Capture Attention, Drive Enrollment: Video for Higher Ed

‍Amidst an endless digital landscape, higher education institutions face the critical challenge of differentiating themselves and resonating with their audiences.

The medium of video emerges not just as a tool but as a compelling ally in this quest, carrying the potential to transform institutional narratives into powerful beacons of engagement and connection.

"Video content is the cornerstone of contemporary engagement, transforming passive viewers into active participants in the educational journey." – Digital Education Report (2024).

The Evolution of Video in Higher Education Communication

From a supplementary tactic to a strategic necessity, video has undergone a metamorphosis in the realm of digital communication. Currently, an overwhelming 86% of marketers across industries harness the dynamic nature of video to captivate and engage audiences, a statistic that underscores its potent influence (EngageBay, 2024). In the educational sector, video becomes the bridge that connects prospective students, alumni, and benefactors to the heart of an institution.

The Science Behind Short-Form Video Success

In an era where attention is a coveted currency, short-form videos—those under 90 seconds—reign supreme. They cater to the evolving consumption patterns on social media platforms such as Snapchat, TikTok, and Instagram, where visual brevity translates to engagement (EngageBay, 2024; Intelligent Relations, 2024). Animoto's Social Video Marketing Report (2023) encapsulates this sentiment, noting that "viewers are more likely to complete videos if they're concise, compelling, and punchy."

The Emotional Connect: Authenticity in Motion

Beyond mere attention, video's forte lies in its ability to humanize and authenticate the educational narrative. By bringing forth the spirit of campus life through live streams and real student stories, institutions carve out a space for emotional connection and community.

"Video storytelling is not just about showcasing; it's about evoking a sense of collective experience and aspiration." – Chronicle of Higher Education (2023).

Strategic Video Initiatives for Higher Education

Virtual Campus Tours 2.0: With virtual reality and drone footage, institutions can offer interactive campus experiences, capturing the essence of their environment and spirit.

Humanizing the Narrative: Through mini-documentaries, institutions can spotlight the diversity and achievements of their students and alumni, crafting relatable success stories that inspire prospective students.

Philanthropy Visualized: Videos that demonstrate the tangible outcomes of donations can drive philanthropic support by illustrating real-world impact and invoking donor empathy.

Event Amplification: Live streaming expands the reach and legacy of campus events, allowing institutions to engage with broader audiences.

Success Factors in Video Strategy

The execution of a successful video strategy in higher education hinges on a blend of quality, consistency, collaboration, and inclusivity. High-quality production, strategic content planning, and ensuring accessibility with captions and transcripts are non-negotiable elements that drive a video's effectiveness and reach.

The Future Is Visual

Embracing video storytelling allows institutions to forge stronger connections, enhancing their appeal and establishing an engaged educational community. With a tailored video strategy, the potential for impact is immense, marking the advent of a new era in higher education marketing.

For further insights and strategies on integrating video into your higher education marketing efforts, contact Goodsides – your partners in bringing stories to life.