#1 - Compelling & Bite-Sized Video Content
Videos need to be short - seconds-short - and engaging, catching the attention of your audience in the first 7-10 seconds. Focus on creating content that is upfront, inclusive, visual, and personalized!
On Instagram, take advantage of “Stories” to show students doing sports, or experimenting in science class. Your aim is to tell the story in just a few snapshots. Schools experience the highest engagement when they share at least 5 compelling stories daily.
Bring it back on to Your School’s Website: Having a video on your homepage can immensely raise visitor conversions as well as retention. If you’re struggling to get inquiries, a video can engage website visitors who are considering filling out a form.

# 2 - Instant Information
In other words, offering information that is easy to grab and easy to go through will appeal to viewers. The more you can simplify the user experience and their access to relevant information, the higher the conversions.
Be upfront about everything, including tuition fees. Parents shouldn’t be struggling to find all the relevant info, like school costs, and they’ll be annoyed if they have to call the school to access this kind of information. The best tactic is creating a tuition page that encourages visitors to engage further.

#3 - School Transparency
When parents are considering school options, they base their decision on more than a program list or a menu of offered activities. They need to identify with the schools’ values and perspectives. Be transparent about these values on your website, using a diverse set of voices for testimonials. The more authentic, convincing, and trustworthy, the better the experience you are creating. Market your unique features, not your similarities. So many schools have almost identical mission statements and curriculum offerings.
If you want your school to stand out, feature the authentic aspects of your school— including the particularities.

#4 -  Community is Key
It all starts with the connection. Schools should aim to make their social media social. Genuinely connecting with people will facilitate meaningful interactions among followers.
Groups and communities require a lot of time to support, as they really are all about the personal communication, not just posting and waiting for the comments to roll in. That’s why schools should create their own groups on Facebook.

Key Takeaway
Educational institutions must focus on publishing transparent content while generating meaningful,  authentic conversations with smaller, more valuable audiences.