Video is a powerful tool for persuasion. We are now talking, sharing, producing and consuming in a mobile world and video content has a greater impact in all of these areas than anything else. The ease of distributing video content has also resurrected the art of personal persuasion- real people, to whom you can relate, expressing their true feelings about something and suggesting you do the same. There is nothing more powerful than a real satisfied patient, client, or customer expressing themselves to other real people.
The production is first class, and the message is simple, short, unscripted, and compelling. It meets all of the communication demands of today’s consumers. It is also a component of a larger campaign in promoting Cataract Awareness Month. As part of promoting Cataract Awareness Month on behalf of our client, we are rolling out testimonials on laser cataract surgery that will be distributed throughout the various digital media channels. The above video is one of many that will be used to help with SEO ranking and consistent messaging throughout the digital media channels like YouTube, Facebook, Twitter, blogs, and the web site.
Social media channels are now awash in video content. It was only a matter of technology catching up to our insatiable appetite for moving images. Today we expect to be talked to, entertained by, and persuaded with video. If there is one phrase that optimizes our rules of engagement it’s, “If you want to tell me something, say it, don’t’ write it”. YouTube is a perfect example of how popular videos are used by businesses for messaging. The stats on YouTube alone are staggering.
- YouTube has grown to be the largest social media site surpassing Facebook in 2014
- YouTube has more than 1 billion users
- YouTube is the 2nd largest search engine behind Google
- Every day people watch hundreds of millions of hours on YouTube and generate billions of views
- The number of hours people are watching on YouTube each month is up 50% year over year
- 300 hours of video are uploaded to YouTube every minute
- Half of YouTube views are on mobile devices
- Mobile revenue on YouTube is up over 100% y/y
With the exception of brands and businesses that cater to millennials, the rest of the world of commerce lags behind their respective markets in the video medium that is the most effective with consumers. I began to approach my medical clients a year ago about integrating video content into their social media marketing. My suggestions weren’t met with reticence as much as a sincere lack of understanding why a video medium would be desirable to market products and services. The reaction lead me to do a bit more research on the web to see how doctors and their practices were using video in the digital world.
Most of the doctors that had a presence on Facebook, You Tube, and on web sites, although positioned professionally, had a remarkably unprofessional quality to them. Many of them were self-produced and consisted of a doctor talking into the little imbedded camera on a computer screen, under florescent lights, and talking at length. I felt like I was sequestered in some digital dungeon being force fed content for CME credits. The lack of quality reflected poorly on them as professionals and they clearly didn’t understand that this was probably their worst foot forward.
Today that’s beginning to change. Medical professionals recognize they are in an ever increasing competitive market that demands authenticity and excellence. Recording rambling video in something that resembles your mother’s basement doesn’t cut it. Consumers expect the highest quality services and products in the field of medicine and they want to hear about it from people like them. Make your happy patients your best sales people.
Creating excellent video messaging is becoming an imperative for marketing success. I would love to help you achieve that. Feel free to contact us at 702.682.8300.