I've been working with universities and colleges for longer than I care to admit, and the shift I've seen in student recruitment is staggering. The competition for talented students has gone through the roof. Those glossy prospectuses that cost a fortune to print? The twice-yearly open days? They're still useful, don't get me wrong, but they're not enough anymore. Not even close.
Gen Z students live online in a way previous generations just didn't. They research universities the same way they research everything else - scrolling through their phones at midnight, watching videos, reading reviews, stalking social media accounts. And when they want to get a real feel for what a place is actually like, they don't read the 'About Us' page. They watch video content. This shift towards education video production as a core recruitment tool isn't just some marketing trend. It's become essential.
Where are these students spending their time? YouTube, obviously. TikTok is huge now. Instagram for the slightly more polished content. That's where you need to show up if you want to reach them. Static images don't cut it. Long paragraphs of text on a website? They're scrolling straight past. But video brings your campus alive in a way nothing else can. The atmosphere, the energy, what it actually feels like to be there. You get one shot at making that first impression, and video gives you the best chance of building a connection before someone even considers booking a visit.
One mistake I see universities make all the time is thinking they can just create one promotional video and tick the box. That's not how this works. You need variety. Different videos for different purposes, different stages of the decision-making process. Some answer practical questions. Others build emotional connections. The best strategies involve building a proper library of content.
Essential video types for university recruitment include:
I've watched probably hundreds of campus tour videos over the years. Maybe more. The ones that actually work don't just pan across buildings and call it a day.
Anyone can film architecture. That's easy. What makes a difference is when you combine those sweeping aerial shots (everyone loves a good drone shot, let's be honest) with student-led tours through the spaces that matter. Not the fancy entrance hall that looks impressive, but nobody actually uses. The library at 2 am during exam season. The labs where real research happens. The student union is where people meet their best friends.
You're selling a feeling, really. The sense that this place could become home. When someone in another country watches your video, you want them to think, "I could see myself there, walking those paths, hanging out in those spaces."
Professional production makes this difference really obvious. It transforms what could be a boring walkthrough into something that genuinely inspires people.
Universities can spend hours crafting the perfect marketing message. They'll workshop it, test it, and refine it. But you know what carries more weight? One authentic story from a current student. Every single time.
Testimonials work because of trust. When prospective students hear from people like them - real students talking about their favourite modules, the friends they've made, how their degree set them up for their career - that resonates in a way polished marketing copy never can.
The catch is authenticity. Gen Z has incredibly sensitive radar for anything fake. If it feels scripted or overly rehearsed, they'll spot it immediately and switch off. The best testimonials feel like natural conversations, not advertisements read from a script.
Teams like Astor understand this instinctively. They've got a knack for capturing those honest, unguarded moments that actually provide social proof rather than just nice-sounding quotes.
Campus culture matters. Obviously. But students ultimately choose a university because of the education itself, so let's not lose sight of that.
Programme videos let you get into the specifics of what makes your courses special. Think about it from a prospective engineering student's perspective. What sells your course better - reading a description on a website listing modules and learning outcomes, or seeing inside your robotics lab with students building and testing actual projects?
The same goes for arts students. Hearing a renowned professor talk about their research approach and teaching philosophy has way more impact than any course brochure. These targeted videos build credibility whilst helping applicants picture themselves doing that specific work, being part of that particular academic community.
Want to really connect with Gen Z? You need to speak their language, and that means vlog-style content.
Following a student through their actual day - morning coffee, lectures, maybe a society meeting, then studying in the library until late - gives people an unfiltered look at what student life really involves. It's raw. It's relatable. Most importantly, it doesn't feel like marketing because it isn't really.
You can either work with students to create user-generated content or bring in professionals to produce polished vlog-style videos. Both approaches can work. The critical thing is maintaining that authentic feel. Get it right, and your university stops feeling like some distant institution and becomes somewhere accessible and real.
Professional video production isn't just about making attractive content. Well, not only about that anyway. It's a strategic investment that delivers actual, measurable results.
Facts and figures have their place. League tables, employment statistics, all that matters. But what actually inspires someone to choose your university over another? Emotion, more often than not.
Video is brilliant at emotional storytelling in ways that text or even still images struggle with. When you show student successes, challenges they've overcome, that sense of community and camaraderie on campus, you're creating a narrative prospective students can genuinely see themselves in.
That emotional connection tips the balance when someone is choosing between two universities with similar rankings. A well-made video makes your institution feel less like just another option and more like a community they actually want to join.
What makes your university stand out? Maybe it's cutting-edge research. Perhaps a strong commitment to diversity. Could be a thriving creative scene.
Whatever your unique selling point is, video lets you show it rather than just describe it. You can capture the energy of campus events, film the buzz of collaboration in seminar rooms, and showcase the diverse mix of people that make up your community. This kind of visual storytelling reinforces your brand whilst attracting students who share your values. A better fit means higher satisfaction and fewer dropouts.
Working with an experienced partner who understands what makes universities tick means your videos don't just look good - they actually communicate what you stand for clearly.
One of video's biggest advantages is how it completely breaks down geographical barriers.
For international students (and let's face it, that's most applicants from abroad who can't afford to fly over for a visit), your video content basically is their campus visit. A high-quality virtual tour or series of student vlogs might well be the deciding factor when they're weighing up options across different continents.
Professional production ensures your content represents you well globally. Proper subtitling, cultural awareness, and polish that competes with institutions worldwide - it all matters for recruitment without borders.
Creating great content is only half the job. You've also got to track whether it's actually working, whether it's delivering the results you need to justify the investment.
Views are fine. They make people happy in meetings. But they don't tell you much about actual effectiveness, do they?
You need to dig into the data that actually matters:
Don't just collect this data and file it away. Actually use it. Campus tour video is getting loads of views but poor retention? Maybe it's too long. Maybe the opening drags. Testimonial videos getting high engagement but low click-through? Your call-to-action probably needs rethinking. The numbers tell stories if you bother listening.
The difference between mediocre and exceptional video content usually comes down to who's holding the camera. Simple as that, really.
In-house production has its place. It works fine for quick social content. But when you're creating flagship recruitment videos, the kind that will represent your institution for the next few years, partnering with specialists makes a massive difference.
An experienced partner brings way more than technical ability. They bring strategic thinking, storytelling expertise, that level of polish that's difficult to replicate without dedicated focus and experience.
What to look for when choosing a video production partner:
Find a partner who genuinely understands higher education, not just video production. They should be asking about your strategy, your target audience, and your unique selling points. If they just show up with cameras ready to film whatever you point them at, that's a red flag.
Professional video production services make this difference clear. A company with years in the education sector understands the landscape inside out. They know what questions prospective students ask, what worries keep parents up at night, and what actually differentiates one institution from another in ways that matter.
The right partnership transforms video production from a budget line item into something central to your recruitment success.
Video's role in university recruitment is only going to expand. We're already seeing interesting developments.
Interactive videos where viewers choose their own path through a campus tour are becoming more common. Click to explore the engineering building. Jump to sports facilities. All based on personal interest rather than sitting through a linear tour of everything.
Live-streaming's getting more sophisticated, too. Universities are running real-time Q&A sessions where prospective students can ask current students and faculty literally anything. No script. No pre-approved questions. Just honest conversation, and students respond really well to that authenticity.
What I reckon will matter most going forward is the continued push towards genuine content. Students are drawn to stuff that feels real, even when it's a bit rough around the edges. Sometimes, a phone video of someone's actual daily routine resonates more than a beautifully shot but slightly sterile promotional piece.
As you plan recruitment for the next few years, put video production right at the centre of your digital strategy. It's not supplementary anymore. It's become the primary way you'll connect with the next generation of students. Get it right, and you won't just attract more applicants - you'll attract the right ones. Talented students who genuinely fit what your institution offers and are genuinely excited to be there.
That makes all the difference.
Video has become essential because prospective students, particularly Gen Z, research universities online through visual media. It's the most effective way to convey your campus atmosphere, build an emotional connection, and offer an authentic glimpse into student life before they ever visit in person.
A varied approach works best. You should create a library of content that includes immersive campus tours, authentic student and alumni testimonials, detailed programme-specific spotlights, and relatable 'day in the life' vlogs to cover different aspects of the university experience.
Authenticity is key. Avoid overly scripted or rehearsed content, as today's students can easily spot it. The goal is to capture natural, honest conversations that feel like one peer talking to another. This builds the social proof and trust you need. Platforms like those offered by CourseApp Limited can help manage and distribute this authentic content effectively.
While in-house teams are great for quick, informal social media content, you should partner with a specialist production team for your main recruitment videos. An experienced partner brings strategic storytelling expertise and a deep understanding of the higher education sector, ensuring your videos are both high-quality and effective.
You need to track metrics that show actual engagement and impact. Go beyond view counts and analyse audience retention to see if people are watching, click-through rates to measure if they are taking action, and conversion rates to link video views directly to applications or enquiries.
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