This document discusses strategies for effective online video marketing in higher education. It finds that while many schools have increased video production, viewership and engagement are generally low. It argues that video marketing needs to be strategic, targeted, goal-oriented and measurable to be successful. It then highlights several best practices including using video for admissions, branding, development and media relations. Key aspects of successful strategies include clear goals, multiple discovery methods, and qualitative and quantitative metrics to measure impact.