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How to Use YouTube to Promote Your School

By | November 21, 2012

YouTube has created an option to help educators reach a wider audience through YouTube EDU. YouTube EDU is a resource that contains high quality educational content worldwide, such as instructional how-to videos and videos from educational institutions. YouTube divides these videos into educational categories: Pre-K, Primary and Secondary, Higher Education, and Lifelong Learning. There are a variety of benefits of being an active member in the YouTube EDU community:

  • Greater access to schools
  • Longer watch times
  • Creative commons

YouTube TrueView ads are a variety of ad formats that any YouTube users can pay for to reach out to viewers. The TrueView ad formats are:  In-search, In-display, In-stream, and In-slate. This chart explains the different ad options and the pricing model.

Educational institutions can also create a branded channel, which allows for the compilation of an institution’s videos in a centralized location. They can build multiple playlists so viewers are able to quickly search for a specific type of video. The branded channel also has an option to search within the channel. For example, if a prospective student wants to take a virtual tour of the campus, they can search your channel page to see if there’s a virtual tour video.

Students tend to be more engaged when they are able to use a medium such as video. Not only can they watch the videos and follow the related links to other videos about the school, but they can also comment on the videos and ask questions. Their questions can be answered by a number of different sources:

  • Administrators at the university
  • Current students
  • Alumni
  • Prospective students

YouTube, which is powered by Google, utilizes the same remarketing techniques as Google AdWords searches. These remarketing techniques allow your institution to interact with prospective students who engaged with your video. You can find users who watch your entire video ad, or you can interact on your brand channel and deliver a follow-up ad via the Google Display Network or YouTube.

Members of YouTube’s EDU program have access to a unique set of education metadata fields. If you click to edit one of your videos, you can view the tagging features under the Education Tab.

If you’d like to learn more about YouTube EDU or how Fathom can help you manage your next TrueView ad campaign to maximize visibility and return for your video promotions, contact us today at

Image source: YouTube TrueView Ad Guide & YouTube EDU PlayBook Guide

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About Michael Kartson

Michael Kartson is a Senior Account Executive at Fathom (since 2008) specializing in management of online marketing campaigns for the education and financial verticals. A graduate of John Carroll University’s Boler School of Business, Michael excels at bringing problem-solving skills, strategy and execution to all of his clients. He has an excellent history of delivering companies with tactical strategy for their online marketing plans. Michael also brings over 7 years of experience to paid search and display campaigns, including management and optimization focus on improving ROI and gaining market share from competitors. He manages a team of talented specialists across several departments to help identify market opportunities while measuring ROI. In addition he has helped clients expand into video, social, and email marketing to widen their online presence.

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