The report presents data from 24 colleges and universities about how they are using YouTube, Vimeo, Facebook Video and other video sharing sites in college marketing. The 85-page study helps its end users to answer questions such as: how much staff time are college marketing departments spending on video? Which video outlets are primary? How much are colleges spending on video ads? How many are they making? How long are they? How are they making them? In-house? Outsourced? What college departments are involved in video production? How many views are marketing oriented videos getting? What metrics are college marketers using to assess the effectiveness of their video campaigns? Which colleges, in the opinion of the survey participants, have exemplary videos and where are the best sources of advice on production of marketing oriented college videos?
Just a few of the report’s many finding are that:
About 38% of private colleges have a consistently updated presence on Vimeo, while only 13% of public colleges have one.
Only about 8% of the colleges have used a consultant to advise them on YouTube strategy or video strategies for other video sharing sites
During the past year colleges produced on average 12 videos that were more than 1 minute in duration and were intended for marketing purposes. The range was between 0 and 60 videos, while the median number was 7.
About 60% of colleges that charge as a sticker price between $30,000-$35,000 in annual tuition plan to increase their spending on video ads during the next two years.