Video marketing continues to be one of the most powerful marketing initiatives because of its ability to capture and keep the attention of consumers. We repeatedly see how successful marketing campaigns become with the use of branded videos on social platforms. Video marketing is here to stay.
Here’s the proof:
1. Video appeals to online users because it
2. Videos appeal to mobile users: 82% of students research schools on a mobile device, according to The Learning House, and 77% of returning students cite mobile as helpful to their decision to go back, according to a Facebook survey of almost 500 men and women between 18–70.
3. According to Hubspot, 43% of people want to see more video content from marketers, and 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.
4. Snapchat reaches 9x more 13–
5. Video marketing has an impact even beyond
Now that we have an understanding of the powerful impact video marketing has, here are a few ways you can incorporate it into your institution’s marketing strategy:
1. Get on YouTube. YouTube is the second-largest search engine after Google and the second-largest social media platform. You can’t go wrong by expanding your social media presence—the more platforms you establish, the greater of an audience you can reach. Your video will go further than a written post on other platforms too: researchers say a minute of video is worth 1.8 million words!
2. Offer a virtual tour. If a student has taken the time to visit your school in person, you’re most likely on their list of top schools. Now that you have the option of video, you can post virtual tours, enabling you to convey the same message to a larger audience. As a result, you’re more likely to get students to apply and/or enroll.
3. Turn your blog posts into videos. Get personal with the initiatives your institution is taking by creating a video version of your blogs, press releases, event promotions, etc. Put a face to the name of your school and have students get to know you and your culture before they even step foot on campus. If you have an initiative your institution cares about, a video will take it much further. Reading about how you’re impacting the world is one thing; seeing it firsthand will leave a much greater impact and will increase the likelihood of people associating your brand with an important initiative.
4. Repurpose current video for social media. Cut down your long-form video and reuse it for paid or organic content on YouTube, Facebook, Snapchat, and Instagram. We’re also seeing platforms like Spotify, Pandora, and LinkedIn begin to offer video-specific advertising opportunities due to increases in video consumption.
This blog article was originally published on Carnegie