Hyper personalisation – buzzword or education’s next big move?

But with temperatures dropping and winter underway, conversations have already turned to 2026 and the latest predictions for next year.

One trend we’re confident will keep gaining traction? Hyper personalised content.

Netflix have nailed it

Hyper personalisation uses data and analytics to tailor content to individual users – far beyond traditional segmentation. Think Netflix, Amazon, Spotify.

In fact, Netflix is a prime example, perhaps even the prime example, of the sort of approach we’re talking about.

They’ve nailed choice psychology and shown they understand their audience by creating a friendly process that quickly gathers information about their customers and uses it to serve up content that feels handpicked. It’s not just smart, it’s expected. And effective.

Why it matters for education marketers

Gen Z and Gen Alpha expect content to come to them. Raised on algorithms and curated feeds, they see the internet as communal, not just transactional. And that means a personalised approach engages them in ways nothing else can. Education marketers that serve generic, system-led content risk losing attention before they’ve earned it.

We’re not saying the Netflix approach is the answer for every college or university, but it’s a good example of the kind of thinking required.

They don’t just list everything alphabetically or by internal logic (large universities are particularly guilty of this). It learns, adapts, and evolves with the user, because getting it right at the start is essential but not the end game. Education marketing teams can do the same – starting with tailored web experiences and continuing through the entire recruitment journey.

The tools are here

Personalisation isn't new. Back in 2018, the data was already telling us that 91% of consumers preferred brands that personalised experience.

But technology is now bringing hyper personalisation within reach for more of us. AI-driven insights, CRM systems, dynamic websites. These aren’t futuristic, they’re available now. Often hyper personalisation can be achieved with content that already exists or with minimal repurposing. The challenge is committing to the strategy and connecting the dots across platforms.

Of course, it takes a certain amount of bravery to change the status quo. To do away with traditional course lists and create course search tools based on the student’s interests or intent, for example. But the results are worth it.

Given the length of the recruitment cycle, some results may take time, but the conversation needs to start now. Because hyper personalisation isn’t just a buzzword – it’s a mindset shift. And for education marketers ready to embrace it, the potential is huge.

Need some help? As a full-service marketing agency, Bluestorm can help you serve up content that’s tailored, refined and ready to capture your audience’s attention. Get in touch today.