The Power of Video Marketing for Higher Education
We’re way past the days when video started and ended with commercials in between our favorite shows. These days, most of us have a handheld screen in our pocket, allowing us to stream video anytime, anywhere. So how do you make today’s video marketing work for your school?
What Do We Mean When We Say “Video Marketing”?
If you haven’t been keeping up with the ways that online video marketing has evolved, you might associate the term with annoying YouTube ads and not much more than that. In truth, there are a lot of different ways that businesses are leveraging video as a marketing tool in order to create engaging stories and content around their brands. How that looks exactly varies – long form, short form, website videos, social media content, etc. – but the goal is the same:
Creating eye-catching visual narratives that evoke an emotional reaction and encourage engagement with the targeted audience
Why Should Schools Integrate Video Marketing?
So what benefits can video marketing bring to the higher education space? Why exactly should schools invest in it?
Let’s start with the basics: Video marketing is where your future students are at. In a December 2025 survey of 1,000 U.S. residents aged 21 to 27, 73% spend an hour or more per day on paid streaming services, and 81% of them use social media daily, many for 3 hours or more. And what are they doing on social media? Watching short-form content, gravitating toward Tiktok, Reels, and Shorts.
The numbers hit even harder when you look at the Video Marketing Statistics 2026 survey conducted by Wyzowl:
- 96% of respondents have watched an explainer video to learn more about a product or service
- 85% of respondents have been convinced to buy a product or service by watching a video
- 84% of respondents want to see more videos from brands in the coming year
On the flipside, the marketers leveraging video reported positive effects as well:
- 93% said video has helped increase brand awareness
- 82% said video has helped increase web traffic
- 85% said video has helped generate leads
- 83% said video has directly increased sales
The world moves fast, and our attention spans these days move even faster. That’s even more true when it comes to up-and-coming generations. Brands have to step it up in order to perform in this attention economy. By having engaging and appealing video as part of their marketing campaign, schools and colleges increase their chances of making a prospective student stop, watch, and listen.
Both paid and organic video content can potentially help schools see:
- Higher click-thru rates as compared to static ads
- Increased brand recognition and awareness
- Improved SEO and algorithmic reach
What Types of Videos Should Schools Use to Boost Enrollment?
As with most marketing tools, the exact answer varies depending on the audience, the platform, and your goals. Video marketing is very adaptable and can be specifically targeted to different segments of your prospective students, depending on the topic and where they are in the awareness funnel.
Campus Tours
Today’s consumers want authenticity; they want to be able make informed decisions about where they put their time and money. Nothing covers those two points quite like a campus tour video that gives them an active, in-depth look at your campus. This shouldn’t be a silent walkthrough. Take viewers into classrooms, show them where students are interacting, and have a charismatic person act as their guide.
School Culture
Prospective students want to know that the school they’re choosing will be a good fit for them, a place where they will be comfortable. This is where branding work comes in, showcasing the community and learning environment of your institution. Demonstrate to them how they will be able to make connections and be supported.
Testimonials
People can spot a slick marketing video. What is more impactful for most consumers is hearing from real people about their real experiences with the school. This means student testimonials, yes, but also testimonials and interviews with parents, faculty, staff, and alumni.
Behind-the-Scenes
People love being in-the-know, having access to exclusive information, so giving prospective students a peek behind the curtain can be incredibly effective.This could mean a lot of different things – clips from the classroom, course deep-dives, access to livestreamed events or webinars. You could even do interviews with faculty about how they go about planning for the classroom or staff members about how they tackle things like connecting students with financial aid resources.
Process and How-tos
This is especially helpful for active leads, applicants, and enrollees. You can keep them engaged with how-to videos on a whole range of topics, including a guide on the application process, advice from admissions counselors, what to expect from your first day on-campus, tips for setting yourself up for success, etc.
User-Generated Content
This one isn’t fully under your control, but it’s absolutely worth discussing. Because most consumers are going to put more weight behind videos, reviews, and content that come from users just like them. Remember that mention of authenticity? It’s why UGC is so important. So while you can’t force anyone to make their own videos about your school, you can and should absolutely encourage it. Set up promotion campaigns that incentivize student-created content, and boost/repost videos that come across your feed.
It’s Time to Meet Future Students Where They Are
If you haven’t factored video marketing into your campaign plan for 2026, you could be shortchanging yourself. Millennials, Gen Z, even Gen Alpha – they’re gravitating toward video for their research, understanding, and decision-making. You should be making moves now to meet them there. And if you need a partner to help your school make the most of your video advertising platforms, feel free to reach out to us at EdwardsSchoen, and we’d love to discuss where we can level up your marketing in 2026.
