For many schools, nonprofits, and brands, making a strong first impression matters. Whether it’s to drive new enrollment, donations, or sales, that first moment counts. And often, when these organizations invest in marketing, video is the go-to medium for their website. That makes sense. But not all videos are created equal.
There are countless types of videos schools can create. We’ve cataloged over 700 variations based on different styles, tones, and purposes. But only a handful of those will actually drive the results you’re after. (You can download our list of effective video types here.) Most schools don’t need even 20 different videos—they need a handful that are done right and placed strategically that align with the enrollment journey, otherwise it’s just noise. And this is where the HERO video gets more attention than it should.
One of the most common video types is the HERO video. This is the silent, looping video you often see in the top section of a homepage. It’s designed to catch the eye right away, create a mood, and deliver a subtle brand message without saying much. You’ve probably seen them before (you can check out ours here). It’s more of a vibe-setter than a messaging tool. It likely doesn’t explain who you are or what you do in depth but rather it just gives a feeling. That can be great, but it’s often mistaken for a full-on branding piece, and that’s where people start spending too much time and budget.
Pros and Cons of a HERO Video
✅ Pros
- Instant visual impact
It draws viewers in immediately and sets the tone. - Storytelling without sound
A good HERO video delivers emotion and energy without needing audio. - Modern, polished look
Helps your site feel professional and up-to-date. - Quick brand overview
Gives a fast sense of who you are—great for short attention spans.
Increases time on page
Engaging visuals can keep visitors around a little longer.
❌ Cons
- Slower load times
Poor optimization can hurt your site’s performance and SEO. - Can distract from your CTA
If not integrated properly, it might take attention away from your main call-to-action. - Mobile issues
It may not display well on all devices, especially if it’s not responsive. - Quality matters
A poorly made HERO video can hurt your brand more than help it.
Accessibility concerns
Without captions or proper contrast, it might not meet accessibility standards.
With all that said, HERO videos can work. They can add polish and help establish a mood—but in my experience, they’re a bit overrated.
Too often, schools and nonprofits put too much focus on this one piece. I tend to think of the HERO video as a byproduct of more meaningful work—like a highlight reel pulled from deeper, more compelling content. If you’re already producing stronger videos for school marketing or admissions, then repurposing clips for the HERO spot can make sense.
Think of the HERO video as a preview of the preview(yes you read that right). Viewers usually won’t spend long watching it. The first 2–3 shots should spark interest and move them toward the rest of the site—or toward videos that carry more weight. If it’s not made well or isn’t optimized, it can even drag down your site’s speed and mobile experience.
Some schools even skip HERO videos altogether and go with a strong photography instead. If I were king of the world though I would have a compelling General Admissions Video on the left side, with some text on the right side giving a little context- all on the top fold of the homepage. If you’re tight on budget or time, this is one of the easiest areas to simplify. HERO videos might look nice, but on their own, they rarely move the needle.
If you ever wanna chat about which videos will work best for your organization, feel free to reach out at joe@monzomediapro.com.
