Hook 'Em on YouTube

UT Austin uses YouTube to give prospective longhorns a glimpse into what makes the university a great place to learn, live, and change the world. It leverages star alumni, like Matthew McConaughey, in promotional videos to enhance its appeal and credibility.

Popularity—Leveraging the widespread recognition and popularity of star alumni helps draw significant attention to the university. Alumni like McConaughey have large followings on social media and other platforms, which can extend the reach of the university’s marketing campaigns to a broader audience.

Relatability—Featuring real-life students and alumni helps create a strong emotional connection for its audience, showing potential students the tangible success that can come from attending UT Austin.

Compelling stories—Storytelling through the experiences and successes of alumni creates a compelling narrative about the university's impact. By showcasing how UT Austin has contributed to the professional achievements and personal growth of its alumni, the university highlights its strengths and the opportunities it offers. This narrative approach helps prospective students envision their own potential futures at the institution.

Production quality—High-quality production of promotional videos with strong visuals and clear, compelling messages helps capture the attention of viewers. This presentation reflects positively on the university, suggesting a high level of commitment to excellence in all areas, including student support and education.