Video-first marketing strategy
In today’s digital landscape, video isn’t just an add-on, it’s the starting point. A video-first approach puts this format at the heart of your marketing strategy, both as the driver of your campaigns and the source of valuable supporting content.
What began as a shift led by platforms such as Facebook in 2016 has become the norm thanks to TikTok, YouTube Shorts, and Instagram Reels. For Gen Z and beyond, it’s the language of digital communication.
"In today's digital landscape, video isn't just an add-on, it's the starting point.”
Why video-first matters
Video has moved from being a supporting tool to the foundation of modern communication in higher education. Attention spans are short, competition for eyeballs is intense, and audiences (particularly younger ones) expect video as the default. Text and images still have their place, but video is the medium that grabs attention, conveys emotion, and makes messages memorable. Many are now turning to a video-first marketing strategy as the starting point for their content.
"The industry no longer just talks about video-first. The algorithms reward it.”
Integrated, not isolated
Being video-first doesn’t mean abandoning other channels. Instead, it uses video as a starting point, to amplify, connect, and gain greater efficiencies across your content production. Done well, video leads the way, working hand-in-hand with the rest of your content strategy. It can be considered in two ways: as a driver and as a generator.
Video as a generator
Rich in layers video combines images, audio, and narrative in one package. Starting with video allows you to turn a single asset into a wide range of content. Done right, it’s one of the most cost effective, high-impact tools in your content toolkit.
For example, one shoot can generate:
• Blog posts from transcripts
• Social clips (Reels, TikTok)
• Written quotes for prospectuses
• Still images for web and social
• Audio for podcasts
• Behind-the-scenes material
Video as a driver
Video has been proven to deliver higher impact and engagement than other content formats. It grabs attention, builds emotional connection, and leads audiences through the decision-making journey. It’s how your campaign makes its first impression.
Whether it’s a cinematic hero video headlining a recruitment push or a welcome film kicking off a virtual open day, video sets the tone and steers viewers toward deeper engagement.
Why a Video-First Marketing Strategy Works for HE
For higher education teams, a video-first marketing strategy brings clarity and efficiency to an increasingly crowded landscape. By planning video as the starting point, institutions can use it both to drive engagement and to generate a wider ecosystem of content. The result is more consistent messaging, better use of budgets, and campaigns designed around how prospective students actually consume information today.
This article was taken from the 2025 UniTrackr report...
...a unique study exploring video-first social media trends and rankings in UK Higher Education, put together by a dedicated team from h10 agency...
Want to create more effective and engaging video for your institution?
At h10 agency, we specialise in creating video content for higher education marketing. This ranges from higher end promo videos, through to user-gen and social.
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