Visual Content Strategy for Your University

Visual content is pivotal for engaging prospective students, parents, and stakeholders. With the proliferation of digital platforms, the strategic use of visuals can significantly enhance your university’s online presence, foster engagement, and communicate your unique story. Today we explore how you can develop a robust visual content strategy to captivate your audience and elevate your brand.

Why Visual Content Matters

Visual content, including images, videos, infographics, and interactive media, is more engaging and memorable than text alone. Research shows that people remember 65% of information when accompanied by a relevant image, compared to only 10% without it. For higher education institutions, visual content can:

• Capture Attention: In a crowded digital space, visuals can stand out and grab attention more effectively than just text.
• Convey Complex Information: Infographics and videos simplify complex information, making it more accessible to prospective students and parents. 
• Build Emotional Connections: Images and videos can evoke emotions, making your school’s story more compelling and relatable. 
• Enhance Shareability: Visual content is more likely to be shared on social media, amplifying your reach and engagement.

Key Components of a Visual Content Strategy

Now that we covered the importance of visual content, let us go over the key components of a visual content strategy.

1. Understand Your Audience

• Persona Development: Create detailed personas for prospective students, parents, and other stakeholders. Understand their preferences, concerns, and motivations.
• Platform Preferences: Identify where your audience spends their time online—Instagram, YouTube, TikTok, LinkedIn, etc.—and tailor your visual content accordingly.
  

2. Define Your Goals

• Awareness: Increase visibility and awareness of your university.
• Engagement: Foster interaction and engagement with your content.
• Conversion: Encourage inquiries, applications, and enrollments.
  

3. Craft Your Brand Story

• Visual Identity: Develop a cohesive visual identity, including a color palette, typography, and logo usage, that reflects your university’s values and mission.
• Consistent Themes: Create recurring themes or series that tell your school’s story—student testimonials, campus tours, faculty spotlights, etc.
  

4. Content Types and Formats

• Photography: Use high-quality images of campus life, events, and facilities to showcase your environment.
• Videos: Produce videos for campus tours, virtual open houses, and interviews with faculty and students.
• Infographics: Create infographics to explain academic programs, admission processes, and other complex information.
• Interactive Content: Develop interactive content like virtual tours, quizzes, or interactive maps to engage users in a dynamic way.
  

5. Content Calendar and Scheduling

• Plan Ahead: Develop a content calendar that aligns with your university’s academic calendar and key events.
• Regular Updates: Post regularly to maintain engagement and visibility. Consistency helps build a reliable presence online.
  

6. Leverage User-Generated Content

• Student Contributions: Encourage students to share their experiences through photos and videos. Feature this content on your social media and website.
• Hashtag Campaigns: Create branded hashtags for events or themes to aggregate user-generated content.
  

7. Optimise for Search and Social

• SEO for Visuals: Use descriptive filenames, alt text, and captions for images to enhance search engine visibility.
• Social Media Optimisation: Tailor visuals for different social media platforms, considering image dimensions, formats, and best practices.
  

8. Measure and Adjust

• Analytics: Use analytics tools to track the performance of your visual content. Monitor metrics such as engagement rates, shares, and click-through rates.
• Feedback: Gather feedback from your audience to understand what resonates and what does not.
• Adapt: Be flexible and ready to adjust your strategy based on performance data and feedback.

A Practical Example of Implementing the Strategy

Imagine your university is launching a new study programme. Here is how you might implement a visual content strategy.

1. Launch Video: Create a dynamic video showcasing the programme’s highlights, featuring interviews with faculty, glimpses of any equipment used (like labs and machines if it is an engineering programme), and student testimonials.
2. Infographic Series: Develop infographics that break down the curriculum, career prospects, and admission requirements.
3. Campus Tour: Offer a virtual tour focusing on the facilities used in this programme, utilising 360-degree photos and interactive elements.
4. Social Media Campaign: Launch a campaign using a branded hashtag, encouraging current students and alumni to share their experiences in the programme.
5. Regular Updates: Post a series of short videos and photos on social media, providing updates on projects, events, and student achievements within the programme department.

Conclusion

A well-executed visual content strategy can transform how higher education institutions connect with their audience, telling a compelling story that resonates and engages. By understanding your audience, defining clear goals, crafting a cohesive visual identity, and consistently producing high-quality visual content, you can elevate your university’s brand and foster deeper connections with prospective students and stakeholders. Embrace the power of visual storytelling and let your university’s unique narrative shine!

Contact us at hello@nextlevelmkt.net if you need support in creating a visual content strategy for your university and would like to know more about how implementing such a strategy can have a significant impact on prospective students’ engagement.