditional freshers planning, the smartest unions are looking at what could emerge on the other side. Read
💻 Digital marketing news
TikTok is testing “Jumps” which are mini-apps embedded within your videos. Great for brand building. You’re unlikely to see much return from TikTok campaigns if you’re targeting users with open day ads, but a tailored virtual experience usable inside of TikTok… That’s something to click through to. Read
The number of Podcasts (and their revenue) continues to grow, expected to pass $1b in 2021. HubSpot has even started its own podcast network, purchasing shows that feed its core audiences - smart move. Is there still an opportunity for universities? Yes, but only if you are going all in. To win in podcasting, you need three things 1) a consistent publishing schedule 2) niche content with a unique angle and 3) a long term plan for promotion. Read
Google’s delayed blocking third-party tracking cookies until 2023. Makes sense, seeing as their alternative (FLoC) isn’t working out as expected - Amazon blocked it 🤣. Most brands seem to be pushing ahead with existing plans, regardless of the delay. The trend is doubling down on first-party (building an audience) or doing strategic partnerships for lookalike second-party data. Read
🏫 What unis are doing
In the last three months, the majority of videos posted on University of Brighton’s YouTube channel have been student-generated. One that stands out is “Our tour of Brighton’s best student spots” featuring two students cycling around the city while addressing anxieties of remote learning/being on campus. The challenge for any university is not only picking the right topics, but finding student talent that can deliver engaging content. This is a good benchmark if you want your student videos to have a seat at the table. Look
“We need a virtual tour.”
“Sure, are 360-degree images okay?”
“I have a printed map.”
“Okay…” Look
I’ve been a sucker for space backgrounds ever since Space Jam’s website in 1996, so UEA’s “Space to Seabed” got my attention. Joining more Universities putting their best foot forward for REF 2021, the University has handed over its homepage to championing its research pieces. More institutions are understanding that the homepage is a shop window, not the start of all user journies. Space Jam | UEA
🧑🎓 What students are saying
According to Natives, 7 in 10 students don’t think that education institutions represent them effectively. Diversity is only the first layer here. Second is the task marketers have at leveraging their student communities and building a sense of belonging. Read
“Got myself this tattoo to commemorate my time at Exeter University. Lucem Sequimur - we follow the light.” A not so subtle reminder that universities have super fans. Look
👾 Culture shock
Two influences listed their hot tub water on eBay with bids going as high as $90,000. Look
A YouTuber buys every product he receives an advert for on Instagram for a week. Look
