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YouTube Advertising in the Education Industry

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As the second highest-visited website after Google, YouTube is an impactful yet underutilized platform that showcases education companies’ offerings to prospective students. Video marketing allows brands to reach and engage audiences during each step of their journey through the marketing funnel.

In fact, a survey by Global Web Index shows that there are 2 billion logged-in users consuming content through Youtube each month. Not included in this figure are the millions more casual watchers who don’t have an account. Moreover, 97% of consumers reported having increased their video intake in 2020.

Today, it’s more crucial than ever to fully leverage YouTube campaigns as video marketing presents a plethora of opportunities for education companies to secure higher quality leads.

Audience Engagement

The distribution of education through videos is especially relevant to younger generations. In their article, Google ranks learning something new as the third reason that accounts for YouTube usage, right after how-to instructions and entertainment.

Besides learning about different things, videos are the preferred medium of 72% consumers in checking out a product or a service. The education industry is no exception to this. In fact, many aspiring students are turning to YouTube videos to help them make informed decisions regarding their education.

Around 80% of prospective students who planned to attend an online university said that watching an online video influenced their application. As the enrollment process becomes more and more research-intensive, videos provide the much-needed information that pushes students to proceed to the next stages of your marketing funnel.

Classic examples of engaging video content are:

  • Day in the life of students
  • Campus tours
  • Course introduction
  • Sample lectures

On the other hand, online course providers publish snippets and teasers of their educational content on YouTube to entice learners into further checking out course offerings. However, with the millions of videos that can be found on the site, it’s important to know how to promote and market your content to the right audience.

Videos garner plenty of views which can be beneficial in showcasing your education company. They allow prospective students to imagine and experience what it will be like to enroll in your campus, or to help them understand the industry knowledge and skill sets they can gain by taking up your online courses. By providing meaningful content, students become your brand ambassadors that will share your videos with their peers, widening your company’s reach.

Here are some more interesting statistics about video content:

  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
  • 71% of people watch more videos than they did a year ago.
  • 92% of users watching video on mobile will share it with others.
  • Videos attach 300% more traffic and help nurture leads.

There are a lot of developments going on in video marketing right now. By 2022, online videos will make up more than 82% of all consumer internet traffic–15 times higher than it was in 2017.

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