On Nov. 24, the Pentagon announced it would initiate a review of Sen. Mark Kelly, a retired Navy captain. The announcement comes six days after Kelly and other elected officials released a video calling on U.S. troops to refuse illegal orders. The group did not identify any specific illegal orders. Notably, service members already take an oath to uphold the Constitution.
The Pentagon’s decision follows a Truth Social post from President Trump, saying that the video was “SEDITIOUS BEHAVIOR, punishable by DEATH.” He later walked back the post, saying, “I would say they’re in serious trouble. I’m not threatening death, but I think they’re in serious trouble. In the old days, it was death. That was seditious behavior.”
The following statement can be attributed to Greg Lukianoff, president and CEO of the Foundation for Individual Rights and Expression:
The Pentagon’s actions are clear retaliation for something Sen. Kelly is entirely within his rights to say. America’s servicemembers already take an oath to uphold the Constitution, which includes not following illegal orders. The argument that the video’s message is sedition, or otherwise unprotected by the First Amendment, is flatly wrong.
How one-to-one storytelling turns information into enrollment
Students are saturated with content in their daily lives, and video is a huge part of what they see and consume. However, as the 2025 E-Expectations Report reveals, students are also no longer impressed by one-size-fits-all marketing. They want outreach that feels personal, relevant, and authentic (RNL, Halda, & Modern Campus, 2025). What resonates with them is personalization that shows colleges see them and not just another applicant.
And when a personalized video connects those dots, combining storytelling, emotion, and data, something powerful happens: curiosity turns into commitment.
Why personalization works
Personalization amplifies engagement with students.
This is clear. When students see themselves reflected in a story, they engage more deeply and feel a stronger sense of belonging.
Zhao and colleagues (2024) tested this through a creative experiment involving personalized animated films. Participants watched short stories where their moods and habits shaped the life of a little corgi trying to reach the moon. The results? Viewers not only enjoyed the video, but they also identified with it. Some even started calling the character “me.” That sense of recognition is exactly what colleges aim to spark when they send a personalized admit or financial aid video.
Banerjee et al. (2023) found similar effects in the education technology sector. When apps delivered recommendations based on individual interests, student engagement increased, especially among those who typically ignored recommendations. The message for higher education marketers is clear: those who ignore your emails or skip your events may simply be waiting for the right message at the right moment.
Finally, Deng et al. (2024) showed that personalization is not just about what content appears; it is also about how it appears. TikTok’s algorithm, for example, predicts which segments you will watch and preloads them for a frictionless experience. When it comes to personalized video for students, the same principle applies. A message that loads quickly, feels smooth, and speaks directly to their needs earns attention and trust.
Real results from personalized video campaigns
You can see the full potential of personalization when colleges put it into practice, especially with the channel students use the most: video. Institutions across the country are using personalized video to make complex information clear, emotional moments unforgettable, and online discovery truly interactive. We work with our partners Allied Pixel, the pioneer in personalized video technology, to help campuses make that personalized connection that drives enrollment.
Personalized financial aid videos: Turning confusion into clarity
At Coastal Carolina University, affordability became an opportunity for connection. Through Personalized Financial Aid Videos (PFAVs), the university walked students and families through their aid packages in plain English and Spanish, helping them understand what college would actually cost. The outcome was remarkable:
Students who viewed their PFAV were nearly twice as likely to enroll as those who did not
More than 75% of students who clicked an action button after watching enrolled.
Coastal Carolina credits the videos as a major factor in enrolling a record-breaking incoming class.
What could have been a confusing moment became one of clarity and confidence.
Admit hype videos: Building emotional momentum
Once affordability is clear, emotion takes center stage. The University of Cincinnati used Personalized Admit Hype Videos as part of its “Moments That Matter” campaign, designed to celebrate admitted students in a way that felt deeply personal.
The results spoke for themselves: over 1,200 students confirmed their enrollment after watching their personalized video. One student shared, “It made me feel like I’ve found a new home. Thank you for putting this together!” A parent commented, “This is the absolute coolest thing I’ve seen in college recruiting, and this is my third child. Well done!!!”
It is hard to imagine a clearer example of how belonging drives yield.
Real-time web videos: Personalization in 30 seconds or less
Before a student ever inquires, colleges like Aquinas College are using Personalized Real-Time Web Videos to create immediate engagement. Visitors to the Aquinas website can build their own video in under 30 seconds, featuring content relevant to their interests.
Over 70% of visitors choose to create their own personalized clip, an extraordinary engagement rate. Even better, the form captures names, emails, and optional phone numbers, providing the admissions team with high-quality leads while offering students a memorable first touchpoint.
These examples show that personalization is not just a creative flourish. It is a measurable driver of engagement, confidence, and enrollment.
What personalized video means for enrollment leaders
For enrollment and marketing teams, personalized video has shifted from a novelty to a necessity. The results are too compelling to ignore. Here is what to focus on next:
Start with data. Use CRM or application data to personalize content around major, aid status, or next steps.
Make it one-to-one. Include each student’s name, major, and relevant details so it feels like their story.
Keep it short. The sweet spot is 30–60 seconds, enough to inform without overwhelming.
Guide with purpose. End every video with one clear call to action: confirm, apply, schedule, or log in.
Measure and refine. Track engagement and conversion metrics to keep improving.
Build belonging. Blend data with empathy, because personalization is about people, not just platforms.
When done right, personalized video meets both emotional and practical needs. It answers questions and builds confidence, but it also sparks joy, pride, and a sense of belonging. That is the sweet spot where conversion happens.
So, if you want students not just to watch, but to feel seen, do not just write it, film it. Keep it short, real, and personal. Because when a few seconds can change a student’s decision, the most powerful word in recruitment might just be their name.
Want to see the full picture?
Find out how personalized video can create powerful engagement at every stage of the enrollment journey. Watch our webinar, How to Ramp Up Student Engagement Through Personalized Videos, to learn how you can add personalized videos to your marketing and recruitment efforts.
You can also download the 2025 E-Expectations Trend Report to see the full findings on how today’s high-school students explore, evaluate, and choose colleges, plus what they expect from every click, video, and message.
References:
Banerjee, R., Ghosh, A., Nanda, R., & Shah, M. (2023). Personalized Recommendations In Edtech: Evidence From A Randomized Controlled Trial. Proceedings of the 14th ACM Conference on Learning at Scale. ACM.
Deng, W., Fan, Z., Fu, D., Gong, Y., Huang, S., Li, X., Li, Z., Liao, Y., Liu, H., Qiao, C., Wang, B., Wang, Z., & Xiong, Z. (2024). Personalized Playback Technology: How Short Video Services Create Excellent User Experience. IEEE Transactions on Multimedia. Advance online publication.
RNL, Halda, & Modern Campus. (2025). 2025 E-Expectations Report. Ruffalo Noel Levitz.
Zhao, X., Lee, J., Maes, P., & Picard, R. (2024). A Trip To The Moon: Personalized Animated Movies For Self-Reflection. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW2), 1–27.
Late last month, the student chapter of Students for Justice in Palestine at George Mason University posted a video on a social media account that criticized U.S. foreign policy and Israel. The video (now removed), which apparently stylistically mimicked a Hamas video, included phrases such as “genocidal Zionist State,” “the belly of the beast,” and “from the river to the sea.” It also specifically addressed conditions in Gaza and GMU’s alleged oppression of pro-Palestinian protestors.
Regardless of one’s views on Israel and Gaza, all of this is protected speech. But rather than protecting student political discourse, GMU demanded the SJP chapter take down the video explicitly because its language ran afoul of the International Holocaust Remembrance Alliance’s vague definition of antisemitism, which has been incorporated into GMU’s anti-discrimination policy. The school warned that failure to comply could result in disciplinary action.
Student groups at public universities have the First Amendment right to post videos expressing their views on international conflicts, even if some members of the campus community are offended by the viewpoints expressed. We’ve seen no evidence the video constituted incitement, true threats, intimidation, or student-on-student harassment — narrow categories of speech unprotected by the First Amendment.
When campus administrators invoke the IHRA definition and its examples to investigate, discipline, or silence political expression, the distinction between conduct and speech becomes meaningless.
This is not the first — nor will it be the last — instance of universities relying on vague, overbroad anti-harassment definitions to censor speech some members of the campus community find offensive. In fact, overbroad anti-harassment policies remain the most common form of speech codes on college campuses. But it does point to the clear and growing threat the use of the IHRA definition poses to campus discourse about the Israel-Palestine conflict. It’s a danger about which FIRE has warned of since 2016, a danger we’ve seen in application, and one that the IHRA definition’s supporters routinely brush aside. As more and more states adopt IHRA for the purpose of enforcing anti-discrimination law, we’re likely to see increasingly more instances of campus censorship in the future.
IHRA defines antisemitism as:
a certain perception of Jews, which may be expressed as hatred toward Jews. Rhetorical and physical manifestations of antisemitism are directed toward Jewish or non-Jewish individuals and/or their property, toward Jewish community institutions and religious facilities.
The document also provides a list of examples of antisemitism that include, among others:
Applying double standards by requiring of [Israel] a behavior not expected or demanded of any other democratic nation.
Drawing comparisons of contemporary Israeli policy to that of the Nazis.
Language that does this (and that does not also fall into a specific category of unprotected speech) may offend some or many people. It nevertheless constitutes core political speech. Supporters of the use of the IHRA definition on campus insist that the definition does not restrict free speech, but rather helps identify antisemitic intent or motive when determining whether a student has created a hostile environment in violation of anti-discrimination laws. But this attempted distinction collapses in practice.
When “intent” is inferred from political expression — as it has at GMU and other campuses across the country — speech itself becomes evidence of a violation. Under this framework, students and faculty learn that certain viewpoints about Israel are per se suspect, and both institutional censorship and self-censorship follow. Despite its defenders’ claims, when campus administrators invoke the IHRA definition and its examples to investigate, discipline, or silence political expression, the distinction between conduct and speech becomes meaningless.
Analysis: Harvard’s settlement adopting IHRA anti-Semitism definition a prescription to chill campus speech
Harvard agreed to settle two lawsuits brought against it by Jewish students that alleged the university ignored “severe and pervasive antisemitism on campus.”
The problem is compounded by the Trump administration’s Title VI enforcement. Its unlawful defund-first, negotiate-second approach places universities’ federal funding — sometimes hundreds of millions or even billions of dollars — at the mercy of the administration’s Joint Antisemitism Task Force. That threat alone is enough to force campus administrators to make a choice: censor student speech critical of Israel, or risk losing access to federal funding. All too often, as we have seen repeatedly, institutions choose access to money over standing up for student rights.
Instead of relying on IHRA’s vague definition for anti-discrimination purposes, FIRE has long supported efforts to constitutionally and effectively address antisemitic discrimination on college campuses by passing legislation to:
Prohibit harassment based on religion.
Confirm that Title VI prohibits discrimination based on ethnic stereotypes.
Codify the Supreme Court’s definition of discriminatory harassment.
These options would better address antisemitic harassment and would do so without suppressing free speech.
Video Content Creation: Paid & Organic Strategies That Work
We’ve all seen the data: attention spans are shorter, competition for screen time is fierce and the Modern Learner expects a different kind of engagement. They crave content that’s authentic, dynamic and personal – and they’re scrolling past anything that feels like a generic ad.
EducationDynamics’ latest Engaging the Modern Learner Report confirms this: while platform preferences vary by age and learning style, the one constant is a demand for immersive, visually rich short-form video content. Most students engage daily across multiple platforms, drawn to experiences that are as dynamic as they are informative.
So, how do you cut through the noise and prove ROI in the digital environment that demands both innovation and efficiency? The answer is leveraging video marketing as a central pillar of your brand and reputation strategy to drive enrollment.
Explore how to create a strategic video marketing strategy that not only captures attention but also nurtures students from first impression to enrollment.
Why Video Marketing Works in Higher Education
Video is a fundamental part of how people consume information and make decisions. In 2024, the average user watched a staggering 17 hours of online video content per week and that number continues to climb. For higher education, this means meeting prospective students where they are—on platforms like TikTok, Instagram and YouTube.
These platforms are the new frontier for student recruitment, especially with the explosion of short-form video. With nearly 80% of U.S. consumers preferring to watch on their smartphones, the vertical format, quick entertainment and algorithmic reach of platforms like TikTok, Instagram Reels and YouTube Shorts make them ideal for grabbing attention in seconds.
Marketers are taking notice of video’s power. Data shows:
Short-form video delivers the highest ROI compared to other marketing trends.
It is expected to receive the most investment in 2025, especially in education, retail and tech industries.
Short-form video is one of the strongest tools in your marketing mix, capable of cutting through the noise and sparking genuine engagement. In a world where students spend 17 hours a week consuming video, grabbing even five seconds of their attention is a meaningful opportunity. The key is making that moment count.
According to our own analysis in the latest Landscape of Higher Education Report, 35% of education website visits start with organic search—proof that discoverability multiplies the value of your video. When short-form content is connected to both organic and paid strategies, it doesn’t just capture attention; it guides students from first impression to enrollment decision.
The Benefits of Video – Paid & Organic
Paid Video Content
Video ads stand out in crowded feeds. Unlike static images or carousel posts, video grabs attention through movement, sound and storytelling. With tools like Meta Ads Manager and TikTok Ads, brands can now target hyper-specific audiences with tailored messaging – delivered via immersive, full-screen video experiences.
Benefits:
Higher click through rates than static ads
Ability to tell stories, show product use, or highlight real people
Increase brand recall by using audio, visuals and emotions together
Great for retargeting campaigns, especially when optimized with engaging hooks and calls to action
Organic Video Content
Organic video content emphasizes authenticity and community. It’s less about polish and more about relatability — behind-the-scenes moments, student stories or candid campus life. These video marketing strategies build trust and long-term engagement, making them powerful tools for enrollment marketing and student recruitment.
Why it works:
Improves SEO by increasing time-on-page
Boosts algorithmic reach on platforms like Instagram and TikTok
Drives repeat engagement and builds emotional connection
Best Practices for Paid vs. Organic Video
Keep it short. People are scrolling fast; we want to make an impact quickly. Every second is geared towards driving action.
Brand quickly. Use your colors fonts and logo in the first few seconds. Viewers should recognize your brand immediately – even with the sound off.
Include a CTA. Every ad should include a direct action: “Apply Now,” “Learn More,” or “Sign Up Today”
Building a Video Marketing Strategy that Impacts the Entire Funnel
Video content marketing is one of the few tools that can guide a prospective student from first impression to enrollment decision. To maximize impact, institutions need a funnel built around higher education marketing strategies that meet students where they are.
Awareness: Sparking Interest
At this stage, students are just starting to explore their options and your goal is to spark interest.
Goal: Reach new audiences and build familiarity.
Content: Short, shareable videos that grab attention quickly.
Example: A trending audio track paired with clips of dorms, campus events and happy students. For a public university, this might be a 15-second TikTok showing the vibrant campus energy on a game day.
Consideration: Standing Out from the Competition
Now they’re weighing their choices and you want to stand out.
Goal: Educate and differentiate from competitors.
Content: Program highlights, student success stories and value callouts.
Example: A 30-second clip of a recent grad from your nursing program talking about how your clinical partnerships helped them land a job in a top hospital.
Pro Tip: EducationDynamics’ Engaging the Modern Learner Report shows that videos on TikTok and LinkedIn have a particularly strong influence on students’ school selection. Strategically placing content on these platforms ensures it reaches students at the moments that matter most.
Lead Generation: Driving Action
This is the moment to be clear and actionable.
Goal: Drive action.
Content: Deadline reminders, application steps and clear, direct messaging.
Example: A concise video ad titled “3 Days Left to Apply: Here’s How,” featuring a direct link to the application portal.
The key is sequencing: sharing the right type of video at the right time, on the platforms where your audience is most active. When done well, a video funnel doesn’t just catch attention. It builds trust, nurtures interest and guides students toward taking the next step.
Video Platform Tips & Attention Spans
Not all platforms reward video the same way and audience behavior changes depending on where they’re watching. To maximize results, adapt your video marketing strategy to each channel by tailoring both length and style. Here’s how to optimize:
Long-form videos perform well on LinkedIn.
Reels and TikToks should stay under 30 seconds.
On Facebook, the average attention span is 2 seconds – hook viewers immediately.
Use captions for accessibility and to reach viewers watching without sound.
Popular aspect ratios are 9:16 or 1:1.
Use trending audio when relevant.
Use engaging thumbnails and headlines.
A Word on Memes (for Organic)
Yes, memes. They might seem casual, but in the right context they can be powerful tools for connecting with students. Today’s learners are fluent in meme culture and meeting them where they are can make your brand feel more approachable and relatable.
Memes are effective because:
They feel familiar and fun
They increase watch time and engagement
They let you communicate messages (like deadlines or events) in unexpected ways.
When thoughtfully woven into your video marketing strategy, memes can add personality and make your institution feel more approachable — a subtle yet powerful way to support student recruitment. The key is staying on-brand and avoiding content that could be misinterpreted.
Tools for Video Creation
CapCut – Templates for quick, customizable videos.
If your university provides B-roll, use it—it instantly adds authenticity and grounds your content in your campus story. And before you hit publish, double-check each platform’s “safe zones” so headlines, calls-to-action and visuals land exactly where viewers can see them. Small details like this can be the difference between a video that blends in and one that captures attention.
Performance Metrics to Track
Whether running paid or organic campaigns, success in video content marketing depends on tracking the right metrics:
Views – How many people are watching.
Engagement – Clicks, likes and comments.
Watch Time – Are they sticking around?
Shares – A powerful driver of awareness.
Investing in your video strategy is an investment in your future students. Modern Learners expect content that is dynamic, engaging and tailored to how they explore, evaluate and make decisions about education. Short-form videos and authentic storytelling aren’t optional anymore. They are essential for capturing attention and building meaningful connections.
At EducationDynamics, our marketing and creative teams specialize in higher education marketing strategies that integrate video content marketing across channels to boost visibility, engagement and enrollment outcomes. Whether you’re looking for a higher education marketing agency to manage a comprehensive video marketing strategy or simply seeking inspiration from the latest video marketing examples, we help institutions connect the right message to the right student at the right time.
What’s it like to be an artist and scientist? Meg Mindlin studies octopuses, shares videos for Instagram Reels and TikTok. And, she’s a talented artist who helps people communicate science in engaging way. I felt lucky to attend her thesis defense live on YouTube.
In this conversation, we talk about her research, dealing with the political spectrum when speaking up on social media, and sharing her art online.
Bio
Meg Mindlin (@invertebabe) is a molecular biologist and science communicator. She combines her background in art with an ability to communicate complex science in an engaging manner. She received her Masters in Biology studying octopuses and how ocean acidification effects a molecular process known as RNA editing.
Following a complaint by Iowa governor Kim Reynolds, the state attorney general’s office is investigating a video that allegedly shows a University of Iowa administrator saying the institution is still promoting diversity, equity and inclusion, despite the state’s ban.
Fox News Digital published a story earlier this week based on what it called an “undercover video,” which shows a woman identified as Drea Tinoco, assistant director for leadership and student organization development at the university, saying, “On behalf of my office, we’re still going to talk about DEI, we’re still going to do all the DEI things.”
The story doesn’t specify who recorded the video or whether they were working for Fox or another entity. The conservative group Accuracy in Media has released similar videos allegedly revealing employees skirting DEI prohibitions in other states, but AIM president Adam Guillette said the video isn’t from his organization.
In the video, dated July 2, the woman also says, “DEI and student organizations and all of that, it is real, it still exists, we’re still doing DEI work.” Though it’s not in the clip, Fox also reported that Tinoco called Reynolds, a Republican, “cuckoo bananas.”
Tinoco didn’t respond to Inside Higher Ed’s requests for comment Thursday. In an email, a university spokesperson didn’t confirm or deny whether the video is real or whether Tinoco is the person shown in it, saying, “Personnel matters are considered confidential.”
Last year, Reynolds signed legislation banning DEI at public universities. In a statement Tuesday, Reynolds said, “I’m appalled by the remarks made in this video by a University of Iowa employee who blatantly admits to defying DEI restrictions I signed into law on May 9, 2024.”
She filed a complaint with Attorney General Brenna Bird, another Republican, who announced her office is investigating. University president Barbara Wilson additionally told the Iowa Board of Regents Wednesday that her institution has “launched an immediate and comprehensive investigation.”
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.
Struggling to stand out in a crowded market?
Boost Enrollment with Engaging Short Videos
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.
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.
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.
Secretary of state for education, Bridget Phillipson, addressed students considering studying abroad, highlighting the benefits of a UK education and promoting the country’s post-study work opportunities.
“In the new academic year, we will welcome thousands of international students who will be starting courses in our universities and I hope to see many more in the future,” Phillipson said in the video shared by the UK Council for International Student Affairs (UKCISA).
“The UK is a wonderful and safe place to study. Our country is home to some of the very best universities in the world – four of the world’s top 10 can be found right here in the UK.
“An education from a British university has been the springboard for success for so many global trailblazers, from politics to business, from the arts to the sciences, in fact dozens of current and recent world leaders studied here in the UK and our universities have driven some of the most exciting and valuable research anywhere in the world.
“You could be part of the next groundbreaking wave of research and join a new generation of inspiring leaders,” she told prospective students.
Phillipson went on to describe some of the ways in which UK universities support their international students through pastoral support, work experience, scholarships and bursaries.
“You’ll also get have the chance to join Alumni UK – a global group of people from around the world who have studied here. It’s a fantastic professional network that you can tap into to get great advice and guidance.”
Phillipson went on to promote the UK’s Graduate Route, describing the opportunity which lets graduates “work, live and contribute” in the UK.
International students forge international friendships so by studying abroad, you can help build bridges between our countries, and these connections help make the world a better, brighter place.
Bridget Phillipson, UK secretary of state for education
“Studying in the UK sets you up for success in your career, but it’s more than that. International students forge international friendships so by studying abroad, you can help build bridges between our countries, and these connections help make the world a better, brighter place.”
Phillipson previously addressed international students in a video not long after stepping into the role in July 2024.
On the release of the latest video, Anne Marie Graham, UKCISA chief executive, said she was “encouraged” to see the continuing messages of welcome and support from the UK’s education secretary.
“Current and prospective students will also welcome the secretary of state’s ongoing support for the graduate visa and her reflections on the mutual benefits of a UK education – not just the contributions that international students make to the UK, but the positive impact on their own careers and ambitions,” she told The PIE.
“We look forward to continuing to work with the UK government to ensure international students are welcomed and supported, from pre-arrival visas to post-graduation work opportunities, so that all international students have a positive experience studying here.”
Pedram Bani Asadi, chair of the UKCISA’s Student Advisory Group commented: “I welcome the support from this government for international students’ hopes and dreams, and recognition of all the contributions we make to both UK culture and the economy.
“Having access to the Graduate Route has been absolutely essential for me to be able to reinforce the skills I learnt in my studies and contribute to the UK. I appreciate all the friends and experiences I’ve had here and look forward to continuing my role as a #WeAreInternational student ambassador, and working with the UK government to support my fellow international students to have a positive experience.”
Since Labour took came into power, sector stakeholders have noted the government’s more welcoming tone toward international students, a marked contrast to the rhetoric of the previous Conservative government.
Despite a change in rhetoric, the Labour government has shown no intention of reversing the Conservative’s decision to ban international students on UK taught master’s courses from bringing dependants with them to the UK.
“While the new government has said many positive things about international students, the focus on immigration remains acute,” said Jamie Arrowsmith, director of Universities UK International in an update to sector earlier this month.
The UK’s international educations strategy is currently under review, and the rollout of the new approach is set for April.
Sector leaders gathered at the QS Reimagine Education summit in London late last year to discuss priorities for the UK’s international education sector going forward, giving suggestions for a refreshed strategy, which included improved post-study work rights.
Language can be complicated. According to Merriam-Webster, the verb “blast” has as many as 15 different meanings — “to play loudly,” “to hit a golf ball out of a sand trap with explosive force,” “to injure by or as if by the action of wind.”
Recently, the word has added another definition to the list. Namely, “to attack vigorously” with criticism, as in, “to blast someone online” or “to put someone on blast.” This usage has become a commonexpression.
That’s what Leigha Lemoine, a student at Horry-Georgetown Technical College, meant when she posted in a private Snapchat group that a non-student who had insulted her needed to get “blasted.”
But HGTC’s administration didn’t see it that way. When some students claimed they felt uncomfortable with Lemoine’s post, the college summoned her to a meeting. Lemoine explained that the post was not a threat of physical harm, but rather a simple expression of her belief that the person who had insulted her should be criticized for doing so. The school’s administrators agreed and concluded there was nothing threatening in her words.
But two days later, things took a turn. Administrators discovered a video on social media of Lemoine firing a handgun at a target. The video was recorded off campus a year prior to the discovery, and had no connection to the “blasted” comment, but because she had not disclosed the video’s existence (why would she be required to?), the college decided to suspend her until the 2025 fall semester. Adding insult to injury, HGTC indicated she Lemoine would be on disciplinary probation when she returned.
Screenshots of Leigha Lemoine’s video on social media.
HGTC administrators claim Lemoine’s post caused “a significant amount of apprehension related to the presence and use of guns.”
“In today’s climate, your failure to disclose the existence of the video, in conjunction with group [sic] text message on Snapchat where you used the term ‘blasted,’ causes concern about your ability to remain in the current Cosmetology cohort,” the college added.
Never mind the context of the gun video, which had nothing to do with campus or the person she said needed to get “blasted.” HGTC was determined to jeopardize Lemoine’s future over one Snapchat message and an unrelated video.
Colleges and universities would do well to take Lemoine’s case as a reminder to safeguard the expressive freedoms associated with humor and hyperbolic statements. Because make no mistake, FIRE will continue to blast the ones that don’t.
FIRE wrote to HGTC on Lemoine’s behalf on Oct. 7, 2024, urging the college to reverse its disciplinary action against Lemoine. We pointed out the absurdity of taking Lemoine’s “blasted” comment as an unprotected “true threat” and urged the college to rescind her suspension. Lemoine showed no serious intent to commit unlawful violence with her comment urging others to criticize an individual, and tying the gun video to the comment was both nonsensical and deeply unjust.
But HGTC attempted to blow FIRE off and plowed forward with its discipline. So we brought in the big guns — FIRE Legal Network member David Ashley at Le Clercq Law Firm took on the case, filing an emergency motion for a temporary restraining order. On Dec. 17, a South Carolina federal district court ordered HGTC to allow her to return to classes immediately while the case works its way through the courts.
Jokes and hyperbole are protected speech
Colleges and universities must take genuine threats of violence on campus seriously. That sometimes requires investigations and quick institutional action to ensure campus safety. But HGTC’s treatment of Lemoine is the latest in a long line of colleges misusing the “true threats” standard to punish clearly protected speech — remarks or commentary that are meant as jokes, hyperbole, or otherwise unreasonable to treat as though they are sincere.
Take over-excited rhetoric about sports. In 2022, Meredith Miller, a student at the University of Utah, posted on social media that she would detonate the nuclear reactor on campus (a low-power educational model with a microwave-sized core that one professor said “can’t possibly melt down or pose any risk”) if the football team lost its game. Campus police arrested her, and the Salt Lake County District Attorney’s Office charged her with making a terroristic threat.
The office eventually dropped the charge, but the university tried doubling down by suspending her for two years. It was only after intervention from FIRE and an outside attorney that the university relented. But that it took such significant outside pressure — especially over a harmless joke that was entirely in line with the kind of hyperbolic rhetoric one expects in sports commentary — reveals how dramatically the university overreacted.
Political rhetoric is often targeted as well. In 2020, Babson College professor Asheen Phansey found himself in hot water after posting a satirical remark on Facebook. After President Trump tweeted a threat that he might bomb 52 Iranian cultural sites, Phansey jokingly suggested that Iran’s leadership should publicly identify a list of American cultural heritage sites it wanted to bomb, including the “Mall of America” and the “Kardashian residence.” Despite FIRE’s intervention, Babson College’s leadership suspended Phansey and then fired him less than a day later.
Or consider an incident in which Louisiana State University fired a graduate instructor who left a heated, profanity-laced voicemail for a state senator in which he criticized the senator’s voting record on trans rights. The senator reported the voicemail to the police, who investigated and ultimately identified the instructor. The police closed the case after concluding that the instructor had not broken the law. You’re supposed to be allowed to be rude to elected officials. LSU nevertheless fired him.
More examples of universities misusing the true threats standard run the political gamut: A Fordham student was suspended for a post commemorating the anniversary of the Tianneman Square massacre; a professor posted on social media in support of a police officer who attacked a journalist and was placed on leave; an adjunct instructor wished for President Trump’s assassination and had his hiring revoked; another professor posted on Facebook supporting Antifa, was placed on leave, and then sued his college. Too often, the university discipline is made more egregious by the fact that administrators continue to use the idea of “threatening” speech to punish clearly protected expression even after local police departments conclude that the statements in question were not actually threatening.
What is a true threat?
Under the First Amendment, a true threat is defined as a statement where “the speaker means to communicate a serious expression of an intent to commit an act of unlawful violence to a particular individual or group of individuals.”
That eliminates the vast majority of threatening speech you hear each day, and for good reason. One of the foundational cases for the true threat standard is Watts v. U.S., in which the Supreme Court ruled that a man’s remark about his potential draft into the military — “If they ever make me carry a rifle, the first man I want to get in my sights is LBJ” — constituted political hyperbole, not a true threat. The Court held that such statements are protected by the First Amendment. And rightfully so: Political speech is where the protection of the First Amendment is “at its zenith.” An overbroad definition of threatening statements would lead to the punishment of political advocacy. Look no further than controversies in the last year and a half over calls for genocide to see how wide swathes of speech would become punishable if the standard for true threats was lower.
Colleges and universities would do well to take Lemoine’s case as a reminder to safeguard the expressive freedoms associated with humor and hyperbolic statements. Because make no mistake, FIRE will continue to blast the ones that don’t.
