How to increase school admissions with video

small films founder, george hughes

14th December 2023

written by George Hughes

It can be tough as a school to stand out in a crowded landscape. But one powerful tool that has proven to be a game-changer is video. In this comprehensive guide from the Small Films team, we’ll explore the various strategies and tactics to leverage video content to increase school admissions.

The Power of Visual Storytelling

Before we delve into the specifics, let’s understand why video is such a potent medium. Humans are visual creatures, and video allows schools to tell a compelling story, providing an immersive experience that resonates with prospective students and their parents. With the right approach, video can evoke emotions, showcase the unique culture of your school, and highlight the benefits of choosing your institution. Here are all the ways you can use it to increase school admissions.

Banner for marketing an independent school

Showcase School Life

Prospective students and their families will always want to get a feel for the school grounds. Use video to offer virtual tours, capturing the bustling hallways, engaging classrooms, vibrant extracurricular activities, and the overall atmosphere of your school. A well-produced virtual school tour can create a familiarity that goes beyond what traditional brochures or websites can achieve.

Spotlight Academic Excellence

Create videos that highlight the academic achievements and excellence of your school. Showcase successful projects, innovative teaching methods, and testimonials from students who have excelled in their academic pursuits. Parents are keen on understanding the quality of education their child will receive, and video testimonials can really help to support this. 

Watch the Bancroft’s School promotional film from the Small Films team. 

Feature teachers and staff

Introduce the faces behind the education by creating videos that spotlight your departments and teachers. Share their stories, teaching philosophies, and passion for educating students. This personal touch humanises the educational experience and helps build trust with prospective students.

Capture special events 

Schools often have unique events and celebrations that contribute to their ethos. This might be school plays, anniversaries, Founders Day celebrations or Christmas Carols. Capture these moments through video, allowing prospective students to witness the environment that your school fosters. 

Create testimonials and success stories

Feature video testimonials from current students, alumni, and parents who can share their positive experiences with your school. Real stories help to endorse your school, addressing common concerns and showcasing the tangible impact of your school on students’ lives.

Address FAQs 

Create informative videos that address frequently asked questions and common concerns that prospective parents may have. Cover topics such as the admissions process, academic programmes, extracurricular activities, and the overall student experience.

Create social media engagement

Use social media platforms to share your video content. Platforms like Instagram, Facebook, and YouTube are ideal for reaching a wide audience. Short, engaging snippets can be shared as teasers, directing viewers to longer, more detailed videos on your school’s website. Encourage sharing and interaction to expand your reach.


Deliver webinars and virtual open days

Host webinars and virtual open days through live and recorded video sessions. This allows prospective parents to interact with teachers, ask questions, and gain a deeper understanding of what your school has to offer. Virtual events also accommodate the busy schedules of modern families.

Run video ad campaigns

Consider running targeted video ad campaigns on platforms like Facebook and Instagram. These ads can showcase the unique aspects of your school and appear to users who fit your target demographic. Video ads have the advantage of capturing attention and conveying your message quickly and memorably.

Watch Dumpton School social media video ad from the Small Films team

Share alumni success stories

Highlight the achievements of your alumni through video testimonials and success stories. This reflects positively on your school and demonstrates the long-term impact of the education you provide. Alumni success stories can be a compelling factor for families considering your institution.

From showcasing your grounds and academic excellence to featuring testimonials and engaging with prospective families through virtual events, video content allows you to bring the unique aspects of your school to life.

If you’d like support from a video production agency that has delivered films for the likes of Eton College, Croydon High School and Marlborough College, then don’t hesitate to get in contact. We’d love to hear from you. We can support across a wide range of films, from social media video ads, testimonials through to Heads of Department welcome videos.