It is natural for a business leader or thought leader to be wary of social media accounts. Especially in industries like healthcare and education, platforms like Facebook will not hold too much worth for your PR efforts, right?
You can’t be farther from the truth!
As of October 2018, India claimed the first place with 294 million users, ahead of second-ranked United States with 204 million Facebook users.
These users are talking, watching, interacting with their fellow virtual world inhabitants, and to them, their online community’s endorsement or rejection of particular healthcare or educational institution matters a lot.
A picture is worth a thousand words, and a video about 1.8 million words to be precise.
1 minute of your video is worth 1.8 million words according to Forrester Research’s Dr. James McQuivey.
Whether your brand is 30 days or 30 years old, you must know that video the number 1 preferred content type of your average consumer.
What exactly should you do?
Are you using video to reach out to your target market? Do you have tracking tools in place to check how your videos are performing? Have you ever done a peer to peer analysis of how your videos are performing compared to your competitors?
The success of videos as the most powerful content marketing tool proves that we all are visual creatures, who love their videos. For a healthcare or education brand, a video is a multi-layered, multi-dimensional storytelling experience. It is arguably the most powerful communication tool to engage your audience and tell your brand’s story.
As a healthcare or education executive, you may argue that video is relevant only to your end customers, but HubSpot has an entirely different story to tell.
It’s time that video’s far-reaching influences are cashed in for healthcare and education sectors.
From just being viral content and home videos posted on YouTube, the video has come a long way. It can be packaged in various formats-low cost, d.i.y. vlogs or video blogs to sophisticated corporate promotional ads. You must have a clear understanding of your audience’s needs and accordingly provide strategic, targeted content that gives some value to them.
CEOs of most of the leading PR companies in India agree that today the boundaries between PR and advertising are constantly blurring, with many PR agencies pitching in to create creative videos to help their clients tell stories. Many PR companies are also creating their own talent pool because they do not want to leave the content to other creative agencies who may not be able to do justice to the message their client is trying to put across.
Let’s take the example of healthcare first-
Both patients and healthcare practitioners want to hear from people like them- patients struggling with similar illnesses, or doctors practicing in the same specialty. Doctors in particular, especially value peer-to-peer communication.
Similarly, for the education sector, videos can provide an effective platform for institutions to put forth their vision, values, a sneak peek into the daily routine and establish themselves as an active, vibrant and thriving place for imparting education to young minds.
Educational institutions like schools, colleges, and training institutions can benefit a lot from videos that resonate with their audiences.
Whether it is Twitter, Instagram, Facebook, or any other platform, videos have become an essential way of communicating everything that your brand stands for. Earlier, the PR firms would have a handful of writers and journalists who could put the message across, but with the internet, the target market itself has become influencers and PR companies have to re-strategize their role and content strategy. Today’s audience is always rushing and reading long texts about a particular company is the last thing on their minds. A video goes a long way in brand recall, creating a direct connection and also conveying the message about a product, service, or company.
About the author:
Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.