How video can fit into a brand strategy for higher education

In a competitive sector, a higher education branding strategy is essential for an institution to stand out from the crowd.

While it has some similarities with branding in the commercial sector, there are also key differences.

Higher education branding is not just about logos or marketing, but should instead communicate the institution’s mission, and impact in a way that resonates with its target audience.

Brand strategy in education plays a crucial role in attracting and retaining students by showcasing the values, culture, and opportunities offered by the institution.

It should inspire, excite, and inform, helping to differentiate the college or university from its competitors – whether locally or nationally.

Video is playing an increasingly important role in education branding.

From engaging prospective students and informing stakeholders, to communicating core messages and strengthening alumni relationships, well-crafted video can enrich your institution’s brand.

The power of video in higher education branding

Video is an adaptive tool for higher education (HE).

HE institutions are built on their reputations, and video can be a powerful way to communicate core values, highlight areas of research, economic and social impact, while showcasing elements of campus life.

It can put a human face to staff and students, allowing prospective students to gain an insight into what life at the university or college is like.

Increasingly, people are spending more of their time online consuming video content because unlike text or static imagery, it has the power to create an immersive and engaging experience.

For that reason, video content can be a powerful element of an overall branding strategy for education institutions, enhancing the way that it connects with its target audience.

Key ways to incorporate video into a higher education branding strategy

There are a number of ways that HE institutions can typically include video as part of their branding strategy:

Recruitment

Video plays an important role in student recruitment. Prospective students can access virtual campus tours, student testimonials, and other introductions to help them make informed decisions. Video can give prospective applicants a glimpse of campus life, promoting open days, and offering success stories.

Brand storytelling

Storytelling, whether through faculty interviews, alumni success stories, or diversity and inclusion campaigns, can strengthen an institution’s emotional connection with its audience.  Compelling narratives can bring the university’s values to life, helping to establish trust and foster a sense of belonging among students, staff, alumni, and stakeholders. It can help to foster and support the sense of shared mission and community on which a strong higher education brand strategy is built.

Alumni and donor engagement

UK universities are often reliant on donations from alumni and philanthropists. Video can play a vital role in establishing and maintaining strong alumni and donor relationships. Typically, universities use video to highlight alumni achievements, create thank-you messages, live stream events, and to strengthen community and ongoing support.

Social media

Every HE institution needs to have a targeted social media presence as part of their overall higher education branding strategy. Video content drives engagement across key platforms, including Instagram, TikTok, and LinkedIn. Short-form videos, behind-the-scenes glimpses, real-time updates, and event videos all allow universities to be seen and to maintain relevance. In an increasingly video-driven online world, video content enables universities to engage with their audience in meaningful ways.

Higher education video content from Eight Engines

Eight Engines is one of the leading video production companies in the North West of England.

We work with educational clients in Manchester and beyond to create compelling, professional, and persuasive films that engage and inspire your target audience.

We bring film and TV production values to every project we undertake, giving our clients an advantage over their competitors.

Contact us today to give your institution the platform it needs to shine.

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