In the ever-evolving landscape of higher education marketing, where prospective students have access to a wealth of information with just a few clicks, creating immersive and authentic experiences has become crucial.
One of the key strategies that universities and education institutions are leveraging to engage remote prospective students is the development of video tours.
In this article, we'll explore why students lean towards video content, particularly on platforms like YouTube and TikTok, for their research. We'll also delve into the advantages and captivating authenticity of virtual tours, underlining the significance of available measurable metrics in gauging their effectiveness.
Video: The Preferred Medium for Research
In the digital age, students increasingly prefer video content on social platforms like TikTok for research over traditional search engines like Google. Video's visual appeal, short-form nature, and peer-led authenticity make it more engaging, convenient, and relatable for students with busy schedules and shorter attention spans. Social platforms like TikTok are known for their short-form video content. This format aligns with students' busy schedules and ever-dwindling attention spans, offering quick and informative bites of information.
Why Students are Searching for Video Tours:
With the shift towards video-based research, those in the higher education sector are finding that video tours are an ideal fit for reaching prospective students. Here's why you might be spotting more and more video tours on your social feeds:
Personalisation: Universities can tailor these tours to cater to the diverse interests and priorities of prospective students. Whether a student is interested in sports facilities, where to eat, or academic departments, virtual tours can be customised to meet their needs.
Accessibility: Virtual tours offer an inclusive experience for students unable to travel to the location. They can "walk" through academic buildings, dormitories, and common areas, offering a real sense of what life at the university is like.
Measurable Metrics: Continuously evolving online platforms provide the means for video content to be assessed using measurable metrics, such as engagement, duration of visit, and conversion rates. By analysing this data, universities can continuously improve the tours to better meet the needs of prospective students.
In higher education marketing, immersive virtual campus tours are essential for connecting with remote prospective students. By embracing authenticity, interactivity, and inclusivity, these tours convey an institution's culture and values. As students increasingly turn to video content, virtual tours become a powerful tool, catering to the preferences of a tech-savvy generation. At CampusLife, we work with students across the UK every day to ensure the content we produce is engaging and authentic. We help universities optimise their presence in an ever-evolving digital world, remaining relevant and influential to a student audience.
Empower your student outreach with authentic content. Reach out to us, and let's elevate your communication strategy together.