Education sells an outcome nobody can film: a life three years from now. That is why testimonial content works better here than production value, and why the wrong testimonial does real damage.
The student is more credible than the institution
A current student describing an ordinary week is worth more than any brochure. Where they study, how long the commute is, what the workload feels like, whether the teachers answer messages. These are the questions families are actually asking.
The parent is often the buyer
For schools and undergraduate programmes the decision is shared, and the two audiences want different things. Students want to know what daily life is like; parents want to know about safety, cost, and whether the qualification leads anywhere. Address both, in separate videos if the budget allows.
Graduates are the proof
A recent graduate saying what job they got and how the school helped is the single strongest asset in this category. It has to be specific: a named role and a real timeline, not a general statement about opportunities.
Online courses need the interface
If the product is digital, show the platform. How you log in, what a lesson looks like, whether you can watch offline, whether there is a real person answering questions. Buyers of online education have been disappointed before and are looking for evidence of substance.
Avoid promising outcomes
Guaranteeing employment or income is a claim that regulators and platforms both scrutinise, and it is also the promise most likely to generate complaints. Let real students describe what happened to them rather than promising it will happen to everybody.
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Frequently asked questions
Who is most credible?
A current student, not the institution.
Who actually decides?
Often the parent, alongside the student.
What is the strongest asset?
A specific graduate outcome.
What should be avoided?
Guaranteeing jobs or income.
Sources
Checked on 27 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
