Why You Should Be Using More Video Content In 2023

We’re well into 2023 now, but that hasn't stopped marketers from trying to peer into the future to see if they can figure out what the next big marketing trend should be. Maybe everything is going to be AI, or augmented reality apps are going to be the next big thing?

Whatever comes next, it will not mean that tried and trusted marketing methods will be discarded, and many of them may benefit from having a fresh look. Video content is one such marketing method that certainly deserves a fresh look - in fact, video is becoming more and more popular, it is often just how and where you publish it that can make a difference.

More and more schools  and trusts are employing video in their marketing, so let’s have a look at three reasons why 2023 should be the year you take a fresh look at creating video content for your school’s marketing.

1. The number of schools seeking out content creators with experience in video creation is increasing all the time. This is often more the case for TikTok-style video creators, rather than film school graduates - younger content creators who know their audience on social media.

2. With UCAS scrapping personal statements for university hopefuls, and possibly replacing them with video applications, according to The Times, the use of video to replace written forms is increasing.

3. The seemingly unstoppable rise of video-based social media content. From TikTok to Stories on Instagram and Facebook, as well as good old YouTube, short video content is king when it comes to social media marketing.

A recent survey found that for American 13 to 17-year-olds, the top social media channels were YouTube, then TikTok, and Instagram coming in third. And we all know that where US teenagers go, the rest of the world often follows suit.

What can education marketers do to deliver better video content?

1. Know when to use TikTok-style content creators and when to use high-quality external video companies. The latter is when you need to produce a video for important areas, such as recruitment, where it could be damaging to your school  or trust to get it wrong.

For example, look at this advert recruiting for teaching in Shetland, and compare that to the usual standard of text-based adverts. Which format appeals to you the most?

2. Make use of students and others in your school and trust. Education marketing typically has rather tight budgets, and employing a videographer may not be affordable, but, likely, there is already talent in your organisation, from students to younger members of staff, who have their finger on the pulse of what’s what when it comes to video content creation for social media.

If you’re looking for advice and training, take a look at BBC Young Reporters or School Media Team.

3. Develop your own video content creation skills. Videography is a skill that many marketing teams wish they could develop, and it is certainly a very useful set of tools to have. Many schools and trusts will already have the equipment and software needed, and most social media content is made using a fairly recent smartphone.

How to create great video content for your school or trust

If you are considering developing your videography skills, there are also many online courses available, as well as some offered by FE colleges.

Obviously, it is not as simple as simply pointing your smartphone in the right direction and getting a few shots, but we do have five simple tips to get you started or to fine-tune your current video content creation skills.

It’s unlikely these tips will win you an Oscar or be as good as a professional video producer, or even as good as the teens who seem to have been taught how to work with video since birth! But they can serve as a good starting point to put you on the right path.

1. Short and snappy

A video can convey a lot of information very quickly - a three-minute video is equivalent to reading a whole page of text on an A4 sheet of paper, which is more than most people can take in.

Keep in mind that you can do more with less, and don’t be scared to edit down long talks or conversions, as people do tend to repeat themselves. If it does need to be longer, then break it down into two or more parts for more bitesize, manageable chunks.

Also, the rise of video-based social media apps such as TikTok means that social media users only have the time and attention spans for short videos. Keep it short and to the point!

2. Always keep your audience in mind

Remember to focus on whom you are addressing, and what they need to know. When recording a video meant for parents, then avoid using teaching jargon and minimise discussions about job roles. For a video about school recruitment, focus on what makes your school different, and avoid the school’s 5-year development plans and irrelevant information.

3. The soundtrack is important

With all the careful consideration being given to video, the soundtrack can often be one of the least thought-about areas of video creation. It can be the last thing to be added, and cheap, stock audio can end up being grating.

There are two options typically available, record your own soundtrack, and make use of resources already found in your school, or take time to source a more suitable soundtrack that complements the video perfectly. It can make a world of difference to the final product.

4. Tell your story

If your video does need to be a bit more on the longer side, then you need to be able to engage with the audience and bring them in. The best way to do this is to ensure you are telling them a story. Why are you presenting this video, and what does it mean to your organisation?

This doesn’t mean it needs to have an elaborate, ‘X Factor’ contestant-style backstory, but adding context and reason can draw in your audience.

5. Use humour

Humour can be an excellent way of engaging with an audience. People are much more likely to watch a video that gives them a smile or a chuckle than one that is deadpan and serious. You don’t have to be cracking jokes like a stand-up comedian, but keeping things lighthearted is a good idea.

Bonus Tip

Of course, as with many marketing efforts, and especially considering the last point above, always get your videos vetted by a range of different people for feedback. A fresh pair of eyes may see something you may have missed, humour that might miss the mark, or a simpler way to present your information.

If you’re looking for school marketing and communications solutions that fit like a Glove, then why not come and chat with us today about how we can help? From internal and stakeholder communications to community consultations, and much more, We’re here to help at Glove!