School Marketing 2026: The Power of Video in Admissions
April 1, 2026
In 2026, school marketing has moved beyond the glossy brochure. With AI-driven search prioritising authentic, high-quality video, parents are no longer just looking for data – they are looking for a feeling. To stay competitive, your school or Multi-Academy Trust (MAT) must bridge the “trust gap” through storytelling.
How to Increase Admissions: Show, Don’t Tell
Parents are “stealth applicants” who research your culture on TikTok and YouTube long before visiting. To move them from curiosity to enrollment, focus on high-impact visual proof.
| Tactic | Why it Works |
| “Day in the Life” Films | Humanises the school and highlights student wellbeing. |
| Alumni Spotlights | Provides the “proof” and long-term value parents crave. |
| Virtual Open Days | Offers 24/7 accessibility for busy families. |
Strategic Trust Marketing for MATs
For Multi-Academy Trusts, trust marketing is a balancing act between a unified brand and individual school identity.
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The Trust Overview: Use cinematic film to showcase the overarching mission of the MAT. Explain the benefits of being part of a MAT to parents, staff and other schools.
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Bespoke Identity for Schools: Give each academy its own voice through short, targeted films that highlight local community strengths.
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Parent and Pupil Voice: Interviews with parents and pupils help to answer the questions of prospective parents while showing your unique culture and ethos.
The Bottom Line
If you’re wondering how to increase admissions in an increasingly digital landscape, the answer is simple: video content. A professional film doesn’t just capture a building; it captures the spirit that makes your school the right choice.