Clearing 2025: Our 8 Key Takeaways for UK Higher Education Marketing
The dust hasn’t even settled on #ResultsDay2025, but a few clear patterns (and opportunities) from Clearing 2025 are already emerging. Here’s what stood out today, and why it matters for student recruitment and marketing.
1. Clearing is going mainstream
Google Trends shows interest in “Clearing” climbing year-on-year, with a 47% YoY jump in interest in “clearing courses” in the week before results day.
This isn’t just about last-chance options. Students are actively researching clearing before they even know their grades. Campaign timing needs to shift earlier, priming awareness and persuasion before results day hype.
2. The attainment gap is also a marketing gap
London’s 32.1% A*/A rate vs the North East’s 22.9% isn’t just an access issue; it’s a market segmentation map.
High-attainment regions have more students applying nationally to selective institutions, so marketing here is about prestige, differentiation, and competing on academic pull.
Lower-attainment regions see more localised recruitment, which makes messaging about accessibility, affordability, and local progression routes far more effective.
3. T-levels are growing, but still a blind spot for HE marketing
Completions are up 60% year-on-year, with 11,909 learners receiving results. The pass rate has risen to 91.4%, but 27% of starters didn’t complete on time.
These qualifications are gaining respect among employers and school-leavers, yet many universities still market like A-levels are the only game in town. More visibility in entry requirements, case studies, and course marketing could unlock a motivated new audience.
4. Top grades are up
28.3% of A-level results this year were graded A* or A, up from 27.8% in 2024. Selective universities still need to fight hard for these students, but mid-tier institutions can use this as an opportunity to position themselves as strong “aspirational” choices for those just shy of the top.
5. First-choice acceptances are high, and that changes clearing maths
82% of applicants were accepted to their first-choice university this year (226,580 18-year-olds). That means fewer students are available for competitive poaching in clearing and suggests that late-stage recruitment opportunities will be smaller.
Early engagement and “plan B” nurturing pipelines are more important than ever.
6. Clearing day is even more mobile-first
On results day, mobile traffic to university websites surges beyond the usual baseline. Just take a look at this data from a university we work with:
Students are likely at their college when they receive their results, so they’re hurriedly checking clearing vacancies, comparing universities, and making calls on their phones.
For marketers, that means mobile UX needs to be lightning fast, easy to navigate, and built for quick action – especially for course search, enquiry forms, and click-to-call functions.
7. Subject demand is still shifting towards STEM
Early clearing patterns are pointing to growth in vocational-leaning STEM, healthcare, and AI/data courses. Student aspirations are closely tracking labour market narratives, so linking course marketing directly to career outcomes isn’t optional anymore.
8. The arts are suffering, and university marketing should inspire
Arts A-level entries have dropped 31% since 2010, according to Campaign for the Arts, with performing arts seeing the steepest declines – with dance down 59%, drama down 53%, and music down 47%.
For universities, this polarisation means career-outcome messaging is a crucial validation point for many applicants. But it’s equally important to nurture creativity and curiosity for those who study a subject simply because they love it. Marketing should inspire both the head and the heart.
What this all means for HE marketing
Clearing 2025 shows a sector in flux. Shifting subjects, widening regional disparities, and growing alternative qualifications show a student audience that’s more mobile, more proactive, and more career-conscious than ever. For HE marketers, the opportunity lies in agility: adapting messaging by region and qualification, timing campaigns earlier, and balancing hard outcomes with inspiration.
The universities that thrive will be those that meet students where they are – on their phones, in their context, and at the exact moment they’re making life-changing decisions.
Stay tuned for expert HE marketing analysis
At Arke, we’ve spent years partnering with higher education institutions across the UK. On Results Day, our Paid Media team focus entirely on ensuring budgets are spent on the right keywords at exactly the right moments. Our SEO specialists work year-round to give university websites the visibility, technical strength, and authority they need. And our Design team ensures every institution’s brand is communicated powerfully through art, film, typography, and visual identity.
As Clearing 2025 settles and the full data picture emerges, we’ll be sharing a deep dive into the patterns, surprises, and opportunities we’ve uncovered. For now, these hot takes offer a snapshot of where the sector is heading and how universities can respond in the moment.
