As a university marketer, you are catering for many students with different informational needs. Creating something for everyone can become very challenging.
What education video marketing trends will affect FE and HE marketers in the next 12 months? If you’re planning your content or video strategy for 2019, these are the three things to take into account.
There are times when we want films to lie to us: to give us a happy ending or mislead us with a cunning twist. However, when deciding what college and university to go to, prospective students tell us they want providers to keep things authentic.
The truth doesn’t have to be tedious and your college and university’s promotional video can still be filled with great, inspirational content. But think twice before abandoning authenticity in favour of outright fantasy. If you’re putting together a new promo video for your college and university, you might want to consider the following points before you start shooting.
Does each video you create have a Launch Plan? Here’s why you need one and how we can help.
Creating video content is just the first half of the job. Getting it in front of your target audience, in the right way, is the second half.
Not having a launch plan is like baking a cake but neglecting to serve it up. It might taste great – it might be the most delicious cake in the world – but who cares, if no-one gets to eat it?!
Similarly, your video content can only set the hearts and minds of your target audience aflame if they see it. We’ll help make it happen with our choice of three service levels:
The Hero Help Hub Framework: Video content strategy for colleges and universities
The Hero Help Hub Framework helps you create an effective video content strategy for your college or university.
It explains the very different roles played by the three types of video content, and how they each fit into prospective students’ decision-making process.
The framework helps guide many of the decisions that you face when creating video.
If you are ever unsure of answers to questions like…
- What type of video should I be creating?
- What’s the best way to distribute and promote my video content?
- How long should this video be?
…then applying the framework will help you understand the purpose of each video you are creating, and stay on the right track.
Looking for new video marketing ideas?
Colleges and university marketing teams constantly tell us they want to start using more video as part of their marketing strategies, but that they lack creative ideas. That’s inspired us to put together this blog, sharing how video can target students and influencers at every stage of their journey. And, just as importantly, that distribution is also a vital consideration that should go hand-in-hand when planning your new creative video content.
We’ve packaged together some of the best examples of video marketing ideas from brands, colleges and universities around the world, and some of our own handiwork that we are most proud of.
Why do you need a video distribution plan?
Smart universities and colleges have been embracing video as part of their content strategies for the last five years. They are looking to use video to strengthen their brand and achieve challenging enrolment targets.
After all, content is king, right? Well, it is and isn’t. The multichannel environment presents a number of challenges to HE and FE marketers.
YouTube is overflowing with great content commissioned by the HE and FE sector. Some of this content is watched by no-one.
Just 18% of brands judge their video marketing ROI as “very successful”, according to a Hubspot survey. So how can colleges and universities prove their video marketing delivers genuine ROI?
Fifty-two percent of marketers consider video marketing to be the type of online content with the greatest ROI. Yet, we often find that one of our clients’ main challenges is measuring their video marketing ROI. If you spend £16,000 on a promotional film, how can your college or university marketing team know what impact it has had? And what about the impact of paid social campaigns?
Having a University Video Strategy ensures that your film content has a specific purpose. Without this, it’s easy to fall into the trap of creating videos just for the sake of it – and missing out on its full potential.
Any video content is good, right?
Statistics comparing the effectiveness of video to other formats are striking. Text and images are mere sparklers compared to video’s fireworks. You want to get attention? Generate engagement? Motivate shares and conversions? Video outperforms other formats on all of these.