video marketing

Video Marketing: Yay or Nay?

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When you land on a new website, what catches your attention more – a paragraph surrounded by white space or an embedded video? The video, right? That would be my answer too. Videos catch our attention more than a traditional article or a page full of plain text. I mean, there’s nothing wrong with written content or copy on a website – however, if your content is really interesting, most people want to hear it or see it and not just read it. That’s why video marketing is so huge these days. 

In today’s digital era, people have a strong preference for videos. Personally, I would rather watch a TEDTalk about a certain topic than just read about it. And, when it comes to the medical field, there are a lot of terminologies that most people don’t understand. So, sometimes it’s best to see the information visually. The same probably goes for your patients.

Video Marketing Stats

The statistics surrounding video marketing are continuously changing. Here are a few of them:

Did you know that social videos get a whopping 1,200% more shares than text and images?

Yes, you read that right. 1,200%! Why do you think that is? Let me answer that for you – it’s because a video can convey more emotions than plain words and images. I mean, if a picture is worth a thousand words, videos are worth a whole lot more. Also, on Twitter, a video tweet is likely to be shared six times more than a photo tweet.

On Facebook alone, 100 million hours of video are watched every single day!

Aside from the videos that people watch on their feeds, Instagram stories and Facebook’s My Day are also gaining popularity. Let me just also put emphasis on this stat: 100 MILLION HOURS OF VIDEO is watched a day on Facebook alone. And let’s not even get into YouTube’s stats. This just goes to show that people really like watching videos and that it’s a strong preference.

Videos get three times the views videos viewer

According to Facebook, users spend more time – around 3x as much time – looking at videos than just looking at static content. Videos include:

  • Question and answer sessions
  • Tutorials
  • Behind the scenes/sneak peeks /previews/trailers
  • Event coverage

Living in a  “microwave society”, videos work the best. When you post your videos on different social media channels, while implementing a strategy that utilizes paid advertising, you can get your services right in front of your target market. It can also help you gain a new market because people share a lot of videos all day, every day. 

While it’s true that video marketing can be a little more costly, it can also greatly enhance your opportunity for conversions and exposure and of course, your ROI. 

  • Moovly, an online video maker, has found out that videos have 53 times more chance to show up on the first page of Google search results if a video has been inserted on your website. And since Google owns YouTube, videos have a significant impact on your search engine ranking
  • Videos have as much as 300 percent more positive impact on click-through rates in emails.
  • A typical person can retain 95 percent of a brand’s message when they watch it on a video rather than reading it in a text which they only retain about 10 percent.
  • By 2021, 75 percent of mobile traffic worldwide will be because of videos.
  • Around 72 percent of businesses have seen an improvement in their conversion rate.

Types of Videos People Watch

Demo Videos 

With the rise of online shopping, more people look at demo videos or review videos online before purchasing a product or availing a service. Online shoppers who watch review and demo videos are likely to purchase two times more than people who don’t watch videos. At your practice, if there is something that you can demo, you should strongly consider creating a professional video demoing it.

Video Interviews With Experts 

If you have an extensive amount of experience and have been in your specialty for years, creating videos can help establish your credibility and authority. This can even help position you as a thought leader in the healthcare field. However, just make sure that your videos are more informational rather than promotional. Nobody wants to watch a video of a person selling themselves – that would make you look bad. Whether physician to physician or physician to patients, the video content that you make should be useful. In fact, a survey was recently conducted and uncovered that more than 69 percent of consumers said that a video has helped convince them to buy a product or try out a service.

Product / Service Videos

About 90 percent of people have attested that they discover products, services, brands by watching videos online – technically, they always discover something new on the Internet specifically on YouTube. 

How can Physicians Benefit From Video Marketing?

This year, eMarketer, an independent market research group, has foreseen that American adults will likely spend at least an average of 1 hour and 16 minutes a day watching videos on their digital devices – that includes PCs and smartphones. With this much time spent on the Web, it’s not a big shocker that more and more physicians are starting to utilize and invest in video marketing. Here are a few of the major benefits:

Increase Engagement

Do patients enjoy looking for a new healthcare provider? Of course, they don’t, and it’s definitely not an easy task. On the physician’s end, connecting and engaging with these users and showing them your value in the industry is pretty hard because most potential patients are simply website visitors. By using videos, this can create a strong bridge between you and your potential patients. You can introduce your expertise, your bedside manner, and the values that you live by in such a way that your visitors can actually see and hear you out. Also, sites with videos have higher conversion rates. 

High Exposure on the Internet

Providing people with meaningful results that interest them based on what their search queries are is the number one goal of search engines. The use of online videos has risen to an all-time high, and most search engines have already adapted videos which put videos at top spots in the SERPs. SEO experts also said that high-quality videos tend to rank better in organic search results than websites without videos. 

A Generous ROI

Unlike the traditional methods of marketing such as newspaper and radio ads and billboards, videos do not end. Once you’ve posted it online, on your website or your social media platforms, videos can continue to enhance your online presence and search ranking for years to come. 

video creation
Types of Video You Can Create

  • Introduction to your medical practice
  • Profiles of the doctor(s) at your practice
  • Patient and employee testimonials
  • A virtual tour of your clinic

Takeaway

Yes, investing in video marketing can be a little expensive and time-consuming. However, you don’t have to do all the work yourself. Website4MD can create and customize digital marketing services for you and that includes videos! 

So now, do you think video marketing is a yay or nay? If we have convinced you, give us a call now!