If you wonder whether you need a promotional video at all, perhaps you will be convinced by the fact that every day your potential customers play and share millions of videos, which spread very fast across social media. Why exactly should you make one and what an advertising spot for your language school should look like?

 

Statistics speak for themselves

Video marketing has been gaining popularity for several years, but 2017 was a breakthrough year. According to research, over 500 million people are watching Facebook videos every day. And this scale is growing all the time! It is envisaged that in 2019 video content will generate as much as 80 percent of the entire Internet traffic (compared to 65 percent in 2014).

Moreover, after adding video to your website, you can definitely improve the website’s position in Google search engine. Additionally, by placing videos in e-mails, you can double the clickability, while viewers will comment and share your video 10 times more eagerly than a plain text at the blog.

Those data should provide motivation for you because your potential customers use on daily basis such channels as YouTube, Snapchat or Facebook. This is a highly effective method to reach Internet users and promote your language school on a larger scale.

 

Why should you create a promotional video?

  • They breed trust

First of all, video content breeds trust, because you show the behind-the-scenes of your school. You can show yourself in the best possible light, make up some story and consequently – contribute to positive perceptions of your school. Video can show you from a completely different side, demonstrate the advantages of the school and its employees. This will arouse in recipients the feeling of security and certainty that they will receive the very best of things in your school.

  • They improve effectiveness

Depending on what we present, videos can significantly influence your sales to funnel. Research proves that the following are the most effective sales forms:

  1. Customers’ references in video format
  2. Product’s demonstration
  3. Self-study guides, explanatory videos
  4. Interviews with personalities
  5. Case studies
  6. Live video blogs
  7. Videos of events

You can create a promotional spot for the aforementioned elements. You will easily find people willing to share their opinions about the school in front of a camera, you will present the school from the inside or add a footage from the open day.

Interactive video is a successful trend in 2018. It can contain a course enrolment form or questionnaires to be filled in. It is also possible to watch viewers’ reactions, measure decisions and speed of reactions.

  • They reinforce the message

An image is definitely more involving than a text itself so you can convey more information to your recipients in a short time. Think how much time it takes for potential students to find a proper course for themselves, and on top of that…. one that will not necessarily interest them.

By watching a movie they obtain in a simple and fast way the basic pieces of information about a location of your school, offered courses and teachers. What matters most is that within a short time your customers can see for themselves what lessons in the language school look like and in what conditions they are carried out or whether there is a friendly atmosphere.

 

3 steps towards the creation of a promotional video

Know your recipients – who are your customers?
  • What is your main goal? (do you want to improve brand’s awareness, or perhaps double the number of students?)
  • What will be the message of the video?
  • Who is your target group? (what is their age, interests, incomes?)
  • What is the best method to reach my target group? (different for parents of children, who entrust their kids to the school for some time, different for companies – via Facebook, YouTube, groups associating my recipients?)
  • What will be the call for action like? (e.g. signing up for the newsletter, completing the form or encouraging for free lessons)
Choose the style – what message should be sent depending on the target group?
  • What will be the tone of the promotional video: light or serious?
  • Who will speak in the video? (the owner, teachers, students)
  • Should scripts be used? (prepared or spontaneous statements?)
Choose the genre – what form will the promotional video assume?
  • Customers’ references;
  • A narrator telling the story or just the story leading to your school;
  • A spokesperson, in this case, the owner, telling about the school and offered courses;
  • Movies explaining e.g. the word of the day, a week with Present Perfect Tense at various levels (Check out an example Learn English with Alex).

Remember that once you create the promotional video of your language school, you need to make it available wherever possible (certainly bearing in mind your target group).

Please find below examples of very good promotional videos of language schools:

Video marketing has recently become a very popular trend, which continues to grow. Therefore, it is worthwhile to take advantage of its spreading potential and still before the beginning of the year record a promotional video of your language school. Remember: whether you make it on your own or take advantage of the services of professionals, always bear in mind your target groups and match your message to them.