Digital marketers are shifting their focus this year – and their ad dollars – to video. In fact, more video budget than ever is being allocated to digital in 2016 – 14.3 percent collectively, up from 12.8 percent in 2015. If you want to grab the attention of your future students, create an advertising plan that reaches them instantly where they already are online to generate leads that actually convert.
So why does video gain the attention of prospects? Here are 3 reasons:
They’re skimmers. Your audience has an average attention span of 8 seconds. So you need to send your message more quickly. According to Google, all you need is 5 seconds achieve ad recall with brand videos on YouTube, whether or not the brand is mentioned.
They’re a mobile generation. Your prospects are on mobile. They’re constantly scrolling through their News Feeds, and video fits into their environment without effort. Why? Because the format for video is set up the same way they consume organic content.
They’ll remember how it made them feel. Your prospects will remember 50 percent of what they saw in your video compared to 22 percent of written content. Make your video content unique and memorable. If you’re advertising for a medical assisting program, highlight a real student who works full time while she goes to school and takes care of her two kids. Your goal is to grab the attention of future students, and a great way to do that is by tugging at their heart strings.
Video is the future of digital marketing. If you want to generate more leads that actually convert into enrollments for your school, video is the answer; it allows you to engage your prospects in a way that’s easy, mobile and memorable. Contact Effective Student Marketing today to learn how.