Understanding the intent and expectations of your patients is key to creating videos that build brand connections. We have transitioned to a mobile-dominated media age. Consumers expect to be awed and seduced with content that is of great value. While it is important to focus on who your patients are, the greater focus has to be on identifying what they want. First, find a space that your practice can fill.Frequent Headaches? Can't Sleep? for more information. The big question to ask is what your practice can offer your patients that will meet their needs, wants, and interests. The best way to get this information is by asking your patients. Create a questionnaire that your staff can hand out to patients while they wait in the office. The questionnaire also can be included in your newsletter. Or, you can engage your patients on social media to gain insight into their needs and questions—and also to know what time of day that they typically look for information. Once you have this data, it becomes easy to create video content that meets your patients’ needs. Next, create content relevant to your patients’ expectations. Once you have identified how your practice can meet patient expectations, it is time to create relevant and useful content that adds value for your viewers. The great thing about dental content is that you can easily link different topics. If you create a video about a dental implant procedure, you can inform viewers about after-care. If your topic is tooth extractions, you can create a corresponding video about possible complications that can arise from a wisdom tooth extraction. A search on Google or YouTube can easily show you common questions that searchers ask all the time. Another way of pulling up ideas for videos is by looking at the comments under already uploaded dental videos. In a lot of cases, the negative comments can give you insight into what is lacking in the video, highlight an area that needs improvement, or even give you an idea about covering a new topic. After that, optimize your video for all screens. Your patients watch videos over multiple devices, including their smartphones, tablets, computers, and TVs. So, your videos need to be viewable on all devices. This calls for a more holistic approach to video marketing. With YouTube and other video hosting services such as Vimeo, you don’t have to worry about how your video will be displayed since they optimize videos posted there for viewing on any size screen and easy distribution. Practices that post videos elsewhere, though, need to keep a few things in mind: Ensure your website uses “responsive design” so any videos uploaded there can be viewed easily no matter what size screen the user is viewing it on. It is best to avoid text, including bulleted lists, since reading text on a smartphone can be very difficult even with responsive sites. If you’re using a smartphone to create your video, make sure you rotate the phone so the video is shot horizontally. Ensure your audio quality is as good as your video quality. Give your video an edit check before uploading. Finally, use relevant video ads. Understanding viewer intent or context allows practices to plan messaging that is highly relevant to their patients’ interests dental lab supplies australia. Most patients, particularly millennials, prefer ad-free content. The same holds true for video viewing as well. YouTube's skippable ad format, TrueView advertising, gives the viewer the choice to watch an ad or to skip it. Videos feature ads with a “Skip Ad” option. However, if someone chooses to watch your ad, it means your ad is covering an area of relevant interest. You have a 5-second window before the Skip Ad option shows up. If you want viewers to watch your ad, then it needs to have a tone, style, and subject that appeals to the viewer micro motor. Ads that are humorous, emotional, or calming tend to see better recall and are more successful in creating brand awareness. Conclusion Highly relevant and useful videos can help your practice capture audience attention in their moments of need. Today, online videos are not just an entertainment avenue. Consumers are influenced by what they watch. YouTube has a whole generation of stars who have achieved celebrity status thanks to their audiences. The power of video has become extensive and ubiquitous. With careful planning, video can bring with it great potential for attracting new patients to your practice.