Create Valuable Video

2016 • Content

According to recently released analytics about Facebook, video is what it’s all about, especially if you want people to share. Here’s some of what you need to know to create valuable videos with both “formal” video creation as well as streaming-from-your-cell video.

Tip: Post, don’t link. Native videos receive 30% more views than videos posted as links to other sites.

80 billion The number of daily video views on Facebook
  • CONSUMERS. The attention span of your patients is decreasing. According to research conducted by Microsoft last year, attention spans dropped from 12 seconds in 1999 to just 8 seconds in 2015.

 

  • REACH. If you want to target millennials, video is definitely the way to go. In the world of this very visual generation, showing definitely trumps telling.

 

  • HOT. That helps explain why video is so hot. Just ask Facebook, which added a video broadcasting tool, called Live, to its portfolio earlier this year. Why now? Because in 2015 the company saw the number of daily video views on Facebook rise to 80 billion at the end of Q3—double the views at the end of Q1.

 

  • TOP. So how is it working? According to research released by Business Insider, half the people they surveyed had accessed Live, but mostly to view video. When asked what they would use when creating a live broadcast themselves, respondents choose:

Facebook…40%

Snapchat…35.7%

YouTube…16.7%

 

  • EVERYMAN. But don’t think video is just for the big boys. Whether it’s creating a video ad or just streaming live from your phone, video is actually perfect for small businesses, including practices like yours.

 

  • LINKS? No, don’t be lazy when it comes to posting videos by just providing links on your Facebook page, for example. Why? Because native videos receive 30% more views than videos posted in links to other sites.

 

  • CAMERA SHY. Want to create video content, but don’t want to be on camera? In live streaming video, that’s rarely a problem as you’re probably shooting and capturing someone or something else. In more formal video production, however, the answer is to use background images and screen captures. That way, you can just be the “voiceover.”

 

  • HELP? Socialmediaexaminer.com suggests you check out services like Animoto or Magisto. Getting professional results is easy. Animoto, for example, helps you create videos in just four simple steps—pick a style, select photos/clips, pop in text, and pick a song. Then hit finalize, and, voila, a video ready to share on social or your website.

 

  • APPS. Keeping it casual? If you don’t need something that formal, there are lots of great just-for-mobile apps. They include Flipagram and Boomerang.

 

  • STREAMING. The easiest way to get into video is with live streaming video. You only need your cell phone and an app like Periscope or Meerkat. Periscope was, in fact, the most frequently downloaded app from Apple’s app store last year.

 

Have you or a staff member posted video yet? Tell us how you created it and how it worked. Join in the conversation here on Facebook.

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Erinn Morgan

2 Responses to “Create Valuable Video”

  1. Jeffrey Phillips Says:

    September 29th, 2016 at 3:43 pm

    This seems like the worst idea ever. Who would ever want to watch live spontaneous video from an eye care office? It’s probably a HIPAA violation, and the chances of sending something either super boring or potentially embarrassing or illegal are pretty high. Control your brand. Control your content.

  2. Steph De Long Says:

    September 30th, 2016 at 4:21 pm

    Hi Dr. Phillips,
    We appreciate your feedback on our post about the benefits of streaming video. We certainly weren’t suggesting you post anything inappropriate, and you should get written authorization from a patient to post video of them. If you don’t want to create your own, you can always post a link to vendor or event videos. Research shows that will result in a 5%-15% video view rate, whereas one you created yourself will increase the view rate by more like 35%.
    At a trade show, it’s easy to point and shoot, do an interview or capture an event like a fashion show. And, in the office, it’s fun for patients to see something like an eyewear makeover or even a tour of your location. We’ve not heard of legal issues with such posts, as long as you get permission from the people you are featuring. As for suppliers, they are happy to have you show their product. We think it’s a win-win, and a great way to sell without selling, so to speak.