We’ve all heard the old adage, a picture is worth a thousand words, but in today’s high-tech world, what is a video’s worth?
One study by IdeaRocket estimates one minute of video to be worth approximately 1.8 million words. Let’s break down their math:
1 picture = 1,000 words
1 second of video = 30,000 words (shot at 30 frames per second)
Therefore, 60 seconds of video equates to 1.8M words.
So, it’s no wonder that 97%1 of public institutions say video embedded on the college website is an effective strategy for recruiting / marketing. And, the 47%2 of all students who watched one of these videos in the past week couldn’t agree more.
Elevate your unique college experience story and show students what they really want to see with these top 5 most-watched videos:
A student’s dorm room is their sacred space. It is their home away from home and will serve as the backdrop to lifelong memories. As such, prospective students need to be able to envision themselves in the space where they will be eating, studying and co-living for the next four years.
We love what our friends at High Point University have done to showcase their amazing dorms in one of their top-viewed videos:
A dorm room is more than just a room. Help students envision themselves in the space by highlighting:
location to common areas and academic / recreational buildings
bathroom situation - are they suite-style or communal?
amenities - not all dorms are created equal
number of roommates
Frame the college experience through the eyes of a student ambassador by allowing them to guide prospects through a typical day on campus.
Whatever the story line, these videos offer an authentic look into the college experience while engaging a receptive audience.
Day in the life videos aren’t always scripted but should include:
a relatable protagonist
a look inside residential, academic and common areas
scenic shots of everyday activities
Extracurricular involvement is an integral part of the college experience. Show students how they can keep their calendars full after the lectures and labs through:
intramural sports, clubs, Greek life, etc.
campus facilities -- gyms, libraries, activity centers
music, theater and arts
career development opportunities
Every institution has their own unique set of traditions and culture developed over time and passed down from class to class. Don’t just tell your prospects about these time honored traditions -- show them.
The experiences and memories that make up these traditions, make your institution a special community that students and alumni embrace from generation to generation.
Welcome prospects into your tight-knit community by showing them how they will take part in a long and storied history.
Campus events play an important role in shaping the social fabric of educational institutions. Prospective students will be looking for a way to connect with others and their new surroundings.
Show students an authentic snapshot of the types of events held on campus and start ramping up that school spirit.
We are actively working with admissions offices to creatively collect and capture video footage to produce these captivating videos.
© 2018 Ruffalo Noel Levitz | 2018 Marketing and Student Recruitment Report of Effective Practices
mStoner & TargetX. (2020). Digital Admissions: How Prospective Students Use Online Tools For College Research and Choice. [Whitepaper]. https://www.targetx.com/higher-ed-insights/research/digital-admissions/