If a picture paints a thousand words, then surely a video paints...a million words? A quick scroll through anyone’s Facebook News Feed is enough to prove that we’ve all become video obsessed.
Video is big business these days, with most companies relying on it to effectively market to their audiences. But schools have, perhaps understandingly, been more hesitant in adopting video as part of their marketing mix – whether this is due to concerns videos will slow down websites, cost a lot of money to produce, or breach rules regarding sharing sensitive content online.
But with the right tools and know-how, video can be an incredibly effective way to promote your school, extend reach and inspire candidates to apply for jobs as and when they arise. And the great thing is? You needn’t be a team of Tarantinos to create videos that really pack a punch!
A Cleverbox article points out that video has the ability to reach and capture the attention of your audience instantly, while conveying your school’s ethos in a way other types of media cannot.
Inspired by the article, here are some top tips on adding video to your marketing arsenal:
What makes great content?
Videos needn’t be professionally edited or have fancy effects. In fact, everyday school life provides plenty of rich, engaging content that can be edited easily in-house using basic tools. Such content includes:
- Student performances and concerts
- Curriculum video tutorials
- Headteacher or teacher vlogging
- Class trips
- Sports, charity or fun days
- Award ceremonies and prize giving
- School prom
Some types of video are best shot by the professionals, like promotional videos, school tours, ‘day in the life of’ and staff recruitment videos.
Integrating videos within your school website will help with search engine optimisation (SEO), meaning your school will rank higher on search engine results pages.
Producing winning videos
There are four essential stages you need to master to ensure your videos have the intended impact. They are:
- Key messages – What are the most important messages you want to get across?
- Style – What style will help to convey your messages? For instance, if it’s a video telling your school’s story, will having a voice over help?
- Staff/students – If staff or pupils are featuring in your video, you’ll want to select individuals who are confident in front of camera and can speak passionately about your school. Make sure you seek the necessary permissions before filming, too.
- Setting – Locations should be clean, tidy and show off your school in the best possible way.
- Last-minute prep – Make sure those appearing in the video know its key messages and have had time to warm up and feel comfortable with what they’re expected to say and do. Try not to shoot a fully-scripted video as this can seem forced and unnatural.
- Timing – Short and snappy wins every time. After all, 5% of video watchers switch off after a minute, and 60% by two minutes.
- Graphics – Avoid gimmicky graphics but use animations to support and reinforce your school’s brand and video themes. Captions introducing staff or students when they appear on-screen are a must, but avoid using full names to safeguard pupils.
- Music – Music can add extra ‘oomph’ to your videos, but bear in mind most music is copyrighted and will need the necessary permissions.
- Website – An engaging video on your school’s website will instantly engage people who land on the page and propel your SEO. If you plan to share regular video content, consider creating a video gallery on your site.
- Disc – Welcome videos can be burned onto disc to support a digital prospectus that is handed out to parents, saving on printing costs.
- Social media – Videos posted on your social channels will boost awareness and inspire click-throughs to your website.
- YouTube – If you’re concerned about videos slowing down your website, think about launching a school channel on the mother of video hosting platforms. It’s possible to disable comments, if this is a concern.
If you’re considering using video as a way to attract top talent to your school, those videos need to be supported with a modern, cost-effective recruitment strategy. School Recruiter is the first software to be designed specifically for the education sector; powered by social, mobile, analytics and cloud technology, it provides schools with a comprehensive suite of tools to attract, screen, recruit and hire exceptional staff. Find out more today.