Effective Video Marketing For Universities

Universities are prime institutions to take advantage of video marketing, as their target demographic are often modern, tech-savvy consumers, familiar with the rewards of video over copy. To appeal to a wide a demographic as possible, it’s worth noting that there are a number of video styles one can empty when video marketing for your university especially during the application process. In this article, we’ll be using three University marketing videos as examples.

While it may seem a good idea to seek out non-professional production crews within your University walls; the student film society for example or the media production course. You must remember that the reputation of your institution is at stake when launching these promotional videos on the internet. If budget allows and you really want to wow your audience, then do try to secure the services of a professional video production crew. While the cost may be higher, so to will the quality.

Don’t attempt to write a comprehensive script for your participants to follow. While that may seem like a great way to ensure your message is delivered word perfectly, it can also make it difficult for your interviewee to deliver a natural sounding response. Instead, either give them bullet points, or let them rehearse their answer a little beforehand (with your guidance). Forcing your participants to recall a scripted memory test results in forced and unnatural delivery undermining the authenticity of your message.

When selecting locations around your University, think about when you’ll be shooting, whether there will be people around, and what the sound and light will be like. What buildings and environments do you want to display in your university marketing video and are there certain times that show them off best?


Once everything is organised, you’re ready to get started on shooting your marketing video. It’s very important that you get high-quality, professional looking footage. Consider subtle tracking moves, depth of field, professional 3-point lighting so make sure to shoot and re-shoot until you get everything right. Finally, take a look at our third example, Masters in Public Policy, which makes use of numerous of these production techniques. You may end up recording as much as 1 hour of footage for each edited minute in the final video.


Once your video is finalized you need to get it in front of your target market – online teens! YouTube is one of the most clear options, optimising either for the appropriate course title for those looking for choices, or your University name for prospective students who have narrowed down their choices. If at all possible, endeavor to make a variety of versions of your videos to cater for different marketing platforms and audiences.

Alex Jones is a Politics Postgraduate from the University of East Anglia. Take a look at the videos in this article, Masters In Public Policy, or if International Relations is more for you, then consider a Masters in International Relations.

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Effective Video Marketing For Universities



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