Part III of the School Video Deep Dive Series
In part three of our school video deep dive series, we’re going to focus on the concept of “social proof” as a way to promote your school. Specifically, we’re going to explain how to showcase various success stories by highlighting student and parent experiences in a marketing video. These videos, which we’ll refer to as “student-parent experience videos,” focus on both the experience and transformation that families can expect if they choose to invest in their student’s education through enrollment.
How these videos take shape largely depends on the values and priorities of the school. For instance, parents may choose enrollment in hopes that their children become more adjusted, successful students. In that case, your school marketing videos should emphasize transformation through education. On the other hand, if your school focuses on offering a loving and nurturing environment, then your marketing should highlight the emotional experience of the school community. Regardless of exact messaging, these school videos ultimately fulfill a family’s need to hear from other families about their experiences before they commit.
What Is a Student-Parent Experience Video?
A student-parent experience video is simple yet open-ended. In 3 minutes or less, this video should highlight what it’s like to be a student and parent at your institution using testimonies and relevant footage. This asset within your school video marketing campaign should follow the lead of the flagship general admissions video by carrying out the already-established themes and values.
The student-parent experience videos should speak to both students and parents because the opinions of both work together to create a compelling narrative. Students understand the experience of your school firsthand, while parents invest their money and time into helping their children thrive. Typically, parents like hearing from other parents about their experiences, and students likewise appreciate hearing from their peers.
There is a lot of room to get creative and tailor the student-parent experience video towards your school’s priorities. It can be helpful to take stock of inspirational success stories in your community and identify any trends or common themes. Keep in mind that this video should target the specific type of family that your school focuses their marketing efforts on, so the success stories should be relatable to that audience.
Types of Student-Parent Experience Videos
The key to successful student-parent experience videos are powerful, sometimes emotional, interviews with students and parents. Beyond that, the video can follow a few different formats. Which format you choose will depend on the kind of success stories you have in your community and whether you have leftover footage from filming your general admissions video (evergreen video assets) that you can incorporate.
One way you can frame your student-parent experience video is to think about it through the lens of the arts, academics, or athletics. For example, if there are students that found refuge in your school’s art program or turned around their grades because of your exceptional academic offerings and excellent faculty, then the video can focus on the students’ experiences in those programs.
How many student-parent experience videos you choose to produce is entirely up to you. Some school marketing campaigns might be more effective with multiple videos that cover various stories, programs, or grade levels in-depth. On the other hand, you can choose to have one video in which you compile several testimonies into one overarching theme. Ideally, your video production company will have developed a video marketing plan with you prior to filming and helped you prepare the school for a video production.
If you have a very strong singular story you can focus on, you could make a video just about that one family. Ideally, this video would be a few minutes long and show the transformation of the family in a three-part structure (the family’s situation before, during, and after their experience at the school). This type of video is especially powerful if the family is representative of a target audience that would relate to the message.
Repurposing Student-Parent Stories for School Marketing
Once you have finished your student-parent experience video, you can maximize its value by sharing it across multiple channels. First, you should ensure that your video is properly featured on your school’s website. Then, you can distribute it through targeted Facebook advertisements, email marketing campaigns, and even at open houses.
Ready to begin creating student-parent experience videos for your school’s video marketing campaign? Contact Monzo Media Productions today to set up a consultation about your school video marketing campaign.
If a video is created and nobody sees it, what was the point of producing it? If you have insight into your marketing funnel, you’ll be able to refine your messaging, be more efficient with your online advertising, attract more prospects, and increase overall interaction with your video.
The image you see above is a fairly basic flowchart that I built on Creately. The goal of using charts like this is to understand how the marketing funnel works in relation to your video marketing strategy. For today we are going to keep it simple. If you haven’t checked out the last blog on the 3 most important videos to have, check that out HERE. These videos will help give you some context to the flow chart.
Like any other marketing strategy, you need to understand where your audience is online. Sometimes you might think you know, but the data tells you something different.
For this example, we start with the red boxes for the promo video coming from Facebook ads, Instagram Ads, and Youtube Ads. The job of these types of videos is to catch the viewer’s attention and get them interested in learning more about your organization. Engagement will determine if they move onto the next step. Engagement can be video views, likes, comments, shares, saves, etc., on that post. If the viewer does not engage, more often than not, they will not be interested or targeted again. If they engage, they have a few options; They can click on the Call to Action or CTA, which would take them to their website or landing page or not take action. If they do not take action, they will primarily be targeted with the same ad at either the same platform or a different platform, and that’s okay. It’s possible they just weren’t ready to learn more, or they were preoccupied with something else (let’s face it we all spend too much time on social media when we shouldn’t right?). This is where retargeting comes in and is super powerful. It often takes anywhere from 6-12 touches to get a customer so having these retargeting methods is crucial.
If they do engage with the video and they do click on the CTA to the website or landing page, this is where your main branding video and testimonial video(s) kick in. The viewer will now be able to dive deeper into your brand, learn the core offerings, and make you unique and different with the branding video. The testimonial videos will be able to provide authentic experiences and results from a variety of different customers/clients/families.
At this point, if they do not convert (lead form, purchase, whatever the next CTA is online), they can still get ads from your organization. Again it might just mean it’s not the right time, and they are looking at other options, etc. It is not necessarily a loss. With them still being targeted from ads, you can use the promo video again (as we have here) or use a new video (perhaps another testimonial) to help showcase that value.
If they convert on the website, then great! Assuming you have a social pixel/google analytics, you can use the data to help hone in on your initial audiences and create duplicates of that audience for targeting. This will help with several things, such as the messaging on your copy, lowering your cost per click and cost per lead, and getting a better sense of who online is responding to your message.
There’s a difference between uploading your video directly to Facebook and sharing a link to another site like Youtube. This process is known as “uploading natively” and it is a good technique to get more views and shares for your content.
There’s a simple reason for this. Facebook competes with Youtube and sites like it, so there are built-in advantages that make posts uploaded natively perform better than posts that are linked to an outside source. Facebook designs their platform that way and displays native videos more prominently in people’s feeds.
Here is a guide to help you upload a native video to Facebook:
Start with the Title
The title can be anything you want, but it’s a good idea to include the business name and a catchy phrase that describes the content. You need something descriptive enough that someone can find it if they try to search for it again later.
Tip: your videographer can and should tailor the specs of your video for Facebook’s standard dimensions. If the video is too wide or too tall the overall quality will be negatively affected.
Description Part 1: Give the Video Context
Think of the description as an expansion of your title. You can write one or two paragraphs, one describing your business or organization and one describing the video’s content. Remember that your Facebook video may be shared with folks who are unfamiliar with your work, so make sure that you introduce yourself thoroughly.
Description Part 2: How to Learn More
Always include an invitation to learn more and a method of getting in touch, whether that is a phone number, email, or encouragement to “Direct Message” your business’ profile on Facebook. Your description should give your viewers all the tools they need to follow up with you and take the next steps you want them to take; include links to your website, other social media channels, and any contact info they could need.
Tags are similar to hashtags. A good practice is to choose the most general hashtags and reuse them as tags as well. Facebook uses tags to suggest content to users who have been using the tags in their own posts, so they can be effective in getting maximum exposure for your video.
Picking Out the Perfect Thumbnail
The thumbnail is the first image someone sees before they play on your video, which can be a still image taken from the video itself or a stand-alone image that you create and upload. Be sure not to leave it as the default, which may be a still of someone in mid-speech or another awkward looking image.
Subtitles and Captions
Subtitles allow your audience to understand the video without listening to the audio. However, the closed captions that Facebook creates are inconsistent and could end up confusing your audience, leading them to move on to other content. For that reason, I recommend using an online tool like Rev or Veed Caption Generator to make closed captions. Depending on your needs, Rev will be great if you need something quick for a low price while Veed is also quick and allows for more creative options with your captions. Captions are an important accessibility feature for hearing impaired viewers. Captions are also important for viewers who can’t turn on the audio, such as mobile users on a train, for example.
You’re Not Done Yet: Keep Your Post Relevant.
Once your video has been uploaded to Facebook, you will have ongoing opportunities to keep the video relevant. Reply to comments, answer questions, ask questions, and thank people for their support. This practice has two distinct advantages: each comment, by you and your audience, sends Facebook a cue to boost the video in people’s feeds and draws in more viewers. You also gain a lot of social capital and public trust by building a rapport with your audience and taking the opportunity to connect with people in your network.
Get in touch to share your questions and thoughts on Facebook video uploading, I’d love to answer them and talk about what video can do for your business.
Video is the new King of
Content. It’s how you get your clients to notice you when you’re competing for
precious screen real estate and even more precious attention spans. The most
sophisticated brand building and marketing campaigns are starting to include
video as a key component right alongside social posts and blog content. The
only question is how to optimize the video content you create to engage your
distracted and time-crunched viewers. As a general rule, shorter videos have a
higher chance of impacting your target audience than longer videos.
We’re living increasingly
digitized lifestyles, and your clients expect and demand information to be easy
to find, easy to digest, and succinct. Your audience has limitless options
available for information and entertainment, and they’ve forgotten how to
devote their focus to any one thing for an extended period of time. In other
words, they don’t feel obligated to spend time with your video, and they have
no problem clicking away if they don’t see what they are looking for quickly.
Due to the new marketing
challenges of this digital age, it’s more important than ever that the content
and length of your videos are carefully curated to align with your audience’s
expectations. That’s the only way you’ll convince them to actually watch,
click, and call.
the Optimal Length for Video Content?
There’s no hard and fast
rule that can tell you exactly how long your video should be to accommodate
your viewers. You have to figure out what type of content you’re promoting and
who your target audience is before even going into production.
For example, if you were
leading a sales meeting, you wouldn’t want to open with a five-minute video.
That will ensure that they’ll be more absorbed in their bagels and coffee than your
pitch. Instead, you would want to set
the tone of your meeting with a much shorter piece, and then fill in the gaps
for prospective customers and partners afterwards. If you were creating a
branding video, you would want to ensure your content doesn’t exceed about two
minutes in order to give yourself a better chance of grabbing attention.
That said, there are
situations where longer pieces are appropriate. Educational videos can be
significantly longer because viewers are specifically seeking out this content
to learn something they think is valuable, which means they’re willing to spend
more time on your piece.
What it Takes to Create an Engaging Video
the content of your video isn’t interesting, even three minutes can feel like
an eternity for the audience. This is why it’s critical to spend the time and
resources to create engaging videos that truly resonate with your viewers. An
unscripted blurb on a handheld iPhone isn’t always going to cut it.
Don’t assume that filming a shorter video means that it’ll take less time to shoot and edit. A high quality, effective 30-second video can take over 20 hours to produce. A 15-minute training video may only take four hours to deliver. Production time varies greatly depending on your unique marketing needs and goals, but it’s always worth it to go the extra mile in creating truly compelling video content that grabs the attention of your audience and doesn’t let go. If it’s not worth doing right, it’s not worth doing. Give me a call at Monzo Media if you want to talk about a good target length for your next piece of video collateral, and how we can use video to get your audience’s attention.