Spreading word of mouth about your assisted living community is an entire job by itself, especially when you consider all of the different forms your messages can take. If you’ve done some research into what kind of content performs best, you may have come across research on video content and how it seems to outperform all other kinds of content. But before diving into producing your own videos, it’s important to consider the overall quality of the content you'll be putting out. Let’s look at why video is important for community and how lower quality video might be hurting your marketing efforts.
Why is Video Important For Your Community?
Depending on what content you’re putting out, video can act as a few different methods to help your community gain traction and for this reason, can be a powerful tool to meet your marketing goals. From a potential resident’s perspective (and their family’s), video can serve as great introduction content, offering up easily digestible information on your services and how you can help satisfy the needs of seniors looking for assisted living homes. For existing residents, any video content you produce can allow family members to keep up with the activities and services you provide for your seniors.
There are some staggering statistics out there regarding video content and how it plays an important role in the sales cycle. For example, organizations that use video see over 40% web traffic than those that don’t. Additionally, website landing pages with video are more likely to see conversions than pages that just have text and images. So no matter where your prospects are in the cycle, video can help educate or close the deal.
Not All Video Is Created Equally
With video content being an engaging medium to reach audiences with, it seems like everyone should be making and putting out videos, however, there are a few things to consider. The quality of your videos is one of the more important aspects to think about when producing content as lower quality videos put out more frequently are less effective than well-produced videos put out sparingly. This is especially apparent when you look at your content’s metrics (which we’ll dive into in a bit) versus the time and resources you spent putting into making that content.
With anything that takes time to make, the question is always “What’s the Return On Investment (ROI)?”, that is, what you get back after investing time and resources into a project, in this case, making a video. Community directors can often be disheartened from putting out any video content because they’ll lead efforts to put a video together with little to no results. This could be, in part, due to the overall quality and timeliness of the videos your community publishes.
Do-it-yourself videos definitely have their place and are necessary for documentation and legacy preservation, however, they shouldn’t really be used for advertising purposes. Quick, in-the-moment videos are great for allowing families to keep up with their loved ones, but these videos won’t do well as marketing material, which is why you may see lots of views, with little engagement. Additionally, quick cellphone videos that are used as marketing material regularly are less likely to garner any attention; flooding your viewers with video isn’t the best way to attract them. Putting together high-quality content and looking at the data behind your videos can help your community with its marketing efforts.
What Video Metrics Are Most Important?
If you’ve put together a video and shared it on all of your channels and soon, you’ll start to see data, but which metrics are most important? All data points that you gather from your videos are important in their own way, but it’s really the culmination of all of them that will help you determine if you’ve put out a successful video or not. Below are some of the key points to look at when diving into your video analytics.
- Video Views
While having hundreds or thousands of views on a single video may seem incredible at first, they might not be the best factor to judge your video by. It’s important to consider where you’re looking at your view count because as of late 2018, a view on Facebook consists of “50 percent of the video pixels are in view for two consecutive seconds.” This means that a view is counted if someone takes two seconds or more to scroll to (and potentially past) your video.
- Video Plays
This metric is a bit more substantial than views, as it is the number of intentional plays your video gets from people watching, or how many people push the play button to watch your content. Comparing this to the views is a great way to see how many people actually meant to watch your video.
- Play Length
This is the longevity of the watch time for any viewers. Depending on where you’re looking at metrics, this may or may not be available to you, but if you can see it, definitely pay attention. This number can offer you insights into where viewers lost attention and kept scrolling.
This may be the single most important number when looking through your video analytics. This is the number of times viewers have liked, commented, shared, or otherwise interacted with your video. The reason this is so substantial for you and your community is that the people who frequently interact with your videos are far more likely to turn into leads and clients than someone who had half of the pixels of your video in their feed for two seconds.
There are many, many more metrics and considerations to make when putting out video content but perhaps the most important thing to base video success from views. To improve your video’s stats and ultimately your ROI, shoot for high-quality video content put together by professionals. If you are looking for a do-it-yourself option, HeartLegacy has a professional team that edits all videos you submit to them, which greatly improves the quality. Lastly, remember that once you put a video out, doesn’t mean you’re finished with it. Watch how it performs to see how you can make better content that is more relevant and helpful to your audiences.