The world of education is rapidly evolving, and traditional methods are no longer enough to capture the attention of today’s students. With the rise of digital platforms, short-form video content has emerged as a powerful tool for educational institutions looking to stand out. But why is this type of content so effective, and how can it attract students to your courses?
What is Short-Form Video Content?
Short-form video content typically refers to videos that are 15 seconds to 2 minutes long. Platforms like TikTok, Instagram Reels, and YouTube Shorts have popularised this style of content, making it the go-to for younger audiences. It’s quick, dynamic, and designed to convey valuable information in a matter of seconds.
But how does this relate to education?
Capturing the Attention of Modern Learners
Students today are part of a generation that has grown up surrounded by smartphones, tablets, and social media. Their average attention span is reportedly around 8 seconds, meaning they prefer content that is immediate, engaging, and visually stimulating. Traditional lectures, lengthy course overviews, or text-heavy brochures are simply not cutting it anymore.
Short-form video addresses this head-on by:
- Grabbing Attention Instantly: The first few seconds of a video are crucial. Short-form content uses visual hooks, compelling storytelling, and engaging graphics to pull viewers in quickly.
- Providing Digestible Information: Rather than overwhelming students with complex topics, bite-sized content delivers information in an easy-to-understand format. This makes learning feel more approachable and less intimidating.
- Creating FOMO: Fear of missing out (FOMO) is a powerful motivator for younger audiences. A well-crafted short video showcasing student life, facilities, or unique aspects of a course can drive interest and encourage prospective students to learn more.
Building a Connection and Showcasing Value
Short-form video content goes beyond just grabbing attention—it creates a connection. It allows educational institutions to present themselves in a relatable, authentic manner. Here’s how:
- Humanising the Institution: Showcasing student testimonials, interviews with professors, or a “day in the life” at your university brings a human element to your institution. It’s no longer just about what you teach; it’s about how you connect with students.
- Highlighting Unique Selling Points (USPs): Whether it’s your state-of-the-art facilities, innovative teaching methods, or thriving campus life, short-form videos can highlight what sets your course apart in a visually compelling way.
- Engaging Current Students: Short-form videos aren’t just for attracting new students—they’re ideal for keeping current students engaged. Use these videos for announcements, updates, or even quick tutorials to maintain a sense of community and excitement.
Driving Enrolments Through Social Media
Platforms like Instagram, TikTok, and YouTube are where students spend a significant amount of their time. In fact, studies show that 75% of Gen Z watch video content daily, making these platforms key channels for reaching prospective students.
Why Does Short-Form Video Perform So Well?
- Algorithms Favour It: Platforms are prioritising short-form video content in their feeds, making it easier for educational institutions to reach wider audiences organically.
- It’s Shareable: Short videos are more likely to be shared, commented on, or sent via direct messages, amplifying your reach beyond your immediate audience.
- Higher Engagement Rates: Because of their quick, attention-grabbing nature, short-form videos often see higher engagement rates compared to longer content.
Practical Tips for Educational Institutions
If you’re ready to dive into short-form video content, consider these practical tips:
- Start with What You Have: You don’t need a high-end production team to create compelling content. Use your smartphone, free editing tools, and focus on storytelling.
- Create Content for Different Stages of the Student Journey: Use short-form videos to introduce your course, share student experiences, and even provide bite-sized tutorials or Q&As to engage students already enrolled.
- Leverage Current Trends: Stay on top of trends and challenges within platforms like TikTok. By aligning your content with what’s popular, you increase the chances of your videos being discovered by your target audience.
Final Thoughts
In a world where attention is a prized commodity, short-form video content has become a game-changer for educational institutions. By using this medium to highlight what makes your courses unique, creating an emotional connection, and engaging with students where they already spend their time, you can make a lasting impression.
Educational institutions that embrace short-form video content now will be the ones leading the way in student engagement and enrolment in the future.
If you are interested in creating engaging short-form video content then get in touch with our marketing manager ahmed@shootbusiness.com and he would be happy to speak with you.