Stone Ward Creates Engaging Video Series for Client Baptist Health
If you were to conduct a Google search for “2016 social media predictions,” you would see slight differences of opinion from source to source. However, there’s one trend with which everyone agrees: video will continue to dominate the social space in 2016 and beyond. According to Facebook:
- In just one year (2014-2015), the number of video posts per person increased 75 percent globally and 94 percent in the U.S.
- Globally, the amount of video from people and brands in News Feed has increased 3.6 times year-over-year
- On average, more than 50 percent of people who visit Facebook every day in the U.S. watch at least one video
One contributor to this growth is the increase of smartphone users. It’s estimated that by the year 2020, 70 percent of the world’s population will be using a smartphone. And this pervasiveness means that mobile devices are becoming all the more ingrained in our daily lives.
In fact, a relatively new buzzword was coined — “micro-moments” — to identify our constant, but brief interactions with mobile devices. Google explains the concept through the following four “moments”:
As this graphic indicates, one of these micro-moments — the “I-want-to-do-moments” — has yielded more than 100 million hours of “how-to” video content being consumed on YouTube, alone. It’s this very micro-moment, of inspiration and entertainment, that inspired a new communication strategy for Arkansas’ leader in healthcare.
For more than 95 years, Baptist Health has been serving Arkansans with a mission to provide comprehensive, innovative care. But that innovation doesn’t end at just the care provided. Since healthcare services are only sought when needed, there’s a wide communications gap to close, to maintain top-of-mind awareness. Finding relevance within consumers’ daily lives is key to providing value, without being invasive.
Reviewing past online content for Baptist Health, it was discovered that the most relevant topics to their audience were those focused on food and exercise. There was also evidence to support a growing popularity of quick-cut recipe videos shared on social media. However, most of those recipe videos do not focus on healthy eating — an opportunity and differentiator for a healthcare brand.
Baptist Health’s “BHealthy” video series includes 30-second videos focused on preventive care such as healthy eating and exercise. In addition to the relevance of this subject matter for Baptist Health’s audience, the series provides an entertaining and inspiring way to reach consumers when they’re not researching healthcare options. The series began running on Facebook in January 2016, and to-date has seen higher engagement rates than the brand has ever received in the channel, with the most popular video instructing viewers how to make a healthier version of a coffee cake. That video alone has currently reached over 100,000 people in less than a month.