Today, in every business, video marketing has grown more prevalent and powerful. Video has the ability to effectively convey large amounts of information in a short amount of time, thanks to the converging forces of developing technology and altering consumer behavior.
This is especially critical in the extremely competitive Higher Education system, where most marketing and recruitment language and content have been marketed and standardized. It’s difficult to identify the differences between many schools on print via mass mailings, viewbooks, posters, and other published or static e-marketing, such as banner advertising, textual reads, emails, and even websites.
When it comes to education choices, how a prospective student “feels” about a college, particularly when they visit the campus, is often the most important factor.
However, students are now preceding campus visits, and video gives a chance to authentically represent an institution’s ethos and “feel” that really is difficult to achieve in any other manner. The plot, soundtrack, graphics, narrator, timing, and production value all work together to produce emotional reactions and connections.
This is where video’s power and significance as the ultimate narrative medium comes into play.
Build emotional connection through storytelling
When executed correctly and consistently, video storytelling may help schools stand out in a way that few conventional promotions can — emotionally. You can shoot a video and process them with a video trimmer to remove unwanted parts and design the appropriate length to be posted in respective platforms or through emails.
Only a small percentage of direct mail campaigns bring recipients to emotions or give them the chills. In any and every way, a regular mail or direct marketing campaign can be on-message and on-brand, yet it will still fail to connect with the recipient or elicit an emotional reaction.
The narrative hasn’t changed, but the method you must tell it has
As our lives grow increasingly online and the distinction between real and virtual reality blurs, customers will gravitate toward firms that give rapid access to advanced relevant content. Big (and small) data will fuel the development of increasingly tailored experiences, but data alone will not be enough for massive and complicated purchasing choices made over time.
The companies and organizations that survive and flourish will incorporate that data to properly produce high-quality content.
Video allows a story to be meticulously produced and delivered with maximum impact every time.
Benefits of using videos in education marketing
Google teamed up with Greenberg Research, Inc to figure out how that process has evolved. You might be surprised by their discovery.
Video can help you with research
After a new student fills out a form, digital research becomes more intense.
And video adds to the experience. In fact, prospective students who have completed an information request form and want to start college at an online university do 1.5 times as much digital research as those who have not completed a form.
University marketers may set themselves apart by fostering new applicants throughout their journey, particularly after filing a request for information.
In this instance, video can assist new applicants in moving on with their academics.
The intent is fuelled by video
It seems the video is used more than simply brand exposure.
It also influences intent. Eighty percent of potential online university students reported that seeing an online video influenced their application.
Students are more encouraged to apply after watching a film that helps them picture their experience.
An educational marketing movie describing the university’s programs might be used to encourage people to submit a request for further information.
Then a movie demonstrating a university’s students’ post-graduation triumphs may be used to attract applicants. Marketers may use intent signals to offer the correct video to the right people at the right moment, and better support them along their journey.
Positive feelings are enhanced by video
After seeing program-specific or brand movies, potential students who planned to return to college at an online institution were considerably more likely to indicate they felt very confident, eager, or enthusiastic.
And those are the same feelings that people have reported having after enrolling. You may utilize video to captivate students, give vital information, and establish connections along the process.
The combination of visual, audio, and action is extremely strong.
It’s something we’ve all gone through. A video may give us the chills, make us cry, or make us feel like we would take on the universe. Video may help you instill favorable thoughts in potential pupils and establish a bond that will continue well beyond the first day of school.
Establishing a video marketing plan
The problem isn’t a shortage of video material in many classrooms.
Thanks to high-quality, relatively affordable cameras, drones, and smartphones, creating a large volume of content is no longer a problem.
The lack of a centralized approach that defines and organizes video enhances the story is an obstacle to successful video marketing.
Schools benefit from a complete and proper video planning and production approach that enhances their branding and is consistently provided across a wide range of distribution channels, objectives, and consumers.
Videos should include the following elements:
- An efficient product
- Personalized content
- User-generated content.
A basic story, plot, and concept are the foundation for a comprehensive strategy and assets—a model designed with distribution in mind.
You may now tell the tale in a meaningful and efficient way to a wide range of audiences using a choice of file types ( long-form, short-form, customized, generic, etc.) via a variety of distribution methods
The trends are apparent, and the solutions are readily available.
The importance of storytelling has never been greater. Virtually communicating is essential. The importance of personalization cannot be overstated.
The capacity to give engaging content in proper and lasting ways will distinguish the organizations who survive and prosper from those who do not.
Your video will be used to evaluate your competition.
Over to you
To sum up, you may utilize video to captivate new students, give vital information, and establish connections along the process.