How University and College Admissions Teams Are Using Video to Compete for Students
Recruiting the next class of students has never been more competitive. Prospective students have more choices, more information, and higher expectations than ever before. They are making decisions based on what they see, not just what they read.
For admissions teams, video has become an important way to introduce students to campus life, academic programs, and the people who make a school feel like the right fit.
Students Are Watching Before They Apply
Schools are competing for the attention of a generation that reaches for a screen before a brochure.
Video-first platforms are where this generation learns, searches, and explores. 96.3% of Gen Z watch digital video, and YouTube and TikTok are major parts of that behavior, with 74% using YouTube and 72% using TikTok.
That matters for admissions teams because 53% of Gen Z search social and video platforms before Google.
Video Is Driving Enrollment Decisions
According to EducationDynamics' 2025 Marketing and Enrollment Management Benchmarks Report, short-form video now drives higher engagement rates than any other content type in enrollment marketing. Understandingwhen to use short-form versus long-form content is key to building a strategy that works at every stage of the student journey.
That impact also shows up in how students engage with admissions content. EAB research shows that students spend an average of over 8 minutes viewing a virtual campus tour, which is four times longer than a typical college website session. While campus visits still matter, many first impressions now happen on screen. A meaningful digital experience can help turn early interest into an in-person visit.
What a Strong Admissions Video Strategy Includes
Universities using video strategically are doing more than creating a single admissions piece. They are building a library of content that helps students understand the campus, the community, and the value of the academic experience.
A strong admissions video strategy often includes:
- Campus tour videos that allow students to experience facilities, residence halls, and common spaces before visiting in person.
- Student and alumni testimonials that speak directly to prospective students through real experiences.
- Academic program spotlights featuring faculty, student outcomes, and examples of where a program can lead.
- Social media content designed for platforms where high school students already spend time, including YouTube Shorts and Instagram Reels focused on campus life, clubs, and day-to-day moments.
Carnegie's 2025 survey of more than 3,400 prospective students and parents found that YouTube usage among graduating seniors increased 9% year over year, making it one of the fastest-growing platforms in the college search process. If admission teams are not showing up with clear, authentic video content, they risk losing attention to schools that are doing it well.
Storytelling Is the Differentiator
The technical quality of a video matters, but it is not the only factor that influences enrollment decisions. What moves a prospective student from interested to enrolled is a story they can see themselves in.
The most effective admissions videos feel authentic, not overly promotional. A first-year student talking about move-in day, a professor explaining what makes a program different, or an alum sharing how their experience shaped their career can make a school feel more real and relatable. Facts and program details still matter, but personal stories are often what help students feel a stronger connection.
Build a Video Strategy That Competes
University admissions is no longer just about sending brochures or waiting for students to schedule a campus tour. It is about helping prospective students understand why a school may be the right fit before they ever set foot on campus.
A strong admissions video strategy helps schools communicate culture, highlight academic programs, and show what makes the student experience different. When video is planned as part of a larger admissions strategy, institutions can create content that works across platforms, campaigns, and every stage of the enrollment process.
To start planning your next admissions video project, contact us at [email protected].