Short-form videos are everywhere. Parents scroll through it every day, whether that’s on Instagram, Facebook, TikTok, or even YouTube. For schools, this creates a huge opportunity to show what school life is really like in a way that feels natural.
You do not need a big budget or a film crew. You just need to know what to film, where to share it, and how to keep it simple.
Here are some practical, easy-to-follow tips to help you make the most of short-form video.
Start with everyday moments
Many schools hold back from using video because they think it needs to be perfectly produced. In reality, short-form video performs best when it feels real and authentic.
Try filming:
- Pupils arriving in the morning
- A classroom activity in progress
- Children proudly showing work they are excited about
- A quick clip from a rehearsal or match
Keep videos short
Attention spans are short, especially on mobile. Research shows the average attention span is now around eight seconds, and over 60 per cent of viewers decide whether to keep watching within the first three seconds. The hook, or opening moments of your video, is what makes viewers stop scrolling.
A strong hook grabs attention, sparks curiosity, and gives viewers a reason to keep watching. Whether it’s a quick question, a surprising visual, or a pupil sharing something exciting.
For example:
- Question hook: “Ever wondered what a typical day in Year 5 looks like?”
- Visual hook: Doors opening at the start of the day
- Text hook: “Learning never looked so fun!”
Let pupils and staff do the talking
Short-form video is a great way to capture their experiences.
Simple prompts work well, such as:
- “My favourite thing about school is…”
- “I love teaching here because…”
These clips feel honest and help build trust with prospective parents.
Reuse the same video in multiple places
The same clip can be:
- Shared on social media
- Embedded on your website
- Used to promote an open day
This saves time and keeps your messaging consistent.
Be consistent, not perfect
It is better to post one short-form video each week than to post lots at once and then stop. Consistency builds trust and helps platforms show your content to more people. Set a realistic goal and stick to it. Even small steps make a difference.
Final Thoughts
Short-form video gives schools a chance to show their personality, values, and community in a way that feels open and welcoming. By focusing on real moments and keeping things simple, schools can connect with families long before an open day. If parents can imagine their child being happy at your school, you are already halfway there.
If you need help with developing your school marketing strategy, our Digithrive For Schools team can help. Contact us here.