Over the last couple years, you might have noticed an uptick in the number of animated videos about products and services on your Facebook feed. These concise, engaging shorts are known as explainer videos, and they’re taking the digital marketing world by storm.
If you’re an ophthalmology practice, does it make sense to invest in one of these videos? In other words, will it help you acquire more patients?
Explainer videos: A valuable tool
Explainer videos are an excellent way to describe your services to new and prospective patients alike. For instance, you can use an explainer video to illustrate what happens during cataract surgery, or you can use an explainer video to outline the benefits associated with LASIK.
These videos can be shared easily, bounding from one end of the internet to the other and exposing your practice to hundreds (or thousands!) of new eyes.
A good explainer video should:
- Introduce a problem
- Describe a solution
- Explain how your practice can provide that solution
- Provide the viewer with a call-to-action, i.e., what they need to do next
The best explainer videos tend to be no longer than a minute and a half. A study found that videos under 90 seconds had an average viewer retention rate of 53 percent. Videos that were longer than 30 minutes, meanwhile, only retained 10 percent of their viewers.
Explainer videos actually work!
Still on the fence? Here are some statistics that show off the power of explainer videos:
- A survey conducted by Hubspot found that 43 percent of people want to see more video content from marketers.
- More than half of marketing professionals worldwide (51.9 percent) claim that video content results in the best ROI.
- According to research released by Animoto, one in four people will actually lose interest in your brand if you don’t have a product video.
- Customers are nearly 50 percent more likely to read email newsletters if they include a video.
- Four times as many people would rather watch a video about a product than read about it.
This research isn’t being ignored. HubSpot found that 48 percent of marketers were planning to add YouTube to their content distribution channels this year, with another 46 percent prioritizing Facebook video as well. In addition, the vast majority (85 percent) of businesses now have internal staff and resources that help them produce videos in-house.
Are you ready for video?
Ophthalmic procedures can be confusing and overwhelming for patients – by creating an engaging, easy-to-understand video, you can demystify your services.
2018 is a great time to add video to your marketing repertoire. Why not start now?