Can you remember the last time you went through your day without viewing some sort of video? Video is everywhere, seamlessly woven into our daily lives—from scrolling social media clips of cats (guilty) to watching instructional videos on cooking the perfect salmon. According to Statista, the average person watches over 300 minutes of video per day across TVs and other digital devices, and most estimate that video makes up a whopping 82% of all global internet traffic. 

We know this isn’t breaking news. The seismic shift toward video content has been evident for years. Platforms like TikTok have surged in popularity, capitalizing on short, engaging video formats. Instagram, originally a photo-centric platform, has turned its attention toward heavily promoting Reels. Even YouTube, the video giant, has introduced Shorts to compete in both long and short-form video. These changes scream one thing: audiences prefer video over text or images, and they’re consuming it in ever-increasing quantities. 

Video Is No Longer A “Nice to Have”

For colleges and universities, fully embracing video marketing is more critical than ever. In fact, if your institution hasn’t already, it’s falling behind. Higher education has to leverage video effectively to provide students with the best digital customer experience (DCX). 

Failing to incorporate video into your marketing strategy means leaving significant engagement, conversion, and retention opportunities on the table. For example, video content is known to generate 1,200% more shares than text and images combined, landing pages with video have an 80% higher conversion rate, and viewers retain 95% of a message when they watch a video compared to 10% when they read it in text. By not utilizing video, colleges miss out on these critical benefits. 

On the flip side, taking advantage of video can skyrocket these metrics, build more authentic connections, and simplify complex information for prospective students. In this article, we’ll explore 6 impactful video strategies that can elevate your higher education marketing, simplify complex information, and build authentic connections.

Overcoming Enrollment Challenges With Video

This urgency becomes even more apparent when considering recent trends in higher education. Over the past decade, U.S. undergraduate enrollment has significantly declined, dropping 15% from 2010 to 2021. Meanwhile, the rapid growth of digital advertising has created a marketplace where universities have to compete not only against one another but also with a barrage of other content. 

Key Statistics:

• Undergraduate enrollment fell by 15% from 2020 to 2021 but is projected to increase by 9% from 2021 to 2031 (National Center for Education Statistics).
• Digital advertising spending increased by approximately 46% in the educational services industry from 2021 to 2022, reaching more than $1.9 billion in 2022 (Statista).

Given these dynamics, embracing video allows you to address these challenges and turn them into opportunities. Video content meets prospective students where they already are, capturing their attention quickly and holding it for longer. 

Most importantly, video can simplify the application process, highlight unique aspects of campus life, and ultimately counteract the enrollment trend with increased student attendance. This is precisely the message we want to communicate: adopting video marketing is not just beneficial but essential to reversing declining enrollment trends.

Video marketing can effectively showcase your institution’s unique selling points, making the application process less daunting and more engaging for prospective students. It provides a dynamic way to present campus life, academic programs, and student testimonials, making your college more appealing and accessible.

The Dual Power Of Video: Ads And Organic Content

Video ads are one of the most powerful tools at your disposal for reaching and engaging prospective students. Research shows that video ads not only capture attention more effectively but also foster higher retention and conversion rates compared to more traditional ad formats.

For example, studies indicate that video ads have a 63% higher view-through rate than non-video ads, meaning viewers are more likely to watch your content from start to finish. This extended engagement directly translates into better message retention, with viewers retaining 95% of a message when delivered via video, compared to just 10% with text alone.

But it’s not just about views and retention—video ads also have a profound impact on building brand trust. Unlike traditional banner ads, which can often feel disruptive, video ads are more likely to be seen as informative and engaging, especially when they align with the content being viewed. This alignment makes audiences more receptive to your message, fostering a sense of authenticity and trust. 82% of consumers report being more likely to purchase a product or service after watching a video, highlighting the persuasive power of this medium.

In essence, a successful video ad strategy not only reaches your target audience but also connects with them on a deeper level, making your institution more memorable and trustworthy in their eyes.

Video Marketing For Colleges: 6 Impactful Ideas

Each type of video you produce should contribute to a cohesive and comprehensive digital customer experience. From building trust to simplifying the enrollment process, every video interaction can eliminate roadblocks and create a stronger connection between the institution and its students. Here are six video ideas that can enhance the digital customer experience in higher education:

1. Leverage Audience Targeting: Geofencing and Retargeting

To truly maximize the effectiveness of your video strategy, it’s essential to not only create compelling content but also to ensure it reaches the right audience at the right time. That’s where advanced targeting techniques like geofencing and retargeting come into play.

• Geofencing: This location-based strategy allows you to target potential students within specific geographic boundaries. Imagine your video ad reaching high school students near college fairs, sporting events, or within a radius of your campus. Geofencing ensures your message is delivered to those most likely to be interested, driving more relevant engagement and increasing the likelihood of conversions.
• Retargeting: Often, prospective students might engage with your content but not immediately take action. Retargeting keeps your institution top-of-mind by serving video ads to those who have previously interacted with your website or social media channels. This consistent reminder can significantly boost conversion rates by encouraging prospective students to revisit your site and complete their application or inquiry.

2. Student Success: Building Trust Through Real Stories

Sometimes, less is more when it comes to video. Using smartphones to produce authentic videos that highlight real students—not actors—can make your institution’s stories more relatable and inspirational without needing professional production quality. Success story videos provide a personal touch that makes your institution’s digital presence more human and credible.

These videos can be embedded across your digital platforms, from your website’s homepage to social media channels. They provide a personal touch that makes your institution’s digital presence more human. 

3. Program Spotlights: Showcasing Academic Excellence And Flexibility

Program spotlight videos show specific academic programs, offering a detailed look at what makes each unique and appealing. These videos can be customized to highlight the flexibility, structure, and outcomes of both on-campus and online programs, attracting a broad range of students.

Program spotlight videos can be integrated into students’ digital experience by strategically placing them on program-specific pages of your website. This makes it easier for visitors to find detailed information about their areas of interest. They can also be featured in email campaigns targeting prospective students who have shown interest in those fields, providing a personalized and informative touchpoint in the enrollment journey.

4. Application And Enrollment Guides: Reducing Barriers To Entry

Many students find the college application process overwhelming. Application and enrollment guide videos simplify this process by providing clear, step-by-step instructions, reducing anxiety and increasing the likelihood of application completion.

These guides can be prominently featured on your admissions page and linked in follow-up emails to prospective students who have started but not completed their applications. 

5. Campus Tours: Bringing Campus To Students

With many students unable to visit campuses in person, virtual campus tours have become vital to the college selection process. Effective tours use video to create a seamless, immersive experience beyond static images or basic walkthroughs.

Virtual campus tours should be easily accessible from your website’s main navigation and promoted across social media channels. They can also be tailored to the user’s interests, such as specific academic departments or extracurricular activities.

But virtual tours aren’t just for showcasing the physical campus — they can also highlight your institution’s online learning programs. By integrating videos that detail the online learning environment, technology platforms used, and support services available, you can attract non-traditional students who seek flexible education options. 

6. Non-Traditional Learners: Expanding Your Reach

Non-traditional learners, such as working professionals, parents, and those seeking career changes, are a growing demographic in higher education. Creating targeted video content that speaks directly to their needs and concerns can significantly enhance your institution’s appeal to this audience. You might want to include videos that focus on:

• Flexible Scheduling and Program Formats: Videos that explain the flexibility of online programs, part-time schedules, and accelerated courses can attract those who need to balance education with other responsibilities.
• Career Advancement Opportunities: Highlight how your programs are designed to enhance career prospects and provide real-world skills that are immediately applicable.
• Supportive Learning Environment: Show how your institution supports non-traditional learners through dedicated advisors, online resources, childcare services, and community-building initiatives.

By addressing the unique challenges and goals of non-traditional students, you can create a more inclusive and appealing digital experience that broadens your institution’s reach and impact.

Best Practices For Higher Education Video Content

Using video in your marketing strategy can significantly enhance your institution’s ability to attract and engage students. However, successful video content requires more than just hitting the record button. Here are some essential best practices to ensure your videos are effective and impactful:

1. Define Clear Objectives

Every video should serve a distinct purpose, whether it’s driving campus visits, increasing applications, or enhancing brand awareness. With clear objectives, your content will be more cohesive and effective.

How To Implement:

• Start with Your Goals: Define what you want to achieve with each video. Are you looking to inform, inspire, or persuade your audience?
• Align with Marketing Strategy: Ensure your video objectives align with your broader marketing goals. For example, if increasing enrollment is a priority, your video should clearly communicate the benefits of applying to and attending your institution.
• Measure Success: Establish metrics to track the performance of your videos. This could include views, engagement, click-through, or conversion rates. Use these metrics to refine your strategy over time.

2. Prioritize User Experience

Video content is critical for user experience. They should be easy to find, watch, and interact with. This includes optimizing for fast load times, mobile compatibility, and intuitive navigation.

How to Implement:

• Ease of Access: Ensure your videos are easy to find on your website and across your social media platforms. Use clear calls-to-action and organized video libraries or playlists.
• Accessibility and WCAG Compliance: Accessibility is crucial, especially for public institutions. All videos should include subtitles or captions to ensure they are accessible to all viewers, including those who are deaf or hard of hearing. Follow WCAG (Web Content Accessibility Guidelines) standards to make your video content accessible, which also helps improve user experience and compliance.
• Responsive Design: Optimize your videos for mobile viewing. With many students accessing content on their phones, videos should load quickly and display correctly on smaller screens.
• Interactive Elements: Incorporate features like clickable links, QR codes, or prompts to engage viewers and guide them to additional resources or actions.

3. Leverage SEO And Cross-Platform Distribution

To maximize the reach and impact of your videos, they need to be visible and accessible across various digital platforms. Effective search engine optimization (SEO) can significantly enhance your video’s discoverability in search engines, while cross-platform distribution broadens your audience.

How to Implement:

• SEO Optimization: Use relevant keywords in your video titles, descriptions, and tags to rank higher in search results and drive more organic traffic to your videos.
• Engagement Metrics: Thanks to the Google leak, we now know for sure that user engagement signals like time-on-page can positively impact your rankings. Embedding videos on your website and focusing on watch time and click-through rates can help retain viewers and boost your visibility.
• Platform Strategy: Share your videos across multiple channels, including YouTube, Instagram, TikTok, your website, and more. Tailor your content to fit each platform’s strengths and audience preferences.

Case Study: Oodle’s Impact With Video For UC Online

To see the power of video content in action, consider Oodle’s collaboration with the University of Cincinnati Online (UC Online). Facing the challenge of expanding their reach and increasing enrollments, UC Online partnered with Oodle to create an influencer campaign that leveraged the authentic voices of real students.

The campaign featured videos where influencers shared their experiences and the benefits of UC Online’s programs. These videos were distributed across social media platforms, tapping into the influencers’ existing audiences and generating a broader reach. The results were impressive: UC Online reached more than $2 million people and saw a 40% increase in website users and sessions.

Partner With Oodle: Your Strategic Ally in Higher Education Video Marketing

As we’ve seen, adopting video is not just about keeping up with trends; it’s about creating a more accessible, engaging, and effective digital experience for your audience. This approach can demystify the college experience, reduce barriers to entry, and ultimately drive higher enrollment rates.

At Oodle, we understand higher education institutions’ unique challenges and opportunities. Our expertise in DCX allows us to create comprehensive video strategies tailored to your specific needs and goals. Whether you’re looking to boost your online presence, enhance engagement, or increase applications, we have the tools and insights to help you succeed.Don’t let your institution fall behind in the digital race. Embrace the power of video with Oodle and transform your approach to higher education marketing. Ready to get started? Explore our Build™ solution and discover how we can elevate your video marketing strategy today.