Though vaccine availability and public adaptation to the pandemic within the U.S. have created extra alternatives for on-campus excursions within the 2021–22 educational yr, the starvation for digital content material amongst potential college students has not diminished. At Scripps Faculty, the open price for admission emails has elevated, on common, 15 % from final yr. And, as the recognition of social media platforms and options akin to TikTok and Instagram Reels has proven, highschool– and college-age customers are more and more watching and sharing movies as a most popular technique of communication.
As the upper training panorama turns into extra aggressive, with a long-predicted lower within the applicant pool looming, now’s the time for schools and universities to successfully attain potential college students by capitalizing on these developments and assembly college students the place they’re on social media platforms, watching and interesting with video content material that may take them past the normal campus tour.
Utilizing Knowledge to Choose Platforms
Pupil consumption of on-line content material continues to extend. As of this yr, YouTube had greater than two billion customers worldwide, whereas Instagram had a couple of billion, inserting each within the high 5 hottest social media platforms globally. Current knowledge from social media monitoring software program corporations exhibits that YouTube’s person base is 72 % feminine, with its largest variety of customers aged between 15 and 25. Figuring out these knowledge factors was a key catalyst to publish Discover Scripps on these platforms, the place we knew our video posts could be extra more likely to attain our potential college students.
Pinpointing the distinctive points of your campus tradition, akin to a signature useful resource program, a standout educational division, a preferred extracurricular or a cherished custom, may also help decide what options it’s best to spotlight. Visually interesting and genuine experiences—examine teams gathering exterior on a pleasant day or scholar athletes working towards a sport, for instance—additionally play nicely on video, as they present the fact of day-to-day scholar life. Posting to platforms that prioritize movies and visible aesthetics encourages viewing whereas additionally making it simpler for admissions workplaces to share content material on their very own social media platforms and of their emails to potential college students.
Accumulating Pupil Enter
The enter and insights of your scholar physique are important to the planning, execution and success of a video technique. At Scripps, our interns don’t simply seem in entrance of the digicam—they attend our brainstorming conferences, assist edit content material and pitch ideas that spotlight the distinctive points of the Scripps expertise they need they’d seen extra of throughout their very own school search.
When accessible, depend on knowledge from a latest survey of scholars, alums and households to assist construct your content material calendar. For instance, survey knowledge confirmed that college students extremely worth Scripps’s place throughout the Claremont Schools (5C) consortium and are enthusiastic about range, however they need extra details about the connection between a liberal arts training and profession preparation. In consequence, Discover Scripps movies have centered on residential life, neighborhood constructing and assets at Scripps and the 5Cs, together with our Profession Planning and Sources workplace and Scripps Communities of Sources and Empowerment, which works to construct an inclusive neighborhood by means of social justice programming, in addition to STEM analysis alternatives at our intercollegiate W. M. Keck Science Division.
Making a Sustainable Schedule
As with all campus initiatives, if a mission shouldn’t be sustainable, regardless of how profitable it’s, it received’t final. Making a profitable video—even a minute-long video on a small campus—requires time to plan, movie and edit. Likewise, scheduling will depend on the supply of college, college students, workers and on-campus areas. Construct relationships with collaborators throughout campus, create a rubric for the size of time every mission ought to take and set a sensible aim of posting one to 2 movies every month to keep up an affordable workload for advertising and communications.
To this point, on Instagram Reels, our Discover Scripps collection has acquired a mean of 900 % extra views than our earlier Instagram movies, solely by means of natural attain. By utilizing a data-informed method that values scholar views, we’ve created a collection that highlights Scripps’s distinctive traits; foregrounds educational and extracurricular assets for potential college students with a wide range of affinities, pursuits and experiences; and will increase entry to the faculty for many who might not have the assets for an on-campus go to.
An efficient video communications technique not solely meets your viewers the place they’re, it broadens your potential applicant pool. To construct a profitable basis, begin with a sustainable schedule, let knowledge and visible aesthetics inform your content material technique, and prioritize the distinctive tales that can spotlight your establishment to a brand new era of potential college students.
For Scripps Faculty in Claremont, Calif., Rachael Warecki is information and strategic communications specialist, and Jacqueline Legazcue is digital advertising specialist.