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Short-form content isn’t just a trend—it’s how today’s students consume content.
Platforms like TikTok, Instagram Reels, and YouTube Shorts have transformed how young people engage with media, and higher ed marketers need to keep up.
With shrinking attention spans and a growing preference for bite-sized, visually engaging content, YouTube Shorts offers a powerful way to reach students—especially as TikTok’s future in the U.S. remains uncertain.
Short-form videos capture Gen Z’s need for authenticity and immediacy while showcasing campus life, academic programs, and student experiences in an engaging format.
And its broad audience—including students, parents, alumni, and faculty— makes it a versatile marketing tool.
Beyond reach, YouTube Shorts provides SEO benefits, as Google indexes its content, increasing discoverability, and its analytics tools also allow you to refine your content strategy for maximum impact.
And importantly, new features introduced by the platform recently such as Shorts, Live streaming, Chapters, Premieres, Community Tab, etc. continue to attract more content creators and consumers.
But it can be hard to get started with short-form content if you’re not already used to creating it.
Here’s a guide to help you get started.
Embrace authenticity
Gen Z can spot inauthentic content a mile away. They prefer real, unpolished videos that feel personal and relatable, and aren’t overly commercialized or polished.
Short-form videos that are authentic, unscripted, and student-driven tend to resonate more with prospective students.
So it’s perfectly ok to feature current students in real, relatable moments—whether it's documenting their daily life on campus, participating in school events, or discussing their academic experiences.
You can feature real students sharing experiences, participating in campus events, or offering tours to build trust and reliability, showing up the fun, energetic side of campus life while engaging students on their terms.
The less scripted, the better.
Stay current with trends
Trends move fast, and jumping on them keeps your content fresh and engaging.
Keep an eye on what’s trending in both higher ed and mainstream culture, whether it’s a viral challenge, popular sound, or trending topic; staying current helps boost visibility.
For example, a "Day in the Life" series, reaction videos, or fun campus challenges can quickly resonate with your audience.
Stay up to date with trending hashtags, sounds, or challenges both within higher education and in the broader culture; tapping into trends can use up minimal production but gain huge engagement.
Show off what makes your campus special
Every school has something unique—why not highlight it?
Short-form video is the perfect way to showcase cool traditions, top-notch academic programs, and vibrant student life.
Whether it’s showcasing academic programs, quirky campus traditions, or creative student projects, short videos provide an inside look that helps prospective students imagine themselves at the university.
For example, you could give viewers a sneak peek into student-run events, groundbreaking research, or quirky campus traditions. If your school has a secret menu item at the dining hall or a famous annual event, make a Short about it!
Deliver educational value
Shorts aren’t just for entertainment—they can also be a great way to highlight your university’s academic strengths.
Educational mini-lessons or snippets from research projects, lectures, or lab experiments can demonstrate the academic value of an institution.Quick, engaging lessons can spark curiosity and show off faculty expertise.
Why not create short, informative videos that provide insights into academic programs, application processes, or study tips?
For example, a university can create a 15-30 second knowledge bomb showcasing a professor’s cool demonstration in a chemistry class or a quick tip from an admissions counselor on how to apply for scholarships.
Incorporate clear Calls-to-Action (CTAs)
Even in a 15-second video, you need to guide viewers on what to do next.
Whether it’s checking out your website, attending a virtual tour, or subscribing for more content, CTAs help drive engagement.
Encourage viewers to take action, whether it's visiting your website, applying, or attending a virtual tour. Clear CTAs guide prospective students through their decision-making journey.
At the end of a short video, try adding a direct CTA like “Follow us for more campus insights” or “Apply for our next intake.” This subtle push keeps the audience engaged beyond the immediate content.
Keep it natural but direct.
Let student voices shine
Nothing is more powerful than peer-to-peer influence.
Students trust peer recommendations, so featuring current students sharing their experiences, successes, or tips on navigating college life is a winning strategy.
Unscripted testimonials or campus tips delivered in short bursts can make a compelling case for prospective students.
Encourage current students to create and share content about their experiences. User-generated content adds authenticity and can enhance engagement.
You could showcase student testimonials, Q&As, or "Why I Chose This University" videos, for example.
Prospective students want to hear from their peers, not just the admissions office.
Optimize video length
While YouTube allows videos up to three minutes, the most successful content is often much shorter—between 15 to 60 seconds.
The key is to grab attention fast and keep it engaging.
Aim to keep your videos concise to maintain viewer attention, and stick to one clear message per Short.
Use quick cuts, dynamic captions, and eye-catching visuals to hold viewers’ interest.
Analyze and adapt
Don’t just post and forget—YouTube provides valuable analytics to help you refine your strategy., so track what works and optimize.
Understanding what resonates with your audience ensures long-term success.Regularly review performance metrics to understand what resonates with your audience. Use these insights to refine your content strategy.
Specifically, check watch time, engagement rates, and viewer demographics. Experiment with different content styles and posting times to see what sticks.
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YouTube Shorts is a goldmine for higher ed marketing, offering a dynamic way to engage with prospective students.
By focusing on authenticity, leveraging trends, showcasing campus life, and tracking performance, universities can make a lasting impact.
The key is to keep it real, stay agile, and have fun with the content.