Because visual communication is more important than ever in the times in social media, many experts are sure that videos (e.g. from YouTube) have great potential for a professional content marketing. For example new algorithms have limited the visibility of posts on Facebook. The so-called Edge Rank especially gives preference to rich media in the news feed, such as pictures and videos.
Furthermore e.g. experience reports (of universities or degree programs) can play a part in contributing to prospective students deciding on your institute through word-to-mouth propaganda.
This is for sure: There are a number of reasons that speak for the use of videos in higher education marketing. It is scientifically proven that humans react especially to visuals and moving images!