Social media is an ever-changing, ever-evolving landscape where one must always innovate and try new things to stay on top.
The algorithms for social media platforms are constantly being updated to favor new types of posts, highly-engaged accounts, hashtags and so on. Recently, social media platforms such as Facebook, Instagram and TikTok have shown how posting videos can help attribute more growth and engagement to your social media accounts.
Videos offer an opportunity to connect with your audience in a more direct way than a static photo post in their feed. By offering patient support, combating misinformation, answering common questions and raising awareness, physicians have the opportunity to build trust with new and existing patients through videos and connecting with their audience.
How to Create Engaging Video Content
It’s important to have a plan when creating video content for social media. Here are five tips to help you improve the quality of your video content on social media:
Make sure you have the right gear
It’s important to consider what lighting, camera(s) and microphones you will use while filming social media videos. You want your voice to sound clear, and the video should be high quality and sharp. It is possible to do this on a budget with a smartphone — watch the video on the next page for suggestions.
Plan the length of your video
Most social media platforms have a limit on video duration. TikToks can be up to ten minutes, while Instagram videos can be anywhere from three seconds to 60 minutes depending on the video’s format. Video length may vary for type of content, but generally super short videos are best for social media because many people have short attention spans and want to learn new information quickly.
Consider where and how you will shoot the video
You don’t want the background to be distracting in the video, so choose a place in your office with a solid, neutral background. You also want to make sure you are shooting the video in the correct format. Tip: Film the video vertically if you are posting to Instagram or TikTok so it fills the entire screen.
Use patient-friendly language
Keep an informal, chatty and engaging tone while talking in the video, but be sure to stay HIPAA compliant. Remember that anyone can view your video on social media, and viewers may not understand or relate to medical jargon so use laymen’s terms to break down complex topics.
Consider closed captioning
In an effort to be inclusive for deaf viewers and people who prefer to consume video content without audio, consider adding closed captioning on your video. Many apps and platforms have features to help automate this for you; just be sure to review it before posting to correct any errors or spelling of medical terms.
Share on all social media channels
After putting all this hard work into creating a video, you want to get the most out of it and gain as much reach and engagement as possible! Post your video on each platform. You can even cut a longer video into smaller segments to maximize your content creation.
Ideas for Social Media Videos
Introduce the physicians and staff
Share behind-the-scenes footage of the providers and the office so it feels like your patients and followers are a part of office life too! This can help build trust with your patients. It’s important to get signed consent forms for all people you choose to include in the videos, from the office staff to patients.
Share easy “how to” content
Patients are always looking for ways to improve their at-home skin care and beauty routines. Offer some advice as to how they can upgrade their routines or add in a new practice.
Highlight new in-office treatments or products
One of the exciting things about being a dermatologist is the new treatments that are being researched, developed and offered to patients. Share the excitement with your patients when you participate in a clinical trial or highlight the newest technology you offer in your office.
Tell new patients what to expect
Nothing is more nerve-wracking than wondering what your experience will be like with a new physician. Ease any worries by sharing what the experience will be like from the moment they enter your doors to the moment they leave.
Social media is a valuable tool that allows you to connect and collaborate with patients, provide free educational content and advocate for your patients’ safety. Relating to your patients is always a top priority, and, by utilizing video, you have the opportunity to deepen that connection and share new information in an engaging manner.