The Art of Higher-Ed Storytelling Using Video
Higher education is not just about degrees and classrooms – it’s about building real community, problem solving, and inspiring the next generation of leaders who will change the world.
It’s important work.
As a director & filmmaker I’m often tasked with helping tell these stories. And every school is so different, but there are definitely some commonalities.
The #1 Challenge
The #1 challenge I see across institutions is the need to speak to a constellation of different voices–students, faculty, alumni, administrators, board members, partners.
The work becomes more complicated when we need to weave all these diverse perspectives in a narrative that resonates with the right audience.
Strategically I always caution institutions to avoid speaking to too many audiences at once with their videos. But with universities and colleges it comes with the territory.
So how do you tell these stories & engage this type of audience effectively? Here are some best practices we’ve developed along the way.
Lead With People & Stories
Even when the communication goal is primarily to inform or update your audience, centering your content around student journeys, faculty breakthroughs, and alumni impact makes your story compelling and relatable.
These narratives do more than just communicate—they inspire action and investment.
The best messages call for a specific action. And the best content comes from authentic storytelling.
If you are hoping to activate incoming students, meet them where they are with social media campaigns showcasing the best parts of the student experience. If you are trying to reach donors at a gala event you need to show them how your institution is getting groundbreaking results.
BTS filming a research project
2. Accolades Are Important – Transformation is Even Better
Awards and institutional recognition are valuable, but they don’t tell the full story.
What truly resonates with audiences is transformation—the programs, initiatives, and research that have developed to shape the future.
Stories about innovation, community impact, and life-changing educational experiences leave a lasting impression no matter the audience.
These videos give you a great opportunity to show what sets you apart, and create great cinematic branding opportunities.
3. Format Follows Purpose
Different videos serve different functions:
Internal communications require a different tone than external recruitment pieces.
Alumni engagement calls for a distinct approach from fundraising campaigns.
Paid advertising videos need to be designed for quick impact, while in-depth documentary-style stories allow for deeper engagement.
Audiences today are so savvy. They want to know brands “get it”. Understanding these nuances builds credibility and trust—so that when you are to issue a call to action, your audience is already with you.
Creatively this means not everything should be flashy. Communication-driven storytelling requires a different approach than advertising, and knowing when to dial up or down the production style is crucial.
4. Don’t be Afraid to go for Big Emotions
It’s not a matter of always going so far outside the box, but you should always ground your storytelling with emotion. Some ideas that we’ve seen work:
Student Experience videos that show the student journey from grow from uncertainty to thriving
Showcasing the impact of Research – faculty and students working together and creating a result – then showing that impact on local communities
The personal side of philanthropy & development – showing the students and programs whose lives are forever changed by philanthropic sponsored opportunities.
Go Way Beyond the Expected
Cinematic storytelling is a powerful tool that brands and institutions rely on when want to create connection and inspire action.
Nowhere is this more important than at universities.
The best part about collaborating with schools is that we get to be a part of their journey – helping move the world forward and shining a light on the next generation of doers.
Our crew wrapping a recent university commercial
Want to learn more check out our university storytelling and learn more about what we do? Check out some of our work!
