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Increasing Student Interest With Branded Video Content

StudentBridge Staff |Nov 01, 2019

Major retailers, banks, restaurants, and even medical centers use branded video content every day to market to their target audience. Branded video content is used to create brand awareness and generate new interest and new leads. This type of marketing can be highly successful in higher education as well. Promotional school videos can be used to boost interest and engagement to attract more students. More than 80% of colleges and universities have a presence on YouTube, proving that branded video content is one of the fastest growing and most effective marketing trends in higher education.

Video marketing is the most powerful and engaging outreach strategy there is when it comes to attracting new student interest, even beating out other social media platforms and apps. Online videos account for nearly 75% of all online traffic, with 55% of people reporting that they watch an online video every single day. Online videos can be created to tell the most compelling story about your university by highlighting your university’s most interesting and favorable aspects. Videos can then be disseminated across the internet quickly and efficiently, reaching thousands of potential new students.

Branded video content has taken a new turn in recent years by becoming interactive. As modern technology and online social media platforms change and progress, video content must also change to keep up with the modern day standard. 64% of people agree they would spend more time watching a video if it was interactive. With so many colleges struggling to meet enrollment goals, gaining and keeping prospective student interest is more important than ever. Students today expect engaging and dynamic video content, rather than passive videos. With interactive video, viewers have more control over what’s going on in the video and they can control how they interact with the video. Interactive video features in your branded video can include 360 degree views, video quizzes, and video paths.

Interactive, branded video content is crucial to increasing leads on prospective students and converting them into enrolled students. Some of the many benefits of branded video content include:

There are also some things to be aware of when creating your videos. Although you want your video to be insightful and engaging, you should also be aware of video length. Viewership tends to decrease as a video progresses, so its important to front load all of your most important information and keep your videos from becoming too lengthy. You also may want to do some research about when your target audience is most likely to be viewing your video. Once you know when the most popular time is for your target audience, you can strategically upload your branded videos during those time slots. Also, don’t quit! One video won’t do it. Keep creating branded video content and you’ll continue to keep the attention of already interested students and you’ll also generate new interest in your university. 79% of prospective students say they only want to engage with material that has been personalized. Branded interactive videos are a great way for you to market your college or university with a personalized touch that will generate new student leads and increase your conversions.

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