The Best College Marketing Videos: Formats, Strategies, and Examples
In the competitive landscape of higher education, colleges and universities are turning to video marketing as a cornerstone of their outreach efforts. From showcasing campus life to sharing compelling alumni success stories, video content offers a dynamic way to connect with prospective students, parents, and alumni.
The most successful college marketing videos don’t just inform—they inspire, engage, and tell stories that resonate long after the video ends. This guide dives into the best video formats, detailed strategies, and inspiring case studies, offering actionable insights for higher education marketers.
Why Marketing Videos Are Crucial for Colleges
Video is the preferred content format for today’s students, particularly Gen Z, who grew up with YouTube, Instagram, and TikTok. Colleges that leverage video marketing effectively can capture attention, communicate their value, and stand out in a crowded marketplace.
Key Benefits of Video in College Marketing
Showcase Campus Life: Videos bring the energy of campus life to life in a way static images or text cannot.
Boost Applications: Research by Google shows 80% of prospective students watch videos to research schools, making video a key driver of applications.
Drive Engagement: Social media posts with video generate 48% more engagement than those without.
Improve Retention: Audiences retain 95% of a message when delivered through video, compared to just 10% with text.
With stats like these, it’s clear why colleges need to make video a core part of their marketing strategy.
Top Formats for College Marketing Videos
1. Virtual Campus Tours
Virtual tours allow prospective students to explore campuses from anywhere in the world. This format is particularly valuable for international students or those unable to visit in person.
Why They Work
Provide a detailed look at facilities, dorms, and campus landmarks.
Highlight unique features like libraries, sports arenas, and scenic spots.
Example
Stanford University’s virtual campus tour combines sweeping drone footage with engaging narration from current students. The tour emphasizes Stanford’s picturesque campus, state-of-the-art facilities, and welcoming community.
Pro Tips
Use short form videos to
Include interactive elements like clickable hotspots for additional information about specific locations.
2. Student Testimonials
Hearing directly from students about their experiences builds trust and offers prospective applicants a relatable perspective.
Why They Work
Highlight authentic experiences, from academic rigor to extracurricular activities.
Address common concerns like adjusting to campus life or making friends.
Example
The University of Texas at Austin’s "Student Stories" series features testimonials from students across different majors and backgrounds, illustrating the university’s inclusivity and academic breadth.
Pro Tips
Focus on diverse voices to reflect your institution’s culture.
Encourage students to share challenges they’ve overcome and how the college supported them.
3. Alumni Stories
Alumni videos showcase the long-term value of a degree by highlighting graduates who have achieved success in their careers or personal lives.
Why They Work
Inspire prospective students and reassure parents about post-graduation outcomes.
Strengthen alumni relations by celebrating their achievements.
Example
Harvard Business School’s "Alumni Voices" series features graduates who have made significant impacts in fields like entrepreneurship, public policy, and finance. Each video emphasizes how HBS prepared them for success.
Pro Tips
Showcase alumni from various industries and career stages to appeal to a wide audience.
Include visuals of the alumni in action, whether at their workplace or engaged in impactful projects.
4. Day-in-the-Life Videos
This format gives prospective students a firsthand look at what it’s like to be a student, from attending classes to participating in campus activities.
Why They Work
Humanize the college experience by focusing on individual stories.
Offer a relatable glimpse into the daily routines of current students.
Example
The University of Michigan’s "A Day in the Life" series follows students as they navigate their schedules, showcasing academics, athletics, and social events.
Pro Tips
Highlight a mix of academic and social activities to provide a balanced view.
Let students film their own content to capture genuine moments.
5. Recruitment Campaign Videos
These videos serve as the centerpiece of admissions campaigns, designed to generate excitement and drive applications.
Why They Work
Combine emotion and information to leave a lasting impression.
Showcase the college’s values, achievements, and vision.
Example
UCLA’s "Optimists" campaign highlights the university’s research breakthroughs and commitment to innovation, appealing to students who want to be part of a forward-thinking institution.
Pro Tips
Use high-quality visuals and a compelling narrative to engage viewers.
Incorporate testimonials or quotes from students and faculty to add authenticity.
6. Live-Streamed Events
Live video is an interactive format that allows colleges to connect with prospective students in real time.
Why They Work
Address audience questions and concerns immediately.
Create a sense of community and transparency.
Example
Columbia University frequently live-streams faculty panels and admissions Q&A sessions, helping prospective students feel more informed and connected.
Pro Tips
Promote your live-stream in advance through email and social media.
Record and repurpose the live event for those who couldn’t attend.
7. Student-Generated Content
Encouraging students to create and share their own videos can result in authentic, relatable content that resonates with their peers.
Why They Work
Authenticity appeals to Gen Z, who value genuine, unpolished content.
Encourages organic sharing, increasing reach.
Example
A college might launch a campaign asking students to submit short videos of their favorite spots on campus. Platforms like Cinebody make it easy to collect and organize this content.
Pro Tips
Create hashtags or challenges to encourage participation.
Offer incentives, like gift cards or campus merchandise, to motivate students.
Strategies for Creating Effective College Marketing Videos
1. Tell Compelling Stories
Storytelling makes videos memorable and emotionally impactful.
Example: Dartmouth College’s "Choose Your Own Path" series follows students as they explore their passions, blending personal stories with stunning visuals of campus life.
2. Leverage Data Insights
Analyze audience preferences to create content that resonates.
Example: If website analytics show high interest in specific majors, create videos featuring those programs.
3. Embrace Emerging Technologies
Innovative formats like augmented reality (AR) and 360-degree videos are becoming increasingly popular in college marketing.
Example: Savannah College of Art and Design (SCAD) uses AR tours to let students virtually walk through campus buildings and art galleries.
Case Studies: Successful College Marketing Campaigns
1. University of Southern California’s "Welcome to USC"
This video combines cinematic footage, energetic narration, and dynamic visuals to showcase USC’s diverse community and cutting-edge facilities.
2. Boston College’s Alumni Success Stories
Boston College highlights alumni making a difference in fields like education, business, and public service, emphasizing the long-term value of a BC education.
3. University of Oregon’s "Unstoppable Ducks" Campaign
This campaign uses humor, bold visuals, and emotional storytelling to inspire students to join a vibrant, determined community.
The Future of College Marketing Videos
Looking ahead, video marketing for colleges will continue to evolve with new technologies and formats:
Personalized Video Content: Tailoring videos to individual viewers based on their interests or application status.
AI-Enhanced Editing: Automating video production to streamline workflows.
Short-Form Trends: Leveraging platforms like TikTok and Instagram Reels for quick, engaging clips.
