Video advertising is a powerful way to connect with prospective families, but independent schools fall behind in executing a video marketing strategy the same way other industries have. According to a study from Niche.com, less than 5% of private schools are investing in video production as a marketing tactic, and a study by Finalsite found 40% of schools noted that video was their biggest marketing pain point.

Creating video content can be time-consuming and expensive, but a well-planned video strategy as part of your enrollment marketing strategy can help maximize that investment. If you’re considering incorporating video into your school's marketing plans, here are some platforms to consider that allow you to connect with prospective families online.

First, Post All School Videos on YouTube

While Vimeo has become a popular hub for school video content, your school is missing out if you’re not also sharing that content on YouTube. According to a study completed in April 2024, there are over 2.5 billion monthly active users on YouTube, and 47% of the global online population is on the platform. 

If your school is looking to increase branding and awareness while improving SEO, then consider developing a YouTube Channel, complete with playlists, shorts and reels to house all of your content for current and future families. 

Use your enrollment marketing video as part of your Google Advertising 

Are you already investing in Google advertising? If so, there are two popular ways to incorporate video content into those ads. 

• The Google Display Network, which allows both responsive and banner ads, also has the capability to run video ads. To use this strategy, you will need to set-up a responsive Google ads campaign and upload your videos versus just images. 
  
  
• You also have the option to create specific YouTube ad campaigns. These ads will reach individuals watching videos on YouTube and people streaming through YouTube TV. Because YouTube advertising is powered through the Google Ads platform, you can leverage similar targeting parameters, including reaching parents conducting private school searches, visiting key private school directories, and located in specific geographies. 

Be sure to segment your audience and align the videos that will resonate most with them, while aiming to keep those videos between 15 or 30 seconds. With any advertising strategy, be sure to have a solid way to track ROI by setting up conversions, google analytics events, and more, based on your goal for the ad.

Incorporate Reels and Videos with your Facebook & Instagram Marketing

Facebook and Instagram allow you to use your videos for both organic and paid content via the Meta Ads platform. According to this study, more than 200 billion reels are consumed across both Facebook and Instagram daily! Business Insider found that 78% of Instagram users are engaging with reels monthly and this platform is slowly outperforming TikTok usage globally. 

Organic video content reaches your current followers, which is the audience most likely to engage with your content. But as you post more organically, those older video posts move further down your news feed. When you promote those videos through Meta's advertising platform, you're able to give those videos a much longer shelf life by reaching a new audience of your choosing. Repurposing content from an expensive, quality video shoot to create enrollment focused Ads and organic posts is a great way to continue bulding up your school's brand. 

Here are some free and paid best practices Meta recommends for using reels as part of your Facebook and Instagram strategy. 

Leverage LinkedIn Video Posts and Ads

Similar to Meta, LinkedIn encourages the use of multiple media formats to reach users. According to this Klientboost article, over 303 billion people per month log into LinkedIn to engage with various forms of content, including advertisements.  Since LinkedIn is designed to connect professionals with relevent industry brands, organizations, and people, video content should focus on thought leadership, alumni and events, as well as other content that you're target audience might resonate with. Business Insider privides some valuable video best practices for LinkedIn here. If you want to consider other ad formats and strategies for your school, take a look at this Enroll Media Group blog about ways your school can leverage LinkedIn Ads. 

Reach families while they are watching Television with CTV

Connected TV (CTV) is rapidly emerging as a powerful tool for independent schools looking to build brand awareness and reach mission-fit families. But it’s no newcomer. CTV has been transforming advertising in industries like e-commerce and higher education for years, and now it’s making its mark in the Independent K–12 space.

So, what is CTV? Simply put, it’s the modern way people watch television streamed through platforms like Hulu, YouTube TV, and Paramount+ rather than traditional cable or satellite. In the U.S., 99% of households subscribe to at least one streaming service, and 81% of all streamed content is viewed on a television screen. That’s where CTV advertising comes in.

Through CTV, schools can place video ads directly in front of prospective families on the platforms and programs they’re already engaging with. This can be done either through direct buys with streaming services or through a Demand-Side Platform (DSP), which allows schools to access inventory across multiple networks (similar to how Google’s Display Network works for digital ads). 

Why does CTV matter for independent schools?

• Highly Targeted Reach: Ads can be delivered based on specific household demographics such as income, ZIP code, or even presence of school-aged children, ensuring your message reaches the right audience.
• Boost Brand Visibility: CTV is a cost-effective way to extend the life and impact of your school’s video content while building long-term awareness in your local or regional market.
• Data-Driven Results: With advanced tracking capabilities, you can measure household-level engagement
• Engaged Viewers, Better Recall: CTV ads are non-skippable and viewed on the largest screen in the home, making them more memorable and impactful than traditional

For an example of a recent independent school’s CTV marketing campaign with Ambio Education, visit Enroll Media Group's case studies page!

That's a Wrap! 

Video assets are a great addition to  a school's marketing strategy and there are ways to repurpose your current asset library to create ads, shorts and more. Before diving in both feet forward, think about your budget, target audience and goals, and begin with the platforms you are already active on. Form there, you can build an advertising strategy that supports your enrollment marketing goals.

If you are interested in learning more about using your video content in Google Ads, YouTube Ads, social media ads, or Connected TV, contact EMG  –we are happy to answer your questions!