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Moving Content with Effective Video Marketing

Shooting a healthcare marketing practice video

There’s a reason all major social media platforms offer a video element—TikTok, Facebook Live, Periscope for Twitter, Instagram Reels —and that YouTube is the second largest social media platform in the world.

People are more likely to engage with and be engaged by video above other mediums of conveying information.

Videos that elicit an emotion, teach something, or entertain viewers are one of the most powerful marketing tools a business can harness. Consumers are more willing to watch a video about a product rather than read about it, which takes time, effort, and concentration. In this day and age, anything that saves time and brain space wins! And video as a marketing tool sure falls into that category.

Statistics are hard to ignore when it comes to how effective video marketing can be:

  • Adding a product or service explanation video to your landing page can increase conversion by 80% (Insivia)

  • 74% of users who watched an explainer video about a product subsequently bought that product (Wyzowl)

  • Your site is 53 times more likely to show up in Google searches if it contains video (Moovly)

  • Marketing emails that contain video see a 96% increase in click-through rate from emails that do not contain video (Insivia)

Video is especially effective when it can save time, distill necessary information, and cause an emotional response. Though it is not the cheapest tool, 83% of businesses who use video see a massive ROI (Wyzowl). And the good news for businesses embarking on a first-time video advertising venture is that content wins out over quality: you do not have to have professional-grade video in order to engage consumers, just the right material within the video. If your videos are no-frills but still informative and even entertaining, consumers are as likely to engage with them as they are with videos that look like they were Hollywood-produced—and get much more out of the experience. Consumers are smart enough to tell when a video has been made for visual fluff as opposed to conveying actual information.

We consume most of our information through sight, so video is a natural next step in communicating your products and services to your current and potential clients. Video also has the power to make us feel feelings and hit the “Share” or “Shop Now” buttons. We’ve discussed in previous blog posts the huge impact YouTube and social media influencers have over consumers when they team up with brands. Take a leaf out of their book and populate your website and social media with product spots, business reviews by real clients, tutorials, or a welcome video so engaging that it will grab your clients by the lapels and cause them to click further!

Below is one of our favorite videos for our client Southeast Orthodontics. Filmed by Anchor Hitch Media in Raynham, MA.

Interested in creating video for your office but not sure where to begin? Contact us today to get started.

(updated 12.20.23)


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