Importance of Video and Social Media in College Admissions Marketing

College student recruitment has been forever changed by the emergence of online video and YouTube. From the student’s perspective, video is a vital way to showcase college campuses, academic programs, and campus life. Through the use of video content on social media platforms, Connected TV and YouTube, colleges can reach a much wider audience in comparison to traditional marketing methods. Video literally shows prospective students what it’s really like to attend the school.

Today, the first thing a student does when he or she is considering a particular college is to visit its Instagram page. Additionally, more student-generated content is always better, as prospective applicants are more likely to trust the experiences and perspectives of their peers.

There’s nothing like setting foot on a college campus and experiencing it firsthand, but if students are unable to do so because of distance or other reasons, video and virtual tours/experiences are the next best options.

Few mediums can compare to the power of video when it comes to holding a viewer’s attention and conveying a message. According to Forbes, students retain 95 percent of a message when they watch it in a video in comparison to the 10 percent who read content in text form. When colleges create high-quality video content, they open up doors to a new generation of college-bound students who demand to be engaged and enticed in ways that go far beyond a brochure or flyer.

Here are just three benefits of utilizing video and YouTube for college student recruitment:

  • Reach a wider audience: Video is a powerful medium that can be used to read a large number of people. YouTube is the second most popular website in the world, with over two billion active users. This means that colleges can use YouTube to reach a global audience of potential students.

  • Engage prospective students: Video is a more engaging medium than text or images. Video tells a story, showcases the college’s campus and facilities in real-time, and introduces potential applicants to the faculty and students. This can help to make the college more relatable and appealing to these prospective students.

  • Showcase unique selling points: Video is a great way to showcase a college’s unique selling points that include small class sizes, career support, academic programs and location. By highlighting these unique selling points, colleges can make themselves stand out from the competition.

With facts like these, it should be no surprise that video “passes with flying colors” in college admissions marketing.