As consumers we are now very dependent on video content, whether it’s watching a review for a product we’re considering buying or watching hilarious videos of cats falling over (again and again). There are lots of really good videos out there, then again there are some really bad videos out there, but the question is once you’ve got your really good video, where do you host it?
Youtube is the second most viewed website in the world (comes right after Google), so this should be the place you upload your videos, right? Well not necessarily, there is a lot more to video content than it being available to the end user. We, in fact, favour a great video platform called Wistia.
When it comes to putting videos onto your website, Wistia provides options that allow you to have full control over the content, this means no more adverts when you click play, you can also change the colours of the player controls to ensure it’s ‘on brand’. Sharing videos from your Wistia account couldn’t be easier too, there’s a button at the bottom of the video (much like Youtube) the difference, however, is when you share from Wistia the link it provides will link back to the page the video is embedded on, unlike Youtube which will just take you back to a page on their website. This leads us on to SEO (and the techy bit I love talking about), with a Wistia embed comes metadata automatically injected to the video so you’ll be found for the appropriate queries on Google.
We love a good CTA (call to action) here, websites aren’t complete without directing people to follow up with an action, whether it’s to get someone to make contact with a member of the team or to get them reading more content; Wistia gives you the ability to add one at the end of your video, so if we’ve just heard about dental implants, you can send them off to either email you for a consultation, or send them to a patient testimonial about how great their treatment was with you. Unfortunately, Youtube will just give “recommended videos”, which will often lead you to a loosely related video, or worst of all, a competitor’s video.
One of my favourite features of Wistia has to be its analytics, behind the scenes you can see who has been watching your videos and how much they watched, this gives you a better insight into how your viewers take in your videos, unlike Youtube which tells you how many times your video has been watched (which can be skewed by continually refreshing the page). With this sort of information, we can tell which bits of the videos are most popular and where drop-off points occur, going forward this type of information is invaluable when developing your video strategy.
If you would like to discuss video marketing for your dental business, call us on 01872 300232 or email us at hello@hivebusiness.co.uk.
