Here’s a well-known digital marketing fun fact that bears repeating: the most popular search engine in the world is Google, and the second-most popular search engine in the world is YouTube.
This means that if you don’t have content on YouTube, you’re effectively ignoring one of the most common tools a person might use to gather information. To produce video for YouTube is a different undertaking than most other kinds of content creation, though, so it’s natural for student recruitment and marketing teams to be unsure of how to get started.
Ready to jump into YouTube marketing but not sure how to go about doing so? Here’s what you need to know to get the most from the platform.
Jump Right in & Start Making YouTube Videos
Here are just a few examples of the kinds of content that can work well on YouTube for Schools:
- Guided campus tours
- Student, graduate, or staff testimonials
- Videos highlighting particular programs
- Q&A Sessions
- Videos demonstrating your school’s leadership in a particular area
- Live video events
There are a few things to keep in mind at the technical level of your video production:
- Video content should be well-lit
- Videos should be available to be watched in 1080p
- The camerawork should be steady
- Audio should sound natural—not tinny, quiet, or distorted
Follow YouTube SEO Best Practices
Once a video has been made, it’s possible to take steps in your content creation to make it more likely that you will achieve a favourable ranking in YouTube Search. In particular, putting time into creating good titles, tags, and descriptions for your videos can go a long way toward getting your school’s message out before many more viewers.
Add Calls to Action to Your School’s YouTube Videos
With every piece of content marketing your institution produces, including YouTube videos, a call to action (CTA) is a crucial feature that should be included. A CTA offers users an option to take the next step in the enrollment journey. This could be to go on and consume another piece of content, to visit a special landing page, or any of a number of other actions that you might want users to take.