Publish at March 28 2016 Updated October 29 2025
What's worth promoting has value. The objective of promotion is to ensure that this value is recognized.
Here are six successful educational ads, with corresponding numbers of views and display times. Take a look - they're all inspiring in their own way.
Another of their qualities is that their popularity is maintained and, by association, they lead us to other videos from these institutions. The investment has been, and remains, worthwhile.
| Institution | Number of views | Since |
| University of Moncton | 255 333 | 3 Months |
| The Open University / Long version |
641 999 | 1 year |
| BI Norwegian Business School | 1 219 585 | 4 months |
| Western Sydney University | 2 202 691 | 6 months |
| Berlitz - Learn English | 6 305 138 | 9 years |
| Bell's South Africa - Learning to read / Making of | 2 663 258 | 2 years old |
In comparison, here are some generalist ads from French-speaking distance learning institutions featured on Youtube.
| Institution | Number of views | Since |
| Téluq | 36 738 | 6 months |
| Téluq | 35 718 | 6 months |
| Teluq | 31 291 | 6 months |
| Laval University | 23 954 | 17 months |
| Unidistance | 22 463 | 21 months |
| CNFDI | 18 501 | 32 months |
| Culture and training | 16 411 | 20 months |
| European Training Center | 8 446 | 20 months |
| Cours Servais | 2 425 | 4 years |
| Cyberlearn | 2 384 | 16 months |
| Cours Minerve | 1 044 | 5 years |
| Enaco | 705 | 5 years old |
| Téluq | 239 | 2 months |
| Sofad | 128 | 6 months |
| Icadémie | 58 | 5 months old |
Some of these videos are very well produced and others are original and interesting. However, several of them are almost unbearable and in no way represent the professionalism of these institutions. The differences in the means invested in the production don't explain everything.
What separates them from the former is at another level. For example, Téluq's films are likely to have benefited from professional production and an integrated promotional campaign on social networks and in other media, just like the former. But the first ones aroused emotion, astonishment and interest. They have been shared because they stand out.
Let's be clear:
To stand out from the crowd, there's no point in extolling the qualities of the institution or the advantages of distance learning; all institutions will say the same thing.
The Université de Moncton's publicity, with few resources, caused controversy in the prudish Anglo-Saxon province of New Brunswick and gained international media coverage.
The second, without talking to us, emphasizes where the effort is leading, that it won't be easy, that it will be valuable and that the Open University will be there to support us.
The third shows in spectacular fashion what it's like to study abroad - a real adventure.
The fourth tells an incredible story with the means to match. The university bet on this student without any preconceived ideas. She's also doing this for several other students. She's not shy about saying that education opens up unlimited possibilities.
Fifth makes us realize that gibbering English isn't enough, and that there's a vocational school that can help.
The sixth, even though it's a Scotch advert, tells us thatlearning takes effort but brings its own rewards.
None of them talk about the quality of their programs, yet we understand that their teaching must be good.
"Stand out" is the principle of an advertisement that will spread across the networks. The formula consists of a good story, emotion, a quality soundtrack - music and sounds - a lofty, inspiring vision, a challenge.
Of course, you have to put in the effort before, during and after, but if you're going to spend €5,000 for 1,000 views and €50,000 for 1 million views, the choice of audacity justifies itself.
Learning is great, but you have to dare!
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