When it comes to promoting health and wellness, there are few better ways to do it online than with video marketing. Whether it’s an exercise program, a promising new supplement, or a health and wellness app in need of downloads, saying it with video is a great way to connect with your customers.
Products that promote or aid health and wellness are prime real estate for video marketing. In many ways, these products are emotion-based. Customers want to trust the effectiveness of any diet or health-related product, touch it, feel it, and experience it. In the online world, that can be kind of difficult!
However, video marketing offers brands a way to help make that connection with potential customers. Through the use of video, and as part of an overall content marketing strategy, brands can promote health and wellness products in ways that other forms of online marketing can’t match.
Forming The Connection
Your health and wellness is a personal matter. There’s a reason why traditional advertisements in this space draw heavily on the emotion that’s connected to them. Diet advertisements often speak of feeling better and healthier, or living your potential. Corrective medicines will draw on themes of comfort or of returning to your better, happier self, etc.
This approach helps establish a bond between the brand and the customer. It’s a powerful tool that can break down the online barriers. Your video marketing should draw on these emotions. As such, create content which targets it.
The specifics of your approach may vary based on your product. However, health and wellness brands need to draw on positive energy and convey hopeful themes. Show people laughing, smiling, being happy, or living their lives free from worry. The goal is to allow the audience to place themselves in that situation and to feel those emotions.
Video is also a great medium precisely because it is active and visual. Exercise, diet, weight loss, sleep aids, etc. are all processes that can be seen, felt, and even heard. In addition to the visual appeal, soft or happy music to accompany your video will put the finishing touches on it.
Above all else, remember that you want to show your customer the benefit of your product and how much happier and healthier customer they will feel. Be creative.
Creating Your Videos
There is no end to the type of videos you can create to promote your health and wellness brand. This is a good thing because in the world of online content, you want to be creating new materials regularly.
However, if you’re stuck, here are a few approaches you can take.
Brand Introduction Videos
Customers want to trust your brand with their bodies. It’s an important decision and one that isn’t to be taken lightly. Brand introduction videos can showcase your product as well as your company to potential customers.
Show off your brand’s personality, tell your story, or demonstrate your process. This serves to introduce your brand to the world as well as help establish yourself as a trustworthy authority in an industry with, let’s face it, a lot of snake oil sellers.
Videos that directly promote your product are important. After all, that’s the goal. Product videos don’t have to be flashy or complex either. You can show before and after photos of past clients, give a rundown of the process (if it’s an exercise app for example), or explain the benefits of using your product.
Remember that a branded product video is an extension of your brand and essentially an advertisement for what you do. Your video should draw on the emotional connections and themes you want to build.
Advertising is a crucial component of video marketing and many of your videos will likely be traditional ads. Like product videos, these ads should draw on the emotions you want to elicit in the audience.
Facebook is probably where most of your video ads will be used and that’s great. Facebook’s ad manager has powerful targeting feature so you can put your content in front of the audience you want to reach.
The key difference between ads and other types of videos is they will usually feature a value proposition (i.e. what our product does and why it’s the best for you) as well as a strong call to action (CTA). Your CTA is the action you want customers to take next after viewing your video. This can be “visit our store” or “Learn more here” or “Download our app,” etc.
The CTA in video ads is one of the strongest components. If a viewer has stuck with you this long, they want to know what to do next to keep the conversation going. Make sure your CTA strongly promotes what you want customers to do next.
The Education Video
Let’s face it, there’s a lot of misinformation out there when it comes to health and wellness products. There’s plenty of things we all “know” about nutrition, exercise, etc that probably aren’t even true!
The great thing about content marketing is that it’s centered around the notion of providing useful, informative, and engaging content to your audience. With all the misinformation out there, your video marketing is a great opportunity to dispel myths, right the record, and help your audience out.
Myths about weight loss? Things people need to know about exercising? What’s the best supplement for healthy sleep? The possibilities are truly endless. However, they should of course be in the realm of your business.
These types of videos are great for landing page content or email marketing campaigns. While you may not intend them as ads per se, these videos can also be made with a call to action at the end such as “find out more” or “ready to learn more?” etc. You always want to be nudging your audience down your funnel.
Changing Lives, One Video At A Time
Health and wellness is a personal struggle for many people. It’s also an important one. By connecting with your audience and addressing their pain points, your video marketing can help your health and wellness brand be successful.
Remember to nudge your viewers into your funnel with a strong call to action and your business will be changing lives before you know it.