Online video is your ticket to growth

For anyone selling goods or services (in case you hadn’t heard) video, and particularly online video, has become really, really important. Here are some stats to give you a flavour of what’s going on:

• people who view video on websites are 64 times more likely to buy
• people spend 88 per cent more time on websites with video
• video is shared 1,200 per cent more than text and links
• 90 per cent of people say video helps when deciding to buy
• video will account for 70 per cent of mobile traffic by 2021, an increase of 55 per cent
• online video spend is growing by 13.5 per cent a year in the UK and now exceeds TV advertising

I could go on, but you get the picture. In short, video is now at the forefront of the consumer experience, whatever the platform, whatever the device, and as a result everyone in business — and that includes dentists — now needs to deliver video content to their audience on the audience’s terms.

It’s good news that, in marketing terms, dentistry is still a comparatively unsophisticated sector because online video is still underutilised. It means practices posting regular online video content don’t just sell more treatment plans to their existing patients, they attract new patients that aren’t getting what they need —audience-led video content — elsewhere. So there are big gains to be made, and the earlier you start the bigger the gains.

If you run a dental practice and were thinking about making video content for the first time, congratulations — even if you have no idea how to proceed, just deciding that your business will do video from now on has put you ahead of competitors that don’t (and, trust me, they will).

When you get patients and clinicians to relax in front of the camera, there’s no need for a script

So, where to start?

You probably have lots of questions. Here are some candid answers to the most obvious ones:

Can I film my own video using my smartphone?

There’s a saying when it comes to video-making: “content is king”. If you have a creative or interesting subject for your video, yes, pick up your camera or phone and capture it. Your audience will forgive low production value and be more interested in what’s in the video (as long as it is interesting). Once you have nailed your content it’s worth considering how you can improve the look and quality of your videos and start getting more creative with shot composition, editing and visual effects.

What if I’m no good at editing?

Videos that you have shot yourself don’t need to be edited. However, skilled editing can turn even the most questionable footage into an engaging story. This is what a professional video editor can do for you. As your videos become more complicated inevitably you’ll want to start cutting out the fluff to make them punchier and more interesting. Simply top and tailing your video with an intro and call to action will make it look 10 times more professional. Software like iMovie may be suitable for your needs at this stage, but eventually you will want to either invest in professional software or hire a video production team.

What sort of videos should I make?

Ones that people want to see! Try and steer away from making a comprehensive list of your services. Focus instead on a specific subject in each video. This will help the audience absorb the content and gives you some breathing room to approach the subject in a couple of different ways. Try to picture your audience at every stage. If you’re planning on making an amusing comedy sketch, will your audience appreciate that and does it fit with the brand of your business? Try not to let it drag on just because you feel you have hours of footage that MUST be used. If it’s not relevant or helpful leave it on the cutting room floor or save it for a separate video.

What sort of videos get the most views?

There’s no a straightforward answer, but audiences really seem to appreciate authenticity, especially in dental videos. If a video promises to address popular fears or quench popular curiosity then chances are it’s going to be viewed by a lot of people. People are also drawn to something that looks interesting, so having a strong thumbnail image and video title can help increase your viewing figures.

Should I hire a professional?

There will be occasions when your video ambitions are too large or complex for your smartphone or you want to start producing high quality video content. This is the time to get in the professionals. A good editor will be able to take footage and make it tell a story that delivers a real punch in terms of how the story is told and the visuals that accompany it. Having slick looking footage and really good quality audio in your videos should enhance the story.

What do I do with my videos?

Upload them everywhere: social media, YouTube and other hosting sites and get them embebbed on your website in a relevant spot.

Have a look at the examples of Fine Company videos below and if you have any questions or would like some help putting together an online video schedule for your practice, get in touch with me at [email protected].

“Video is now at the forefront of the consumer experience, whatever the platform, whatever the device”

Callum Shone, videographer and editor