If a picture is worth a thousand words, what sort of value do you suppose a video has?
To get an idea, take a look at the example below. Created by Bang On Target Videos, a maker of animated videos for businesses, the 3:33-minute cartoon should be required viewing for doctors curious about the role video can play in their online marketing efforts.
Let’s, as they say, go to the video:
While the sheer volume of online videos is staggering, what’s really interesting is the social nature of the footage. As explained above, “videos aren’t just being watched, they’re being liked, shared, forwarded, commented on and interacted with.” Consider some numbers from YouTube:
- More than 50% of videos on the site have been rated or include comments from the community
- 100 million people take a social action on the videos they watch (likes, shares, comments, etc) every week
- 500 years of YouTube video are watched every day on Facebook and over 700 YouTube videos are shared on Twitter each minute
For doctors, the significance of those stats can’t be overstated. Whether it’s a promotional video, a tutorial on a procedure or a series of before and after photos, few things in life are more visual than aesthetic medicine.
1. Emphasize useful information over artistic expression
Consumers look to video to provide useful information. According to eMarketer, 85% will watch for more than a minute if a video provides educational value, with 87% saying they will if the presentation includes a demonstration. The latter number drops to just 65% for videos without a demonstration. And more information is better, says eMarketer, because it prompts multiple viewings and more time on your website.
2. Encourage comments and social sharing
Simply put, videos are among the most viral content on the web: according to BoT Videos, 68% of viewers share video links. Facilitate that by incorporating social-bookmarking buttons in your videos, enabling comments on YouTube and Vimeo and including links to your videos in your emails, tweets and social media updates.
3. Include a call to action, along with complete contact info and, perhaps, a special offer
Visitors who watch videos tend to stay on-site longer, boosting conversion rates. (In one experiment, including video gave landing pages a “lift” of 69 to 100%.) Make their viewing worth their time (and yours) by offering a special deal, including a link to your email newsletter and, of course, providing complete contact information.