In today’s digital-first world, video marketing has become one of the most powerful tools for colleges and universities looking to connect with prospective students. From influencer collaborations to immersive storytelling, schools are finding creative ways to stand out, engage their audiences, and meet their enrollment goals. Let’s take a closer look at some recent case studies that highlight how higher education institutions are mastering the art of video marketing.
1. University of Texas: Educating Influencers for Global Impact
The University of Texas made headlines in 2024 by launching an innovative online course for influencers in partnership with the United Nations, as reported by the New York Post. in partnership with the United Nations. This free course was designed to tackle one of the biggest challenges in the digital age: misinformation.
The initiative drew over 10,000 participants from 170+ countries, reflecting a global appetite for content that is both responsible and impactful. By addressing such a contemporary issue and offering a free solution, the University of Texas demonstrated its forward-thinking approach while significantly boosting its international visibility.
This campaign wasn’t just about showcasing the university’s values—it was about positioning itself as a leader in education for modern digital challenges. The video content promoting the course was shared widely on social media platforms, effectively reaching aspiring influencers and students across the globe.
2. Arkansas Tech University: Pioneering a Degree for Social Media Influencers
Arkansas Tech University took a bold step in 2024 by introducing a Bachelor of Arts in Social Media Influencing, as reported by PR Newswire. As influencer marketing grows into a multi-billion-dollar industry, the program is designed to prepare students for careers as digital creators, marketers, and communicators.
The degree combines coursework in film production, journalism, public relations, and digital storytelling—giving students the technical and creative skills they need to thrive online. To promote the program, Arkansas Tech leaned heavily into video content. Through videos featuring current students, alumni, and faculty, the university successfully showcased how this unique offering aligned with modern career aspirations.
This innovative approach not only drew national media attention but also attracted digitally savvy students looking for practical, relevant education. By embracing the influence of social media, Arkansas Tech set itself apart as a trailblazer in higher education.
3. Curry College: Leveraging Video to Tell a Story
In a competitive education market like Boston, Curry College needed a way to stand out. Their solution? A strategic video marketing campaign focused on storytelling.
Curry College created a series of compelling videos that highlighted:
The vibrant campus environment
Personal student experiences
Academic programs and opportunities
By putting a human face on the college and sharing authentic stories, the campaign struck an emotional chord with prospective students and their families. The videos helped differentiate Curry College from other institutions in the region and positioned it as a place where students could feel seen, valued, and supported.
This kind of video marketing isn’t just about polished visuals—it’s about authenticity and connection. Curry College’s success demonstrates that when schools tell their unique story well, they can make a lasting impact.
4. Griffith College: Driving Enrollment Through Video
Griffith College, Ireland’s largest independent college, saw significant enrollment growth thanks to its focused video marketing strategy. According to Higher Education Marketing Solutions, Griffith College achieved a 20% year-over-year increase in spring 2023 enrollments, demonstrating the direct impact of video content on student recruitment. Collaborating with Higher Education Marketing Solutions, Griffith created engaging video content that showcased:
Campus life
Academic offerings
Real student testimonials
By delivering videos that were both informative and visually appealing, the college managed to attract a diverse group of prospective students. 1
What made this campaign especially effective was its ability to blend the practical (academic information) with the emotional (student experiences), helping prospective students envision their future at Griffith College.
5. International House Dublin: Capturing the International Student Experience
For language schools like International House Dublin, video marketing is an essential way to attract international students. The school focused on creating content that not only highlighted its programs but also showcased Dublin as a vibrant and welcoming destination.
Through videos featuring:
Student testimonials
Cultural experiences in Dublin
Classroom and campus life
International House Dublin was able to connect with students from around the world, as highlighted in a report by Study Travel Magazine. The campaign succeeded in painting a holistic picture of what students could expect, from academic rigor to an exciting cultural immersion.
This case study underscores the importance of location-based storytelling in video marketing—especially for institutions catering to international audiences.
Key Takeaways for Higher Education Video Marketing
The success of these campaigns reveals some clear lessons for colleges and universities looking to harness the power of video marketing:
1. Address Contemporary Issues: Whether it’s combating misinformation (like the University of Texas) or preparing students for careers in social media (like Arkansas Tech), aligning content with current trends and challenges resonates with audiences.
2. Tell Authentic Stories: Authenticity wins hearts. Videos featuring real student experiences, testimonials, and campus life (as seen with Curry College and Griffith College) help prospective students connect emotionally.
3. Showcase Unique Offerings: Highlighting unique programs or degrees can position an institution as a forward-thinking leader. Arkansas Tech’s influencer degree is a perfect example.
4. Think Global: Schools like International House Dublin succeeded by appealing to international students, demonstrating the power of culturally relevant storytelling.
5. Blend Emotional and Informational Content: The best videos balance the “why” (emotional connection) with the “what” (practical information).
Final Thoughts
Video marketing is no longer optional for colleges and universities—it’s essential. As these case studies show, the right video campaign can elevate a school’s brand, attract prospective students, and drive real results. Whether it’s through influencer collaborations, immersive storytelling, or showcasing unique programs, the opportunities to connect through video are endless.
For institutions willing to think creatively and authentically, video marketing is not just a tool—it’s a gateway to shaping the future of education.
Is your institution ready to take its video marketing strategy to the next level? Start telling your story today! For more information, contact us at info@StephenJosephCraig.com
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