Online video is on the rise. Marketers should take note.
More and more consumers are watching video online. They are watching hours per week, from their computers, smartphones and tablets. For hospital marketers, this indicates we should be devoting more time creating videos to communicate our messages and integrating these videos into our traditional and social media marketing. If we believe in going where the consumers are, then online video is definitely a place to be.
Simple, informative videos can be effective – and not necessarily expensive. Videos can be produced with a handheld camera or even with a smartphone. Videos that are not too slick, polished and perfect deliver authenticity – a preference of many consumers.
Video doesn’t have to be shot with a camera to be effective – slide shows, Prezi presentations, and still photos can be used to create a video presentation that is effective and again, not expensive. Like any marketing effort, video should be used as a tactic to meet a marketing goal – and not just because it would be a fun thing to do.
Your video should be uploaded to your hospital’s YouTube channel for easy viewing with any device as well as embedded on your website. Be sure to include tags, descriptions, and a transcript on YouTube. And most importantly, disable suggested videos so that when the viewer is at the end of your presentation, they are not bombarded with competitive options.
Video as a marketing tool is beneficial not only in the message delivered to the intended audience, but when uploaded and optimized on your hospital’s YouTube page, there are SEO benefits as well.
Need more convincing?
Below are statistics and from Adrants that clearly demonstrates the popularity of online videos.
Recently, Blinkx released the results of survey of online video viewing habits conducted on its behalf by Harris Interactive. The survey was designed to reveal viewing and social media sharing habits of U.S. consumers and uncovered some not-so-surprising trends.
In total, 2 out of 4 people watch online video.
- 57% watch 1 to 5 hours each week
- 26% watch more than 5 hours each week
- 17% watch less than one hour each week
- 86% watch videos on their computers -
- 35% watch videos on their smartphones -
- 23% watch videos on their tablets
- 14% watch videos on their smart TV
Smartphone users watch more viral videos with 61% viewing virals on their smartphones. Tablet users watch more entertainment with 48% viewing entertainment on their tablets.
Of smartphone users:
- 61% watch viral videos
- 48% watch entertainment
- 41% watch news
- 24% watch how-to videos -
- 17% watch TV shows
- 14% watch movies
Of tablet users:
- 48% watch entertainment
- 45% watch news
- 44% watch viral videos -
- 40% watch TV shows
- 34% watch movies
- 29% watch how-to videos
Of course, for Smart TV users, most (72%) watch movies and TV shows (64%)
In terms of video length, in general, shorter videos are viewed in smaller screen and longer videos are viewed on larger screens.
In terms of the most memorable advertising videos, entertainment category videos (movie trailers, etc.) are most remembered at 37%. This is followed by consumer goods at 17%, financial services at 17% and cars at 15%.
Need help developing a plan for an inexpensive video for your hospital? Need help optimizing your YouTube channel? Contact Lori Moore at TotalCom Marketing.
Brand storytelling through traditional and new media channels, we are TotalCom Marketing, a full service advertising agency in business this year for the 30th year. We are located in Tuscaloosa and Huntsville, AL.