Schools turned to videographers during lockdown for the production of virtual tour videos. But it’s fair to say that not all videos were created equal.
While we saw plenty of brilliantly produced videos, some didn’t do quite as good a job as advertising their school as they hoped. It just goes to show that there’s a formula for creating a winning virtual tour video – and we’re here to tell you what it is.
It’s important to remember that a great virtual tour video is not only for the benefit of prospective students and their parents – it also helps to attract candidates and boost your school’s reputation in the area.
So, what are our tips for creating a virtual tour video you can be proud of?
1. Bring in the professionals
Some schools are blessed with fantastic creative departments with in-house videographers on hand to lead the production process. But not all are. If your school doesn’t have access to a team of creatives, consider hiring a professional to help you.
Not only will they have an eye for the best shots, they will bring higher production levels to your video, elevating it from an amateur audio-visual into something more professional looking.
2. See it through parents’ eyes
Candidates are very much a secondary audience for your virtual tour video – the primary audience is, of course, parents. However, both audiences want to see the same kinds of things from the video: student support, learning practices, inclusion, etc.
In other words, don’t spend all of the video highlighting the school’s buildings and facilities. Of course, these should be mentioned, but overdoing it might suggest you’re lacking in areas of greater importance.
3. Develop a tight script
The script is what keeps viewers engaged in your video, so don’t waste a word. Your regular open day script might prove useful here, but inevitably it will need to be adapted for your video.
Include voice over or text overlays to provide parents with those unique facts, stats, stories and highlights which bring your school to life. Try to inject as much personality into the video as you can – don’t just have someone speaking to camera the whole time.
4. Get students involved
The best advocates of your school are undoubtedly your students. However, they might not always be that comfortable in front of the camera and require some persuading to take part.
Sometimes the best footage can be obtained from taking your camera (and your viewers) into the midst of real-life in your hallways and classrooms, capturing students as they go about their day.
Shots of students actively learning, smiling and participating are much more impactful than having students read from a script.
5. End with a call to action
As in the world of content marketing – which is essentially what a virtual tour video is – conclude with a call to action, i.e. a clear next step for parents. Perhaps it is a directive to attend an open day or a number to contact your school should they have any questions.
Obviously, this will have little benefit for candidates, but it’s another sign of your professionalism which won’t go unnoticed.
From there, it’s about keeping track of the candidates who take an interest in your school. With Eteach’s Advanced Candidate Management and Talent Pool technology, you can simply move candidates through the workflow and keep a clear overview of your pipelines for live jobs and your future workforce.
If your school is in a position to recruit top teaching talent, Eteach can help. Find out more about our recruitment services and solutions by getting in touch today.