Our Top Tips for Optimising Your Care Home Video Content

As modern marketing professionals, you already know that care home video content is invaluable for engaging audiences and driving results. But are you truly leveraging its full potential across all your marketing channels?

 

In today’s fast-paced digital landscape, it’s crucial to go beyond basic video strategies. To stay ahead, you need to explore every opportunity to integrate video into your website, social media, printed materials, and beyond.

 

Whether you’re enhancing your PPC campaigns, refining your email marketing, or optimising your digital billboard content, we’ve got you covered with insights that will elevate your video game to the next level.

 

Website

• Display your care home video content in a prominent position

  • Displaying your video in a prominent position on your website is crucial for capturing visitors’ attention right away. Place it above the fold on your homepage or in other key sections where it’s impossible to miss. This ensures that your video is one of the first things users see, increasing the likelihood of engagement.

• Use an eye-catching thumbnail

  • Using an eye-catching thumbnail that entices viewers to click and watch is essential. The thumbnail should be visually appealing and give a clear idea of the video’s content, encouraging users to press play.

• Use a recognisable video player (e.g. Youtube or Vimeo)

  • Embed your video with a recognisable player, such as YouTube or Vimeo. These players not only offer a familiar user interface but also provide additional features like autoplay, resolution adjustment, and sharing options, making the viewing experience smoother and more engaging.

Socials

• Customise the aspect ratio for each platform and post type

  • When posting videos on social media, it’s important to customise the aspect ratio for each platform and post type to ensure optimal viewing. For example, a 9:16 ratio works perfectly for Instagram Reels, while a 1:1 ratio is ideal for Facebook and Instagram feeds.

• Post your video directly to the platform (no redirection links here please!)

  • Posting your video directly on the platform, rather than linking to an external site, can significantly increase engagement as social algorithms often favour native content. Most people also don’t want to be directed off the platform they’re on, so are more likely to watch if it’s available instantly on the platform.

• Get your team to like, comment, and share

  • To further boost visibility, get your team involved by liking, commenting, and sharing the video. This initial engagement can help trigger the algorithm to show your content to a wider audience.

• Share in relevant groups

  • Sharing the video in relevant groups where the target audience is active can also help extend its reach.

• Engage with the comments

  • Actively engaging with the comments by responding promptly and thoughtfully can foster a sense of community and encourage further interaction. Overtime, this can also encourage people to keep interacting with other content you post.

• Tag relevant people or organisations

  • Tagging relevant people or organisations in your posts can also help increase the video’s exposure, and credibility, by tapping into their networks.

Printed Materials

• Link to videos with QR codes

  • Incorporating QR codes into printed materials is an effective way to bridge the gap between offline and online marketing efforts. QR codes are versatile and can be placed on business cards, brochures, posters, and more, making it easy for potential customers to access your videos on the go.

• Clearly state what the QR code leads to

  • When using QR codes, make sure to clearly state what users will access when they scan the code, such as “Scan to watch: Meet our manager.” This transparency helps set expectations and increases the likelihood of users taking action.

PPC Campaigns

• Make the first 5 seconds impactful

  • For PPC campaigns, the first 5 seconds of your video are crucial. This is the moment when you need to grab the viewer’s attention and entice them to keep watching. Make sure these opening seconds are impactful, whether through a strong visual, an intriguing question, or a powerful statement.

• Ensure the content is relevant and specific

  • Relevance is key; ensure that the content is specific and directly addresses the needs or interests of your target audience, as well as, the message of the wider campaign.

• Customise the aspect ratio for each platform and post type (e.g. 9:16 for Instagram Stories)

  • Just like with social media, customise the aspect ratio for each platform and post type to ensure your video looks great wherever it appears.

• Adjust edits for skippable vs. non-skippable ads

  • Additionally, tailor your video edits based on whether the ad format is skippable or non-skippable. For skippable ads, front-load the most important information, while non-skippable ads can afford a more gradual build-up.

Emails

• Use a thumbnail with a play button

  • Including videos in your email campaigns can significantly boost engagement. Use a thumbnail with a play button overlay to encourage recipients to click through and watch. This visual cue makes it clear that the image is linked to a video.

• Embed the video link on the thumbnail

  • Embed the video link directly into the thumbnail to make the process seamless for your audience.

• Include in your sales process (e.g., respond to email inquiries with a video)

  • Videos can also be integrated into your sales process. For example, when responding to email inquiries, include a relevant video that addresses the customer’s question or provides additional information. This not only personalises the interaction but also leverages the power of video to communicate more effectively.

Care Referral Websites

• Make sure it’s on there!

  • If your business is listed on care referral websites, having a video on your profile can make you stand out from the crowd. Videos can offer potential clients a better understanding of your services, the quality of care you provide, and what makes your care service unique.

Events

• Bring a screen (laptop, tablet, TV) and loop the care home video content

  • At events, bringing a screen—whether it’s a laptop, tablet, or TV—to display your video on a loop can be a great way to draw in attendees. This visual presentation can act as a conversation starter and help convey key messages even when you’re busy with other attendees.

• Add subtitles for accessibility

  • To make your video accessible to all, add subtitles. This ensures that your message is clear, even in noisy environments or for those who are hearing impaired.

TV Ads

• Use Sky AdSmart for precise audience targeting and more cost effective advertising.

  • Using services like Sky AdSmart allows you to target your audience more precisely, ensuring that you’re only paying for your advert to be shown to the right people at the right time. This means TV advertising can be cheaper than you think!
• Already have an archive of footage for online videos? Save on production costs here too.
  • If you already have a library of footage from your online videos, consider repurposing it for your TV ads. This not only saves time and money but also ensures consistency in your branding across different media.

Digital Billboards

• Make it bold, but keep it simple – eye-catching motion graphics can be a great way to go here!

  • When creating content for digital billboards, the key is to keep it bold yet simple. Given the short time span viewers typically have to absorb the information, eye-catching motion graphics can be highly effective. These graphics should be designed to convey your message quickly and clearly, ensuring that it resonates even with those who only have a few seconds to glance at the screen.

 

Contact us to find out more about how we can help produce care home video content for your sales, marketing or recruitment campaigns!

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