Colleges and universities are already recruiting and serving Gen Z (born ~1997–2009), the majority of today’s undergraduates. Very soon, they’ll be engaging Gen Alpha (2010–2025), who start arriving on campus in just a few years.
Both cohorts are digital natives, but with different media habits and cultural lenses. Gen Z is pragmatic and peer-validated: they skim, scroll, and trust student voices more than institutional copy. Gen Alpha is visually driven and creator-minded: they expect interactive, video-first, and playful experiences that mirror TikTok, YouTube, and Roblox.
Higher ed marketers need to consider: Does your website meet the expectations of these new generations?
Understanding the Audiences
Generation Z: Scannable, Social, and Peer-Validated
Gen Z consumes information differently than their predecessors—fast, fragmented, and shaped by social networks.
A 2023 study observed that Gen Z often encounters information passively in feeds rather than actively searching for it, and that these encounters are “shaped more by social motivations than by truth-seeking queries.” In short: trust comes from peers, not institutions (Hassoun et al., 2023).
This social-first lens shows up in their media choices. Pew Research found that over 90% of U.S. teens say they get news from digital devices, with YouTube (95%), TikTok (67%), and Instagram (62%) among the most-used platforms (Pew Research Center, 2024). For colleges, this means a student is far more likely to be influenced by a 60-second Instagram Reel from a classmate than a glossy admissions booklet.
Gen Z also values brevity and clarity. McKinsey reports that they gravitate toward “bite-sized, curated content that delivers value quickly”—abandoning platforms or brands that feel cluttered or overwhelming (McKinsey & Co., 2021).
Implication: To connect with Gen Z, higher ed websites must be scannable, authentic, and socially proofed. Skip long-winded institutional copy. Instead, lead with TL;DR summaries, ROI calculators, and authentic student voices.
Generation Alpha: Born Digital, Visual, and Interactive
Gen Alpha is right behind them—and they’re growing up differently than any generation before.
Hyperconnected from Day One
Around 40% had a tablet by age two, 58% by age four, and nearly one in four had their own cell phone by age eight (Annie E. Casey Foundation, 2024). They are true “screenagers,” with digital devices woven into daily routines since infancy.
Video is the Medium
Alpha kids spend an average of 84 minutes a day on YouTube, and 68% of 11–12 year-olds use TikTok, despite its minimum age restrictions (AECF, 2024). Traditional kids’ TV is in decline; Twitch and YouTube dominate teen media diets (Parents.com, 2025).
Creators, Not Just Consumers
Gen Alpha prefers personalized, immersive, and interactive experiences, showing a strong inclination toward platforms that let them create—whether in Roblox, Minecraft, or TikTok (Bridge Ratings, 2024, Basis, 2024).
Learning and Emotional Needs Intertwined
Research during COVID-19 showed that digital communication tools supported not just learning, but also self-expression, social connection, and creativity, meeting both educational and psychological needs (Šramová & Pavelka, 2023).
Implication: For Gen Alpha, higher ed marketing must lean into visual storytelling, interactivity, and authenticity. Static web pages won’t cut it. Instead, create experiences that mirror the platforms where they already live: TikTok, YouTube, Roblox.
Strategic Approaches for Content Creation
Readability & Scannability
Gen Z and Gen Alpha are fast processors of digital information. They don’t sit down to read—they skim, scroll, and decide in seconds whether content is useful.
- Why it matters: McKinsey reports that Gen Z prefers “bite-sized, curated content that delivers value quickly” and abandons platforms or brands that feel overwhelming (McKinsey & Co., 2021).
- What to do: Short paragraphs, bullet points, and TL;DR summaries let students find answers fast. Pew Research also found that nearly all teens (95%) are on YouTube, where brevity and clarity are the norm (Pew Research Center, 2023).
Interactivity & Microcontent
For Gen Z and Alpha, digital is not passive—it’s participatory. They grew up on apps and games that let them click, tap, and personalize.
- Why it matters: Studies show Gen Alpha prefers personalized, immersive, and interactive media experiences and is especially drawn to platforms that allow creative expression like Roblox and Minecraft (Bridge Ratings, 2024).
- What to do: Add program quizzes, ROI calculators, or interactive timelines to admissions and program pages. Break up content with microcontent—30–90 second videos, GIFs, or story cards.
Quick-Hit Storytelling & Social Proof
Gen Z and Alpha have little patience for polished marketing claims—but they’ll stop for an authentic voice.
- Why it matters: A 2023 study found Gen Z’s information habits are “shaped more by social motivations than by truth-seeking”, making peer validation central to credibility (Hassoun et al., 2023).
- What to do: Feature “day in the life” reels, micro-testimonials, or Instagram-style highlights. Research shows that 77% of teens follow influencers for recommendations, suggesting they look for relatable voices, not official ones (Pew Research Center, 2023).
Inclusive, Safe, and Globally Connected
Representation and trust are non-negotiables for these generations. They want to feel safe, seen, and part of a global community.
- Why it matters: Parents.com found that Gen Alpha increasingly gravitates to platforms like Twitch and YouTube because they feel more personalized and community-driven than traditional media (Parents.com, 2025).
- What to do: Show diversity in visuals and storytelling, be transparent about values (climate, equity, DEI), and make sure your site is clear about privacy and safe spaces.
Students aren’t just choosing a school, they’re choosing a community. If your website doesn’t feel inclusive, they’ll assume your campus isn’t either.
Practical Action Steps for Higher-Ed Marketers
Tactic | What to Try | Why Try it |
Content Readability Audit | Run pages through readability checkers. Cut jargon. | Gen Z & Alpha abandons cluttered, wordy content. |
Layered Content Approach | Start with top-line facts, then expand. | Appeals to both skimmers and deep readers. |
Embed Interactive Elements | Program finders, ROI calculators, gamified tours. | Matches Gen Alpha’s play-oriented habits. |
Use Analytics & Heatmaps | Track scroll depth, clicks, video plays. | Lets you refine content quickly. |
Pilot Micro-Stories | Swap one static testimonial for a 30-sec video. | Quick experiments can reveal high ROI. |
Highlight Values | Spotlight climate, diversity, and student equity. | Both cohorts demand authentic commitments. |
Designing for the Next Generation(s)
The direction for higher ed websites is clear: be scannable, authentic, and interactive. Build experiences that reflect the platforms where these students already live and learn.
If you do, you won’t just capture their attention—you’ll earn their trust, their applications, and their long-term engagement.
At iFactory, our design, UX, and content strategy teams live and breathe these generational shifts. We know how to translate Gen Z’s need for clarity and social proof—and Gen Alpha’s appetite for video, interactivity, and inclusivity—into digital experiences that drive engagement and enrollment. If your institution is ready to meet the next generation where they are, contact us. We’d love to help.
Higher Education Websites for Gen Z and Gen Alpha FAQs
Gen Z tends to skim, trust peer-voices, and values clarity and brevity; Gen Alpha expects interactive, video-first, and creator-driven experiences backed by authenticity.
Now. The oldest Gen Alpha students are already engaging with primary and secondary school websites, and within a few years, they’ll be making university decisions, so early adaptation gives your institution a competitive edge.
- Make content “scannable” (headings, bullet points, TL;DRs)
- Improve mobile load times and responsiveness
- Simplify forms and inquiry/application workflows
- Make sure you navigation is clear and easy to use
- Add interactive tools like quizzes, program finders, video snippets
Metrics to track:
- Time on page, scroll depth, video views
- Conversion rates for “Request Info,” “Visit,” and “Apply” buttons
- Drop-off points in forms (where users abandon)
- Bounce rates on mobile entry pages
Not always instead of, but very often alongside. Videos work well where authenticity, emotion, or visualization are key. But written content (clear program descriptions, costs, FAQs) still matters, just structured in a way that’s easy to scan.
It matters a lot. As load times increase, bounce rates go up significantly. Younger users expect fast experiences; slow pages can prevent them from even seeing your important calls to action in a timely manner.
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