Here at StudentBridge, we believe that captivating video is the key to converting prospective students into campus visits, and eventually into enrolled students. We’ve compiled three reasons why we think that every recruitment strategy needs engaging video content.
Engaging video can be simply defined as something that a person actively wants to watch and continue watching. But what does engaging video actually look like? This is where it gets tricky, because what one person considers to be engaging, might not be the same for another person. But by defining your target audience and doing some research on their demographics, you can create content that appeals to and resonates with them. Here at StudentBridge, we believe that captivating video is the key to converting prospective students into campus visits, and eventually into enrolled students. We’ve compiled three reasons why we think that every recruitment strategy needs engaging video content.
According to an article from Viocorp, the use of video increases the time spent on a website by 243 percent, while also increasing the audience understanding of a product or service by 74 percent. Compare these numbers to those of your traditional direct mail campaign: it would be incredibly difficult to send users to a website, let alone increase their length of stay with a piece of traditional mail.
According to an article by Nielsen, Millennials use technology more than any generation. In fact, when asked what factors make their generation unique, 24% answered “Technology Use” first. It is important to deliver content in the way that they want to receive it, so mobile-optimized web pages and informative video are crucial for the college search of prospective students.
The average student today researches thirty college and universities in their online search, but will only visit three in person. How do you make your school stand out among 29 other institutions? Showing authentic video will not only increase your audience’s time on your page, but will help your students make an emotional connection to your campus. The emphasis here is on authentic though, because we also know that Millennials don’t want to be sold to. Use real student ambassadors that speak truthfully about their experience on your campus.
In order to connect with your audience, the first step is to define the specific audience that you want to reach. Are you trying to connect with out-of-state students, who are going to be looking for a home away from home? Use currently enrolled out-of-state students in your video, and have them talk about how they were welcomed to campus. Or maybe you’re trying to reach local students, whose parents and grandparents went to your college or university. Create video that focuses on traditions that they may be familiar with, but will get to experience as a student if they follow in their family footsteps.
Whether you’re trying to specifically target one demographic of students, or you just want a different way to encourage students to visit your campus, video is an essential piece to the puzzle of student recruitment. Video is the best medium for presenting a story that helps prospective students envision themselves on your campus, in the way that they want to see it.