Abstract

The aim of the article. The article is concerned with the tools of using video marketing in the activities of higher educational institutions. It is noted that video marketing is great way of branding because through the use of visualization consumers remember the company's brand and become loyal to it. The results of the analyses. No companies can afford to ignore the video boom and not use this powerful tool for sending of information to their real and potential customers. It is determined trends of video marketing, there are: video first. Creation of video becomes more and more available, video clips become shorter, mobile users like videos, explanatory videos = advertising, programmatic videos are for target audience. It has been investigated algorithm for creating of video content, which include forming a goal, development of the video concept, selection of the material, header and cover, defining how to create a video. It has been proposed way of using video marketing in the activity of higher education institutions, specifically creating of high-quality video, demonstration of social proof of the quality of educational services by means of the video, taking into account all current trends during the process of promotion of educational services, creation of interactive content, demonstration of the process of providing educational services in higher education institutions with the purpose to increase the conversion. It has been considered the advantages of using video materials in the marketing campaign of institutions of higher education and there is noted that video content provide to remembering of an educational institution and is an ideal tool for its formation and development, consumers of video content are inclined to distribute it themselves, the video can cause positive emotions among potential entrants by means of stimulating of the consumer to choose the most advertised educational institution. It has been explored the using of YouTube as a way to promote free video advertising by branded European, American and domestic top universities. A brief analysis showed that leading foreign universities successfully use the YouTube platform for promoting an educational institution and its services to the market. Domestic universities in this regard make the first steps for creating of YouTube channels and fill it with high-quality video content. In order to use this tool effectively it should be created in the organizational structure of the university marketing department. One of functions of this department will be promoting of the educational institution in social networks, including the maintenance of the YouTube channel, the creation and promotion of video content. It is exactly the marketing department must monitor the creation of high-quality video products that reveal all spheres of activity of the university and present them in the best way. It is necessary with it to create the adequate system of motivation for involving students in the process of creating a video product. Conclusions and perspectives for further research. It is necessary to use the following metrics for determining of video content efficiency: percentage of completed views; comparing CTRs with and without video; number of video views on 1; the number of passes to the site after viewing. Consequently, domestic higher education institutions need to use the methods and technologies of video marketing more actively for promoting their educational services to the market.

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