The short answer
Share your film hardest in the weeks before open events and application deadlines. In England, secondary applications close on 31 October and primary applications on 15 January. Repost it each autumn, then keep it on your homepage all year.
Why timing matters
Families do most of their research in a few busy weeks. A film shared at the right moment reaches them while they are still deciding.
The same film shared in a quiet month does far less. So plan your posts around the admissions calendar, not around when the film arrives.
In practice, that means working backwards from your open events and deadlines. Mark them in the diary first, then plan each post around them.
It also helps to give one person the job of sharing the film. Then nothing slips when the autumn term gets busy.
Getting the film ready in time
A film can only help if it is ready before families start looking. So aim to have it finished and approved by early September.
For most schools, that means filming in the spring or summer term. The filming day is then done well before the holidays.
Your films arrive within 10 working days of filming. However, allow time for staff to watch and approve them before term ends.
If you film in the summer term, take care with Year 6 pupils. My guide on keeping your film current and safe explains why.
The year at a glance
- Summer holidays. Check that your homepage, YouTube and Facebook links all work before term starts.
- September. Secondary open evenings begin. Put the film at the top of your homepage and share it before each event.
- Early October. Share it again as a reminder. Ask class reps to pass it round their parent groups.
- 31 October. Secondary applications close. Post once more in the final week, with the deadline in the caption.
- November and December. Primary open mornings run. Share the film with local nurseries and pre-schools.
- 15 January. Primary and Reception applications close. Share it in early January, when families return from the holidays.
- Spring and summer. Use your early years film for new starter sessions. Welcome packs can link to it too.
Open events
Play the film on a loop as families arrive. It gives them something to watch while they wait for a tour.
Put a QR code on your flyers and signs. Visitors can then watch it again at home, often with the rest of the family.
After the event, send a short thank-you email with the film link. It reminds families of the visit while they compare schools.
Your website matters on these nights too, as many families check it on their phones. My guide on getting your website ready for open evenings covers this.
Working with feeder settings
Feeder settings are often the quickest way to reach the right families. So contact them before your busiest weeks, not during them.
Primary schools can send the film to local nurseries and pre-schools in the autumn. Secondary schools can send it to feeder primaries in September.
Keep the message short, with one link and the dates of your open events. Most settings are happy to pass it on to families.
Then follow up once, a week or two before each deadline. A brief reminder is usually enough.
It also helps to offer a printed QR code for their noticeboard. Families waiting at pick-up can then scan it there.
Where each post should go
Each post works best when the film already lives in the right places. Your homepage, YouTube channel and Facebook page should all carry it.
My guides on sharing your film on Facebook and putting it on YouTube cover the detail.
Short vertical versions for Instagram and TikTok are also available on request. They suit quick reminders in the weeks before a deadline.
Each new season
Repost the film each autumn, as a new group of families starts looking. Most of them will not have seen it before.
Before you do, check that the pupils shown are still at the school. Also check your consent records, as these can change.
If too much has changed, it may be time for a fresh film. My guide on how often to update your film helps you decide.
Questions schools ask
When are the school application deadlines in England?
Secondary applications close on 31 October. Primary and Reception applications close on 15 January.
Should we share the film more than once?
Yes. Share it before each open event and again before each deadline. Families often need a few reminders.
Is it worth sharing in summer?
Yes, for early years and new starters. Families who have just been offered a place like to see what lies ahead.
When should we film to be ready for September?
Aim to film in the spring or summer term. That leaves time to approve the film before open evenings begin.
Can we use short clips before a deadline?
Yes. Short vertical versions for Instagram and TikTok are available on request. They make useful reminders between longer posts.
Want a film ready before your next open evening? Talk to me early, so it arrives in good time.
Book a free consultationSee prices