The Benefits Of Using Video In Higher Education Marketing

In today's fast-paced digital world, video marketing has become a powerful tool for businesses to connect with their target audience.

It's no surprise that higher education institutions have also embraced this trend to attract potential students and engage with their current ones.

Video marketing allows higher education institutions to showcase their unique offerings and value propositions in a way that text or images simply cannot match.

Higher education marketing is a highly competitive industry that requires a unique approach to reach and engage prospective students.

With the number of students seeking higher education increasing every year, universities and colleges must explore innovative ways to differentiate themselves from their competitors. This is where video marketing comes in.

By incorporating video into their marketing strategies, higher education institutions can increase engagement, build trust, showcase campus life, and improve accessibility.

According to a recent survey, videos in higher education marketing have been shown to increase click-through rates by 96% and boost open rates by 5.6%.

Furthermore, 73% of prospective students report that videos are helpful in making a decision about which college or university to attend.

In this article, we'll explore the benefits of using video in higher education marketing in more detail.

We'll discuss how video marketing can help institutions stand out in a crowded marketplace, connect with their audience, and ultimately increase enrollment.

By the end of this article, you'll have a better understanding of the impact of video marketing and how you can leverage it to achieve your higher education marketing goals.

Video Increases Engagement

Video marketing is an increasingly popular way for higher education institutions to reach out to potential students and engage with their current ones.

In fact, statistics show that video marketing is one of the most effective ways to connect with your audience.

Videos are shared 1200% more than text and images combined, and studies have shown that video marketing can increase click-through rates by 300%.

One reason for this effectiveness is that video has a unique ability to capture attention.

In a world where people are constantly bombarded with information, video is a way to cut through the noise and get your message heard.

Videos can evoke emotions, tell stories, and demonstrate concepts in a way that text or images simply can't match.

In the context of higher education marketing, video is particularly effective because it allows prospective students to get a feel for the institution and its culture.

A video tour of campus, for example, can help students imagine themselves on campus, and feel more invested in the institution.

Video can also showcase faculty, students, and alumni, helping to build trust and authenticity.

One of the main benefits of video in higher education marketing is increased engagement. Videos are more likely to be shared and liked on social media, and they also tend to keep viewers engaged for longer periods of time than text or images.

In fact, studies have shown that viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text.

Videos can also be used to address common concerns or questions that prospective students may have, such as how to apply for financial aid or what the campus culture is like.

By providing this information in an engaging, easily digestible format, institutions can build trust with potential students and help them make informed decisions.

Video Builds Trust

In the world of higher education marketing, building trust is essential to attract and retain students.

The Benefits Of Using Video In Higher Education Marketing

One of the most effective ways to do this is through video marketing. The video has the unique ability to tell stories, evoke emotions, and create a sense of authenticity that can be difficult to achieve with other marketing methods.

Video builds trust in several ways. First, it allows institutions to showcase their unique culture, faculty, and facilities in a way that text or images simply cannot match.

Video can provide an inside look into campus life, showing what it's really like to be a student at the institution.

This type of transparency can help prospective students feel more comfortable and connected to the institution.

Second, the video can be used to highlight the accomplishments of current students and alumni.

By featuring success stories, institutions can demonstrate that they are invested in the success of their students and that they have a track record of producing successful graduates.

This can help build trust and credibility with potential students and their families.

Several higher education institutions have successfully used video to build trust with their audiences.

For example, Georgetown University created a series of videos that showcase its faculty and academic programs, helping prospective students get a feel for the academic experience at Georgetown.

Harvard University used video to create a virtual tour of its campus, providing a glimpse into student life and highlighting the institution's history and culture.

The benefits of video in higher education marketing go beyond just building trust. Video can also be used to increase engagement, improve accessibility, and ultimately increase enrollment.

According to a recent survey, 75% of students report that video is helpful in making a decision about which college or university to attend.

Video Showcases Campus Life

When it comes to attracting potential students, showcasing campus life is an essential component of higher education marketing.

Prospective students want to get a sense of what it's like to attend the institution, and video is an effective way to provide that experience.

Video can showcase campus life in several ways. One of the most popular methods is through virtual tours, which allow potential students to explore campus from the comfort of their own homes.

Video tours can also highlight different aspects of campus life, such as student organizations, athletic events, and social activities.

In addition, video can be used to showcase academic programs, faculty members, and research initiatives, helping prospective students understand the academic culture of the institution.

There are several benefits of showcasing campus life through video. First, it allows prospective students to get a sense of what it's really like to be a student at the institution.

This can help them make an informed decision about whether the institution is a good fit for them. Second, video can be used to create a sense of community and belonging, which is important for student retention.

By showcasing campus events and social activities, institutions can create a sense of camaraderie and help students feel more connected to the institution.

Many higher education institutions have successfully used video to showcase campus life.

For example, the University of Southern California created a series of videos called "Life at USC," which features current students talking about their experiences on campus.

The University of Texas at Austin created a virtual tour that allows prospective students to explore campus and learn about the academic programs offered. These videos have been highly effective in attracting and retaining students.

Video Improves Accessibility

Accessibility is a crucial consideration in higher education marketing, as institutions strive to provide equal opportunities to all students.

Video can play a significant role in improving accessibility, as it provides an alternative to traditional text-based communication.

Video can improve accessibility in several ways. For example, closed captioning can make videos accessible to students who are deaf or hard of hearing, while audio descriptions can help students who are blind or visually impaired.

Video can also be used to provide translation services for international students, making it easier for them to understand the content.

The benefits of using video for accessibility in higher education marketing are numerous. First, it helps institutions meet legal obligations, such as complying with the Americans with Disabilities Act (ADA).

Second, it creates a more inclusive and diverse environment, which can improve the overall student experience. Third, it can help institutions reach a wider audience, including those who may not have access to traditional text-based communication.

Several higher education institutions have successfully used video to improve accessibility. For example, Harvard University offers online courses with closed captioning and audio descriptions to make them accessible to all students.

The University of Washington provides video transcripts and captions for its online videos, making them accessible to students with hearing or visual impairments.

These initiatives have helped these institutions improve accessibility and reach a wider audience.

To Conclude

A video is a powerful tool that higher education institutions can use to enhance their marketing efforts.

By incorporating video into their marketing strategies, institutions can increase engagement, build trust, showcase campus life, and improve accessibility.

The statistics and examples discussed in this article demonstrate the effectiveness of video in higher education marketing.

Moreover, the benefits of using video in higher education marketing go beyond just reaching prospective students.

Video can also be used to engage current students, alumni, and other stakeholders. It can be used to share news, events, and other important information, keeping the community connected and informed.

Given the benefits of using video in higher education marketing, it is essential for institutions to incorporate video into their marketing strategies.

With so much competition in the higher education market, video can help institutions stand out and connect with their target audience.

Therefore, my call to action for higher education institutions is to invest in video as a key component of their marketing strategies.

By doing so, institutions can enhance their visibility, improve engagement, and create a more inclusive and diverse environment.

It's time to take advantage of the many benefits that video has to offer in higher education marketing.