Video scribing as a new marketing tool for educational institutions

Abstract

This article aims to examine video scribing as a new marketing tool that can effectively influence a target audience through information visualization using the educational programs of Borys Grinchenko Kyiv University as an example. The empirical basis for the research comprised 27 scribe videos shared on the official social media platforms of Borys Grinchenko Kyiv University between 2017 and 2020. Data collected included static web analysis for effectiveness and audience interaction as demonstrated by their watching and liking of a scribe video series. The total number of scribe video views on social media was approximately 68,000. This total suggests that video scribing technology is an effective tool to incorporate into Borys Grinchenko Kyiv University’s marketing strategy. This experimental research, based on the implementation of video scribing technology (the implementation, in this case, was a part of Borys Grinchenko Kyiv University’s marketing strategy), opens wide further opportunities for the promotion of educational programs and projects through this type of visual communication for other institutions of higher education.