Utilizing Video In Higher Ed Marketing

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About the Episode:

In Episode 57 of the Mission Admissions podcast, host Jeremy Tiers sits down with John Azoni, a video storytelling expert and owner of Unveiled, to explore how colleges and universities can leverage video content to engage prospective students. From crafting student testimonials to creating scalable video systems, this episode dives into actionable strategies for enrollment marketers to harness the power of video in an increasingly digital and visual world. If you're looking to better connect with Gen Z or improve your institution's video marketing strategy, this episode is a must-listen.

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Key Takeaways

• Video is the preferred medium for Gen Z: Over 70% of students say they’d rather watch a video on a college’s social media page than read an email.
• Start small with scalable content: Focus on low-input, high-reward formats like man-on-the-street interviews or video podcasts that can be repurposed across multiple platforms.
• Focus on storytelling, not just promotion: Authentic student stories showcasing transformation resonate far more than generic promotional content.
• Match video to platform: Avoid repurposing polished, commercial-style videos on Instagram or TikTok. Instead, align content style with user expectations on each platform.
• Test and adapt: Use metrics like watch time, click-through rates, and audience engagement to refine your video strategy and double down on what works.

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Why Video is a Must-Have in Enrollment Marketing

Jeremy kicks off the episode with data that underscores the importance of video in higher education marketing. With platforms like YouTube, TikTok, and Instagram dominating the daily habits of Gen Z, colleges that fail to incorporate video content into their strategies risk falling behind. John emphasizes that video is particularly powerful for storytelling because it resonates with younger audiences who’ve grown up in a video-first world.

But the challenge isn’t just creating videos—it’s creating systems for video production. John notes that many schools feel overwhelmed by the idea of consistently producing content, often citing budget constraints and lack of bandwidth. His advice? Start small with simple, repeatable formats like "man-on-the-street" interviews or video podcasts that can generate a wealth of content in one shoot.

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Overcoming Barriers to Video Production

When asked why more schools aren’t embracing video, John points to two main obstacles: a lack of systems and a misunderstanding of ROI. Many higher ed leaders view video as a one-off project rather than an ongoing strategy. This mindset can lead to hesitation, as video doesn’t always deliver immediate results. However, John explains that video is a long-term investment that builds brand trust and awareness over time.

To combat concerns about bandwidth, John suggests prioritizing scalable content. For example, interviewing multiple students in a single day can provide months of social media content. Similarly, video podcasts can be broken into smaller clips for different platforms, ensuring a steady stream of engaging content without overwhelming your team.

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Creating Impactful Student Testimonials

One of the most valuable uses of video in enrollment marketing is showcasing authentic student testimonials. John highlights a simple yet powerful format:

• Old Normal: Where the student was before they joined the institution.
• Turning Point: What happened to shift their perspective or decision.
• New Normal: How the institution transformed their life or career trajectory.

By focusing on transformation and “side door” content—unique, personal stories that don’t feel like marketing speak—schools can create testimonials that resonate deeply with prospective students. For example, instead of asking generic questions like “What do you like about this school?” focus on specific moments or challenges that shaped the student’s journey.

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Balancing Authenticity and Brand Guidelines

Another common hurdle for higher ed marketers is balancing authenticity with brand consistency. John argues that while a baseline level of consistency is essential (e.g., fonts, logos, and colors), schools shouldn’t be so rigid that they miss opportunities to create engaging content.

He points out that Gen Z values realness over polish. Overly glossy, commercial-style videos can come across as “fake” to students, especially when they’re looking for genuine insights into campus life. Schools should embrace a mix of polished and raw content, leveraging vlogs, user-generated content, and unfiltered stories to build trust.

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Distribution is Key: Meeting Students Where They Are

Creating great videos is only half the battle—distribution is just as important. John emphasizes the need for a strategic approach to where and how videos are shared. For example:

• Use short, snappy videos on Instagram and TikTok to capture attention at the top of the funnel.
• Place longer, more detailed videos (like testimonials or program overviews) on landing pages or in email follow-ups for students deeper in the decision-making process.
• Think beyond traditional platforms. For instance, embed videos in automated emails or include them in SMS campaigns to create a more dynamic communication experience.

Ultimately, John urges marketers to view video as part of the student journey, not just a standalone asset.

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Common Mistakes in Higher Ed Video Marketing

Jeremy and John also discuss common pitfalls schools should avoid:

1. Generic Messaging: Repeating buzzwords like “small class sizes” or “dedicated faculty” fails to differentiate your institution.
2. Overly Glossy Content: Polished commercials often feel inauthentic to Gen Z.
3. One-Size-Fits-All Strategy: A video designed for YouTube might not resonate on Instagram or TikTok. Tailor content to each platform’s audience and format.

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Looking Ahead: What’s Next for Higher Ed Video?

While higher ed is slow to change, John sees growing interest in short-form video and scalable content systems. He predicts more schools will experiment with student-led vlogs, user-generated content, and videos that directly address prospective students’ concerns.

The key, he says, is to focus on what works for your audience. Test, analyze, and iterate. With data-driven insights and a willingness to experiment, schools can create video strategies that truly move the needle.

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Connect With Our Host:
Jeremy Tiers

https://twitter.com/CoachTiers

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