In our first “Hints and Tips”, we looked at why education institutions should use video in marketing. Now we look at why video should be your #1 priority for building your institution’s brand and improving student recruitment:
One – You’ll double your click-through rate
The education business is full of marketing e-mails, with a recent study by Vidyard suggesting just 18% of marketing emails are opened, and only 2% result in a click-through. However, if you include compelling video, you’ll increase your open rate by a further 19% – and double your click-through rate, according to Campaign Monitor. With stats like these, you can’t afford to send e-mails that don’t include video!
Two – You’ll have higher engagement levels
Studies of web behaviour suggest readers retain just 10% of any written message, but viewers of videos retain 95% of content. People are more likely to follow video through, with 62% of respondents to a Beacon Digital Marketing study saying they would watch a whole video – but wouldn’t read through pages of text.
Keep your content tight, though – the shorter the video (less than two minutes is best), the greater the engagement. Once videos go over 30 minutes, only 10% of viewers are still watching. So make video your priority – but focus on key messages!
Three – You’ll convert more prospects into students and partners
According to a study by Demand Metric, 71% of marketers say their conversion rates using video are better than from any other channel. This is great news, but remember – quality is vital. Last year, Facebook users watched eight billion videos daily, a figure rising to ten billion on Snapchat. So to up those conversion rates, work with a partner that delivers quality product – and make your video stand out from the crowd.
We offer a free, no-obligation review of your current video work. To get in touch with the team, click on the email link below.