- Posted by Nigel Edelshain
- On December 23, 2015
71 percent of marketers say they plan to increase their video marketing budget in 2016. If you’re not sold on what video can do for your hospital or health system, or if you need some help getting higher-ups on board, these six reasons to use video could make the difference.
1. Video fits into micro-moments
It’s becoming increasingly important to reach consumers during brief “moments” throughout their days—when they’re standing on line, waiting for a bus, taking a quick break. Hospitals need to craft their messaging to grab the attention of prospective patients and get a point across in 60–90 seconds.
Short videos—patient testimonials, explanations of treatments and procedures, summaries of events or seminars—often fit those moments better than text articles, especially if text isn’t optimized for scanning quickly. They’re processed more quickly and take up the same amount of time for everyone regardless of reading speed, making them a good way to provide quick answers to common questions when people don’t have a lot of time. Calls-to-action can alert them to more in-depth content on your website or blog that they can read if they want more.
2. Video is more popular than social media
In 2015, American adults spent a daily average of one hour and 55 minutes watching online video, compared to 1:44 spent on social networks. YouTube users watch billions of videos a day, and the lifetime of a video there is much longer than a Facebook post—which won’t appear in users’ news feeds longer than a few days (or hours)—or a tweet—which can disappear in minutes or even seconds.
3. Video is authentic
People watch video testimonials when they’re making healthcare decisions, and marketers identify video testimonials as the most effective type of video content. With so much concern—from providers and patients alike—about fake doctor reviews online, video is a powerful way to highlight your strongest patient feedback, building an emotional connection with viewers and leaving no doubts as to authenticity.
4. Google loves video
Search engines know consumers like video and tend to rank it highly. Search result pages for many queries highlight videos with thumbnails and extra information, giving you another way to rank and prospective patients another way to find answers to their questions about your hospital and physicians, understand treatments and procedures, or learn how to keep themselves and their families healthy.
5. Facebook loves video
Facebook’s news feed algorithm is famously complex. If you’ve used the social network for any length of time, you’ve surely seen a post reach only a tiny fraction of your total number of fans.
The typical native video (i.e., one that’s uploaded to Facebook, not shared from YouTube, Vimeo, or somewhere else) reaches about nine of every 100 fans on your page, compared to six or fewer for links and text statuses and four or fewer for photos. That means a well-made video has the potential to reach more of your fans than any other piece of content, especially if it’s one they find worth sharing with their friends.
6. You probably have a video camera in your pocket
You don’t need professional equipment to shoot a video anymore. Smartphones are capable of capturing HD footage of events or facilities that’s perfectly adequate for everyday sharing on social media.
You’ll still want to bring in a pro for patient testimonials and other videos you expect to have longer shelf lives, but there’s no reason why you can’t start testing video in your marketing today.