Good authors follow the philosophy of show don’t tell.
An assisted living community can easily advertise that they’re the best, but how many actually prove it?
Using videos bolster believability for your brand’s story. Although they’re often top-of-funnel content, they can also generate leads beyond initial brand awareness.
Most companies are acquainted with video technology. While everyone was previously a consumer, many have taken the initiative of becoming content producers themselves. According to Hubspot, 73% of consumers worldwide prefer seeing videos on social media. In fact, 54% of people want to see more video content from marketers. These aren’t numbers you should ignore.
Here are some ways your community should use videos!
Facebook Live & Q&A
You don’t need expensive equipment to use Facebook live. If you’ve received an influx of questions, it’s time to put yourself in your audience’s shoes and provide the information they need. You can respond to queries and tie loose ends from prospects.
Videos not only provide responses, but also a personalized experience for potential residents and their loved ones. You can even do this on an individual level, especially if there are questions requiring visuals.
Spotlights
What is the heart of your community? The residents.
With today’s ever-evolving digital landscape, it’s easier now than ever to do resident spotlights.
Your brand is your community’s story. If you aren’t focused on the human element of your community, it’s time for a marketing revamp. Whether you chose to do weekly or monthly videos, viewers are looking for brevity. A short 5-minute video can strategically highlight the community-centric environment of your facility.
The same thing can be done with staff members. Adult children of residents are going to want to know who is looking after their loved ones. These spotlights can be done as short interview-style videos, or testimonials on the community.
Amenities
Most facilities have already started doing virtual tours. For a while, it was nearly impossible to do anything without it being conducted via Zoom. In addition, videos can highlight the specific amenities your community offers. What makes your facility unique? Why would someone choose your community versus a competitor? Do you offer luxury dining services? Post a video about it. Do you have a wide variety of activities? Showcase that! Get creative.
These ideas are just the beginning. You can create welcome videos, event recordings, weekly recaps, company culture videos, etc. Let us know how your community has already incorporated video into your marketing strategy.