Video and photo services capture your brand's identity, they tell your story visually, and they give your audience a personalized experience. And, since all the assets captured through these services are used, in some form or fashion, across all your channels and various designs throughout your digital efforts, it's no small task. But, these services are a vital part of your senior living digital strategy.
Videography in Your Digital Marketing Strategy
Video is an engaging content format that gives us a real-life picture of what is going on, and it's also easy to share. So, it's not hard to see why video is so popular these days! Video content is easy-to-digest and gives your eyes a rest from the overabundance of text online. In fact, the world reportedly watches 1 billion hours of YouTube social video per day (Brandwatch).
Over 80% of all traffic will consist of video by 2021. (Source: Cisco)
Video is one of the top avenues for your digital marketing strategy. Still, it is no longer impactful to just set up a camera and start talking without clear direction or purpose. Instead, the most effective videos tell a story.
Videos that use storytelling are more engaging than those that don't. Stories can resonate with your audience; they convey emotions, provide content your viewers might identify with or aspire to, capture their attention and imagination, and relate to them on a personal level. More importantly for your digital strategy, engaging video content also results in more actions – as viewers are more likely to watch the video all the way through, and then respond to whatever call-to-action is being used.
Photography in Your Digital Marketing Strategy
There's no denying that quality images add to the success of a senior living business. In fact, with today's highly visual society – there's no other way to market your senior living brand effectively than by using high-quality photography.
If you're thinking, "I can probably just take them on my own." We would have to argue that, that isn't the best move. Photography for your senior living brand is much more than snapping a few shots and posting them to your social media accounts. You don't take pictures just for them to look pretty and earn a few likes. Instead, realize that photography is a tool for building your brand. It's a strategic marketing and advertising technique that has real value, intention, and results.
When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Brain Rules)
Can't I use stock videos and photos?
Stock videos and photos are one alternative that some senior living organizations consider when they feel a shoot with an agency might be out of reach. While stock assets are certainly helpful for some purposes, they are not the best way to showcase your senior living community. Why? Because they are not specific to your community.
DID YOU KNOW?
The mental and emotional impact from an image happens almost instantly (in about 100 milliseconds)!
When people visit your senior living website, they want to get to know you! Stock videos and photos don't help them do that – and they could give people a false impression of what your senior living community has to offer. The best way for potential residents and family members to get to know you is by showing them actual photos or videos of your community, staff, and services.
With COVID-19 forcing us to maintain a safe distance and senior living communities under certain restrictions, it's more important than ever to have a vast digital library that allows you to be creative while highlighting your senior living community. Whether it's a virtual video tour, a photo slideshow, or an interactive floor plan, potential customers want to experience your community and learn its benefits - especially if they are unable to visit in person. They want (and need) that real-life picture of what is going on so they can make an informed decision.
If you are interested in utilizing video and photo creative services for your senior living community, we encourage you to contact Markentum for a free evaluation!