There are countless statistics underlining the significance and value of video as a promotional tool for marketers. A HubSpot blog collating different sources of data on this topic showed that more than half (53 per cent) of people want to see more video content from marketers, while 52 per cent of marketing professionals worldwide see video as the type of content with the best return on investment.
For dental practices in particular, there are some compelling reasons why videos could be more effective than written content when it comes to promoting your services.
Making an immediate impact
Video often has the edge over text and other forms of content because of its power to immediately grab the viewer’s attention and give them something to remember.
One of the most effective ways of doing this is by being direct and concise. According to online hosting service Vidyard, 56 per cent of all videos published in 2016 were less than two minutes long.
Keeping people’s attention
A consumer faced with a block of written text on a webpage needs a very strong reason to make the effort to read it. The passive nature of watching a video, however, means people are much less likely to be put off and more likely to pay attention until the end.
The top five per cent of videos retain an average of 77 per cent of viewers right until the last second, while the average video keeps 37 per cent of people watching to the end, according to Vidyard.
Showcasing what you have to offer
Giving a visual display of what your practice can offer to patients is much more powerful than a written description of your services.
When it comes to customers paying for cosmetic services in particular, videos can literally show the end results and provide a sense of aspiration that could be difficult to achieve in writing.
If you want to ensure you are getting the best out of your video marketing, contact Designer Dental today.
Image: LDProd via iStock