--This was presented at AMA Higher Ed on Nov. 6, 2018. For follow-up questions, send me an email at michig<at>lipmanhearne.com-- Short-form videos can be the perfect complement to your marketing and recruitment efforts. But how do you strategically leverage this tool and develop/distribute powerful content effectively? In this session, you’ll learn how many colleges are using short-form video to bolster their brands and better connect with prospects — doing so within limited budgets and resources.

1. Using Short-FormVideos to
Engage Gen Z
Michi Gupta, Senior Digital Strategist, Lipman Hearne

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Front-loaded content
Call to action (twice!)
Authentic
Text to support the story
instagram.com/p/Bp5wj4vHkrw/

3. Nice to meet you!
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michikog michig
Michi Gupta
Senior Digital Strategist at Lipman Hearne

4. “We can’t find ANY great stories to tell.”
- Said No One Ever.
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Higher Ed Communicator

5. Why are we talking about videos?
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This is Gen Z

7. | 72018 AMA SYMPOSIUM FOR THE MARKETING OF HIGHER EDUCATION
Is this Gen Z?

8. What it means to be “digital native”
Then: Word Processor FTW!
Now: Communicate in images,
videos, and emojis
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9. This is also Gen Z
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youtu.be/oAUcoadqRlE

10. Gen Z in a nutshell
Who?
• Born after 1995
• Will comprise 32 percent of the global population of 7.7 billion in
2019
• Social media and digital natives
• 91 % of Gen Z use social media
• Median age of getting a
smartphone: 12
• People born in 2001 will turn 18
next year, entering colleges and
be eligible to vote
• They are ethnically diverse--and likely the last in America with a
Caucasian majority
• They believe in diversity, equality, non-discrimination and the
alleviation of poverty
Behavior
• Attention span 8 seconds
• Communicate in images, videos and emojis
• Multitask on 5 screens
• 71% of teens spend 3+ hours watching video on their phones
every day
• Expert researchers – research obsessed
• 95% usesYouTube and 50% says
can’t live without it
• Instagram (69%), Facebook (67%), Snapchat (67%),
andTwitter (52%).
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11. Gen Z in a nutshell
Who?
• Born after 1995
• Will comprise 32 percent of the global
population of 7.7 billion in 2019
• Social media and digital natives
• 91 % of Gen Z use social media
• Median age of getting a smartphone: 12
• People born in 2001 will turn 18 next year,
entering colleges and be eligible to vote
• They are ethnically diverse--and likely the last
in America with a Caucasian majority
• They believe in diversity, equality, non-
discrimination and the alleviation of poverty
Behavior
• Attention span 8 seconds
• Communicate in images, videos and emojis
• Multitask on 5 screens
• 71% of teens spend 3+ hours watching video
on their phones every day
• Expert researchers – research obsessed
• 95% usesYouTube and 50% says can’t live
without it
• Instagram (69%), Facebook (67%),
Snapchat (67%), andTwitter (52%).
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WHAT DOESTHIS ALL MEAN?

12. Let’s make sense out of it through videos.
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What are you trying to achieve?
Raise brand awareness?
Drive intent?
Gauge positive sentiment?

13. Storytelling techniques through examples
Content
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Tips andTricks

14. Storytelling techniques through examples
Content
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Authenticity over quality.
twitter.com/RobbieFitz/status/963588652541636608

16. Empower the students.
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• Unboxing
à Acceptance
letter
• Shop with me
à Bookstore
• My crib
à Dorm tour

17. Example: Boston
University Admissions
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bu.edu/admissions/why-bu/student-life/day-in-life/sally-kim/

18. Find an influencer.
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youtu.be/rttGKuDXCCc

19. Find your influencer
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Missouri State President Clif Smart
youtu.be/KOv9gjuR6DY

20. Be Relevant.
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instagram.com/p/BoKPFCFg4V-/
twitter.com/DarrenAronofsky/status/1053328325144391680

21. Storytelling techniques through examples
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Tips andTricks

22. Make the videos snackable.
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For videos with a longer
narrative, turn them into
5-15 second increments
with Instagram Stories.

23. “What’s an optimal length for a video?”
à Front-load excitement in the first 2-3 seconds.
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Make their thumb stop.
Columbia University
Giving Day
v Attention span 8 seconds

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Does it hold up to the “sound-off” test?
vMultitask on 5 screens
facebook.com/Harvard/videos/311452756437418/

25. Where and How?
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Where? Everywhere.
Think mobile first: 78% of all mobile data will be
video by 2021

27. The How
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Photo to video
• Legend
• Unfold
Adding Captions
• Adobe SparkVideo
• InShot
• Videoshop
GIF
• Giphy Cam
• Boomerang
For Fun
• Pixaloop - cinemagraph
• Huji & Rad vhs - vintage

28. The How: Facebook Mobile Studio and Creative Hub
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facebook.com/business/e/mobile_studio
facebook.com/ads/creativehub/

29. Checklist
q Authenticity > Quality
qEmpower the students
qFind your influencer
qBe relevant
qSnackable content
qFront-load excitement
qInclude captions
Make sure you check off two or more.
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Test. Report. Share. Repeat.

30. Would you
watch it?
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31. THANKYOU!
@michikog
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