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The Survey of College Use of Video in Marketing
Primary Research Group, July 2011, Pages: 105
This 105-page report looks closely at how American colleges are using video in their enrollment marketing efforts. It includes highly specific data on the number of videos made, their duration, means of distribution, placement venues and extent of use. Data is included on the number of views of the most popular videos, and the overall number of views for all videos produced by the college.
The report also looks at the amount of staff time spent on video production and marketing, use of and spending on outside consultants, both in past years and in the future. Survey participants give their opinion on the cost effectiveness of video marketing vis-a-vis other forms of online advertising, direct mail, print ads, and radio and television advertising. The study also gives a detailed view of the source of video views - how many are located through traditional search engines, on video sharing sites such as YouTube and Vimeo, or simply are downloaded from or viewed on a college website. The report offers a detailed look at the extent of use of a broad range of video sharing sites and breaks down the total percentage of college video views through YouTube vs all other video sites.
This report helps college marketers answer questions such as: how important do colleges view video marketing? How much money and staff time is being spent on the development and marketing of videos about the college? Which video sharing sites is the college using and how effective are these sites? How are videos being produced and marketed? What resources are colleges using to help them shape their video marketing policies?
Just a few of the report's many findings are that:
- 21.21% of survey participants had hired a consultant to help with script writing and video content development; two thirds of research universities had sought help in this area.
- Private colleges made nearly 10 times as many videos as the public colleges - a mean of more than 96 vs only a bit more than 11 for public colleges.
- A shade more than 21% had used Google Video as a distribution medium; the site was most popular among public colleges.
- The organizations in the sample spent a mean of 610 hours of staff time on video production and marketing.
- The longest average video made by the colleges in the sample averaged 10.6 minutes.
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