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5 Reasons You Should Use A Video Marketing Strategy In Higher Education Institutes

May 9th, 2023

Written by The TinDragon Team


As the world continues to evolve, video marketing has become a powerful tool for companies across various industries. Higher education institutions are no exception. With an increasing number of prospective students relying on digital platforms to inform their decisions, it's essential for colleges and universities to embrace video content as part of their marketing strategies. In this article, we'll delve into five reasons why higher education institutes should invest in video marketing. Class is in session at TDU (TinDragon University)!


Video Marketing Strategy for Higher Education that Attracts and Engage Prospective Students


In today's digital landscape, prospective students expect more than just text and static images when researching their school options. High-quality video content can help showcase the campus life, student body, and faculty members in a more immersive and engaging manner. A well-crafted campus tour video, for example, can help potential students feel more connected to the college or university, even from the comfort of their own homes.


According to a study by Google, 80% of students said that watching a video influenced their application decisions. By incorporating video marketing into your higher education marketing strategies, you can effectively reach a wider audience and capture the interest of prospective students.


You can see how these decisions can be sparked by compelling and human stories within video, like this Gear Up 4 LA video, we at TinDragon shot and edited for our higher ed clients. As a field shoot, we interviewed many students, teachers and parents during their college tour and grabbed "fly-on-the-wall" coverage of the Gear Up 4 LA College Visit events.


Boost Enrollment and Conversion Rates with Video Content


Video marketing is a powerful tool for higher education institutions to improve their enrollment and conversion rates. When prospective students can visualize themselves on campus, they're more likely to apply and enroll in your school. Video testimonials from current students and alumni can also build trust and credibility, further influencing potential students' decisions.


In fact, the use of personalized videos has been shown to result in higher open and click-through rates for email campaigns. By including short video content in your recruitment emails and social media channels, you can make a lasting impact on potential students and their parents.


Use Video to Enhance Student Body Engagement


Creating video content that resonates with your current students can boost engagement and foster a sense of community. Short-form videos, such as those created by students themselves, can help highlight campus events, student achievements, and even educational infographics for different departments.

By showcasing these aspects of your college or university through video, you can keep your current students informed and engaged while also building a stronger online presence for prospective students to discover.


Improve Content Marketing Efforts


Incorporating video into your higher education content marketing plan can not only increase engagement but also improve the overall effectiveness of your marketing efforts. Videos are more likely to be shared on social media channels, further expanding your reach to prospective students and parents.


Interactive content like 360-degree videos, animated and live streaming events can make your content even more compelling, giving viewers an immersive experience that sets your institution apart from the competition. For example, here's a promotional video we did with Temple University's Center City campus - fast-paced, snappy and a look at the City of Brotherly Love!


Strengthen Alumni Connections


Alumni play a vital role in promoting and supporting their alma mater. By creating video content tailored to alumni, you can keep them engaged and informed about the latest news and developments on campus. In turn, a strong alumni network can help improve your institution's reputation, attracting more potential students and fostering a sense of pride among current students and faculty.


In conclusion, video marketing is becoming an essential tool for higher education institutions looking to improve brand lift, conversion rates, engagement, and client acquisition. From campus tour videos to student testimonials, investing in video production can help your school achieve its marketing goals and reach a wider audience. So, why not grab your camera, hit the record button, and start creating captivating video content that speaks to the hearts and minds of your target audience?


Another TinDragon example! Our team produced a testimonial video for our alumni Emerson College that focused on student and alumni conversations about a career transition program that pairs recent graduates with industry creatives in the prime of their careers.


Lights, Camera, Educate: How Video Content Can Revolutionize Employee Training in Higher Education


The power of video marketing isn't just limited to attracting students or promoting events; it can also significantly impact employee training efforts in higher education institutions. With the rise of online video content and high-quality video production, colleges and universities have a unique opportunity to enhance their staff development programs. Here are some ways video can help improve employee training in higher education:

  1. Facilitate Flexible Learning: Video content allows employees to access training materials at their convenience, making it an ideal resource for busy higher education staff. High-quality video courses and instructional videos can be viewed and revisited at any time, making it easy for employees to learn at their own pace.

  2. Engage with Interactive Content: Interactive video elements, such as quizzes, polls, and clickable annotations, can transform the employee training experience in higher education institutions. This type of content can help create a more engaging and immersive learning environment that encourages active participation and reinforces key concepts.

  3. Improve Information Retention: Studies have shown that visual content is more likely to be retained by learners than text-based materials. By incorporating video into employee training programs, higher education institutions can help staff better absorb and retain important information, ultimately improving their job performance.

  4. Foster Collaboration: Video content can also facilitate collaboration among employees, allowing them to share their experiences, insights, and feedback. By creating a video-based learning community, higher education institutions can promote a culture of continuous improvement and professional development.

  5. Streamline Onboarding: Investing in video production for employee onboarding can help higher education institutions create a standardized and efficient training process. By providing new hires with high-quality video materials, colleges and universities can ensure that all employees start with a strong foundation and a clear understanding of their roles and responsibilities.


Engage, Inspire, and Mobilize: How Video Marketing Can Drive Student Participation in Campus Events


Colleges and universities are always looking for creative ways to engage their students and encourage participation in campus events. Video marketing strategies for higher education can play a crucial role in promoting these events and capturing the attention of students. Here's how video content can help:

  1. Showcase Event Highlights: Creating short-form videos that highlight past events can give students a glimpse of what they can expect, generating excitement and curiosity. By showing students the fun, informative, or inspiring aspects of the event, you can entice them to attend and participate.

  2. Utilize Social Channels: Sharing promotional videos on popular social media channels can help you reach a wider audience and pique the interest of students who may not have been aware of the event. Create content that aligns with the preferences of your target audience, such as Instagram Stories, TikTok clips, or Facebook Live streams.

  3. Leverage Influencers: Involve students, faculty, and other campus influencers in your video marketing efforts. By featuring recognizable faces in your videos, you can create a sense of familiarity and trust, encouraging more students to participate in campus events.

  4. Offer Behind-the-Scenes Content: Students often enjoy getting an insider's look at how events are planned and executed. By sharing behind-the-scenes video content, you can humanize your higher education marketing efforts and build anticipation for upcoming events.

  5. Provide Clear Calls-to-Action: Your video content should always include clear calls-to-action, guiding students on how to participate in the event or where to find more information. By making it easy for students to engage with your content and take the next step, you can drive higher attendance and participation rates.

At TinDragon Media, our team are driven to help you create high-quality videos that engage and empower, from start to finish. Contact us today to learn more and get started.


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