The evolution of technology has changed the way we consume information.
With the escalation of video content, many educational institutes are also investing in video content as a part of their content marketing campaigns. It is a robust marketing tool that allows higher education institutions to connect and engage with their audience effectively.
According to a recent survey, the use of video marketing by higher education institutions has increased dramatically. Over 60% of institutions now use video as part of their online marketing strategy, according to a study done by eLearning Industry.
According to a recent Google study, video content on YouTube has a significant—and positive—effect on higher education enrolment. "80 percent of potential students who wanted to attend an online university claimed that watching an online video influenced their application,".
Thus, it would suffice to say that video marketing is no longer an option for higher education institutes but a necessity!
Thanks to video ads, higher education institutions are generating more student enrolments than ever before. By using video to tell their story and engage potential students, colleges and universities are able to reach a wider audience and connect with them on a deeper level.
That said, there is no doubt that competition in the education landscape is getting aggressive. With so many higher-ed institutions leveraging video ads on social media, it is becoming challenging to stand out from the crowd. Nonetheless, education marketers have a vast potential at their hands if they create compelling stories that entice prospecting students.
In this guide, we’ll look at some popular video ad trends, actionable strategies for video ads for higher education marketing, and also the types of video ads for colleges, universities, and schools.
Let’s get started.
Video Ad Trends That Make Video Advertisements in Demand
As we all know, change is the only constant in today's world. This also holds true for video advertising. What was popular last year may not be so this year. This is why video advertising is important higher ed marketing trend to keep track of.
Although near the end of 2021, around 85% of the marketers used video to educate, entertain, and advertising, it doesn’t necessarily mean what they did will work for you.
Trends come and go all the time.
A rise in consumption and new formats makes the video a compelling and exciting medium. Some of the video ad trends swimming in the digital waters include:
Shorter Video Ads for Higher Ed Marketing
Consumers with real insight will only click on the ad if it is relevant and less time-consuming. The same is true for prospective students. They want the videos to get to the point without wasting time. Most of the college promo videos are now shorter in length.
Video ads should be 15 seconds or less in length to encourage viewers to watch all the way through.
That said, short ads present a challenge to marketers. They must integrate a format that can create instant emotional reactions among the viewers.
User-generated videos play a primary role in marketing. These videos receive up to ten times more views than branded content. Plus, these ads have a higher potential to convert leads into customers as they appear legit and trustable. That's why it should be a part your next higher ed lead generation strategy.
Given that education is a field driven by student and faculty opinions, these ads can serve as a massive growth factor if the institutes learn to incorporate them correctly.
The growth of video advertising doesn’t show any signs of stopping. According to Oberlo, this figure is anticipated to grow in the next few years and reach $12.66 billion by 2024.
These projections make it essential for higher education institutes to craft strategies for video ads.
Interactive Video Content
Another big trend in the higher ed video marketing realm is interactive video content. Through interactive content, viewers are able to engage with your video on a deeper level. For example, they may be able to choose the ending of your video or answer questions throughout the video. This type of content is great for increasing engagement and keeping viewers interested.
Interactive video content can be created using a variety of different formats, including animation, live-action, and even 360-degree video. No matter what type of content is used, the goal is always to create an engaging and interactive experience for the viewer.
Personalized Video Content
Finally, personalization is also a big trend in video advertising. This means that you tailor your video content to specific demographics or interests. For example, you may create a video advertisement of your college that is targeted toward millennials who are interested in a particular degree program.
There's no better way to connect with prospective students than through personalized video content. By featuring real-world examples and stories from current students and faculty, your school can show off what makes it unique and stand out from the rest.
5 Strategies for Video Ads for Higher Education
Video ads are a powerful way to reach prospective students and promote your college or university. But with so many options and platforms available, it can be tough to know where to start. That's why we've put together this guide to video advertising for higher education.
Using the following strategies for video ads can help educational institutes to escalate their enrolment figures and enhance their reputation. You must find the best college advertisement examples to devise your strategy.
1. Use Virtual Reality Campus Tours
We witnessed how the pandemic kept potential students from visiting the campus. This, coupled with distanced learning initiatives, makes it essential for higher education institutes to provide campus tours to potential applicants.
These videos bring you an opportunity to make the prospects feel connected to your higher ed institution. It’ll make it possible for prospective students to get a feel for your higher ed institution without having to physically visit your campus.
2. Use Personalized Video Ads
Personalized videos tend to have more impact and a higher click-through rate. This will involve using the students’ information and sending customized videos.
Personalized ads will significantly impact and compel the students to probe into further details. Some factors you should include in these videos are:
- Introduction to faculty
- Explaining the financial aid
- Students’ views about specific programs
These and other elements will help craft a powerful video strategy for educational institutes. Check out how Stanford University’s class of 2024 shares their excitement on receiving their acceptance letters.
3. Use OTT Video Ads for Higher Ed Marketing
OTT video ads bypass traditional TV advertisements. They use data-driven targeting to ensure that the right audience sees these ads.
As the use of streaming video continues to grow in popularity, more and more colleges and universities are turning to OTT video as a way to reach their target audiences.
OTT, or over-the-top video refers to streaming video that is delivered directly to viewers over the internet, without the need for a cable or satellite subscription.
There are a number of benefits that make OTT video an attractive option for higher ed marketing.
First, OTT video is highly engaging and can be used to reach a wide variety of audiences.
Second, OTT video is extremely versatile and can be used in a number of different ways to promote your institution.
Finally, OTT video is a cost-effective way to reach your target audience.
The colleges and universities can fine-tune their geographical reach to the students in a specific area. Plus, they should focus on several age groups instead of directing ads to a larger audience.
4. Use Conversion-Oriented Social Media Video Ads
This type of social media ad will direct the viewers to the pages where they can convert. For example, they may have an option to download the prospectus or inquire more.
This could involve creating a video for Facebook or Instagram that showcases a faculty. This will later link the viewers to an admission form or a page on your portal where they can find detailed information about finances etc.
5. Use Live Streaming Video Ads
Live streaming is gaining popularity on social media and video streaming services like YouTube. When a higher education institute goes live, it relays to its audience that they desire to show what goes around at their end. This builds trust and credibility. Some ideas to make live videos include:
- Student and faculty talk shows
- Campus tours
- Live event coverage
- Gaming with students
- Hostel tours
Livestream doesn’t have to be about the unique things the institute offers. It could be anything that looks credible and authentic.
7 Types of Video Ads for Colleges, Schools, and Universities
Mastering the domain of video ads is a constant process. Higher ed institutes need to set a benchmark before devising a video ad strategy. Some types of the best college videos that will help them to achieve their purpose include:
1. Ambient Hero Videos
These videos set the schools' personalities and tell the students what they can expect at your college, school, or university. They play a subliminal role in creating students’ perceptions about an institute.
Alfred University advertisement is one of the best college advertisement examples. Their video provides a fast-paced view of their campus's student life and traditions. The video shows several shots about the key factors of the institute and the learning environment.
2. Brand Advertisements
Brand advertisements tend to trigger a positive emotional response among the viewers. Higher education institutes can create appealing advertisements and keep the prospects hooked when they research their school/college.
The University of Oregon has created a captivating ad that scores high among all institutional ads. The video shows the typical life of a student at this university, making it more compelling for the viewers to convert.
3. Brand Anthem Videos
Brand anthem helps to convey the mission and objectives of an institute. A narrator with an authoritative voice communicates behind the video. These narrations talk about the quality of the education and student life they provide.
The University of Berkley has created a brand anthem, “That’s Berkeley” This is a brilliant example of how an institute can use an anthem to show its history, mission, and brand pillars.
4. Events and Celebrations
These videos focus on illustrating the events and celebrations happening at the campus. They must show the videos as necessary for the professional development of the students.
The graduation video created by The University of Missouri Kansas City shows the experience of the students, their joy, and how they organize the entire event.
5. Faculty, Students, and Alumni Testimonials
First-hand narrations provide glimpses into the lives of people at the institute. The most effective videos demonstrate the experiences of the faculty and students.
Testimonials should be compelling and relatable for the viewers. The chosen subject should inspire empathy among the users. For instance, “Our lives at Middlebury” by the Middlebury College show testimonial videos focusing on the social, personal, and academic lives of the people at the college.
6. Organizational Overviews
The marketing department creates overview videos to show a specific aspect of the college. It is a tour of the featured clubs and activities at the institute.
New York University has recently created a video titled “Take a (Virtual) Tour of NYU.” This is a conventional set up in the middle of a bustling city. The student narrations are appealing and filled with special effects.
7. Day in the Life Videos
These videos are inspired by influencer blogs and show students as they indulge in their daily pursuits on the campus. Most of these are created by the students and appear as unscripted.
Students aged 17 to 20 find these videos to be highly appealing. A Day in My Life video on the Yale University website is magnetic and compelling. This video makes the users feel that the people they are watching are genuine and having fun.
Best Higher Ed Facebook Video Ads
As the use of social media in higher education becomes more widespread, so too do the opportunities for institutions to reach potential students through Facebook video ads.
Here is one example of the best higher ed Facebook video Ads currently running: Queen's University Belfast
The Queen's University Belfast has been running quite a few ads on Facebook lately. Their recent video ad caught our attention where they’re enticing prospecting students to enroll in their university by offering them a chance to win an undergraduate award worth over £2,500. They made their offer even more attractive by mentioning that there's no application process for the award. Furthermore, their video ad boasts about half-price en-suite accommodation to attract students with limited education budgets. That makes it one of the best higher education marketing campaign example that you can take inspiration for your next campaign.
Wrapping It Up
As digital media continues to evolve, so too must the marketing strategies implemented by higher education institutions. Video Ads for higher education is one such area that offers a wealth of potential for colleges and universities looking to reach a wider audience.
When done correctly, video ads can be highly effective in driving awareness and interest in a school. They can also be used to target specific demographics, such as prospective students or parents of current students.
With the right approach and higher education marketing agency, higher education institutions can use video advertising to reach a larger audience and achieve their enrollment goals.