Video Marketing for Education Technology A Study on Instagram Advertising
ABSTARCT :
In the digital era, education technology (EdTech) has emerged as a transformative force in reshaping learning experiences, providing learners with flexible, accessible, and personalized education. As this sector continues to evolve rapidly, companies operating within the EdTech landscape face mounting pressure to stand out in an increasingly competitive marketplace. In this context, digital marketing has become an essential tool for promoting educational products and services, with video marketing gaining significant traction due to its capacity to deliver engaging, visually rich content that resonates with audiences. Among various platforms available for digital advertising, Instagram stands out as a powerful social media channel, particularly for reaching younger demographics who are both active online learners and avid social media users.
Instagram’s unique features—such as Stories, Reels, IGTV, and in-feed video posts—have created ample opportunities for brands to engage users through short, compelling videos. These formats are ideal for conveying educational messages, showcasing app functionalities, demonstrating learning outcomes, or sharing testimonials in ways that are visually appealing and emotionally engaging. For EdTech companies, the use of Instagram video advertising not only enhances brand visibility but also has the potential to influence user behavior, drive app downloads, increase course enrollments, and build long-term customer loyalty. However, despite its potential, there is a scarcity of academic research that specifically examines how video marketing on Instagram affects user engagement, brand perception, and conversion rates within the EdTech domain.
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