Education video marketing: The video types that grow school applications

Education video marketing means using video (short-form on TikTok, Reels and YouTube Shorts, and long-form on YouTube and your website) to showcase your school, programs and people, so you attract parents and learners and turn them into enrollment applications. The most effective video types are day-in-the-life videos, learner testimonials, sample lessons from teachers, admissions Q&As, campus tours and event videos. The key is to tie each video type to a specific stage of the enrollment funnel.

Why can't schools ignore education video marketing?

The way parents and students research information has shifted strongly toward video. The audience in Vietnam is huge:

At the end of 2025, YouTube had 62.1 million users in Vietnam and TikTok had 76.1 million users aged 18 and over (based on ad reach data). — Source: DataReportal – Digital 2026: Vietnam, 2026

Video doesn't just attract large audiences; it also directly influences decisions:

"63% of people would most like to learn about a product by watching a short video." — Source: Wyzowl – Video Marketing Statistics, 2026

In the same survey, 85% of respondents said they had been convinced to buy something after watching a video. In education, where parents need to "see" the classroom, the teachers and the atmosphere before they trust you, video is the fastest substitute for an in-person visit. To see where video fits into the overall strategy, read What is education marketing?.

8 video types that grow enrollment applications

1. "A day at school" videos

Follow a school or university student from the moment they arrive in class to the time they head home. Vertical format, 30–60 seconds, fast-paced. This type of video answers the question parents ask most often: "What kind of environment will my child be learning in?"

2. Learner and parent testimonials

Real stories, with the consent of the people sharing them. Let them talk about specific changes (more confident speaking, earning a certificate, finding a job) rather than generic praise. This is the strongest social proof in education.

3. Sample lessons from teachers

A 1–3 minute clip of a teacher explaining a tip or a concept. It demonstrates expertise and lets parents "meet" the teacher before enrolling.

4. Admissions Q&As

Each video answers one question: how much are the fees, how does admission work, how many learners are in a class, what is a trial class like. This type works very well for YouTube and TikTok searches during enrollment season.

5. Campus facility tours

Film classrooms, the library, labs and play areas. Use a presenter to avoid the feel of a "real estate ad".

6. Event and extracurricular videos

Open days, competitions, graduation ceremonies and career guidance seminars. Event videos prove that your school is "alive" and has a network of partners.

7. Purposeful trend and entertainment videos

Jump on trending sounds, challenges and funny classroom moments. The goal is to raise awareness, but keep the tone consistent with your school's image.

8. Conversion ad videos

Short, with a clear call to action: book a trial class, get a consultation, submit an application. Use them in ad campaigns on Facebook, TikTok and YouTube, targeting people who have watched your earlier videos.

Mapping videos to the enrollment funnel

A common mistake is producing videos on a whim, without knowing what goal each one serves. The table below will help you plan:

• Awareness — Suitable video types: Trends, a day at school, events; Main channels: TikTok, Reels, Shorts; Metrics to track: Views, completion rate
• Interest — Suitable video types: Sample lessons, campus tours; Main channels: YouTube, fanpage, website; Metrics to track: Watch time, followers
• Consideration — Suitable video types: Admissions Q&As, learner testimonials; Main channels: YouTube, website, Zalo; Metrics to track: Clicks, counseling messages
• Decision — Suitable video types: Conversion ads; Main channels: Facebook, TikTok Ads; Metrics to track: Number of leads, cost per lead
• After enrollment — Suitable video types: Class activities, achievements; Main channels: Zalo, parent groups; Metrics to track: Re-enrollment rate, referrals

How to build a complete funnel is explained in our 8-step enrollment funnel article.

A video production process for schools

1. Define the goal and funnel stage for each video.
2. Plan content by month, aligned with enrollment seasons, exams and events.
3. Write a short script: the first 3 seconds must spark curiosity; one single message; a call to action at the end.
4. Prepare your cast: students, teachers, parents. Get written consent to use their images, especially for minors.
5. Shoot in batches: one shoot can produce 6–10 short videos if the scripts are well prepared.
6. Edit and add subtitles: many people watch videos with the sound off, so subtitles are a must.
7. Publish and optimize: titles with keywords, relevant hashtags and a clear cover image.
8. Measure and improve every 2–4 weeks.

In-house or outsourced?

• Upfront cost — In-house team: Low if you already have the staff; Education-specialist agency: Package-based, predictable
• Equipment, filming and editing skills — In-house team: Requires investment; Education-specialist agency: Already in place
• Understanding of the school and students — In-house team: Excellent; Education-specialist agency: Needs time to get familiar
• Strategy, distribution, advertising — In-house team: Often weak; Education-specialist agency: Built in
• Consistency — In-house team: Easily disrupted in peak season; Education-specialist agency: Guaranteed by contract

Many schools choose a hybrid model: the in-house team quickly captures everyday moments on their phones, while the agency handles scripts, major shoots and advertising.

How to keep education videos from backfiring

• Respect students' image rights; never post images of children without parental consent.
• Don't exaggerate results: outcome promises must reflect reality.
• Maintain audio quality: poor sound drives viewers away faster than poor visuals.
• Keep your brand consistent: colors, logo and tone should match your identity guidelines. See also building a training center brand.
• Connect to counseling: videos can attract viewers, but if nobody answers the messages, applications still slip away. Set up an admissions counseling chatbot to respond 24/7.

Measuring education video marketing performance

Don't just look at views. Track performance in layers:

• Content layer: completion rate, average watch time, shares, saves.
• Engagement layer: comments asking about courses, messages coming from videos, link clicks.
• Business layer: number of leads, cost per lead, applications and enrolled students sourced from video.

To connect views to applications, every lead needs its source recorded in your CRM. That's why video marketing should go hand in hand with an admissions CRM.

How does Nex Agency deliver education video marketing?

Video is part of the Marketing pillar of Nex Agency's education solutions, alongside content, Facebook, Google and TikTok ads, and marketing automation. In our project with FPT University Da Nang, Nex ran a series of TikTok videos and seeding across more than 50 student groups during admissions season, delivering a 45% increase in applications; details are on our projects page.

All our education combo packages include videos and shoots: the Strategy package includes 2 videos and 1 video shoot per month, the Growth package 4 videos and 2 shoots, and the Breakthrough package 6 videos and 4 shoots. See the details on our pricing page.

Explore Nex solutions tailored to your sector: universities & colleges, preschools & K-12 schools and vocational schools.

Frequently asked questions

Should schools make short or long videos?

Do both. Short videos (under 60 seconds) quickly build awareness on TikTok and Reels; long videos (3–10 minutes) are better for detailed Q&As and campus tours, and belong on YouTube and your website for parents who are weighing their options.

How many videos should we post each month?

It depends on your resources, but consistency matters more than volume. A sensible starting point is 2–4 videos a month, increasing during enrollment season.

Do we need professional equipment?

A recent smartphone, a lavalier microphone and good lighting are enough for everyday short videos. Brand videos and key ad videos should be shot by a professional crew.

How do we know how many applications a video brings in?

Use links with tracking parameters, set up a separate form or chatbot for each campaign and record the lead source in your CRM. You can then compare applications and costs for each video.

What should we keep in mind when posting images of students online?

Get parental consent, avoid revealing personal information such as full names, classes or addresses, and don't use images that could put students at a disadvantage.

Start your school's enrollment video plan

If you need a video plan tied to specific application targets, the Nex Agency team is ready to give you a free consultation. Call our hotline 0798.798.321 or browse our packages on the pricing page.