Should your school use next-gen video communications?
By Sharon Aschaiek | April 25, 2018
Photo by: Jennifer Arnott
Some of the biggest buzz in communications these days is around new video formats. Post-secondary schools are experimenting with integrating interactive, live and personalized video into their communications strategy and tactics. Unlike traditional linear video, these newer formats offer the advantage of a more engaging, customized and meaningful experience. When used appropriately, they can help universities and colleges better showcase their offerings and engage with key audiences.
Interactive video
In April, I attended an IABC/Toronto talk by Cyrus Mavalwala of Advantis Communications on how to use interactive, live and personalized video in organizational communications. As he explained, interactive video lets users access only the content they want or need in a video. This can help higher education institutions more effectively and efficiently recruit employees, conduct staff training and promote events. Ready for a laugh? Check out Deloitte New Zealand’s lighthearted, creative gamified recruitment video. As Mavalwala said, the metrics for interactive video are impressive: compared to traditional linear video, they can increase engagement by 78%, completion rate by 36% and click through rate by 18%.
Live and personalized video
Mavalwala also discussed the benefits of livestreamed video, which helps create a sense of urgency, and allow for real-time engagement with a highly involved audience. Research shows people spend three times longer watching live videos. He also discussed personalized video, in which content is customized according to the viewer’s name and other personal details. Since relationship building is central to marketing communications, it’s no surprised personalized video is being forecasted as a gamechanger.
Video for higher ed admissions, recruitment and more
Video is starting to be used by higher education institutions for all sorts of purposes, and in clever and creative ways. In 2016, the University of Waterloo created a brilliant personalized video showing prospective students what their first week at the school would be like. The video, below, achieved an open rate of 70% – a 1,000% increase over typical recruitment outreach results.
DePauw University features an interactive video for its virtual campus tour that features several selectable sections on the different university’s different buildings on campus. Last year, the University of Pittsburg sent a highly engaging personalized college acceptance video that was both informative and humorous.
Words for your videos
If you’re considering implementing video to your university or college’s marketing communications tactics, don’t forget about the words: video scriptwriting is one of Higher Ed Communication’s services. Let’s talk about how to create compelling written content to ensure your next video project is a success.
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