Category: Education Lead Generation

A Guide to Video Marketing for Schools

Reading Time: 11 minutes

With video consumption accounting for nearly 83% of global internet traffic and popular platforms like Instagram, YouTube, TikTok, and Facebook prioritizing video content, video marketing has become indispensable for educational institutions aiming to boost visibility and enrollment.

To stay competitive in today’s market, you’ll need to harness the potential of video advertising effectively. This comprehensive guide explores the power of video marketing for schools, the types of video content that work best for student recruitment, strategies for success, and solutions to common challenges.

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The Power of Video Ads

Video ads have revolutionized student recruitment strategies. With the average attention span of viewers shrinking to just eight seconds, video offers a uniquely engaging way to capture attention and convey key messages.

Prospective students, especially from Generation Z, respond favorably to videos that are authentic, visually appealing, and emotionally resonant. Institutions that embrace this medium can benefit in several ways.

Source: HEM

Are you ready to start seeing the benefits of video marketing for schools in your strategy? Reach out to learn about our short-form video services

The Rise of Video Content

The prevalence of mobile devices has played a crucial role in video’s dominance. Roughly 75% of video consumption now takes place on smartphones, which means that optimizing video content for mobile viewing is no longer optional.

How can you ensure that your videos perform well on mobile devices? Optimize videos for vertical viewing on social media stories, reels, and TikTok where many of your prospects spend time each day.

Videos resonate because they combine auditory and visual stimuli, making it easier to communicate complex ideas quickly. From showcasing campus life to highlighting academic achievements, videos allow your institution to tell compelling stories that resonate with viewers on an emotional level.

Video is also uniquely positioned to address the challenge of dwindling attention spans. Short, visually rich content quickly captures the viewer’s interest and sustains it by combining engaging visuals with concise messaging.

Platforms such as TikTok, with its bite-sized, highly engaging format, demonstrate the power of video to connect with younger audiences effectively. On platforms like YouTube, longer-form videos offer opportunities to dive deeper into campus life, academic programs, or institutional values.

Engagement metrics further underscore the importance of video. Social media algorithms prioritize video content, leading to higher visibility and better engagement rates.

Studies consistently show that video posts receive significantly more likes, shares, and comments than static posts. This increased interaction enhances the institution’s online presence and builds a stronger connection with potential students by inviting them to engage directly with the content.

Finally, video content creates a multisensory experience that helps prospective students visualize themselves at the institution. When students see themselves participating in activities, walking the campus, or enjoying the community, they are more likely to form an emotional connection that influences their decision-making process.

Example: Here, UC Berkeley shares a short, interesting interview-styled video, optimized for vertical video apps. When choosing a video format and editing your video, be sure to keep your viewer’s short attention span in mind.

Source: UC Berkeley | TikTok

Types of Video Ads for Student Recruitment

To fully leverage video advertising, it’s important to understand the different types of videos that resonate with your audience. Each type serves a unique purpose, allowing schools to communicate effectively across various platforms.

Hype Promo Videos

Hype promo videos are ideal for generating excitement around major announcements, such as launching a new program or an upcoming campus event. These high-energy videos grab attention with dynamic visuals and captivating music, making them perfect for social media platforms where scrolling speeds are fast.

While shorter clips work well for platforms like Instagram and TikTok, longer versions can be hosted on the institution’s website or YouTube channel to provide a more comprehensive overview.

Example: Randolph-Macon Academy uses high-quality footage, eye-catching editing, and epic music to tell a compelling story about the student life experience they offer. Hype promo videos are an excellent avenue for visual storytelling.

Source: Randolph – Macon Academy | YouTube

User-Generated Content

User-generated content (UGC) is a game-changer for student recruitment. Content created by current students, alumni, or ambassadors exudes authenticity, which prospective students highly value.

Whether it’s a student documenting their day on campus or an alumnus sharing their career journey, UGC builds trust and fosters a sense of relatability. Institutions can encourage student participation by offering incentives like branded merchandise or featuring contributors prominently on official channels.

Example: This UGC video from Cumberland College is authentic and appeals to the desires of a specific Gen-Z audience particularly as the popularity of online careers grows. Throughout your UGC campaign, be sure to focus on highlighting genuine experiences to differentiate the content from a traditional ad.

Source: Cumberland College

DIY Video Tips

Limited budgets should never deter institutions from producing impactful video content. If you’re wondering how to create video ads on a limited budget, look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment.

Simple strategies like natural lighting, stabilizing the camera, and adding subtitles can elevate production quality. Starting small with test videos allows for refinement over time, paving the way for a more robust video marketing strategy.

Example: Video marketing for schools doesn’t always have to involve highly produced footage. As long as the quality isn’t compromised, and the results are just as engaging, all you really need to get started is a modern smartphone with a decent camera and some creative ideas. Video marketing is heavily trend-driven, particularly on platforms where short-form videos are popular. For your DIY videos, do preliminary research, taking note of the trends that viewers are responding to.

Source: Cambridge University | YouTube

Strategies for Effective Video Content

Creating effective video ads requires more than just compelling visuals. Institutions must adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

Focus on Quality Over Quantity

Every video should reflect the institution’s values, strengths, and mission. To ensure consistently high-quality video content, schools can implement several strategies.

First, create clear production guidelines that include lighting, sound, and framing recommendations. These guidelines can help amateur creators, such as students contributing user-generated content, maintain a professional standard.

When relying on user-generated content (UGC), provide participants basic training or tip sheets on capturing footage. Encourage contributors to use stable tripods, proper lighting, and minimal background noise to enhance video clarity. Offering editing support or simple tools to enhance UGC—such as branded filters or overlays—ensures that the final product aligns with the institution’s brand identity.

Consistency in quality also comes from pre-production planning. For example, institutions can create storyboards or scripts for key content themes, ensuring each video maintains a cohesive narrative. Review processes are equally critical; assigning a designated team or individual to review and approve content before publication allows schools to catch inconsistencies and errors early.

Investing in scalable tools, such as video editing software or mobile apps, allows schools to polish videos before posting. Paired with these efforts, periodic feedback sessions with creators can help refine content over time. A single high-quality video can generate more engagement and drive more conversions than a series of poorly produced clips.

Segment Videos by Topic

Educational institutions cater to diverse audiences, each with unique interests and priorities. By creating topic-specific videos, schools can address these varying needs effectively. For instance, one video might highlight academic programs, while another focuses on student life or campus facilities.

This segmentation ensures prospective students receive information tailored to their interests, enhancing engagement and encouraging further exploration.

Example: Organize your videos into playlists to make it easier for viewers to find what they’re looking for as the University of Toronto did on their YouTube page in the image below.

Source: University of Toronto

Showcase Real Success Stories

Nothing resonates more deeply than genuine success stories. Featuring interviews with current students, alumni, or faculty members allows institutions to highlight real-world outcomes and the impact of their programs.

These narratives provide relatable insights that prospective students can envision for themselves, making the institution’s offerings more tangible and aspirational.

To create compelling success story videos, schools should start by identifying standout students or alumni whose journeys reflect the institution’s values and strengths.

Conduct interviews in visually appealing settings, such as iconic campus locations, to give viewers a sense of place. Incorporate diverse voices and experiences to ensure the stories resonate with a wide audience.

Actionable strategies include integrating authentic visuals, such as clips of the featured individual participating in classes, engaging in extracurricular activities, or achieving milestones in their careers. Pair these visuals with concise, heartfelt narratives that emphasize personal growth and accomplishments.

For consistency and quality, schools can create a structured framework for storytelling. This might include opening with a brief introduction, highlighting the challenges or goals the individual faced, and concluding with their achievements and future aspirations. Encourage participants to speak naturally, as unscripted moments often feel more genuine and relatable.

Additionally, amplify the impact of these stories by embedding them into broader marketing campaigns. Share snippets on social media, include them in email outreach, or feature them prominently on the institution’s website. This multi-channel approach ensures that success stories reach prospective students at various touchpoints, enhancing their overall effectiveness.

Boost Engagement with CTAs

Every video should include a clear and compelling Call-To-Action (CTA). CTAs are the bridge between engagement and action, guiding viewers to take the next step in their journey with the institution. To craft effective CTAs, schools should focus on clarity and relevance. For instance, a video showcasing campus life might end with an invitation to “Book a Campus Tour,” while a testimonial video could encourage viewers to “Apply Today and Start Your Journey.”

The placement and timing of CTAs are equally important. CTAs placed at the end of a video often drive action most effectively, as viewers are already immersed in the content. However, mid-video CTAs can also be used strategically in longer videos to re-engage audiences who may drop off before the end. Interactive elements like clickable links or embedded forms can make CTAs even more effective by reducing friction for viewers.

Customization of CTAs based on the platform is another key strategy. On YouTube, a CTA might take the form of a video overlay or end screen, while Instagram could use stickers or swipe-up features. These platform-specific approaches ensure that the CTA feels natural and intuitive to the viewer.

Finally, measuring the success of CTAs is critical. Schools can track metrics such as click-through rates, conversions, and engagement to refine their approach over time. A/B testing different CTA phrasing or formats can also provide valuable insights into what resonates most with prospective students. With these strategies in place, CTAs can transform passive viewership into active interest and tangible results.

Overcoming Challenges in Video Marketing

Despite its benefits, video marketing comes with its own set of challenges. Educational institutions must address these hurdles to maximize the impact of their campaigns.

Privacy and Legal Compliance

Privacy concerns are paramount when creating promotional content involving students. Institutions should implement consent forms and adhere to relevant regulations to ensure that all video materials comply with legal requirements. Transparency in this process not only safeguards the institution but also builds trust with stakeholders.

Maintaining Brand Cohesion

Consistency is key to building a strong brand identity. To achieve this, schools should develop a brand style guide that outlines visual and messaging standards for all video content. This ensures that every video aligns with the institution’s overall branding, reinforcing recognition and credibility.

Generating Fresh Content

Keeping content fresh and engaging can be a challenge, especially for institutions with limited resources. One solution is to develop themes or “content buckets,” such as academic achievements, campus events, or faculty highlights. This approach provides a structured framework for content creation, making it easier to maintain a steady flow of new material.

Leveraging Stock Footage

For institutions with constrained budgets, stock footage offers a cost-effective alternative to original video production. By customizing stock footage with branded elements like logos or text overlays, schools can create visually appealing content that feels authentic and aligned with their messaging.

Enhancing Impact with Professional Elements

While authenticity is critical, incorporating professional touches can elevate video quality and make content more impactful. Techniques like using green screens, investing in studio settings, and optimizing videos for mobile viewing can significantly enhance production value.

Additionally, tailoring content for specific platforms—such as LinkedIn for professional audiences or Instagram for visual storytelling—ensures maximum reach and engagement.

Building Trust Through Authenticity

Authenticity is the cornerstone of effective video marketing. Overly polished advertisements can sometimes feel impersonal, while genuine, unscripted content fosters emotional connections.

Videos that highlight real student experiences, showcase unfiltered moments, or provide behind-the-scenes glimpses into campus life resonate deeply with prospective students, making them more likely to consider the institution.

Cost-Effectiveness and ROI

Video marketing doesn’t have to break the bank. User-generated content, in particular, offers a highly cost-effective way to create engaging videos. Encouraging students and alumni to contribute content not only reduces production costs but also enhances relatability.

When paired with strong CTAs, video ads often outperform other formats in generating conversions, making them a high-ROI investment for student recruitment campaigns.

Example: Pictured below are the average conversion rates of various traffic sources. Second only to organic traffic (referring to visitors that complete a desired action after finding your institution through unpaid search results), video marketing boasts a high 4.8% conversion rate making it a worthy investment.

Source: Business Dasher

In review, what are the best video marketing strategies for schools? Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

This includes focusing on quality over quantity by creating visually appealing and professional videos that reflect the institution’s values. Schools should also segment their video content by topic to cater to the diverse interests of their prospective students, ensuring each video delivers targeted and relevant information.

Leveraging real success stories is another impactful strategy, as these narratives provide relatable and aspirational insights. Institutions should also craft clear and engaging calls-to-action (CTAs) that guide viewers toward the desired next steps, such as applying or signing up for a campus tour.

Ensuring consistency in quality, brand cohesion, and authenticity while addressing privacy concerns and optimizing for platform-specific formats will further enhance the effectiveness of video ads. By combining these strategies, you can create videos that capture attention and drive meaningful engagement and conversions.

Video ads are transforming digital marketing strategies for schools. Embracing this powerful medium can significantly amplify your reach, foster emotional connections, and drive enrollment. From leveraging user-generated content to creating high-quality promotional videos, the strategies outlined in this guide provide a roadmap for success.

Don’t get left behind as marketing trends evolve. Institutions that prioritize video marketing will be better positioned to connect with the next generation of students and thrive in an increasingly competitive landscape. The time to invest in video ads is now and we can help you get started.

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Frequently Asked Questions

Question: How to create video ads on a limited budget?

Answer: Look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment. Simple strategies like using natural lighting, stabilizing the camera, and adding subtitles can elevate production quality.

Question: What are the best video marketing strategies for schools?

Answer: Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

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January 29, 2025
CRM and SIS Solutions for Schools

Reading Time: 8 minutes

As a school striving to broaden its reach, you likely already understand the importance of personalized communication to attract and retain students. That may sound like a lot of work because, without the right tools, it certainly can be. Fortunately, our team, with over fifteen years of experience working closely with educational institutions, has developed specialized solutions that address key challenges faced by schools looking to streamline their processes and boost enrollment.

HEM’s custom-built solutions—Mautic by HEM, a powerful Customer Relationship Management (CRM) and marketing automation system, and HEM’s Student Portal, an all-in-one Student Information System (SIS)—offer the tools you need to manage your admissions and student engagement efforts seamlessly. Let’s explore how you can give yourself the gift of efficiency this holiday season with these systems!

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

Understanding CRMs and How They Benefit Your Institution

What is a CRM and how can it benefit educational institutions? A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.

For educational institutions, a CRM is essential in managing prospective student relationships, tracking their progress through the admissions funnel, and keeping detailed records of interactions. At its core, a CRM enables schools to create personalized experiences for prospective students, allowing them to engage in meaningful ways at every stage of their journey.

Mautic by HEM, our tailored CRM for educational institutions leverages the open-source marketing automation platform Mautic to deliver a seamless experience designed specifically for the education sector. With features like lead segmentation, automated workflows, custom reporting, and multichannel marketing, Mautic by HEM empowers schools to enhance their lead management and marketing efficiency.

By segmenting contacts based on their stage in the admissions process, program of interest, or geographical location, your institution can ensure that each prospect receives targeted messages that are more likely to result in conversions.

Reach out to us for a demo to see how Mautic can boost efficiency for your school’s marketing campaign!

Mautic by HEM: Supercharge Your Lead Management and Marketing

Mautic by HEM goes beyond a standard CRM, combining powerful customer relationship management with advanced marketing automation to help you maximize your student recruitment efforts.

Mautic makes it easy to manage a large number of prospective students by allowing you to segment, organize, and follow up with prospects efficiently. By automating workflows and assigning follow-up tasks, your team can manage their workload better, ensuring that each prospect receives timely attention.

Source: Mautic | HEM

Example: Do you see how centralizing prospect information helps you track the effectiveness of your campaigns and determine the next step in the enrollment funnel? Here, prospects are categorized by their current stage in the enrollment process, their program of interest, the channel through which they first interacted with your institution, and what sort of contact they are. That’s all the information you need to craft an appropriate and compelling follow-up message tailored to each unique responsibility. Mautic helps you with that part too!

In addition, Mautic by HEM’s marketing automation tools enable you to scale up your email marketing, create dynamic landing pages, design forms, and automate workflows. This allows your institution to maintain a high level of personalized engagement with prospects across multiple channels, thereby improving your reach and effectiveness in digital recruitment.

The solution’s custom reporting features also give you detailed insights into your admissions pipeline. With Mautic by HEM, you can monitor productivity, track lead progress, and evaluate channel performance, which will help you refine your approach and allocate resources to high-impact activities.

Ensuring timely follow-up is essential for converting leads to students, and Mautic by HEM enables automated SMS and email follow-ups, allowing you to communicate with leads through their preferred channels. Whether it’s sending reminders, booking meetings, or making calls, Mautic by HEM has the tools your team needs to maintain a consistent communication flow.

Source: Mautic | HEM

Example: Viewing the contact history for each prospect lets you know how they prefer to communicate. In addition to other vital data such as name and contact information, you can craft a highly personalized message such as the SMS pictured above.

Finally, Mautic by HEM also helps your team manage their daily tasks and workload. With integrated calendars, workflow assignments, and productivity tracking, your staff can stay organized and focused on what matters most—building relationships and driving enrollments.

Why You Need an SIS for Your School

Now, what is a Student Information System (SIS)? Student Information System software is designed to manage student data from application through graduation. An SIS handles everything from enrollment and class scheduling to academic records and financial management. This centralized database makes it easy for staff to track student progress and streamline administrative tasks.

HEM’s Student Portal integrates CRM and SIS functionalities to provide an all-in-one admissions and student management platform. Tailored to meet the demands of educational institutions, the portal includes tools for application management, payment processing, and student record tracking. This integrated solution enables institutions to centralize and simplify operations, allowing your staff to focus on building meaningful relationships with prospective and current students.

HEM’s Student Portal: Revolutionizing Student Management

HEM’s Student Portal takes SIS integration to a new level, offering an all-encompassing admissions and student management system designed specifically for educational institutions. The Student Portal simplifies the application process, offering a virtual admissions assistant that guides students from start to finish. Students can inquire, apply, pay, and even enroll through an easy-to-use interface.

Source: Student Portal | HEM

Example: A customized Student Portal will guide students through your application process from initial form submission to payment in a user-friendly format as pictured above.

Customizable forms and a centralized management system make it easy for your staff to track applications, ensuring nothing falls through the cracks. Additionally, the portal seamlessly integrates with Mautic by HEM, allowing you to manage marketing and admissions in one place. By streamlining communication and automating workflows, this system supports your institution’s goals for efficiency and high-quality engagement with prospective students.

The Student Portal allows for comprehensive data management, tracking all aspects of student data from initial inquiry to graduation. With detailed records and customizable reports, your team can monitor application status, manage payment processing, and keep detailed academic records, providing staff with a complete view of each student’s journey.

Source: Student Portal | HEM

Example: Here, you can see our centralized application management system. See all incoming applications and determine which applications were started and not completed. In addition, the Student Portal platform allows you to track prospects based on name, program, whether they’ve been sent an invoice, and whether that invoice has been paid. This information is valuable as it clarifies the next step for each contact.

Furthermore, the portal’s quote builder tool allows prospective students to calculate program costs, offering them a transparent view of financial requirements. This provides clarity and builds trust, making it easier for students and their families to plan for the financial aspects of their education.

Designed to improve efficiency across all departments, the Student Portal facilitates better collaboration by centralizing data and providing tools for managing projects and tracking progress. This comprehensive approach allows staff to work towards strategic institutional goals, fostering a collaborative environment that drives both student success and institutional growth.

Experience the HEM Advantage: Efficiency

Mautic by HEM and the HEM Student Portal offer transformative CRM and SIS solutions that empower educational institutions to work smarter, not harder. By combining lead management, marketing automation, admissions tracking, and student data management, HEM’s tools create a cohesive system designed to meet the unique needs of schools. That’s what we accomplished for Micheal Vincent Academy.

Founded by Tally B. Hajek, a multi-talented recording artist and makeup artist, and her husband Michael Vincent, a renowned celebrity photographer, MVA teaches around 350 students annually. Each student gains expert instruction and builds a professional portfolio, launching them toward successful careers in beauty and media.

MVA sought an organized, streamlined solution to manage its student recruitment efforts, and they found the answer in Mautic by HEM. This customized CRM software, specifically tailored for educational institutions, allows MVA to efficiently automate its marketing efforts and seamlessly follow up with prospective students.

Transformative Results for a Thriving Institution

With Mautic, MVA’s team can now easily track and manage leads. The CRM’s powerful reporting tools give the academy a clear view of each lead’s journey through the admissions process. Staff can track the progress of every prospective student, monitor recruitment team activities, and measure productivity—all crucial for a private institution focused on cost-effective outreach. Furthermore, the lead-scoring feature in Mautic enables the recruitment team to identify and prioritize high-value leads, allowing MVA to concentrate on students who are genuinely interested and likely to succeed within the academy’s creative programs.

As Tally Hajek highlights, the organizational capabilities of Mautic are essential to building meaningful connections with prospective students. “We value connections with prospective students, but connections cannot happen without organization,” she explains. The system enables her team to foster relationships with students who are both committed and well-suited to the academy’s professional and artistic environment.

Moreover, HEM’s attentive and supportive customer service has made the partnership especially rewarding. “We love working with the HEM team,” says Hajek. “We feel like they really understand us and want us to succeed.” With HEM’s customized solutions, MVA has significantly increased staff efficiency in student recruitment, giving their team the tools to excel in a competitive educational market and helping the academy continue to thrive as a leader in beauty and media education.

Imagine a system that handles every step of the student journey—engaging prospective students, nurturing leads, simplifying applications, and supporting students through their academic journey—all from a single platform. HEM is dedicated to providing solutions that help you enhance recruitment, boost enrollment, and offer the seamless digital experience that students expect.

To see how Mautic and the HEM Student Portal can transform your institution, request a demo today and discover the possibilities of giving yourself the gift of efficiency.

Give Yourself the Gift of Efficiency

This holiday season, give your institution the ultimate gift: the power to work smarter, not harder. HEM’s custom-built solutions, including Mautic CRM and the HEM Student Portal, are designed to streamline your operations and boost your team’s effectiveness.

From managing prospective student leads to enhancing engagement and improving communication, these tools empower your staff to focus on what truly matters—building connections and driving success.

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

FAQ

Question: What is a CRM and how can it benefit educational institutions?

Answer: A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.

Question: What is a Student Information System (SIS)?

Answer: Student Information System software is designed to manage student data from application through graduation.

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December 25, 2024
WeChat vs. WhatsApp Advertising For Your School Audience
Reading Time: 11 minutes

For school administrators and marketers, the decision to integrate new communication tools is often met with the challenge of identifying which platform can better serve their specific needs. Regarding messaging apps, WeChat and WhatsApp are two powerful contenders that have proven effective for educational marketing, but which one is right for your school audience?

Both platforms offer distinct advantages, and understanding the nuances of each can help you decide which will deliver the most impact in your communication and marketing strategy. Let’s explore the key differences between WeChat vs. WhatsApp marketing, how each platform works, and which is best suited for various school audiences.

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Understanding WeChat

WeChat is widely known for its dominance in China. Why do people use WeChat? WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.

WeChat has become a critical hub for creating a complete digital ecosystem for schools looking to recruit international students from China or engage with Chinese-speaking communities. It can be thought of as Facebook, WhatsApp, PayPal, and LinkedIn all rolled into one.

Reach out to us for customized, enrollment-boosting digital marketing services.

WeChat’s Audience and Features

WeChat has a massive user base, with about 1.3 billion active users, most of whom are in China and other parts of Asia. If your school targets international students from China or aims to increase engagement with Chinese-speaking parents and alumni, WeChat offers an unparalleled platform to achieve this. With its unique ability to facilitate multi-channel communication, schools can create official accounts, push content, and even handle application processing directly through the app.

WeChat’s “Mini Programs” allow schools to build customized features like event registration systems, virtual tours, and interactive alumni networks. This level of customization allows schools to create tailored experiences for their Chinese audience that go far beyond what other platforms offer.

Another significant feature of WeChat is WeChat Pay, allowing students and parents to seamlessly handle tuition fees, donations, and event payments. For Chinese families, integrating WeChat Pay within the platform removes any friction in making payments, which can be a major selling point in their decision-making process.

In terms of content, WeChat Articles are a powerful tool for pushing long-form content directly to followers, keeping them updated on the latest news from your school. Whether it’s a blog about your curriculum or updates on on-campus events, WeChat Articles allow you to connect with your audience through in-app content distribution, creating an easy flow between information sharing and engagement.

Source: HEM

Marketing Opportunities on WeChat

For schools interested in targeted advertising, WeChat offers some incredibly detailed advertising opportunities. With WeChat Moments Ads, you can reach specific demographics and showcase your school’s brand through native-style ads that appear in a user’s feed, similar to Facebook’s sponsored posts. This form of advertising is especially effective for brand awareness and reaching prospective students.

WeChat also supports group marketing, where schools can create exclusive groups for prospective students or alumni. These groups can foster discussions, share news, and create a sense of community that strengthens engagement and boosts enrollment.

Source: RMIT University | WeChat

Example: WeChat Groups allow you to address up to 40 prospects at once, making them a valuable tool for sharing important news and updates, as RMIT University does here.

The significant advantage of WeChat is its complete ecosystem—it allows schools to build an end-to-end digital experience without requiring users to leave the app. Everything from content marketing to customer service and payments can happen within this one platform, making it a powerful choice for schools targeting Chinese-speaking communities.

Understanding WhatsApp: Streamlined Communication and Global Reach

While WeChat dominates in China, WhatsApp is the global king of messaging apps, with over 2 billion users worldwide. WhatsApp is particularly strong in Europe, Latin America, Africa, and Asia, offering schools a streamlined and simple way to engage with their audience across various countries. Its ease of use and widespread adoption make it a highly effective tool for schools aiming to communicate quickly and efficiently with diverse audiences.

WhatsApp’s Audience and Features

Why is WhatsApp useful in education? WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.

WhatsApp’s Business API allows schools to create official business profiles, enabling quick interactions with current and prospective students through text, voice messages, and video calls. This personal touch can be a considerable advantage, especially when engaging with younger audiences who prefer fast, mobile-friendly communication.

Unlike WeChat, WhatsApp’s functionality is more streamlined, focusing on core communication services such as text, voice, and video messaging. This makes it a great tool for schools that want to keep communication direct without the added complexity of an all-encompassing ecosystem.

WhatsApp also allows for group communication, where you can create student, faculty, or special interest groups that foster collaboration. Schools can leverage WhatsApp groups to send updates, event reminders and even provide quick support for administrative issues. It’s also widely used for parent-teacher communication, allowing teachers to quickly inform parents about their child’s progress or upcoming events.

Source: HEM

Marketing Opportunities on WhatsApp

WhatsApp may not have the comprehensive advertising ecosystem that WeChat offers, but it does excel in personalized engagement. For schools that rely heavily on maintaining personal connections with prospective students and families, WhatsApp offers a unique ability to build these relationships through its messaging features.

One highly effective approach is using WhatsApp for direct recruitment campaigns. Schools can reach out to prospective students, answer queries, and guide them through the application process all within the app. This personal touch can often be more effective than formal emails or less personal communication methods, especially when converting prospective students into enrollees.

Another significant advantage of WhatsApp is its support for status updates—a feature similar to Instagram Stories, where schools can post time-sensitive updates or content that will disappear after 24 hours. This allows schools to engage their audience with dynamic content reflecting real-time campus events or application deadlines.

WhatsApp is also owned by Meta (Facebook). For this reason, it offers seamless integration with Facebook, making it a powerful tool for educational marketers and administrators. This connection allows schools to leverage Facebook’s vast advertising network to directly reach prospective students, parents, and alumni on WhatsApp.

By integrating WhatsApp with Facebook’s ad campaigns, you can create targeted messaging that leads users straight into WhatsApp chats. This provides a convenient way for prospects to ask questions, receive guidance, and engage with admissions. This integration enhances lead generation efforts, enables personal interaction, and smooths the communication process, strengthening the overall impact of your school’s digital marketing strategy.

Additionally, WhatsApp’s integration with WhatsApp Web means that schools can easily manage communications via desktop, streamlining the process of answering student queries or sending mass updates to a group of contacts.

Source: Online School of Hotel Management | WhatsApp

Example: Here, the Online School of Hotel Management responds directly to a potential student who has reached out with a question. WhatsApp streamlines your school’s communication with students, guiding them down the admissions funnel in a personalized manner.

WeChat vs. WhatsApp: Which Platform Suits Your School?

What is the difference between WeChat and WhatsApp? In review, they serve different purposes and audiences. WeChat is a multifunctional app primarily used in China, offering a comprehensive ecosystem that includes messaging, social media, payments (WeChat Pay), and even mini-programs for custom features like event registration or virtual tours. It’s ideal for schools targeting Chinese-speaking students and parents, providing an all-in-one solution for communication and engagement.

On the other hand, WhatsApp is more streamlined, focusing on direct messaging, voice, and video calls. It has global appeal, especially in Latin America, Europe, and Africa. It’s perfect for schools that want to maintain personal, direct connections with students and families worldwide through simple, efficient communication. Choosing between WeChat and WhatsApp largely depends on your school’s audience and your communication goals. Here’s a deeper dive into how each platform aligns with specific audience types and regions.

If Your School is Targeting Chinese Students or Families

If your school focuses on recruiting students from China or engaging with Chinese alumni and parents, WeChat is, without a doubt, the best choice. WeChat’s cultural relevance within China makes it indispensable for schools looking to build long-term connections with this audience. Its ability to integrate payment systems, post long-form content, and offer an all-in-one solution for admissions, tuition, and engagement puts WeChat miles ahead regarding Chinese student recruitment.

In addition to the functional advantages, Chinese students and families will expect your school to be present on WeChat. It’s a platform that they trust and are familiar with, and being active on WeChat signals your school’s commitment to engaging with this audience in a culturally relevant way.

Source: Northampton Community College | WeChat

Example: This WeChat ad for Northampton Community College provides the institution’s Chinese name, the QR code leading to their landing page, account IDs for Weibo, Youku, and Zhihu, and a CTA. By following this structure, you can make your institution easily accessible to students and families in China.

If Your School is Targeting Global or Multicultural Audiences

WhatsApp is a far better choice for schools casting a wider net and needing to reach global audiences, particularly in regions like Latin America, Europe, Africa, and South Asia. Its universal appeal and ease of use make it ideal for communicating with students from diverse backgrounds. WhatsApp is especially useful for managing international recruitment efforts across multiple countries, as it’s a platform that students and families worldwide are likely already using.

In these regions, WhatsApp provides a more personal touch. Its focus on direct communication allows you to build meaningful connections with prospective students, making them feel valued and supported throughout the admissions process. WhatsApp is the right platform if your school prioritizes fast, personal interactions with a broader international audience.

If Your School Needs a Comprehensive Marketing Ecosystem

For schools ready to invest in a comprehensive marketing system to manage everything from social media engagement to payments, WeChat is the platform to choose. Its versatility allows schools to build custom mini-apps within the platform, offering a wholly branded experience for students and parents. WeChat’s ecosystem also allows for a more immersive marketing experience, making it an excellent choice for schools looking to create long-term engagement.

If Your School Prioritizes Simplicity and Personal Communication

On the other hand, if your school values simplicity and needs a platform that prioritizes direct, fast communication over elaborate marketing systems, WhatsApp is the better choice. It’s the platform for schools that want to keep communication simple, efficient, and highly personal. WhatsApp excels at building authentic relationships for student recruitment, parent communication, or handling alumni relations on a more personal level.

Source: WhatsApp

Source: McMaster University

Example: McMaster University shares a list of WhatsApp Channels for its students. McMaster shares casual, authentic, and personable content on its various channels, as pictured above.

Final Thoughts: Aligning Your School’s Needs with the Right Platform

Ultimately, the decision between WeChat and WhatsApp should come down to the specific needs of your school and the audience you’re trying to reach. If you focus on connecting with Chinese-speaking students and parents, WeChat provides an all-in-one marketing and communication solution that can’t be matched. However, WhatsApp is a strong contender if your school aims for global reach and personal, straightforward communication. Its simplicity, ease of use, and popularity worldwide make it a go-to platform for schools that want to maintain direct and personal connections with students, parents, and alumni across different countries.

Combining Both Platforms for Maximum Impact

It’s also worth considering that you don’t necessarily have to choose one. Many schools benefit from using both platforms to target specific audience segments. For instance, if your school is engaged in global recruitment but also targets Chinese students, you can use WhatsApp to maintain personal, direct relationships with your broader international audience while leveraging WeChat’s extensive ecosystem to cater to your Chinese audience.

Integrating WeChat and WhatsApp into your school’s communication and marketing strategy can tailor your approach to suit each audience’s preferences, delivering a more personalized and culturally relevant experience. Whether it’s the seamless payment options and immersive marketing experiences on WeChat or the personal, text-based interactions on WhatsApp, using both platforms strategically can maximize your reach and impact.

Action Steps for Implementing WeChat or WhatsApp for Your School

Once you’ve decided which platform (or platforms) fits your school’s audience, it’s time to take action. Here’s how you can get started:
1. Define Your Audience Segments: Start by identifying which segments of your audience would best respond to WeChat and which would benefit more from WhatsApp. To tailor your strategy, consider cultural preferences, regional habits, and communication styles.
2. Create Official Accounts: Whether you’re using WeChat or WhatsApp, setting up an official business account is crucial. For WeChat, this includes creating an official account to publish content, integrate payments, and offer customer service. For WhatsApp, create a business profile with key contact details and a direct line for inquiries.
3. Build Content for Engagement: On WeChat, use Mini Programs, Articles, and Moments Ads to create a holistic marketing ecosystem. For WhatsApp, focus on conversational marketing, using messaging to engage students directly and build trust through personalized communication.
4. Train Your Marketing Team: Ensure your team is well-versed in each platform’s features. WeChat’s ecosystem is more complex, so consider investing in training to maximize its potential. For WhatsApp, focus on conversational marketing strategies and direct engagement best practices.
5. Track and Optimize Performance: Both platforms provide analytics that can help you measure engagement and refine your approach. Use these insights to optimize your marketing campaigns and improve communication with your audience.
Conclusion: Choosing the Best Tool for Your School

When deciding between WeChat and WhatsApp, the key is to align the strengths of each platform with your school’s audience and communication goals. WeChat is ideal for reaching Chinese-speaking students and creating an immersive, all-in-one experience, while WhatsApp maintains direct, personal connections with a global audience.

By understanding the unique features of both platforms and strategically implementing them, your school can enhance its communication strategy, foster better relationships with students and parents, and ultimately drive more successful recruitment efforts. Whether you choose one platform or integrate both, the right tool will help you reach your school’s target audience more effectively, ensuring your message is heard loud and clear.

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FAQ

Why do people use WeChat?

WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.

Why is WhatsApp useful in education?

WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.
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December 4, 2024