Universities and colleges have discovered YouTube as an increasingly efficient way to communicate their values and benefits to their target audience. Videos uploaded by 20 universities have nearly 60 million views in aggregate, according to the recent report published by social video measurement platform Tubular Labs.
Independent YouTubers that post videos about education and universities are just as successful and managed to get over 49 million views. The experts from Tubular Labs believe that these statistics are illustrative of the growing interest in educational content.
“Universities are looking to platforms that their target audiences spend the most time on. Viewership figures show that they’re finding those audiences on YouTube,” Denis Crushell, a managing director at Tubular Labs, explained in the interview with The Guardian.
Universities tend to generate educational and promotional content, while individual influencers and vloggers often post videos about their life on campus, share some tips on how to survive in the university and get the most of it.
“People like to watch another person online going through something similar to them – that idea of relatability. They can feel like they’re part of you learning, or graduating, or getting your degree,” a 22-year old Eve Cornwell from Bristol University and the University of Law says.
Eve shoots herself when she gets ready for a test or completes an assignment for an essay. She considers herself part of the “EduTube” community and hopes that her videos help other students cope with their workloads.
University graduates and academics also produce popular educational content to bring scientific ideas to the audience. Thus, Simon Clark, a 29-year-old graduate of Oxford and the University of Exeter, runs a YouTube channel devoted to physics, science, and climate issues. He offers his 245,000 subscriber in-depth explanations and more detailed information that many other popular science channels.
YouTube is interested in increasing the share of the educational content of the platform. Last year, it invested £15 million in grants for creators that produce high-quality educational material to support and motivate their development.