Videos sound like an awful, technical, labor intensive, expensive, pain to generate. While it does taking some planning, much of the video and voiceover work can be outsourced on services like UpWork.com or Freelancer.com. While this does add to the cost, you can find people on these services relatively cheap (even within the States).
So, put away your doubts and remember, video gets AMAZING ENGAGEMENT! Your school can’t afford not to do this!
A note on getting students to sign up to be on video: You shouldn’t have any issues getting students to WANT to be on your social media feed. If for some reason you do have issues, you can always incentivize students to sign the model release by offering a special patch to students who have signed. This helps with identifying students when trying to record during classes. The patch doesn’t have to be extravagant, it could be a simple single-color patch that covers a one inch section of the lapel, near the neck. Whatever works.
1. Promo Videos
Promo videos are a great way to get a well-rounded glimpse of your school. These should show you, your school, your students practicing (get student releases), and should have a voice over describing your programs.
2. School Highlight Videos
This video type is of your students practicing in class. The great thing is that this doesn’t have to be professional. You can add a video editing app to your smart phone and capture a few quick shots of students training and post a social update. Tag your students to maximize exposure and garnish social shares.
3. Student Technique Highlight Videos
This video type shows a student’s progression through learning a single technique, somewhat like a timeline. You can show them being shown the technique. Then put “20 minutes later” on the video, followed by how well they are learning. Then again, put text on the screen that shows “by the end of the next class,” followed by a video of them performing the technique well. Post and tag the student.
This video type communicates something very important to people who see it on social media. The student didn’t know it and it didn’t take all that long to get them proficient in the technique. It also tells a story about the student that they themselves want to resonate with!
4. Student Submitted Videos
Ask students to submit a video of themselves doing their favorite technique, then compile these videos into a single video. Again, post and tag the students.
5. Teaching Videos
Now, I’m not saying that you give away everything in your teaching arsenal, but it can help to show people your teaching style. Make a video of you or a senior instructor teaching a technique. This should be a mix of you giving some instruction, as well as a showing you or the instructor interacting with students to correct their posture, position, etc.
6. Programs Walkthrough
The program walkthrough is exactly what it sounds like. Record a quick video of the various programs that you offer…kids program, adults program, self defense program, and possibly even additional martial arts that you teach. This would go well with a professional voiceover.
7. School/Gym Walkthrough
This video is a simple walk through of your gym…these are our mats and training area, here is the weapons rack…maybe explain what ranks train on what… Here are our Bob bags…then explain how they help with targeting. Keep going around the school showing everything…seating areas, locker rooms, pro shop…
8. School/Gym Walkthrough
You may also show the start and flow of a class and what that looks like. This could show things like bowing into the dojo, bowing into class, an overview of class structure (10 mins instruction, 25 minutes training, 15 minutes sparring, etc.). This will help people feel like they know what’s going on the first time and help them come back. You may even email the video to intro class signups a day or so ahead of their scheduled intro class, so they feel more comfortable when they attend (increasing the chance that they will sign up as a students).
Have students (and parents) record testimonials. These are great, although you may need to edit the videos into short clips, because people tend to get nervous on camera. To take the edge off, you could record short audio clips of the students talking, then video record a bit of them training during class. This will drastically lower the tension for them and their voices should sound more smooth and confident.
Record a video of yourself going through your most asked questions by both parents and students. Especially answer questions that keep people from signing up. Don’t underestimate questions about the atmosphere, expectations, can they show up without a uniform…these types of answers help to breakdown objectives within the prospective student’s mind.
11. Media Coverage
If you have bonafide video media coverage, great! Post that.
12. (Get-Your-Own Social) Media Coverage
If you don’t have actual media coverage, go to a local event in your uniform and bring some students. Something like a “Touch a Truck” event. Possibly even setup a booth there… Then take videos & pictures with both students AND other business owners. Tag them and their businesses in a post from your page and ask them to share their specific video (or the entire post). You can call it making your own social media coverage!
13. Your Bio
Make a video of yourself talking about your martial art, your rank, your experience in the martial arts, what being a martial artist means to you, and how martial arts has changed your life!
14. Overview of Your Martial Art
This video type is specifically showing and talking about the history or lineage of your martial art. Discuss why your martial art great to learn and what they can expect to get from training.