Higher education video marketing has become a rewarding idea for colleges and universities. Times are slowly changing, and the change is clearly seen in the way educational institutions market themselves and their courses. While course pamphlets and prospectuses still work, most of these institutions are now resorting to high-quality, detailed video content.
Much of the rise of video content for prospective students can be attributed to the rise of YouTube. It’s the second largest search engine with a user base of more than 2 billion worldwide. When it comes to college admissions, institutions are leveraging the platform to market their higher education offerings. Prospective students in large numbers are also using it to conveniently have digital interactions.
So, it important for education marketers to create videos that are informational and interesting, while also giving the ‘wow’ factor. Here’s what they should be doing:
Providing a virtual campus tour
Every student would want to see the college or university they are applying to. There will be many students who are located outside the location of the institution. Such students look for convenience while applying to courses. If they get to see their future college or university without having to physically visit the campus, then that would be great. That’s where educational institutions can leverage YouTube by uploading videos of the campus life out there.
The best way to go about this is by creating a playlist of videos that show classrooms and residential halls, cafeteria, along with the opinions of students who are already studying there. YouTube playlists can hook prospective students to the channel and make it a lot easier for them to discover related content on the platform.
Providing alumni stories
It’s extremely important for educational institutions to build credibility—something that would pull in students. It’s not just about providing the best-in-class courses; it’s also about what kind of students come out of the institution after completing a course. Prospective students would be interested in knowing the impact the institution has on people who pass out from there.
This is where sharing alumni stories on YouTube really works. These videos show prospective students the real value of doing a course in the institution. The institution can get in touch with an alum or a few alumni and ask them to speak about their experience. The video should show how these people who have come out of the institution are holding great jobs and leading a successful life.
Answering key questions
More often than not, students who are seeking admission to a college or university are often dubious about a number of things. They wish to know about the scope of the course, fee structure, and general life on the campus. If they don’t get a clear answer to their queries, they often refrain from applying—something that can deprive the student of a valuable opportunity and the institution of potential talent.
So, educational institutions can use YouTube to upload an explainer video that answers all questions of prospective students. They can create short, animated videos with an interesting voiceover. It’s recommended that colleges and universities should create more institution-specific videos for their website and share more informative version on YouTube. This can greatly boost organic traffic to their YouTube channel.
Video marketing is a primary component of any higher education marketing strategy. With the rise of YouTube as the most popular video-sharing platform on the internet, schools, colleges, and universities should focus on establishing a strong, prominent presence on the platform. When creating video content for their channel, they should always remember who their audience is and what answers they are generally looking for while applying to courses. Achieving success in higher education marketing is all about creating engaging YouTube videos that inform prospective students and delight them in a way that makes them want to apply to a course in the institution.