In part 1 of this series, we discussed the importance of including a video strategy in your healthcare marketing campaigns. The reason: video is the leading format preferred by consumers for communication about brands. A 2024 study proved it.

In this blog, we’ll provide simple tips to help you make the most of video for your brand.

Getting started is easier than you think

We all love video, whether it’s to educate, entertain, or sell. So why aren’t even more people using video? The #1 answer is simple: They just don’t know where to start.

They think video is going to be complicated and involve an expensive production company. But it doesn’t have to. In fact, more than 50% of marketers using video create all or some of their videos themselves, using their own resources.

Of course, different needs call for different types of videos with different levels of professional polish. Some videos (such as brand launches) may require the highest possible production values. Others can be more effective (more human, more humble, more charming) when they’re “homemade.”

And your videos don’t have to be long to be effective. In many cases, the shorter, the better. Most people believe videos between 30 seconds and 2 minutes are most effective.

But here, too, the context matters.

•  On YouTube, videos over 60 seconds generally do best.

•  On TikTok, the most viewed videos run 15 to 60 seconds.

•  On X and Instagram, videos under 15 seconds are the most viewed.

But the most popular platform today for video marketing is not YouTube, TikTok, X, or Instagram. It’s LinkedIn  – a forum where longer videos can find a receptive audience. The popularity of LinkedIn for video marketing underscores just how extensively video has permeated business-to-business marketing in addition to direct-to-consumer marketing.

Create videos that sell–but also educate and inspire

Video is a persuasive selling tool. But it is also an excellent teacher. Video can help make complex topics clearer – there’s no substitute for seeing a concept in action.

Video can teach and train, show what a product is, and how to use it.

Video can promote product innovation and research, as well as corporate citizenship.

Video can help you recruit patients, recruit customers, recruit staff… and retain them all.

And video can humanize a brand and product by showing people creating it, selling it, using it, and/or talking about their experience with it.

So create a range of videos with a variety of content to meet your goals—whether it is to sell, build awareness, or educate.

We can help you plan your video strategy

You have great stories to tell. We’re ready to help you tell them – in the most popular, most powerful medium: video.