Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How to Use YouTube for Healthcare Content Marketing
Posted on April 25th 2012
In the last seven years, YouTube has become the most compelling social site for video sharing. According to Katrina Radic with Branding Magazine:
“YouTube claimed 60 hours of uploads per minute and 4 billion views per day. That’s up 25 percent in the past eight months and the equivalent of more than half the world’s population watching a video every day.”
YouTube created a funny little site called onehourpersecond.com to visually illustrate the effects of these statistics (Be sure to check it out – it’s a lot of fun to watch!)
When done right video and healthcare content marketing work together perfectly. Hospitals come across as being sincere and helpful, wanting to help people solve their most personal heath problems, when they use video to tell compelling stories.
Another reason why YouTube is a great platform for healthcare marketers is because they can easily minimize their engagement risk and focus on offering content that has value to the end user.
Case Study: Johnson & Johnson
Johnson and Johnson – a company whose products are familiar to all American households – has developed a very successful content marketing strategy using YouTube. The goal of their channel (JNJ Health) is to provide “videos that promote a better understanding of health”.
Here’s an example of their most popular video to date. It talks about teenage obesity and weight loss treatments and has been viewed over 634,000 times with over 1,300 comments.
This video was posted in 2008 and is still raking in fresh views and comments (view it on YouTube.com). The content itself touches on an ongoing crisis in America and allows a forum for discussion. The young ladies in the video tell a heart-felt story that many people can relate with.
Notice too that there is no mention of ‘Johnson and Johnson’ and apart from the profile name indicating that the channel belongs to ‘JNJ Health’ there are no branding elements surrounding this video.
J&J’s YouTube Successes:
- Providing educational or informational content that helps people who might be facing similar problems.
- No self-promotion or mention of their brand or their products.
- Introducing a “human” angle to the story (The ability to reach people emotionally means that you have to appeal to them on many levels. Give them something to think about and something to comment about).
- Providing relevant material for viewers.
- Very brief content means that people are willing to invest the time (a minute and a half) to view it and to leave a comment.
Advice from YouTube
Andy Stack is the Product Manager at You Tube. In an interview with Larry Kless with ReelSEO.com, Stack advised “that it’s important for retailers to develop a content strategy and not necessarily an advertising strategy, and sponsor content that matters to your community and spend money to promote content that’s tested and works.”
Key Take Away
From a consumer’s perspective the content that a brand provides is more important than the brand itself. If you’re thinking about using YouTube for content marketing, make sure that the content you provide is relevant and based on topics that interest your audience and can spark interesting discussions around it.
Over to You: Have you experimented with YouTube? What are some of the successes you have had with your content marketing strategy. Please share in the comment box below.