Video is a great way to tell your school’s story. It can provide a quick and entertaining way to engage current and prospective parents in a saturated media market. Of all the current content styles – blogs, infographics, podcasts … and so on, video has four distinct ‘superpowers’ that make it a great tool for marketing your school:
1. Attention
Delivering information in a way that people want to consume it.
2. Emotion
The multimedia combination of visuals and music can speak to viewers on a deeper level.
3. Perceived value
Video is perceived to be more valuable than text, this is because of the time, effort and production costs that is takes to produce a high-quality piece of video content.
4. Clarity and efficiency
Research shows that one minute of video can deliver the same quality of information as 1.8 million words.
People spend around one third of their entire time online watching videos, with experts predicting this to increase as time goes on. Here are the benefits of video marketing for your school:
Video boosts your conversion rates
Video is an investment for marketing teams because they can radically affect viewer behaviour, as thought by Precision Marketing Group.
Search engines love video
A search engine’s main priority is to deliver valuable content to its searchers. A compelling video can be the right thing at the right time to solve a query or entertain.
Video builds trust and encourages social shares
Video simulates natural human interaction. It has information, tone and visual engagement that can effectively educate the viewer. Research has found that 90 percent of users say that product videos are helpful in their decision making process. Businesses are recognising the power of video, and your school should too. Vidyard has analysed thousands of videos to uncover major trends in how businesses are using video. They found that:
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- 85 percent of business now have internal staff and resources to produce videos in-house
- 56 percent of all videos are less than 2 minutes long
- The most common videos include explainers, how-to, product demos, and testimonials
- The top 5 percent of videos retain an average of 77 percent of viewers to the last second.
Make video part of your school’s marketing strategy
Video is a powerful marketing tool that school marketers need to start thinking about. Marketing teams can provide greater interaction and user experience for parents by simply integrating video into regular school communications. The use of montages, slideshows and welcome messages are an easy option to get started. Once the team is comfortable, they can start to use their keen creative eye to drive valuable interactions with current and prospective parents.
