Video Marketing Strategies for Higher Education
1. Campus tours in virtual reality
Virtual reality campus tours are ripe for higher education institutions, but not every university has them in its marketing arsenal. Virtual tours are essential at a time when a social contact is limited and international travel is not always feasible. Virtual tours, in addition to allowing you to show off your campus, help prospects connect on a personal level by providing insight into its culture, vibe, and values.
2. Customized video content
Prospective students nowadays expect to provide the same level of personalization as their favourite brands. A ‘catch-all’ student recruitment video is no longer sufficient. Personalized videos have significantly higher open and click-through rates, which helps to nurture relationships with prospects. Use the data you have on students to send personal videos. This level of effort and personalization can have a significant positive impact, especially at a time when the pandemic can make people feel isolated or marginalized.
3. Videos of Campus Tours
With some on-campus tours cancelled due to the pandemic and long-distance and international travel disrupted, schools must create compelling campus tour videos.
Your campus tour videos should be both entertaining and educational. You can virtually take students into a classroom with a charismatic professor, a popular student hangout, and around campus with a student guide, just like you would in person.
4. Course Content Examples
Potential students frequently want to know what courses they might take before applying, and their parents may be interested as well. It can be very appealing to create sample course videos that show them what a class will look like or what a semester will cover.
5. Live Streaming of Events
Live-streaming events you already have planned on your website and/or social media channels is a low-cost way to create more video content. This increases the visibility of your events while also demonstrating to potential parents and students some of what they can expect to encounter at your school if they are decided to offer and accept admission.
6. Virtual open days
Open days are beneficial to both students and schools. They allowed prospective freshmen to tour the campus and walk the halls, as well as hear about campus life from current students, meet with faculty, and attend sample lectures. Open days provide opportunities for colleges and universities to showcase their facilities and connect with prospective students. Students can only learn so much from your university or college’s website.
7. Video messages that are personalized
While email is still an effective marketing tool, text-based communications can come across as cold and impersonal, making them easy to dismiss. That’s why embedding a video in an email has been shown to increase click-through rates by 300%.
8. Highlights from research
Universities are more than just educational institutions; they are also research hubs. It is critical to demonstrate this aspect of your school in addition to the student experience. This can improve your university’s image, attract collaborators, and aid in the recruitment of other world-class researchers to your campus.
A brief video highlighting a project or researcher can be a valuable asset to your branding efforts. Make sure to clarify the research’s potential practical applications. It may be obvious to experts in the same field, but you’ll need to spell it out for your video to have mass appeal.
9. Tours via virtual reality
A campus tour has the same appeal for students and post-secondary institutions as an open day. A tour allows prospective students to imagine themselves as students, spending time with new friends in the dorms, studying in the library, eating in the dining hall, and so on. Even better if the tour is led by an enthusiastic student volunteer who knows how to get people excited.
10. Video content for social media
Marketers can target their videos based on specific demographics and interests thanks to the vast number of parameters at their disposal. For example, you could create a marketing video that is tailored to users who are interested in a specific field of study and are weighing their post-secondary options.
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