Video ad secrets that captivate prospective students
April 25, 2025
The most effective video ads are more than visual messages; they’re emotional experiences. They understand that beneath every view is an emotional trigger and behind every decision lies a psychological need. By looking at human nature and storytelling, you’ll transform your video ads from promotional content into compelling narratives that reach your prospective students and ultimately, move them to action.
The psychology behind effective video ads
Here are some of the key psychological principles of engaging video ads:
Emotion and memory: Emotional content is memorable and builds a stronger connection with prospective students and parents. Ads that elicit joy, surprise or have a wow factor leave a lasting impression.
Attention and novelty: The brain is designed to notice new and unexpected things. Incorporate elements to grab and hold attention like a screen at the video’s end where prospective students can download your app or fill out an application.
Social proof: People tend to follow the crowd. Prospective students want to know the experiences of other students already attending your school and from other high school students planning to enroll. Make your ad more persuasive by featuring video testimonials from current students or showcasing campus experiences like living in a dorm or attending class.
Simplification: The simpler the message, the easier it is for prospective students and parents to understand and remember. Overcomplicating an ad may lose the attention of your audience.
The power of storytelling in video ads
A well-crafted story captivates your audience, stirs emotions and develops a connection with your college or university using:
Engagement: Stories are naturally engaging. They garner attention and make the content relatable.
Emotional connection: A good story evokes feelings, leading to a stronger bond with your audience.
Memorable: Stories are easier to remember than facts or statistics. They make your message stick.
Brand identity: Through storytelling, you represent your school’s values, mission and personality.
Do’s and don’ts for attention-grabbing content
Did you know that the average attention span has dropped to just 8 seconds, underscoring the importance of creating captivating video ads? (Fun fact: a goldfish has a longer attention span!) Here are some do’s and don’ts to guide you:
Do’s:
Start strong: Grab attention in the first 8 seconds to make a lasting impression and keep your audience watching.
Use storytelling: Tell a story that connects the audience with your school and builds a relationship with future students.
Include a clear message: Ensure your main point is easy to understand. Prospective students are more likely to take your desired action when the main idea is quickly understood.
Have a call-to-action: This is the specific activity you want someone to take after viewing your video like watch additional videos, fill out an application or learn more about academic programs.
Leverage visuals and sound: To have a memorable viewing experience and boost brand recall with high school students and parents, use high-quality visuals and sound.
Don’ts:
Overcomplicate: Don’t overwhelm your audience with too much information or unnecessary details.
Ignore your audience: Understand your prospective students’ needs and preferences to create impactful ad content that connects with them on a personal level.
Rely on features alone: Focus on benefits (what enrolling here does for them) and emotional appeal as well as features (what your school is about) for a stronger connection to drive conversions.
Neglect your brand: Make sure your school is represented without overpowering the content.
Not be inclusive: When possible, incorporate closed captions with the option to mute sound to accommodate all viewers.
Video engagement metrics
Video engagement metrics are important to determine your ad performance. Here are four key metrics you need to keep an eye on:
1. Play rate
What it is: The likelihood someone will hit play on your video.
Why it matters: A high play number means your video is catching people’s attention. If it’s low, try changing the title or make sure your video matches the page content and demographics.
2. Average engagement rate
What it is: The percentage of the video that viewers watch.
Why it matters: This metric helps you see how much of your content people are watching and where they stop. Review stopping points for updates you can make to keep viewers watching.
3. Heat mapping
What it is: A visual representation of viewer engagement.
Why it matters: Heat maps show which parts of the video were watched, rewatched or skipped. This insight helps you understand what content keeps viewers’ attention and what doesn’t.
4. Individual session data
What it is: Data on who watched your video, what device they used and where they were.
Why it matters: Each viewing session provides information to refine your strategies and optimize for increased engagement.
Making great video ads is about understanding how your audience thinks and feels, and then using that knowledge to tell stories that matter. To capture attention, your message needs to be something that makes prospective students stop, listen and react. When you learn to create videos that truly connect with high school students and parents, you’re creating moments that stick in their minds and make them want to be part of your college or university.
Don’t forget to sign up for our newsletter or download our advertising whitepapers for more insights like these delivered straight to your inbox. And follow us on LinkedIn for more valuable advertising trends and tips.
