CONTENT BREAKDOWN
For QAHE, we post 4 statics & 1 reel, or 3 statics & 2 reels minimum per week. We then re-purpose this content for UULB & NUL so that they each have 2 posts per week minimum.
Video content will be the making of 2024.
Video content is becoming even more important in 2024. We're starting our strategy off with 1 reel every week. As we increase in the amount of video content we have, this will be increased where possible.
We are also advocating for more UGC from students, to transform most of what we post from marketing shot videos to authentic student content.
Our video content needs to be split equally across content pillars.
To ensure variety for our audience, the video content created needs to be split equally across all content pillars and editing modes.
Videos are key to today's social media audience, and one of the key ways to keep people engaged. Our video content must be split evenly across all content pillars, ensuring we're reaching a larger target audience vs the same one over and over again with the same style of video.
The same applies to the way which our videos are edited and presented. This means we need to include videos which are created through CapCut templates, professionally shot testimonials, short social first videos, event recaps without speech, etc.
Social first video content & 'CapCut' style videos
We have 2 main variations of videos which we post, both which have yielded some amazing results. The first are social-first created videos, which are typically shorter, and often include live photos turned to videos. They must contain a visual hook within the first 5 seconds.
These style videos are created solely with social media in mind. For example, day in the life of, describe the campus in one word, student UGC, etc. The chance of them being re-used outside of social media is slim, but they work very well for us.
We also use CapCut templates for events recaps, especially with lower quality imagery as it makes use of the content we have, in a popular way.
All videos must contain the logo only at the end, in the form of a logosting.
Testimonials & professionally shot videos
The second bank of video content we post is typically more professionally edited or filmed shots. Again, these have yielded some great results, but it's important to post these as well as the social first/CapCut style videos.
These videos will often be created and shared across multiple-marketing platforms due to the quality of the footage. They'll be uploaded onto YouTube for campaign pages, or embedded onto websites.
This content is usually derived from media days, or requested to be filmed by Louise, our Videographer and Motion Designer.
These videos tend to lean more towards student testimonials, alumni stories, information/tips/support from different student support services, etc. This doesn't mean they can't be 'social first videos' but simply means statistically what they have consisted of previously.
A picture tells a 1000 words
A large part of our weekly posting quota is made of up static imagery. The imagery we use can be split into 4 different categories, and should be used with varying degrees of priority based on their success.
In the moment content
This is content which has typically been sent to us by a staff member or student of an event that they've attended, behind the scenes shots, imagery from students on campus, agent visits, etc. This is our cornerstone content of 'authentic storytelling' as it showcases what we're actually doing, what life with us looks like and typically has the best reach.The same applies to the way which our videos are edited and presented. This means we need to include videos which are created through CapCut templates, professionally shot testimonials, short social first videos, event recaps without speech, etc.
QAHE stock imagery content
This refers to imagery which we've either taken professionally or has come from a media day. It's stock imagery which is of our campuses, students, etc and is typically used for multi-marketing purposes. Whilst this imagery can work well and is great quality, it's hit and miss as to whether it performs as well but is still something we want to use.
Stock imagery
'Stock imagery' this is imagery sourced from another platform such as Canva or Getty images. Whilst it can perform well when used correctly, if used without proper thought, the post can tank. For example, we used a stock image of fireworks with big ben for our New Years post, and this worked well because it was visually enticing, the same for our cinco de mayo post in 2023. However, if used incorrectly, for example for images which creative services could design, or which we could go out and take, the posts don't perform well.