From Campus Tours to Success Stories: The Power of Video Marketing in the Education Sector

Introduction

The education marketing industry is observing a massive change post-pandemic onwards, and video marketing in education is changing the game significantly. Here are some stats, as per recent studies, confirming this.

• 92% of students showed interest in institutions that include video in their marketing biz.
• Out of over 325 million YouTube users in India, 85% of video viewers use the platform to learn or improve their skills.
• Videos get 50 more shares on social media than text and images combined.
• The pandemic has increased the need for videos, virtual tours, 360-degree campus videos, and live streams; the trend continues.

 Schools, colleges, and online courses understand the potential of video marketing in the education sector; those videos are a fun, engaging, and effective way to communicate with students.

 Whether it’s a course intro, a campus tour, or a lesson video, creating and marketing videos is becoming a must-have tool.  

Videos- The Visual Revolution for the Education Industry

• Videos Keep Students Hooked

Visuals and sound pull people in. It is much easier to watch something than to read paragraphs of text. Educational institutions are using video to show campus tours, give glimpses of classroom life, or even explain complex subjects in a simpler way and do much more.

Pro Tip: If you are a school or university, consider creating animated explainer videos. They are great for breaking down complex subjects and keeping things interesting.

• Brings a Personality  

When it comes to picking a school or university, students want more than just facts and figures. They want to know what the place is like, whether the professors are friendly, how is the campus life really and tons of other things.  Video helps answer these questions in a way that feels real and personal.

For example, a video featuring a professor talking about their teaching style or a student sharing experience on campus makes the school feel more relatable. Way better than just reading a brochure or a website. Students get to see the actual people behind the institution.

Pro Tip: Encourage your staff and students to appear in videos. Real faces and voices create stronger connections with your audience.

• Build Trust and Awareness

Trust is huge when it comes to education. Students and their parents want to know if they are making the right choice. Video marketing helps build that trust. A well-made video can show off your school’s strengths, highlight unique programs, and even tell the success stories of graduates.

It is not just about talking up your school. It is about showing people what makes you different. If your institution has a great science lab, a state-of-the-art library, or an inspiring teaching method, video is the perfect way to showcase that. Videos can help students imagine themselves there and get excited about the possibilities.

Pro Tip: Make sure your videos are aligned with your school’s values and mission. Authenticity goes a long way when building trust with potential students.

• Tracking and Analytics  

You can see how many people watched the video, how long they watched it, and if they interacted with it. This gives you instant feedback about what’s working and what isn’t.

If a certain video gets a lot of views but doesn’t drive much engagement, it might be time to rethink the message.  

Pro Tip: Always look at the data behind your videos. Knowing what works and what doesn’t can help you create better content in the future.

Types of Videos Disrupting the Education Industry- an Overview

• Explainer Videos

• These are short, straightforward videos that break down complex concepts or topics into easy-to-understand parts.
• Perfect for explaining tricky ideas in subjects like math, science, or history.  

 

• Virtual Field Trips

• With video technology, students can now visit places they might never get to see in person, like historical landmarks, museums, or even outer space.
• Virtual field trips let students experience the world beyond their classroom, enriching their learning.

• Flipped Classroom Videos

• Students watch lecture videos at home and then do interactive or group work in class.
• It allows more time for collaboration and practical application during classroom hours.
• Teachers can create video lessons for homework, and students can then come to class ready to discuss and apply what they learned.

• Documentary/ Real-Life Case Study Videos

• Many educational institutions use documentary-style videos or real-world case studies to bring theory to life.
• These videos often feature real experts talking about their work or the application of knowledge in the field.
• For example, medical students might watch a video of a real surgery, or business students might learn from an actual case study of a successful company.

 

• Student-Created Content
• Some schools encourage students to create their video content to demonstrate what they’ve learned.

• It could be a presentation on a history project or a video explaining a science experiment.
• Not only helps with understanding but also boosts creativity and improves communication skills.

• Live Lectures/Streamed Classes

• Live video streams or recorded lectures are becoming quite common to deliver lessons remotely.
• Schools, colleges, and universities are using live video platforms like Zoom or Google Meet for virtual classrooms.
• Students can attend lectures from anywhere, and teachers can interact with them in real-time, just like in a traditional classroom.

Some use cases  

UpGrad uses live interactive sessions to deliver higher education courses, enabling students to learn directly from industry experts​

PhysicsWallah, a platform for students preparing for competitive exams like JEE and NEET, offers live classes.  

Unacademy provides real-time lessons and has built a large community of learners with its live video formats.

• Tutorials and How-To Videos

• For practical subjects, such as computer programming, art, or even DIY projects, tutorial videos are super helpful.
• They show step-by-step instructions, making it easier for students to follow along and practice.
• Skillshare India, Skillshare India, BYJU’s, UpGrad extensively use such videos.

• Interactive Video Lessons

•  These videos are becoming popular because they engage students actively.
• Instead of just watching a video, students can click through options or answer questions during the video.
• This kind of interaction makes learning more fun and helps students retain information better.

Use case:  IIM-Bangalore uses active engagement strategies that encourage participation and deep thinking, similar to interactive video models.

Video Marketing in Action!  Some Case Studies

1) IIMs, especially IIM Bangalore, use alumni and student testimonial videos on social media platforms to engage with prospective applicants.

According to a report by the Economic Times, IIM Bangalore saw a 26% increase in inquiries following their introduction of a video-based digital marketing campaign for their executive MBA program.  

2) Manipal University
Manipal University has successfully integrated video marketing into its digital strategy, using YouTube and Facebook to release campus tours, student interviews, and highlights of academic programs.

Their digital campaigns focused on student life and success stories.

It led to an increase in website traffic and higher engagement on social media platforms.

They have specifically noted a 25% increase in applications during campaigns that utilized video as a core content type.

3) Shiv Nadar University
Shiv Nadar University has employed a video storytelling approach in its educational marketing strategy. The videos highlight aspects like the campus environment, virtual campus tour, student experiences, and academic opportunities, reviews, targeting prospective students on platforms such as YouTube, Instagram, and Facebook.  

 Conclusion

Video marketing helps schools to connect with students, improves learning, and is a fun engagement as well. If educational institutions want to stay relevant and attract more students, using videos is the way forward. As videos continue to grow in popularity, the education sector will only benefit more from their use as we see from quite a few case studies.