Why Video Works So Well in Higher Education Marketing

Higher education marketing today is about far more than just brand awareness. With the sheer volume of content competing for students’ attention online, universities need to find creative, effective ways to stand out — and one of the best tools for doing just that is video.

From showcasing your institution’s culture to guiding applicants through the admissions journey, video plays a powerful role at every stage of the student lifecycle. It doesn’t just inform — it inspires, engages, and drives action.

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Why Video Matters More Than Ever

In the past, prospective students might have relied on word of mouth or campus visits to decide where to apply. But as Michelle Bandler, Managing Director of Education at Google, points out, today’s student journey is much more research-driven — and video plays a central part in that journey.

“Today, the process is much more research-heavy, and video plays an important role – especially for students looking to enrol in higher education programmes at online universities.”
– Michelle Bandler, Google

So what exactly makes video such a powerful medium for higher education marketing? Let’s dive into the key reasons.

1. Video Enhances Research

Once a student expresses interest in your institution, they start digging deeper — often exploring multiple options at the same time. But with limited time and attention spans, they may not get around to reading all the long-form content on your website.

That’s where video can really shine.

Short, engaging videos help distil important information into a more digestible format. Whether it’s a two-minute campus tour, a day-in-the-life student vlog, or a Q&A with an academic, video lets students absorb key messages quickly — and in a way that’s more memorable than text alone.

In fact, Google and Greenberg research found that 80% of students considering online universities said watching a video influenced their decision to apply. And the same logic applies to on-campus programmes too.

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2. Video Sparks Curiosity and Drives Action

A strong higher ed video doesn’t just entertain — it taps into intent. Prospective students are already curious about what life at your institution is like. Video gives them a behind-the-scenes glimpse that’s far more powerful than a brochure or a static web page.

And when paired with a clear call to action, it can help move students closer to applying, booking a visit, or speaking to an advisor.

“By tapping into intent signals, marketers can showcase the right video at the right time and better assist students throughout their journey.”
– Michelle Bandler, Google

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3. Video Builds Emotion and Connection

One of video’s greatest strengths is its ability to evoke emotion. With sight, sound, and storytelling combined, video has the power to create meaningful connections — and happy, inspiring content tends to be the most shareable.

The most successful higher education campaigns often lean into emotional storytelling to capture the hearts and minds of viewers.

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4. It’s Not Just About Prospects

While video is a fantastic way to attract new students, it can also support engagement throughout the entire student lifecycle — from pre-arrival onboarding and orientation to alumni storytelling and donor outreach.

Think about:

• Welcome videos for offer-holders.
• Virtual campus tours.
• Academic insights and programme introductions.
• Student vlogs or Q&As for peer-to-peer insight.
• Alumni stories that build brand trust and inspire action.

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Final Thoughts: Now’s the Time to Invest in Video

Video isn’t just “nice to have” anymore — it’s essential.

With YouTube now one of the most-used platforms in the world (second only to Google itself), students expect video content as part of their research process. And it’s not going anywhere. The universities that succeed in attracting and converting prospective students in 2025 and beyond will be those that embrace video in fresh, authentic, and strategic ways.

Need some inspiration? Take a look at your current content and think about how it could be brought to life on screen — whether that’s an explainer video, student story, or virtual tour.

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Want to take your marketing strategy up a notch? At Full Fabric, we help universities streamline and personalise the student experience, including the tools to manage and share content like video more effectively. Request a demo to see how we can help.