ESM Digital's Higher Ed Marketing Blog

Your Students Are on YouTube! Why Aren’t You?

If you missed the memo, video is where it’s at. All those amazing stats about how images can increase your engagement and attract students have been blown away by what video can do! If you’re not already advertising on YouTube, you’re leaving your prospects to find another school. Here’s why you should be uploading video and advertising on YouTube right now.

Video is incredibly popular. By 2019, 80 percent of all internet traffic will be video and YouTube is king of the video hill. It already has more than 1 billion unique visits each month. Users view some 4 billion videos every day and 6 billion hours of video are watched every month. More than 320 days worth of YouTube video is watched on Facebook every minute.

And it’s easier than ever. You can use assets you already own. Television ads can be easily truncated and turned into YouTube ads. Footage shot on your campuses can make great pre-roll ads that you don’t pay for unless your prospects engage. You get a brand boost for free!

Your students are there. YouTube reaches more 18-49 year-olds in the U.S. than any cable TV network. Your students use it for fun, entertainment and as their go-to site when they want to learn how to do something or find information. As a search engine, YouTube is second only to Google!

And you can target them. YouTube lets you target prospects by who they are, where they live and what they like. You can find them at their desktop, laptop and phone. You can even choose the time of day when your prospects are most likely to be looking, listening and viewing.

So they convert. Although YouTube more often assists rather than directly converts your prospects, 87 percent of prospective students are more likely to consider your school after watching a video advertisement. In the edu sector, schools see an average lift in branded search volume of 12 percent from YouTube video.

If you want to reach prospects, you need to be where they are and you need to grab their attention with video. Contact the YouTube gurus at Effective Student Marketing to learn how to make video your 2016 conversion wonder!

~Linda Emma