In 2024, schools are facing the challenge of engaging Gen Z students—a generation raised on digital content. These students demand authenticity, visual storytelling, and real-time engagement, making traditional marketing methods like brochures and emails less effective. To stand out in today’s competitive education landscape, schools must leverage video content to drive student enrolment. Video marketing for schools has emerged as a powerful tool for capturing attention and effectively communicating the value of an institution.
In this article, we’ll discuss how using video content can increase student enrolment, the challenges of reaching modern learners, and actionable video strategies that can help schools connect with Gen Z.
The Challenge of Engaging Gen Z students
Who Are Gen Z Students?
Generation Z, born between 1997 and 2012, is unlike any generation before. They, are digital natives who consume information quickly, and they prefer visual media over text. They spend hours on platforms like YouTube and TikTok, where video dominates. Schools still relying on traditional enrolment strategies face the challenge of capturing the attention of these tech-savvy students.
Shifting Away From Traditional Marketing
Schools must shift away from static marketing formats like emails, brochures, and static websites. These methods no longer resonate with Gen Z, who demand quick, visually engaging content. A 2023 report by The Australian found that over 80% of Australian teens regularly consume online video content, with platforms like YouTube and TikTok leading the way.
Overcoming the Engagement Barrier
Gen Z students filter information quickly, making video content strategies essential for schools. Schools must adopt video marketing strategies for student recruitment that meet these students where they spend their time—online and on social media.
Why Video Content Resonates with Gen Z
Video is the most powerful way to engage modern learners for several reasons:
Short Attention Spans
Gen Z students have shorter attention spans than previous generations. Video marketing in education thrives in this environment by offering quick, engaging content. According to a 2021 Microsoft study, the average attention span is just 8 seconds. Schools can leverage video’s ability to quickly convey information to engage students effectively.
Visual Preference
Gen Z is visually oriented. Rather than reading lengthy text, they prefer video content that explains ideas in seconds. This makes video content for student recruitment especially powerful in showing the best aspects of a school.
Authenticity and Relatability
Today’s students value authenticity in content. Real, unfiltered stories resonate with modern learners. Schools can highlight student experiences and authentic testimonials, creating trust and emotional connection through video marketing.
Mobile-First Consumption
Gen Z spends most of their screen time on mobile devices. This makes mobile-optimized video content essential for student recruitment. Platforms like TikTok and Instagram offer unique opportunities for schools to capture student interest through short-form, engaging video.
5 Effective Ways Video Content Drives Enrolment
Virtual School Tours
With travel still uncertain for many, particularly international students, virtual campus tours have become a powerful tool to increase student enrolment. By showcasing the school’s facilities through aerial footage and personal testimonials, prospective families can explore the school remotely.
Actionable Step:Â Create a virtual tour that includes classrooms, dormitories, and extracurricular spaces. Use aerial footage and interviews to enhance the personal connection.
Student Success Stories
Success stories resonate strongly with Gen Z. Highlighting relatable student achievements through video testimonials adds credibility and builds trust. This form of social proof is essential for schools looking to boost student recruitment.
Actionable Step:Â Develop a series of video testimonials that showcase current students or alumni discussing how the school helped them succeed.
Extracurricular Showcase
Schools offering a wide range of extracurricular activities can use video content to showcase life beyond academics. Gen Z values the holistic student experience, and video is an effective way to highlight this.
Actionable Step: Capture highlights from sports games, drama performances, and other extracurricular activities to showcase your school’s vibrant student life.
Informational Explainer Videos
Many students (and their parents) have questions about academic programs, application processes, or campus life. Short explainer videos are an excellent way to simplify complex topics like the admissions process or scholarship applications. These videos help keep students informed while maintaining their engagement.
Actionable Step:Â Create a series of short explainer videos covering the admissions process, scholarships, or specific academic programs.
Interactive Social Media Campaigns
Gen Z thrives on interaction and participation. Schools that engage with students on social media through challenges, Q&As, or interactive stories are more likely to capture their attention. Video content designed specifically for platforms like TikTok and Instagram, with their short-form video format, can go a long way in building excitement about your school.
Actionable Step:Â Launch a social media video campaign that encourages students to participate. For example, you could create a TikTok challenge where current students show off their favourite spots on campus or a day-in-the-life video series. Invite prospective students to submit their questions via Instagram Stories for real-time video responses.
Why Schools Must Embrace VideoÂ
The education sector is competitive. To stand out, schools must go beyond traditional marketing methods to capture the attention of Gen Z students. Video content offers an unparalleled way to engage modern learners, drive enrolment, and communicate your school’s value.
By leveraging video strategies tailored to your school’s unique strengths, you can showcase the experiences, success stories, and opportunities that make your institution stand out. ONIX Education specialises in helping schools connect with students through professional video content that resonates with the modern learner.
Ready to take your school’s video strategy to the next level? Book a free consultation with ONIX Education today and let us help you create video content that drives student enrolment and engagement.
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