Video Content Will Surge Ahead
Video content has grown exponentially in popularity over the last few years and will continue to grow in 2018, as well. The predictions vary. Cisco predicts 80 percent of online traffic will be driven by video content by 2019, whereas Mark Zuckerberg expects 90 percent of Facebook’s content to be video-based by 2018. Nearly 80 percent of social media users said they would rather watch a video than read plain text. In addition, the Facebook live video gets three times more views.
Mobile video is highly likely to be the primary way your patients will prefer to consume healthcare content. Healthcare marketers should also consider that mobile has taken over as the fundamental way to access social media. This is because video content elicits higher engagement rates. New formats such as live streaming are an effective way to engage target customers.
In 2018, you may see a steady rise in high-quality video content. According to HootSuite, online visitors are spending more time looking at video content than reading plain text. In fact, social video advertising grew more than 130 percent in 2017. An excellent way to utilize video is by creating and sharing short clips based on the demands and preferences of your target audience.
Overall, having the ability to create relevant video content in multiple formats on a regular basis and strategically tying it to your blogs and eBooks will be critical in 2018. Medical marketers will need to work out how they can leverage a variety of video formats as part of their content marketing strategies. Marketers will need to ensure they are creating content that reflects their business goals and objectives.
Increased Emphasis on User-Generated Content
According to marketing surveys, nearly 66 percent of new patients trust online reviews posted by other patients, and an even higher percentage of potential patients believe recommendations from their family and friends. Social networks are presenting many exciting opportunities to use user-generated content into building healthy relationships with prospective and existing patients.
Medical practices can leverage user-generated content on their social media profiles to engage their followers. For instance, you can ask your followers to submit reviews or share experiences of your practice on social networks. You can then choose the best submissions and share them on your page, giving credit to the followers who submitted them. This is not just a great way to get fresh content regularly; it is also a proven strategy for engaging your potential and existing patients. Chosen followers will be motivated and will be more likely to recommend your services to their family and friends. Instagram is said to deliver the biggest ROI for user-generated content.
In 2018, you can expect to see more healthcare facilities integrating user-generated content into their social media campaigns. Healthcare marketers must look forward to 2018 and start leveraging this trend if they wish to remain competitive.