When it comes to marketing, content is king – but distribution is queen and the right channel matters. Smart marketers know to go where their target student audience lives, learns, and connects online.
With recruitment travel off the table for 2020, it's time to get creative in how you reach (attract) and convert student leads. Up-leveling your digital efforts will be essential as you plan for your Spring and Fall 2021 cohorts. Your challenge: translating those engaging IRL recruitment experiences, think on-campus tours, student fairs, sample lectures and the like, from people to pixels.
Luckily, your Gen Z prospects have a particular penchant for a certain type of content that lends itself very well to the digital reproduction of in-person experience: video.
According to Think with Google, 71% of Gen Z teens spend 3+ hours per day watching videos online. Competition for eyeballs is fierce, to say the least, especially in the newly crowded short form video arena. TikTok is the it-app. Instagram wants its Reels to be the vanguard of viral video tomorrow. Or, wait, will it be YouTube’s Shorts? Or Bytes? Knowing which content belongs where is key to brand awareness and conversion.
We don’t have a crystal ball, but we do know a few things for sure:
- Online video consumption is incredibly popular—232 million digital video viewers just in the U.S., in fact. And internationally? Consumption of video in China, many Middle Eastern countries and in South Africa, for example, are off the charts. as compared to other digital channels.
- Video sharing is widely used not only to entertain, but to educate and inform. Several institutions that hopped on the short-form video bandwagon early are already using social platforms to engage their prospects with an authentic, #nofilter look at campus life.
- Considering your domestic recruitment channels, digital video penetration in the U.S. is projected to reach almost 84% in 2021, according to Statista.
We also know that the student recruitment and enrollment marketing rules have changed as of 2020. So, of course, we wrote an insightful ebook full of perspective and recommendations. The downloads have been pretty steady since we launched it a couple weeks ago. If you are not among them, click here.
There is no question that video is the future, but predicting where that video will live is still uncertain. Will TikTok users quickly adopt Instagram Reels? Maybe. Where should you invest your ad dollars? That’s a larger discussion.
Read on for our perspective on each of these video-sharing platforms to help you weigh your options.