According to a marketing report released by Avasam, 89% of people using video in their marketing strategies see a good ROI and over 80% of marketers say that video has helped them increase traffic to their website. There is no denying that people prefer creative visuals. Video content should not only inform and educate the audience but also be able to tell a story that captivates them in ways that are most relatable to them.
Let’s talk about the things you need to consider when using videos to increase your engagement with your audience.
If you’re not using some form of video content as a marketing tool, you’re really missing out at acquiring and retaining an audience. People will choose to watch videos as they are optimal for sharing with family and friends.
Recall, the last time you were scrolling through Facebook, Instagram and stopped to watch a video. These videos probably ranged from tutorials to cute animals. Through the use of video, you can apply your creativity to spread a message about what is going on at school or in the district. Below you will find some compelling statistics on why using videos may be useful.
Following the decision to include videos in your marketing strategy, you must decide on which platform to use to upload your video content. You have various options ranging from free websites to paid platforms, depending on your marketing budget. Essentially, all platforms share a significant amount of functionality. You simply upload the content to the platform, and they will add your video to your library. When deciding on a platform, be sure to consider that your video is seen and supported on various devices. As mentioned earlier, the vast majority of people tend to watch videos on their mobile devices. The platform, therefore, should have adaptive streaming, such as iOS and Android.
Some options on platforms are summarized down below:
YouTube is the second most popular search engine, with Google in first, so it can be helpful in SEO. It has more than one billion users. Creating a YouTube channel only takes a few minutes.
Simply go to www.youtube.com/create channel and follow the steps. Then set up the dedicated account for your school district. From there you can control who will have access to the account. YouTube has options to promote engagement such as liking a video, favoriting a video, commenting on a video, and subscribing to channels. Audience members that are subscribed to the channel can opt to receive post notifications each time content is posted. This can drive views.
With Vimeo, you can create high-performing videos to share anywhere. However, while it does offer free membership, it limits you to 500 MB maximum storage per week. As a result, if you prefer to use a free platform to post content on, you will need to decide how much content you want to post per week. If it's more than 500 MB of storage, you may want to choose a YouTube channel. Vimeo allows viewers to watch the video without any ads and you can replace your videos without losing the stats.
So,which one should you choose? Well, this ultimately depends on the type of content you want to put out, how much you want to post per week, and the features you need. Both have their advantages and disadvantages.
If you are looking to use some more advanced features, there are also many paid platforms that you can utilize to upload your content on. Here are a few options, but there are many on the market to choose from
This platform is ideal for hosting and sharing unlimited videos. If you are looking to send out a widespread campaign, Vidyard lets you easily add videos to your website, social, and emails. Additionally, your viewers can watch the videos free from ads, which likely encourages the viewer to keep watching. As an education marketer, you can seek innovative ways to personalize and differentiate messages for students, parents and guardians, and teachers.
With Wistia, you can create TV-quality experiences. Like Vidyard, videos can be played free from ads. You can manage and update your existing videos as your content evolves without having to change URLs. Additionally, the platform supports iOS and Android, allowing your audience to view videos no matter the device. You can also embed videos into your website.
With Kaltura, you have the possibility of recording and live streaming your videos. This could be helpful to record sports games that parents or guardians might not be able to attend. You can record messages and send them using email. For example, it could be used to reach out to prospective students and build relationships with the faculty.
When you are ready to create content, you will need to plan out a budget, set specific goals, decide on scripting, what accessibility you want, your shooting, and editing options
Your budget will, of course, depend on the types of videos you’re creating and the production and editing that will go into it. Things to ask yourself:
Low ($0): You use existing equipment, lighting, free software, and free platform
Medium ($40 - $2000) : a combination of existing and new products and software
High ($2000 - $10,000+): New camera, lighting, editing software,outsourcing
Ideally, before starting to produce your content it is beneficial to set yourself some goals.
Begin by writing an outline for your video, starting with a brief to make sure everyone is on the same page for those that are involved in the making of the video. Consider the key takeaways and what you intend to teach your audience.
When shooting your video you will need to decide on which device to use to record your video and whether you will need to use a microphone. Another thing you must always consider is the lighting of your video. For example, your audience will feel more compelled to watch your content that has good lighting.
While optional, you might find the need to improve the sound, in which case you can purchase a standalone microphone.
Next to audio, the lighting of your videos is also important. Poor lighting can be due to the camera not focusing properly which limits the quality. I bet you have come across a video that had poor lighting which may have led you to stop watching. You can have various forms of lighting that can be considered to improve quality.
Yay! You have made it this far! Now comes the fun part, editing…
Software is there to make your footage a more enjoyable piece. You can cut where there were long pauses during speech. You are also able to add sound effects and music in the background.
If you’re responsible for leveraging other mediums in your marketing strategy, you may have limited time to devote to video making. Often, editing can take longer than expected,particularly if it requires approval from multiple people. As such it is important that you allocate your time well. Making a clear outline and setting deadlines can help with managing time.
Now that you have produced your video, it’s time to share your piece with the world! The following should be considered for video optimization. Your priority now is to make it easy for your target audience to see your content.Ultimately, the more you post a single video in more places, the higher the chance of reaching that wider audience. However, you must be strategic about it.
a. The initial platform
First, you must consider the most important platforms, such as the platform that you will initially upload your content on, such as YouTube. It is advised that you embed your videos directly on your website to improve search engine rankings. People are then likely to spend more time on your site. This is an important factor in search engine optimization.
b. Social Media
You’ll want to share your video on school social pages, such as Facebook, LinkedIn, Instagram, Twitter and anywhere else that you have a social presence. It will all come back to who the audience is and the intention of the message. This will play a role in your decision on which social sites it may be worth boosting your content. Paid Ads can be a great way of getting your content out to a wider audience, especially if you are sharing a fun, engaging piece. And you will need to consider the best analytics, as not all social sites will provide the same information about your video’s performance. It is important to note that Facebook and LinkedIn prefer videos that are natively uploaded to their sites, rather than linked out to say YouTube, and will show them to more people as a result.
There are actually suggested times of day to post content. According to Frederator, the prime time to post content is Monday through Wednesday between 2 p.m. and 4 p.m., and between 12 p.m. and 3 p.m. on Thursday and Friday. However, on weekends a post-time between 9 a.m. and 11 a.m. is ideal. In general, most viewership will begin to rise on Thursday, then peak on Saturday and Sunday it will begin to decline. Of course, this will depend on the age of the audience too. If you're looking to market to the students and young adults, the above is the optimal time to post. If you're marketing to older audience members such as working parents and guardians, then during the lunch hours and at night would be more optimal to post content.
After you have posted your video, you’ll want to assess your success. This can be done in the following ways:
Most platforms will allow you to see the stats of your video. Recall, YouTube has a section that will tell you how many views the video has received. You might decide to post your content on more sites or share it on social media. If your views are low, you might also have to assess the quality. Look at what other districts are sharing and ask them for advice on how to improve the video.
This is very important and insightful information. You have truly hit success when your target audience is engaged with the content you create. To have the audience appreciate your content and create a relationship of trust and interest in further information you share. You can measure this in several ways:
Paid-for platforms will often have a system which tracks the engagement, allowing you to see:
Essentially, this information will tell you what part of the video they found useful and what part they have found maybe less interesting. The bottom line is that there will always be room to improve your content.
Plan ahead! Create a list of video ideas and what goes into the making of each video. The following might help you to come up with some of your own ideas:
a. District videos
Highlight what the district has to offer on a teaching and learning basis. Interview superintendents and have them give district-wide announcements via video.
News videos can include weather updates, board meetings, etc.
c. Culture videos
Here you can interview teachers and students. The audience will get a glimpse and will learn directly from the educators on their approaches to teaching young individuals. You could create a series of videos on different schools or programs within your district.
d. Classroom projects
You can update parents and guardians on the projects that are taking place in classrooms. Show parents and guardians a glimpse of all the thought and creativity that went into them.
e. School events
You can make sure people are aware of upcoming events, such as Jersey day, kindergarten sign-up,parent-teacher interviews, pretty much anything you want your audience to know and be involved in. You can also include recaps of games and include clips or highlights in case people couldn’t make it out to watch.
Here you can include information on intramural try-outs, P.A. days or simply addressing a frequently received question/concern.
g. Public health information
You can include information during the flu season of preventative measures that audience members can take to reduce the chances of getting sick. It would be helpful to include any information about when and where people can get vaccinated, etc.
h. Contact information
Be sure to embed links at the end of videos when necessary, so that parents and guardians can immediately reach out if they have questions.
Video content is becoming the desired method in strategizing marketing content. People tend to be more engaged with video than reading text. You must choose an optimal platform that meets your needs. Before you get ready to create content, you will need to consider the budget, goals, what equipment and software you will use and accessibility that is needed to accommodate the audience.
Upon creating your video, you will need to upload it and make it available to the audience.Ideally, you'll want to take advantage of social media to share your videos there. You can then measure your success based on the number of views, shares,and comments, as well as, tagging. You can start by creating district content where you educate parents and guardians on teaching practices. You can then transition into creating other content such as news events, classroom projects,educational videos including fun facts or how to use the school portal, public health information, school events, and contact information.
Whatever your intentions may be for the videos, be sure to get feedback from ideas and always plan ahead. No matter the budget, as long as you have a smartphone and computer, you are guaranteed a spot to start.
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