How to Incorporate Video Into Your Higher Ed Enrollment Strategy

Crafting a higher ed enrollment strategy is challenging, especially for smaller teams with tight budgets. In a competitive landscape where students use various digital platforms, achieving visibility is tough for new brands. Adaptable brands that can effectively meet student needs create stronger, more engaging connections.

Utilizing videos is a powerful way to establish these adaptable connections. They offer a personal, visual, and engaging touch. An impressive 93% of Gen Z individuals actively consume digital videos, and as of 2023, 91% of businesses leverage videos for marketing. 

This article delves into the transformative potential of incorporating videos, particularly those created by existing students, in reshaping the game for smaller enrollment teams.

How to Incorporate Videos into Your Higher Ed Enrollment Strategy

To enhance the effectiveness of your video strategy within your enrollment process, it’s essential to address the queries and interests of potential students at each stage of their decision-making journey. While user-generated content is invaluable for fostering a direct connection between prospective and current students, incorporating a variety of video types can enrich your strategy, such as:

• Prospective Student Insights Videos: Offer glimpses into the campus experience through a series of campus tour videos, providing an authentic look at student life and facilities. For example, Fort Hays State University runs a “#TourTuesday” video series features short tours of areas of their campus by their team of student ambassadors. 
• Thought Leadership Videos: Showcase the expertise and insights of faculty and notable alumni, positioning your institution as a leader in key academic and professional areas.
• Live Event Broadcasting: Share the vibrancy of campus events in real-time, allowing prospective students to witness the community and educational opportunities available.
• Alumni Journey Stories: Narrate the post-graduation successes of alumni, illustrating the long-term value of an education from your institution. For example, Niagara College Canada curates a playlist showcasing the achievements of their graduates and the practical skills they learned during their studies.

Streamlining Your Higher Ed Institution Video Marketing

Once you’ve identified the various content categories for your video strategy, it’s crucial to plan for the practical aspects of execution. This involves establishing a clear process for video production, determining the frequency of releases, and ensuring the involvement of all stakeholders in the content creation process.

Related: Unibuddy Higher Ed Marketing Guide

Collaboration between departments, students, and alumni will ensure that the content is diverse, engaging, and accurately represents the spirit of your institution. Regularly publishing content will keep your audience engaged and give prospective students a steady stream of insights into campus life and educational opportunities.

Content Distribution

After creating various video types, repurpose them into shorter clips and categorize them into playlists for improved relevance and user experience. 

Repurposing is essential here. You don’t need unique videos for each platform. By producing content in common resolutions for both vertical and horizontal formats, you can share across YouTube, LinkedIn, Instagram, TikTok, Facebook, and your website. This multi-channel strategy amplifies your content’s reach in the competitive higher ed enrollment landscape.

How User Generated Content Can Elevate Your Videos

In a content-saturated era, where reels and shorts flood our screens, authenticity is the sought-after gem. Enter User Generated Content (UGC), a beacon of authenticity and organic expression. Young people, in particular, place immense trust in UGC, recognizing its significant impact on decision-making and brand perception. According to Trend.io, 86% of millennials view UGC as a reliable indicator of brand quality, and 70% trust peer reviews over professional content.

In UGC video content, this authenticity becomes a potent tool for boosting brand trust and engaging prospective students. Universities and colleges worldwide are harnessing the creative power of their student body, leveraging them as content creators. 

For example, University of South Wales incorporates student-generated videos into their official YouTube channel, encouraging their student body to showcase the campus culture and tell their stories. This initiative not only fosters a sense of community but also acts as an in-house focus group, allowing the university to fine-tune its campaigns and messages to resonate deeply with the aspirations and concerns of its prospective students. By doing so, they tap into a vibrant source of authenticity that enhances brand trust and showcases the unique atmosphere of their institution.

Related: Using User-Generated Content for Higher Ed Communities

As digital natives, current generations of students are more than willing to produce impressive and imaginative UGC videos, creating a meaningful connection between the institution and its audience. 

You recognize the importance of addressing student queries through digital content like videos. If you don’t involve your student content creators, they will still produce videos independently. Prospective students actively search for this content, and your school  should proactively engage with the videos created by your students.

Unibuddy advocates for the future of student-to-student marketing. The platform actively supports UGC and enables peer-to-peer interaction. We also enable your students to grasp the process of creating vlogs and uploading them online.

Ways to Encourage User-Generated Video Content

There are various ways to promote UGC in video format for higher ed enrollment. Offering a virtual campus experience through compelling video marketing can generate interest and boost enrollment efforts. Campus tour videos serve as a virtual gateway, allowing students to connect with college life and offering international students a unique glimpse into campus culture. 

Creating engaging tour videos involves showcasing the university’s amenities authentically. Utilizing a blend of interviews, behind-the-scenes content, and high-quality footage creates a natural and appealing experience. Unibuddy proves instrumental in this process. Through Unibuddy Chat, prospective students converse with current students, providing valuable insights. Unibuddy’s robust dashboard analyzes conversational data, guiding your team in crafting videos that resonate with your target audience’s concerns and interests.

Related: How to Encourage User-Generated Student Ambassador Content

Harnessing AI further refines the enrollment strategy, streamlining personalized processes, enhancing SEO, and tailoring content to align with prospective students’ searches. With Unibuddy providing an accessible platform, student ambassadors can seamlessly contribute to creating and uploading impactful videos. This integrated approach captivates the audience and establishes a meaningful connection early in the enrollment journey.

How to Measure the Success of Your Higher Ed Enrollment Videos

Measure the success of your higher ed enrollment videos by examining key metrics such as views, watch time, and click-through rates. If you have a budget for more advanced attribution tools, you can analyze the impact of your video strategy on student enrollment by tying yield figures to video views.

Additionally, assess student engagement through comments, likes, and shares, gauging the impact of your content. Focus on audience retention to understand viewer interest and use feedback to refine future videos. A successful video goes beyond numbers, capturing sustained attention and fostering meaningful connections with your prospective student audience.