7 STEPS TO GET YOUR VIDEO GAME RIGHT IN 2017
In education, digital and video play a central role. Virtually all prospects will channel through your digital media at some stage in the inquiry stage.
Today, not having a good video strategy puts you at a serious disadvantage to your competitors who do.
Why? The power of video to explain, tell stories and create an emotive experience is unparalleled.
Data shows that video delivers greater engagement than static or animated content.
The explosion of video has boomed due to three factors: increasing Internet speeds, the ubiquity of smart mobile screen devices, and the maturation and monetization of video platforms including YouTube and Facebook.
And we’ve only seen the start of it.
So how do you get your game on? Well just jumping into videos is not enough.
Most universities and institutions are already churning out lots of video.
Bad video is worse than no video at all – it wastes resources and wastes your audience time with a bad experience.
Getting video right is not so hard if you develop a strategy and some guiding principles.
- First, work out the stories your brand needs to tell, to whom, and how your brand should tell its stories. What is your style and persona? How can videos help prospects understand, choose, and enrol in your institution?
- The key rule is make them entertaining and fun to watch. In a world of clutter and impatience, viewers need to feel instantly compelled and rewarded for watching. Assume you have 5-10 seconds to engage and get your key point across. Keep the messages as short and focused as possible.
- Clearly label your video: what is it about? What is the value to the viewer? Don’t be afraid to put a title right on the front e.g. Dorm Life at New University, How To Apply, etc. This way, if it is embedded in a website people can instantly see what it is about. (Make sure your video files are properly named for SEO as well.)
- Use real people where possible. Have a real student walk the viewer through their house dormitory, or show them the steps to apply. Production does not have to be slick and polished, as long as the content is tight, informative an entertaining.
- Always end with an action. Don’t fade to black: Ask people to do something with their new information, like fill in an application or talk to a course advisor etc.
- Develop a strategy to get the videos in front the right eyeballs. In many cases, having videos housed in your website will be a good strategy. But YouTube is good for SEO, and Facebook can play a role for amplification etc. Spend some time to look at the purchase, consideration cycle and the places and roles different videos can play at different times to help people move along.
- Develop some analytics. These can be as simple or complex as you like, but every video should have a clear brand and business purpose. Against these you can measure views, or with deeper analysis tools, conversion and effectiveness. In short, find out what works and do more of it.