Instagram TV Reaffirms the Importance of Video in Dental Marketing

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With the launch of IGTV, Instagram’s new app for long-form video, your practice has another simple way to create and share video content that will build your online presence and patient relationships. All you need is a phone!

This week, Instagram debuted their first foray into the long-form video space with IGTV, a platform designed from the ground up for mobile video viewing. IGTV can be accessed from within the current Instagram app by tapping the TV icon in the upper-right hand corner, or you can download the stand-alone IGTV app.

IGTV differs from other video platforms in a few ways. First videos are full screen and vertical, enabling you to watch while holding your phone more naturally. Also, unlike on traditional Instagram, videos may be up to an hour in length.

As more and more platforms shift focus to creating, hosting, and utilizing video, businesses should take note: video is becoming increasingly critical to the success of any strategic online presence.

As we watch the world’s social media habits evolve, one trend stands out across all platforms: people are watching more video than ever before. And not just watching — people are clicking, engaging and purchasing because of video content! In fact, a recent study found that 64 percent of consumers say they are more likely to buy a product after watching a video about it.

In every age group, time spent watching TV is dropping while time spent watching online video is rising. As this trend continues, sharing video content on social media will only become a better way to reach your patients and potential patients. Do you have a strategy to capitalize on the unique ways video can build relationships and grow your dental practice? Here are five reasons you should make social video content a top priority:

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1. Video Content Affects Purchasing Decisions

Analysts report that consumers presented with video content accompanying a product or service pitch are 80 percent more likely to convert as opposed to with just text and images. For dentists, video content offers an incredible opportunity to familiarize potential patients with your practice before they ever visit. Showcasing your team culture and patient experience through video can be the beginning of a lifelong healthcare relationship.

2. Facebook Favors Video

Currently, Facebook is the premiere social media platform for dental marketing. It’s the best place to start growing your practice’s social media presence, maintain connections with existing patients, and reach the people most likely to become new patients. However, Facebook’s content algorithm can make it difficult to get your posts seen — even by people who follow your practice page. Native video uploads on Facebook have 10 times the reach of a shared YouTube link, and when paired with a small boost, they can do wonders for expanding your audience.

3. Video Can Make Anything Interesting

We often hear from dentists just starting on social media “What am I supposed to post about? People think dentistry is boring!” With good video content, this doesn’t have to be the case! Even a video about the correct way to brush your teeth can be fun and interesting, whereas reading a few paragraphs about it may not hold someone’s attention. No matter the subject, video content is a powerful way to tell stories, inspire people and create emotional reactions — all excellent ways to obtain and keep top-of-mind awareness.

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4. It’s Never Been Easier

Video production used to require a whole team and weeks of work — not anymore! Everything you need to make a great video is on your smartphone. Take a moment and explore the video capabilities your phone has and available editing software, like iMovie and Adobe Premiere Clip. Even if they’re not professional-grade productions, regularly posting short video clips from your practice will help you attract new patients and boost retention. And at zero cost, it’s hard to beat that ROI.

5. Video Drives Engagement

With so much social media content being posted every day, standing out is difficult. Video content is compelling and highly shareable — studies report videos get up to 1200 percent more shares than text and images combined. When patients share your social media content, they become advocates for your practice, introducing you to family and friends that trust their recommendations.

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