Millennials love YouTube. Video is fast becoming the dominant medium for information, if indeed it hasn’t already reached this status. After all, 60% of millennials say that they would rather watch a video than read a newsletter.
Despite this, there are still many major institutions which aren’t using video marketing to its full potential, so we’ve rounded up five university YouTube channels we feel are setting a standard that others would do well to emulate for maximum success:
Most universities with YouTube channels feature educational videos, lectures or research. What differentiates MIT’s video marketing strategy is that the university segments its material, promoting appropriate videos to appropriate audiences. Lectures and course-specific information is accessible to the public, but it’s hosted separately from its main content.
The main channel is populated with interesting videos about research and scientific development. In addition, all videos are produced to a very high standard, making them appealing and captivating, as well as informative.
Take a look at one of their most popular uploads, which explores why people react positively and negatively to different music combinations:
The European Graduate School
The European Graduate School might not offer the same level of production quality, or creativity, but what it lacks in flair it makes up for in content.
The university uploads lectures and talks from experts in a myriad of fields. Plus, the informative, minimalist nature of the presentational style on offer only adds to the credibility.
Take a look at renowned philosopher, Slavoj Žižek, talking about the European debt crisis to see what we mean:
The University of Oxford
The University of Oxford publishes a range of high-quality educational videos, but what really sets the university apart in terms of its video marketing is the ‘How to Apply’ section of the channel.
Knowing that millennials are more likely to watch videos than read text, and understanding that video is often easier to digest and understand, Oxford University has created a number of videos which outline the application process to prospective students.
This is a great video marketing technique that feeds directly into modern culture – check out one of the videos below:
The University of Oregon
A good selling point for a university is the diversity of student life it can offer. Focussing on academia is great, but there’s more to university than just studying.
While not officially a product of The University of Oregon’s YouTube account, this video from On the Rocks – an a cappella group at the university in 2010, displays the inclusiveness and opportunities of student life perfectly. All too often, students are presented with a limited view of their chosen institution, so by promoting some lesser-known societies and clubs through video marketing, universities could well attract a much larger variety of students. Check out the video below:
The University of Virginia
While representing unique societies and clubs holds clear value, this doesn’t mean to say the more mainstream aspects of university life are any less essential. Team sports, for example, are hugely popular and celebrating the athletic achievements of the student body is a great way to foster community spirit. The University of Virginia features their sporting achievements on a separate channel, and the high-quality video marketing content offers an inspirational look at the Cavaliers:
For more examples of university social media prowess, read about our seven favourite university Twitter accounts.
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Although Youtube channels are a great way to engage prospects, it may be of interest to you that you can leverage QS’ online marketing strategies to boost student acquisition!