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Marketing & Recruitment, Research

What Students Watch: Videos that Attract College Students

video on mobile phoneSome colleges and universities have an integrated media plan that includes video; others are just beginning to add them to their websites. According to the recent 2018 E-Expectations Trend Report, students are drawn to this type of content, especially if it provides an intimate look at student life. Short videos that show students talking about their classroom experience and student life got the highest marks. Interestingly, how-to videos detailing how to apply for admission or financial aid ranked at the bottom of their to-watch lists. 

Top 5 Videos that Attract College-Bound Students

  1. Current Students’ Experience
    Research found that students enjoy watching other students talk about their experiences in class and on campus. The more authentic and unscripted, the better. And make sure to keep your videos under two minutes. In fact, 30-90 second videos are best. And don’t just think about classroom segments. Amp up your videos by showing students engaging in hands-on labs and real-life situations such as The University of West Georgia’s feature on students investigating a mock crime scene.

  2. Campus Sights and Sounds
    These days, students are applying to colleges hundreds of miles from their homes. Many won’t take a tour until they are accepted, and others might not ever visit before setting foot on campus as a new student. Campus videos like Eastern Michigan University’s provide students with more than a map. They feature a realistic overview of how a campus looks and feels through images and student stories.

  3. Campus Activities
    Academics are the reason students go to college, but just as attractive are the activities that student can get involved in. A list of all of your student organizations with links is helpful, but nothing gives a prospective student a better idea of what it’s like to be on campus than a video highlighting your schools activities. Austin Peay State University features a roundup of student life both on and off campus.

  4. Residence Halls
    The University of South Carolina walks prospective students through a variety of options, from living and learning communities to traditional residence halls. Students are also interviewed about what it’s like to live on campus.

  5. Tour of Classrooms
    Texas Tech University offers students a glimpse of what it’s like to attend labs, lectures, and classes, but also includes clips of students and professors to highlight the school’s 150 academic programs. 
2018 E-Expectations video data
Source: 2018 E-Expectations Trend Report

 

Curious about other content that engages students? Download the 2018 E-Expectations Trend Report.

Download report

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