About the Episode
About the Episode:
In this episode, Jaime and John Azoni, founder and executive producer of UNVEILD, explore short-form video content and its potential for colleges and universities. Jaime and John discuss the transformative influence of platforms like TikTok and Instagram Reels on the video content landscape and how these changes are reshaping marketing strategies across the board.
Key takeaways include:
- Great ideas for topics to tackle with short form video.
- Insight into the key elements for developing a successful video content strategy.
- Guidance on the equipment and technical set up needed to create short form video.
- Actionable advice and examples to help you get started.
Episode Summary
What Makes Short-Form Video So Effective in Higher Education?
Short-form video has become a popular medium for marketers due to its potential for organic reach and engagement. Platforms like TikTok have democratized storytelling, enabling anyone to create content that resonates emotionally with their audience. John Azoni notes that short-form video is especially powerful for higher ed marketers to connect with prospective students by capturing campus life, trends, and relatable experiences. Videos that evoke emotions—whether laughter, nostalgia, or excitement—build a neural pathway to the brand in viewers’ minds, making them feel more connected to the institution.
How Can Institutions Identify Topics for Short-Form Videos?
When brainstorming topics, Azoni emphasizes the importance of understanding platform trends and thinking creatively. Scrolling through Reels and TikTok with an analytical eye can spark ideas. Effective higher ed content includes themes like emotional moments (e.g., acceptance letters), campus vibes, tech innovations, and humorous takes on everyday campus life. Azoni also mentions leveraging user-generated content, such as videos of students experiencing key moments like moving into the dorms or graduation. These authentic glimpses into student life create relatability and foster community engagement.
Do Institutions Need High-End Equipment for Effective Short-Form Videos?
According to Azoni, the answer is no. For platforms like TikTok, the production quality doesn’t need to be high; an iPhone is often enough. Simple setups, like an iPhone with a lapel mic or even a creative “janky” setup (e.g., attaching a mic to a stuffed animal mascot), can add an authentic charm to the content. The real magic lies in how the content resonates with viewers rather than the technical quality. For instance, a “man on the street” interview with a trending question or a lighthearted, engaging response from students can be more effective than a polished, scripted video.
What Are Some Examples of Successful Higher Ed Short-Form Video Trends?
Azoni identifies several trends that have gained traction in higher ed. These include:
- Big Emotions: Capturing emotional milestones like acceptance day or move-in day resonates deeply.
- Campus Vibes: Sharing beautiful or unique shots of campus life set to popular music.
- Tech Showcases: Highlighting advanced tech or labs on campus, which sparks curiosity and shares the campus’s cutting-edge resources.
- Trending Sounds and Concepts: Jumping on platform trends, like using popular sounds or challenges, makes content feel timely and relatable.
How Can Institutions Ensure Their Content Stands Out?
To make content stand out, Azoni recommends thinking about the “side door”—a creative way to convey a brand message without being too direct. For example, instead of explicitly promoting the campus, create a video that plays into popular trends or showcases the institution’s unique character through clever visuals and captions. The goal is to hook the viewer emotionally first, then let the brand message follow naturally. A side-door approach taps into the emotional appeal of stories, increasing the likelihood of shares, comments, and engagement.
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.
Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Talking Tactics and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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