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Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
Leveraging the Power of YouTube for Student Marketing Initiatives
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Leveraging the Power of YouTube for Student Marketing Initiatives

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From sharing videos of student council elections or recreational sports to keep current students talking, to sharing messages from your academic faculty or administration in order to promote your …

From sharing videos of student council elections or recreational sports to keep current students talking, to sharing messages from your academic faculty or administration in order to promote your various programs and attract prospective students, YouTube is a powerful marketing tool that you should definitely be using to full advantage.

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  • 1. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 1 Leveraging the Power of YouTube for Student Marketing Initiatives
  • 2. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 2 1) The Power of YouTube 2) Carefully Structure Your Channels 3) Encourage Student Participation 4) Diversity in Content 5) Calls to Action 6) BE ACTIVE! Overview Source: Higher Education Marketing – Leveraging the Power of YouTube for Student Marketing Initiatives
  • 3. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 3  When it comes to marketing your higher education institution, there’s almost no popular social media outlet that’s overlooked as much as YouTube is.  It’s a shame, because the social community on YouTube is one of the largest and most active there is – according to The Intelligence Group’s recent study, teenagers visit YouTube 14% more often than Facebook.  Shortened attention spans increasingly demand quickly scannable content, and short video can satisfy this preference for immediacy better than any alternative.  This means that if you aren’t featuring impactful and engaging videos prominently on your college or university’s website, you could be missing out. 1. The Power of YouTube Source: Higher Education Marketing – Leveraging the Power of YouTube for Student Marketing Initiatives
  • 4. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 4  The first and most important step in leveraging YouTube’s social media marketing potential is to create a YouTube channel for your institution where you’ll upload all of your videos.  This will make it much easier for people to find the videos you’ll be posting, as they can easily subscribe to the channel and receive updates when you post new content.  It’s also a great idea to create different channels or sub- sections of channels for different aspects of your school that you want to market, such as student life, academic programs, or study abroad opportunities, making it easier for people to find the content that’s most relevant to them. 2. Carefully Structure Your Channels Source: Higher Education Marketing – Leveraging the Power of YouTube for Student Marketing Initiatives
  • 5. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 5  Utilizing the voices of your student body is an absolute essential when it comes to marketing your school with YouTube.  Getting students to submit content and participate in your video campaigns is a great way to reach other students, as they tend to identify much better with people of their own age who are in similar situations.  They feel less like they’re being advertised to, or being sold something.  A prospective student is much more likely to trust and be engaged by a first year student than a faculty member, because they can relate to them on a personal level.  For example, Concordia University has a YouTube channel that accepts submissions from students studying abroad, sharing some of their amazing experiences and what they’ve learned through the process. 3. Encourage Student Participation Source: Higher Education Marketing – Leveraging the Power of YouTube for Student Marketing Initiatives
  • 6. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 6  While showcasing your school’s many exciting programs and beautiful campus is great, students are liable to get bored pretty quickly when they realize that your YouTube channel is only being used to talk up what makes your university so great.  Curating smart, original and diverse content is absolutely necessary to build a natural and realistic engagement with your students.  If you’re simply uploading video after video of professors explaining why the university is so great, students will eventually see it for what it is – thinly veiled advertising.  By showcasing great original content, you’ll be able to attract a much larger following. 4. Diversity in Content Source: Higher Education Marketing – Leveraging the Power of YouTube for Student Marketing Initiatives
  • 7. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 7  One of the biggest missed opportunities for higher education institutions is not providing links to landing pages or calls to action (CTAs) on their videos – either embedded in the video, or on the page that the video is on.  You wouldn’t believe how many universities fail to include a link to a relevant page on their website. While videos have great potential for education lead generation, you’ll never convert any of those leads without a proper call to action.  Besides the traditional promotional activities, YouTube offers many options for advertising:  ads at the bottom of videos  in-stream video ads appearing before other videos  in-search ads for videos displayed in search results  in-display ads displayed in right-side search while other videos are already playing 5. Calls to Action Source: Higher Education Marketing – Leveraging the Power of YouTube for Student Marketing Initiatives
  • 8. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 8  There’s no point in having a social media account if you’re not active on it!  This is especially true with YouTube, as a channel with a handful of videos that hasn’t been updated in over a year is not going to do you any good, in fact it may hurt your school’s reputation, as people will think that you’re not active on social media, and thus either behind the times or reluctant to make a foray into what is now an integral part of students’ lives.  However, that’s not to say that you should be uploading content purely for content’s sake.  Establish clear goals to ensure your communications align with larger student marketing strategic objectives. 6. BE ACTIVE! Source: Higher Education Marketing – Leveraging the Power of YouTube for Student Marketing Initiatives
  • 9. Leveraging the Power of YouTube for Student Marketing Initiatives Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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