Why Universities Need Story telling Content to Attract International Students
In 2025, international education is one of the most competitive markets in the world. Universities are no longer only competing locally — they’re competing globally to attract students who can study anywhere. The deciding factor is rarely just academics. For prospective students, the questions are: Can I picture myself living here? Does this place feel right for me? Will I belong?
That’s where storytelling content — films, photography, and social-first campaigns — becomes essential.
Why Storytelling Matters in Higher Education
Students choose more than a course. They choose a city, lifestyle, and community. Visual content sells the experience beyond the classroom.
Trust is everything. Students and their families want authenticity. Glossy brochures aren’t enough — they want to see real people in real spaces.
Social-first discovery. Gen Z students plan their futures through Instagram, TikTok, and YouTube, not just prospectuses. Universities need content that meets them where they are.
Global competition. Every major university invests in marketing. Without strong storytelling, your institution risks fading into the noise.
The Role of Brand Films and Photography
Brand Films for Universities
1–3 minute cinematic films that capture the essence of campus life, the city, and student culture.
Can be used as a hero video on websites, in international recruitment fairs, and as pinned content on social media.
Photography Libraries
High-quality imagery of campus, facilities, accommodation, and surrounding city life.
Used for digital campaigns, prospectuses, PR, and international agent packs.
Social-First Content
Short, vertical videos for TikTok, Instagram, and YouTube Shorts.
Showcasing student voices, everyday campus experiences, and cultural highlights of the city.
Benefits for International Student Recruitment
Builds emotional connection. Students can see themselves in the environment before they arrive.
Drives applications. Better content = higher conversion from interest to application.
Supports international agents. Quality visuals make recruitment easier in global markets.
Boosts reputation. Storytelling positions a university not only as an academic institution, but as a destination.
Case Study Example (Hypothetical Framing)
Imagine a prospective student in India or Nigeria weighing up whether to study in Norwich, Berlin, or Amsterdam. They may never have visited before. A 3-minute brand film showing the vibrancy of the city, the diversity of students, and the energy of campus life can be the deciding factor. Photography of independent cafés, cultural venues, and the university’s architecture reinforces the message: this is a place you’ll thrive.
FAQ: Storytelling Content for Universities
What kind of content do universities need most?
Hero brand films that tell the overall story.
Photography banks for digital and print campaigns.
Social-first content for TikTok and Instagram.
How often should universities update content?
Every 2–3 years or whenever there are major campus changes, new facilities, or a repositioning of brand identity.
Do you only film on campus?
No — the city is part of the story. We capture local culture, lifestyle, and independent venues so international students get a sense of place, not just the institution.
What kind of budgets are typical?
University marketing campaigns often run from £10,000–£100,000+, depending on the scale of assets (films, photography, multi-location shoots).
Do storytelling films replace traditional prospectuses?
Not at all. They complement them — giving life and authenticity to printed or digital brochures.
Final Thoughts
For universities, the challenge in 2025 is not only proving academic excellence but also selling a lifestyle and sense of belonging. Storytelling through film, photography, and social-first content is the most effective way to connect with international students and their families.
At Co Studio, we specialise in cinematic storytelling for destinations, institutions, and brands. By combining brand films, photography, and authentic social content — amplified through our media platform Compendia — we help universities showcase themselves as more than places of study. They become places of life.
👉 Looking to attract more international students through storytelling? Start a Project with Co-Studio