Why is Video Important?
Modern marketing campaigns are dominated by what’s called “content marketing.” Essentially content marketing is a way of producing valuable content with inherent value outside of its role as a marketing tool. Often, the star of that content strategy is video. And there are some quantifiable reasons as to why.
Video Helps You Stand Out
Because content marketing is the strategy of choice for so many large firms, having custom video content can help you stand out in a crowded marketplace of ideas.
Video Improves Engagement
Several studies have shown that video content can improve overall engagement by something like ten times. In other words, you’ll get ten times as many people involved in your video as you might have in a written piece (you can improve engagement even more by doing both). Video has also been shown to improve click-through-rates and lead generation.
Video Can be Everywhere
There was a time when video could only be viewed on a desktop with the highest of internet speeds. Today, video is everywhere. It’s playable on mobile devices, smartphones, computers—everything. Even smartwatches can play certain types of video. That means video has a pretty unique ability to penetrate all kinds of markets. That penetration makes it an incredibly useful tool for surgeons and clinics.
Video can help your practice stand out in a competitive and useful way. The goal of your video strategy should be to provide users with something useful and memorable. And that’s why you should avoid video strategies that attempt to “go viral,” as these strategies almost never work (indeed, most videos that “go viral” do so unintentionally—so any attempt to replicate that intentionally is going to be problematic). Video works best when you know your audience and use your own videos to keep them engaged and ultimately earn their trust.
