The short answer
Put your school video near the top of your homepage, and play it at open days. Cut short clips for social media. Then add it to admissions pages, newsletters and email signatures.
Start with your website
Your website is where most families form a first impression. So place the film near the top of your homepage, where visitors see it straight away. Many families never scroll far, so the top of the page matters most.
Add it to your admissions or prospective parents page too. Families comparing schools often go there first.
Subject videos work well on curriculum pages. They show learning in action, which a list of topics cannot. Early years films belong on your nursery or Reception page, for the same reason.
Also check the film plays well on a phone. Many parents browse on a mobile, often in the evening. So test it the way they will see it.
A clear still image helps too. Choose a frame that shows pupils learning, rather than an empty building.
Open days and events
- Open evenings. Play the film on a loop in the hall or reception as families arrive.
- Tours. Show it at the start, so visitors know what to look out for.
- Transition events. Early years films help new families picture their child settling in.
- Governor and staff meetings. A short film is a quick way to share your school's story.
- Community events. Fairs and local events are a chance to reach families who have not visited yet.
- Parents' evenings. A screen in the waiting area gives families something to watch while they queue.
- Reception area. A screen by the front desk gives visitors something to watch while they wait.
Social media
Long films rarely suit social media. However, short clips of under a minute work well on Facebook and Instagram. Captions help too, because many people scroll with the sound off.
My subject videos run 30 to 45 seconds, so they are ready to post. A package includes 10, so one a week gives you content for most of a term.
Short vertical versions for Instagram and TikTok are available on request. For Facebook, my guide to sharing your school film on Facebook covers the details.
Always check consent before posting, as social media is public. Your school's own photo and video consent applies here too.
Post when parents are likely to be looking, such as early evening. Then reply to comments promptly, as families often ask questions there.
Everywhere else
Link to the film in your newsletters and in staff email signatures. Families and local partners then find it without searching.
Include it in admissions letters and welcome packs. A link or a QR code takes people straight to it.
Finally, remember inspectors often look at your website before a visit. So a current film helps there too. A film shown in the right place answers questions before anyone asks them.
Your trust or local authority may also share it on their own channels. A short email with the link is usually all it takes.
Make it easy to find
A film only works if people can find it. So give it a clear title and a short description wherever it appears.
On YouTube, include your school's name and town in the title. Families searching for local schools are then more likely to find it.
Use the same link everywhere, too. Every view then counts towards one film, rather than being scattered across copies.
Finally, keep a short note of where the film appears. When you refresh it later, you will know every place to update.
Plan when to share it
Where you share the film matters, but so does when. Families look hardest in the months before applications close, so time your posts around that.
My admissions year guide sets out the key points. The school film launch checklist then helps you get the first week right.
After that, keep an eye on how often the film is watched. Your website and social media statistics show which places work best. Then you can put more effort where families are actually looking.
Also share it again whenever something changes, such as a new term or a new head. Each moment gives families a fresh reason to watch.
Questions schools ask
How long should a clip for social media be?
Under a minute suits most social media. My subject videos run 30 to 45 seconds each.
Can we put the film on YouTube?
Yes, if your school is happy for it to be public. Check your consent records first, as public links can be found by anyone. My guide to <a href="/guides/how-to-put-your-school-video-on-youtube/">putting your school video on YouTube</a> explains the options.
Do you supply photos as well?
Screen photos can be included with your films, for use online. Ask about it at your consultation.
Should the film play automatically on our homepage?
Usually not with sound. A clear play button lets families choose, which suits most visitors.
Can we have shorter versions for Instagram and TikTok?
Yes. Short vertical versions are available on request, so mention it when you plan your film.
Want a film that works hard on your website and at open days? Tell me what your school needs, and I will help you plan it.
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