Bias always plays a role because the human mind naturally favors some things over others. In video marketing, it’s no different. As a marketing tool, it can be particularly challenging since video is such a subjective medium. So, as a marketing communications director for an independent school, how do you prevent your biases from shaping the content created for marketing and enrollment purposes?
Your video content should have one clear goal: guiding families to the next step in the enrollment process. Storytelling, paired with authentic and creative content, is essential to achieve this. However, the endless creative decisions—music, transitions, camera shots, tone, and style—provide ample opportunities for personal bias to influence and potentially derail your content. Acknowledging this risk is the first step toward creating more effective videos.
Where Bias Creeps Into Video Content
Bias often emerges during music selection, one of the most critical components for setting the tone and emotion of your video. Everyone has their favorite genres—rock, alternative, rap, country, ambient, and more—but your preferences might not match what your brand reflects and what your audience will respond to in relation to your brand.
For instance, we recently worked with an organization that aimed to highlight its modern and innovative approach. When selecting music, the team initially leaned toward classical and traditional scores because that’s what they enjoyed. However, these choices conflicted with their intended message. A contemporary, upbeat track better conveyed their brand’s progressive tone.
Visual style is another area where bias can sneak in. You might love cinematic shots with dramatic lighting and carefully staged interviews, but your audience may not feel the same. For instance, prospective families might connect more with informal, relatable videos, such as student-generated content or candid moments captured during school events.
Making Content That Resonates
To craft video content that truly connects, ask yourself: What does your target audience want to see? What type of content feels authentic to them? What will inspire them to engage with your school?
If user-generated content (UGC) resonates with your audience, it might be worth incorporating it into your strategy. UGC provides a raw, authentic feel that polished marketing videos sometimes lack. For example, you could feature student testimonials recorded on their smartphones, clips from school events shared by parents, or short, engaging videos tailored for platforms like Instagram or TikTok.
That doesn’t mean you need to abandon your preferred style entirely. The key is diversification. Pair polished, cinematic videos with more casual, relatable content to cater to a broader range of preferences. This approach ensures your videos remain consistent with your school’s brand while addressing varying audience expectations. Additionally, consider where families are in the enrollment funnel, tailoring content to align with their stage in the process.
Practical Steps to Avoid Bias
- Test with Your Audience
Share drafts of your videos with a focus group of prospective and current families. Their feedback can reveal whether your personal preferences are overshadowing the video’s impact. - Use Data to Drive Decisions
Analyze metrics from past videos to guide future creative choices. For instance, if videos with upbeat music and quick edits perform better, incorporate those elements—even if they don’t align with your personal taste. - Collaborate With Others
A diverse team offers fresh perspectives. Involve faculty, parents, or even students in evaluating content to ensure it resonates with your audience. - Hire Video Professionals for Schools
Working with experts who specialize in school marketing can help keep your content on-brand and ensure it connects effectively with your audience.
