Video is no longer optional in school marketing—it’s essential. With more parents researching schools online, video offers a powerful way to connect emotionally, showcase your community, and turn passive browsers into active applicants. Whether on your website, social media, or digital ads, a strong video presence can dramatically improve inquiries and enrollment.
Why Video Works So Well for Schools
Video captures attention faster than any other content format. It helps families visualize what it’s like to walk your hallways, meet your teachers, and be part of your culture.
Emotional Storytelling
The tone, expressions, music, and visuals in a video can communicate warmth, energy, and values instantly—far more effectively than text alone.
Information That Sticks
Parents are busy. Video allows them to absorb key information quickly. A 90-second video tour can communicate what would take pages of web copy to explain.
Greater Reach on Social Media
Video performs better than photos or text on platforms like Facebook, Instagram, and YouTube. Algorithms prioritize video, especially when it’s authentic and engaging.
Must-Have Video Types for Your School
Virtual School Tour
A cornerstone piece of your marketing library. Show off your facilities, classrooms, playgrounds, and student life through a guided walkthrough.
Tips:
- Include student voices and narration
- Show the school in action—not just empty rooms
- Keep it under 3 minutes for social use, but host a longer version on your website
Testimonial Videos
Hearing directly from parents, students, and alumni builds trust faster than any other medium.
Create Several Variations:
- “Why we chose this school”
- “How my child grew here”
- “What we’ll miss after graduation”
“Day in the Life” Vignettes
Pick a few representative students and follow them through their day. This is especially powerful for first-time school families or transfers unsure of what to expect.
Event Highlight Reels
Capture performances, athletics, open houses, or spirit days to show the energy and diversity of your student body.
Bonus: Use event reels to re-engage your current community and remind them why they chose your school in the first place.
Message From the Head of School
A 60- to 90-second welcome or overview video from your principal or headmaster helps put a face to your leadership. It builds transparency and a sense of accessibility.
Where to Share Your Videos
Website
Embed videos on your homepage, admissions page, and parent testimonials page. Keep the file size optimized to avoid slowing down load times.
Social Media
Upload natively to each platform (rather than sharing YouTube links). Shorter clips (30–60 seconds) do best on Instagram and Facebook, while longer videos can live on YouTube or Facebook Watch.
Email Campaigns
Insert short videos into your inquiry response emails, tour confirmations, or nurture sequences. Subject lines like “See What a Day Looks Like Here” or “Meet Our Students” boost open rates.
Digital Ads
Use 15- or 30-second video ads in YouTube pre-roll, Facebook Ads, or even CTV placements to promote key enrollment deadlines or upcoming events.
Tips for Creating School Videos on a Budget
You don’t need a Hollywood budget to make great videos. What matters most is authenticity.
Start With a Smartphone
Modern smartphones shoot in high definition and have excellent stabilization. Use natural lighting and quiet rooms for interviews.
Use a Free Editing Tool
Platforms like Canva, iMovie, or CapCut allow basic editing with transitions, subtitles, and light music.
Prioritize Sound Quality
If you’re filming interviews, invest in a simple lapel mic. Poor audio quality will lose viewers—even with good visuals.
Include Subtitles
Most social media users watch videos on mute. Adding captions boosts engagement and accessibility.
Measuring Video Performance
Track your results so you can improve with each video.
- Views: How many people watched?
- Watch time: How long did they stick around?
- Click-through rate (CTR): Did they take action after?
- Shares/comments: Are people engaging with the content?
Analyze what content performs best and adjust your future topics, lengths, and formats accordingly.
