In this case study, we explore how two school districts saw a 30%+ increase in social media reach by using a short form video strategy, compared to their average reach before publishing short form videos.
Why Embrace Short Form Video?
Social media is a rapidly growing nontraditional news source. Used strategically, it can be a powerful tool to engage larger audiences and improve public perception for a school district. Short form video on social media has become a useful tool for maximizing reach and engaging target audiences for districts across the region. In this short case study, we’ll describe how the communications team at ESD 112 used short form videos to bring district branding and messages to the platforms that parents, families, and voters use daily.
What is Short Form Video?
It’s video content that’s short, concise, and meets a target audience need.
Identify & Reach Your Target Audience
The first step to creating a short form video strategy is identifying and narrowing your target audience. Algorithms market pages with niche audiences, so identifying and creating content for a specific target audience is crucial. Identify problems that your audience needs to solve, like finding scholarships or understanding an upcoming school levy. In a short form video strategy, these problems become your video topics.
On Instagram, reach for reels can be boosted even more with trending content and strategic engagement. Contact us to learn how to incorporate these tricks of the trade in your social media strategy.
Keep it Short, Keep it Concise
Short form videos are usually between 7 to 15 seconds long. The first three seconds are the most valuable space in your video content: it should be engaging and your topic should be clear. Even in longer videos, most viewers will only watch for the first 7-30 seconds on any platform. Curious about how long the average viewer watches your social media videos? Reach out to us and we’ll walk you through this important information.
Concise content and intentional audience targeting were among the successful tactics utilized by Washougal School District and Vancouver Public Schools on social media this year.
Vancouver Public Schools
Vancouver Public Schools began collaborating with our communications team to use short form videos on Instagram in January 2023 as part of their levy informational strategy. Video reach jumped from approximately 600 views per video to an average of 1,744 views per short form video after employing the short form video strategy. That’s a 190% increase in reach by publishing short, targeted videos.
%
Increase in Reach
After School Activities to Make Your Resume Shine
Views: 2,191
Target Audience: High school parents
Length: 11 seconds
Myth vs Fact: VPS Levy
Views: 3,587
Target Audience: Young adult voters in Vancouver
Length: 4 seconds
Athletics Staffing Funded by VPS Levy
Views: 1,727
Target audience: High school parents, Young adult voters in Vancouver
Length: 9 seconds
Washougal School District
From September 2022 to June 2023, Washougal School District Facebook reach has increased by 165% while Instagram reach increased by 1,800%. Compared to May 2022 (17K Facebook & 418 Instagram reach,) the Washougal School District social media channels showed significant growth by May 2023 (26.5K Facebook & 2.3K Instagram reach.) Video reach jumped from approximately 100 views per video to an average of 1,430 views per short form video after employing the short form video strategy. That’s a 1330% increase in average engagement per video!
%
Increase in Average Engagement
What is Career Day?
Views: 4,352
Target Audience: Middle and high school parents
Length: 9 seconds
Stuff the Bus, Washougal High School Students Give Back!
Views: 4,310
Target Audience: High school parents
Length: 12 seconds
Myth vs Fact: WSD Levy
Views: 2,739
Target Audience: Young adult voters in Washougal
Length: 4 seconds
Where does the levy money go?
Views: 547
Target Audience: Young adult voters in Washougal
Length: 12 seconds
Announcing Student-Run Food Truck
Views: 1,625
Target Audience: High school parents and high school students
Length: 6 seconds
How to make money out of high school
Views: 2,524
Target Audience: High school parents
Length: 7 seconds