Pamphlets and brochures aren’t enough anymore—and neither are photos and static social media posts. Video is the most successful medium on social media. They are dynamic, engaging, and can convey emotion and personality in ways that written content can’t match. Whether it’s a virtual tour of your campus, testimonials from current students and faculty, or highlights of exciting extracurricular activities, videos allow you to showcase your school’s unique culture and offerings. Most importantly, they can help you resonate with both current and prospective families.

Have a great arts or STEM program? Video can highlight it best. Do you have excellent sports or unique academic programs? TikTok, YouTube, Facebook, and Instagram are great platforms to use videos to highlight them. Think of them as the 24-hour town square where your content can cross paths with prospective families.

The good news is, that you likely have the tools right in your pocket—no need to look further than your smartphone for making great videos. Here are tips to get you started.

1. Keep Your Audience in Mind

Who is your audience, and what are their interests, concerns, pet peeves, and priorities? Tailor your content to address these factors and highlight the aspects of your school most likely to resonate with them. You want them to see your content and think, “Finally, a school that understands my family’s needs!” Keep it simple but authentic, transparent, and relatable. Showcase the real people and experiences that make your school unique in a casual manner and engage with viewers who leave comments. (This is why it’s totally ok to use your smart phone to film—don’t worry about having super-polished videos! You want it to feel authentic).

2. Optimize Your Distribution Channels

Creating great video content is only half of the recipe for success. To maximize its impact, you must ensure it reaches the right audience. You can do this by leveraging social media platforms to share your videos with prospective families and engage with them meaningfully. Use relevant hashtags that families might search for (on TikTok and Instagram—hashtags don’t work as well on Facebook). Consider investing in targeted advertising to reach families in your local area or demographic groups most likely to be interested in your school.

3. Measure Your Success

Once your video content is published, tracking its performance and adjusting your strategy accordingly is essential. Pay attention to metrics like views, engagement, and conversion rates to gauge the effectiveness of your videos. Use this data to identify what’s working well and where to improve. Be bold and experiment with different types of content and distribution channels to see what lands well with your audience.

Schools can find creative ways to stand out and attract prospective students and families in an increasingly competitive landscape. Video content can be a powerful, low-cost way to showcase the culture of your school and better connect with your audience. By leveraging the power of video, you can drive enrollment, boost engagement, and enroll more students for the upcoming school year.

About the Author

Cheril Clarke serves schools as a Content Strategist for the Enrollment Marketing Team at Grow Schools, where she spends most of her time writing and researching blogs and drafting paid advertising plans for schools. Cheril attended Pratt Institute in Brooklyn, NY, and brings a wealth of expertise having written for a wide range of demographics, including children’s books, speeches for State Senators, and Fortune 500 executives.

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