Modernization of higher education and increased competition in the educational services market require new ways of improving the efficiency of higher education institutions (HEI) management. The generalized structure of forming the HEI video marketing strategy is developed and a series of actions for achieving goals is presented. An algorithm for the targeted advertising forming based on decision tree using R. language is proposed. The research methodology is described and HEI targeting model is developed using the decision tree and contextual advertising campaign data on Facebook. The results of the pilot case study are presented, which confirm the practical usefulness of the proposed targeting model, which allows forming target groups.