Using video for university recruitment
It’s important to ask… have traditional methods of recruiting students simply lost their bite? Universities around the country are allocating more time and money to marketing their open days, engaging with students on social media and improving their prospectuses. One of these more interesting and captivating methods has been through using video. A prospectus using video has grown larger and faster than originally expected for recruiting university students. This method allows universities to sell themselves by appealing to the eyes and ears of the audience, building great relationship foundations so the audience invest their time in getting to know the university and go beyond just downloading the prospectus.
How can using video go further for potential students?
According to research from Forrester, ‘just one minute of video holds the same value as 1.8 million words’. This is what we mean by going beyond the prospectus. A prospectus with video allows the audience to virtually experience the university. It simultaneously displays its values and its culture in a small amount of time. This is done via their mobiles, desktops or tablets at any time.
Providing this experience to the targeted audience is an excellent way of engaging prospective university students and can be done across a variety of platforms, at any time and anywhere the audience are when they on the internet.
Where to run video prospectus campaigns
Many media platforms can host video campaigns, but you first need to think about where your core audience are online. Along with your video being shown on your university website, popular video and social media platforms such as Facebook, Twitter, Instagram and Snapchat are great places to start. Also remember, video and mobiles go hand in hand. People can view and interact with videos wherever and whenever so make sure your video adverts are always mobile friendly.
Although the duration of video each platform can host varies, strategic planning and production can allow you to deliver your key message in any set given times. Vertical video adverts have seen a huge influx over the last year and are compatible across multiple channels such as Facebook, Instagram, Snapchat and YouTube.
Remember, if a picture can say a thousand words, a video can say so much more. Make the make the most of it. This is the perfect opportunity to be as direct or contextual as you want.
What to include in video campaigns
Tell your own unique story.
Video campaigns are an effective way of going beyond the prospectus. Simply because, they don’t have to include all the information of the prospectus in just one video. The most effective videos are the ones that are most engaging. It’s a great idea to stay on topic of what you want to promote.
Create videos with the target audience in mind. Think about what your target audience want to know, for example:
- What is the history of the university? Why not explain this over a video of a tour of the campus.
- What makes your university different to others? Why not show the key benefits and perks the university have to offer through current student activities or interviews?
- What courses do you offer? What better way of getting to know if a course is right for you than by having a visual and audio experience of what to expect or student reviews.
As traffic drivers and awareness builders, video adverts are an excellent way of presenting your university as a brand to the right audience. This provides the opportunity to go beyond the prospectus and get a real feel for what the university has to offer.