YouTube, Instagram Stories, the launch of IGTV, Facebook video and Snapchat all continue to point to a top trend in 2019. Getting started with your healthcare video marketing strategy now will keep you ahead of the pack in the year ahead.
According to Hubspot:
- Video will make up 80% of all internet traffic by 2019.
- 90% of customers report that product videos help them make purchasing decisions.
- Consumers spend up to 3 hours a day watching video.
- 80% of customers remember a video they’ve watched in the last month.
The majority of consumers (54%) listed video content as the #1 one type of content they want to see from brands they support. Video ranked well above email, blogs and long-form content. Proven to increase brand awareness, engagement and influence the entire buyer journey, video is a top contender marketing leaders need to include in their content strategy.
Implementing Healthcare Video Marketing
So we know that it’s time to start crafting engaging video content and embedding video as part of your overall marketing strategy. With the quality of smartphones on the market, don’t feel that you need expensive equipment or a filmography degree to start recording and using video. The majority of videos are under two minutes long and programs like iMovie make it easier than ever to edit. The analytics capabilities YouTube offers make it convenient to track your video metrics in real-time as well. With some creativity, an engaging script and your smartphone, you’ll be well on your way to having a memorable video.
Four Types Of Videos To Create
Brand Videos: These personal videos are meant to highlight your brand story by including your people, mission and company vision. A brand video is a great way to show your culture which ties nicely into your recruitment marketing strategy as well.
How-To Videos: For example, you could do a “How-To Cook Healthy For The Holidays” video if you’re trying to promote nutrition awareness or a “How-To Sync Your App With Your New Medical Device” video to show how easily your device integrates in with their current lifestyle and technology. This is a great place to include product demo video as well educating your audience in a convenient and easily accessible format.
Explainer Videos: These videos are designed to educate your audience on why they need your product or service. This video could be a fictional story following a healthcare professional and why your product is what they need in order to overcome a business challenge.
Testimonial Videos: Let your customers tell their story and leave their impact on your audience. A woman who received a life-saving treatment, a child who was gifted a medical device, a grandfather who was cured by a ground-breaking new medicine. The stories are limitless, share yours with the world.
Tip: Evergreen content is material that readers find relevant across time. It’s beneficial to incorporate this type of content into your marketing plan. Evergreen content is meant to be timeless and sustainable continuing to generate web traffic to your business. A how-to product video is a great place to start.
Sharing Your Videos
Social media and websites are the most popular ways to distribute the video content to your audience. Video should also be integrated into your email automation campaigns.
Need help navigating social? No worries, check out our blog on how to create your social media strategy.
To stay competitive, marketing leaders need to route their advertising dollars towards web ads, social media and web video to promote healthcare video marketing.
Video ads now account for more than 35% of all ad spending online.
Healthcare video marketing is absolutely a major piece of content marketing you’ll need in 2019 and beyond. Great news! We’ll be releasing a Healthcare Content Marketing Strategy eBook later this month covering everything else you need to know to succeed. Stay tuned!