There has been a significant paradigm shift in marketing since the debut of digital marketing. Today, businesses are shifting to social media platforms to boost their brand recognition, surge customer loyalty, enhance overall online presence and broaden the customer base. Previously, an overwhelming majority of brands used YouTube to advertise their products, exhibit their stories and promote their brands.
Although YouTube is still an exceptional platform for marketing, Instagram has taken the marketing world by storm. It adds life to video marketing since it permits users to shoot one-minute short videos and 15 seconds reels. There are numerous ways Instagram in healthcare is being applied to connect with patients and build community.
So, what is Instagram video marketing? Instagram video marketing is the application of video content to generate more leads and engagement via the social network. Recently Instagram marketing video has been on the rise due to the higher level of engagement. With the channel’s popularity, more brands, including healthcare brands, are now creating plenty of Instagram video content to grow their business and achieve their goals.
Today, millions of businesses already possess a profile on the platform, making competition more extensive. To gain a competitive advantage, there is a need to adopt viable Instagram video marketing strategies to leverage output for the healthcare business from the platform. Below are some top Instagram video marketing strategies that the healthcare industry can incorporate for its marketing plan:
1. Run Instagram Video Ads
Due to Instagram’s visual nature, healthcare brands are making thorough use of this platform to execute original campaigns that are eye-catching. For instance, some people are working tirelessly to save people’s lives without any publicity. Recently, a certain healthcare brand compiled a documentary of three women from different states who have been at the forefront of saving people’s lives. The documentary was shared with the public through an Instagram account, releasing a one-minute clip of the film every day for an entire month. Instagram has more than a billion users, and all of them cannot follow you. To expand your reach and generate more leads on your Instagram video, you need to diversify your means of making your content accessible to the target audience.
You cannot thrive by depending entirely on organic content. Since Instagram has paid advertising options, it is imperative to take advantage of them to attract new patients with Instagram ads. Also, running Ads gives you the privilege to enjoy all up-to-date targeting provided by Facebook. You also get the benefit of reaching more audiences who are not your followers. An increase in audience base translates to a rise in views on your Instagram videos.
2. Leverage Instagram Stories
Instagram’s stories feature the leading platform among all social media platforms to engage users more quickly and precisely. With Instagram stories, you can record actual happenings as they happen in real life. The videos are fifteen seconds long, which is enough to disseminate information. As a healthcare professional, you can use Instagram Stories to build credibility and educate patients while promoting your content. For instance, you can create a brief video that displays your healthcare profession. You can also apply the Instagram story feature to record how you carry out necessary procedures such as fixing bracelets. In this segment, you can engage with your users by allowing them to ask you questions with the ‘Ask me anything ‘feature. These questions tend to appear on Instagram messages, and responses can later be shared to the story.
Instagram stories can also be a powerful platform to generate more B2B leads. Instagram B2B videos boost lead generation through education. While it may not be displayed on the platform for long, it is exhibited at the top of the user’s feeds. This increases the chances of viewing and engaging with your brand. Your Instagram B2B marketing strategy must incorporate various types of videos. Also, it is essential to know that your audience will pay attention to your stories if you are consistent with content creation.
3. Avoid Depending on Sound in Your Instagram Videos
Due to the diversity in the healthcare industry, there is the need to keep the audience updated, let patients know success stories, introduce new doctors and staff, take part in awareness day events, publicize new products, services, equipment, and facilities. The healthcare business can make use of Instagram videos as their marketing channel. One major limitation of using Instagram videos is that users must tap on the video to start the sound.
Recently, Instagram introduced Instagram reels, which helps to promote connectivity by creating numerous engaging and fun videos. With reels, you can share with your followers and access the immense, diverse Instagram community. Unfortunately, most users may fail to listen to the content of the video since they may ignore the sound. While using an Instagram video, your fundamental capturing elements should be present immediately. This may entail the use of charming colors, eye-catching action, a gleam of engaging text, among others.
4. Apply Hashtags in Your Instagram Videos
Hashtags are vital since they help to classify your posts and can be followed just like Instagram profiles. With hashtags, you can increase your customer base, attract followers, reach your target audience and enhance brand visibility. Proper use of hashtags can help get your healthcare brand out there since they help your post get noticed by viewers looking for such information.
Although hashtags are more used- on Instagram photo posts or stories, they can also be used on videos to generate more leads. Videos with hashtags are likely to get more users engagement compared to those without. Although Instagram permits a maximum of thirty hashtags per caption, it is crucial to develop an Instagram strategy to leverage the use of hashtags. Also, to surge your video’s visibility, it is imperative to select the best hashtags that are relatable to the users.
5. Give Your Videos a Professional and Polished Look
As a healthcare marketer, your main responsibility is to educate your audience. Unfortunately, healthcare marketing can be challenging since, at some point, you must employ technical terms, you must adhere to strict laws that require you to market products or services in a particular way. On the other hand, you must create content that your audience will understand and relate to. In this case, your videos should have a professional look, which can be achieved by incorporating educational videos. There is so much competition on the Instagram platform since every brand is fighting to gain a competitive advantage. Therefore, it is essential to check the quality of your Instagram video if you want to thrive in this competitive platform. To convert your followers to views, you must give your videos a more professional and polished look. You may not be an expert in editing, but you can apply the numerous user-friendly software available to perform basic edits to your video. Several easy-to-use video editor applications will help spruce up your Instagram videos and enhance building Your Ecommerce Instagram Video Marketing Strategy. For instance, Window Movie Maker, Wondershare, Cinefy, and Apple iMovie. Therefore, you can be unique in the crowded digital landscape by creating more polished videos, which will increase engagement with your users.
6. Make Your Videos Engaging and Fan-Friendly
With Instagram videos, you can get more connected to your audience by understanding their needs and taking time to meet their needs. It is imperative to portray the human side of mental health services in healthcare marketing, and Instagram marketing videos can achieve this. Being empathetic and as authentic as possible can help you engage more with your followers. Your video stirs emotions with the viewers, developing a memory or touchpoint. For instance, a healthcare brand can create a relatable scene depicting how different people react to various scenarios, such as being a first-time mum, receiving MRI results, people with mental cases, etc. Since the video is relatable, the healthcare brand has an increased possibility to build more trust and engage more with the audience.
Instagram has features such as trimming, adding filters, and tagging people, which means you can create relatable, more engaging, and fan-friendly content. To optimize your engagement rates, you need to be as authentic as possible, develop a matching thumbnail, add a teaser or a preview, include subtitles to your Instagram video, and ensure your Instagram video is available in stories and other social feeds.
7. Maximize Your Instagram Bio
An Instagram bio is the small part under your username on your Instagram profile page that gives information about your brand and the kind of content you plan to share with your audience. The area portrays your brand’s name, information about the product or service, profile details, and contact information. Your Instagram bio provides an impression of what you are marketing since it is the first thing users access whenever they get on your profile. It is imperative to create an informative, charming, and engaging bio to capture your users’ attention. User engagement on the bio requires you to provide a brief description of your brand or product. Also, ensure you incorporate little information about the content you plan to share on your page.