How To Create Engaging Top of Funnel Video Content for Higher Ed
Filling the top of your enrollment funnel in higher education can feel like chasing a moving target. With so many schools vying for attention, it's easy to get lost in the noise, especially if your video content is too focused on the hard sell. Many colleges miss the mark by failing to create engaging, non-sales-oriented content that grabs attention early on. This top of funnel content is crucial for drawing prospective students in long before they’re ready to make decisions about applying.
So, how can you fix that, even with limited resources? Let’s dive into a few effective video strategies to hook your audience early and build a connection without the pressure of an immediate sales pitch.
What Is Top of Funnel Content?
At its core, top of funnel content is designed to engage and entertain your target audience before they’re ready to be sold on your school. This could include videos highlighting:
Remarkable research or new tech breakthroughs from your faculty
Novel, newsworthy stories that just so happen to involve your institution
Man-on-the-street style videos that ask fun and intriguing questions of students
Topical education videos that align with trending topics, but not necessarily your programs.
For example, a high school sophomore might not be ready to sit through a campus tour video, but they could be actively searching for content on topics they’re passionate about—Like the meat industry’s effects on environmental sustainability, or the science behind how a suspension bridge works. By engaging their interests, your school can be the name that comes to mind when they are ready to start considering colleges.
A Top of Funnel Moment In Real Life
When I was a kid, I went to “Take Your Kid To Work Day” at General Motors with my mom, who was an HR leader at the time. They made the day fun and engaging by letting us design cars and explore different parts of the automotive process. It left a big mark on me. In fact, I left that day wanting to be a car designer (I ended up becoming a videographer instead). Some level of loyalty to the GM brand has always been a part of my family, but that day took it to a new level, and even so, it would be another decade or so before I was in a position to make a car-buying decision.
Top of funnel content works the same way—it’s not about the hard sell. It’s about building a relationship and generating interest so that, when it’s time to make a decision, your school is already top of mind.
The Challenge of Buy-In
One of the biggest hurdles in creating top of funnel content is often getting buy-in from university leadership. It’s easy for decision-makers to understand the value of content that talks about the school directly—like program videos or campus tours. But convincing them to invest in non-sales-oriented content, especially when it doesn’t appear to have immediate ROI, can be tough.
Marketing isn’t just about directly promoting your school; it’s about generating interest and warming people up to be sold to. If you only create content designed for people already familiar with your institution, you're limiting your reach to those who are already on the verge of applying. However, investing in top of funnel content opens the door to a much wider audience.
Two Simple Top Of Funnel Video Strategies
If you have limited resources but still want to create engaging content for your top of funnel, here are two easy types of videos you can produce:
1. Man-on-the-Street Videos
Man-on-the-street videos are incredibly easy to execute and can be done with just an iPhone and a microphone. Pick a fun, engaging question and ask students around campus. These types of videos work particularly well on platforms like TikTok, Instagram Reels, and YouTube Shorts.
For example, Central Michigan University had great success with a TikTok video where they asked students, “Where does ‘up north’ start?” This simple question sparked debates in the comments and gained significant engagement.
Similarly, Boston University produced a funny Valentine’s Day video asking students if they wanted to call their partners and tell them “I love you.”
The key here is engagement—both on camera and in the comments.
2. Thought Leadership Snippets
Higher education is full of world-class faculty, and your school probably touts this in its marketing. Thought leadership videos take advantage of the expertise you already have by filming short snippets of interesting lectures or debates.
Harvard Business School went viral with a video showing a lively classroom debate about a business crisis, racking up millions of views. University of Chicago also found success by simply filming a political discussion about the future of the liberal order. It’s about finding those engaging moments in what’s already happening on your campus and turning them into shareable content.
The bottom line
“Most students aren’t ready to enroll at a college or university. And most donors aren’t ready to give. We invest in marketing so when they are they think of our school as a preferred choice. Marketing drives familiarity. And familiarity drives preference.” - Ryan Morabito, Senior Advisor, 5 Degrees Branding
In higher ed marketing, it’s crucial to warm your audience up before selling. Top of funnel content, whether it’s fun man-on-the-street videos or thought-provoking academic content, can draw in potential students who aren’t yet ready to apply. While it may take some convincing to get buy-in from leadership, investing in this type of content can help your school stand out when it’s time for prospective students to make their final decision.
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