In this first post in our series for higher education professionals, Mike Petroff describes how to harness the power of YouTube for your college or university.  Stay tuned for more tips that will maximize your institution's online impact without breaking the bank.

There’s no question that a YouTube channel is a great way to inform prospective students and parents about a school’s academic and social community. According to research by Noel-Levitz in “Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Student” in 2010, 59% of prospective students reported using YouTube as a social media resource in the recruitment process. YouTube EDU logo

In order to get the most out of a YouTube channel, school’s should apply for a YouTube EDU partnership and optimize their channel and video for their audience.

Step 1: Create a YouTube username

If you haven’t done so already, create the username you plan to have as your YouTube channel link. For example, schools generally use their name (submit a trademark complaint form to YouTube to hopefully take control of that account and username.

Step 2: Upload academic content to your channel

Once you’re ready to begin uploading content, it’s important to remember some key tips in optimizing your video.

  • - Be sure to read YouTube’s video uploading specifications on preferred resolutions, audio settings, and aspect ratios.
  • - The file name of your video matters! It affects how the video shows up in search results and the related videos that appear alongside your clips. Include your school’s name and a descriptive title in the video file name before uploading.
  • - Include descriptive, keyword-heavy words in your video title, description and tags. Also, include your school’s URL in the video description so viewers can easily get back to your website.
  • - After uploading a video, clickable annotations can be placed, directing viewers to other YouTube videos or channels. Placing an annotation at the end of each video (back to your YouTube channel) will increase traffic to other videos you’ve uploaded. More information about annotations is available from YouTube.

Step 3: Apply for an EDU partnership

YouTube allows qualifying two- and four-year degree granting public and private colleges and universities to apply for a YouTube EDU channel. Approved colleges and universities can be granted one channel that encompasses the entire campus.

To be considered for YouTube EDU your channel should already be established with a representative amount of educational videos. The benefits of an EDU partnership include upgraded channel branding and video length options. To apply, YouTube offers an online form. It is expected that you or your team will be the central point of contact on campus for coordinating providers who wish to add content to the channel

Step 4: Brand your YouTube EDU channel

Photo: Mike Petroff, Emerson College

Emerson College and branding options, including the Video Page Banner, channel modules, and channel links.

These are four relatively easy ways to increase the online presence and search engine optimization (SEO) impact for your college or university.  YouTube EDU channels offer a variety of ways for your school to connect with alumni, parents, prospective students, current students, and donors.  

In what ways have you used YouTube at your institution?