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5 Ways To Use Video Marketing in 2022

As we head into 2022, one trend is clear for marketing across all industries: video is king. But with so many avenues to use video, what channels should marketers focus on in order to get the most ROI?

In this blog post, you will learn 5 ways to level up your video marketing for your senior living community and spark your strategy for 2022.

1. Video in email

According to Hubspot, 83 percent of marketers feel video is an extremely popular marketing medium, and will continue to grow. So how can you use it in email to increase your marketing efforts?

One way is to send a personal message through video in your email through BombBomb. BombBomB has a graphic on the video that says “Play 30 second video” or the length of your recorded message. Imagine a potential family receiving a personal video message from your sales team encouraging them to book a tour. Think it would increase your click through rate (CTR)?

You can also use video messaging in email through HubSpot, or linking a youtube.com video to your email message.

2. Facebook lives

According to Wix, 80 percent of people would rather watch a live video than read a blog. Your website might have a solid blogging strategy, but what about a live video strategy?

Live, un-produced video increases trust with your potential residents because of it’s raw, unfiltered nature. One of the best ways to do this is through Facebook Lives.

For example, go ‘live’ showing off your next holiday event. Have a staff member “host” the live show by explaining the event, what the residents are doing for the event, and even interviewing residents live on camera. It’s a great way for prospects to get to know your staff, as well as see the fun activities you have planned.

Most senior living communities only post photos from an event after it has already happened. Going live and showing an event in real-time is a great way to be set apart from everyone else.

Going live on a consistent basis will also help increase your reach and engagement, and therefore grow your page. According to Hootsuite, Facebook Live broadcasts were four times higher in 2021 than 2020. Consider hosting your next webinar on Facebook live, or recording a podcast on Facebook live.

3. Community spotlights

According to the website builder Wix, after watching a product video, consumers are up to 85% more likely to buy your product.

One of the best ways to build authority for why someone should move into your community, is to hear it straight from a current resident. By adding resident spotlights, a potential resident can “meet a neighbor” and see what it’s like to live in your community, without feeling like they are being sold to by a marketer.

Consider hiring someone who can create polished features on your website, to showcase what it really is like to live at your community. SeniorVu does offer this as a service, so if you are interested in learning more or seeing some examples of what that could look like for your specific community, click here.

4. Instagram Reels

If you are looking to grow your community’s Instagram in 2022, you need to be creating Instagram reels over posting static photos on the grid. Even the Head of Instagram, Adam Mosseri, said in a recent video that Instagram’s algorithm prefers videos over the feed.

According to Conviva, the average NFL team’s reel is generating 67% more engagement than their average instagram video. So, while it may work fine to repurpose a webinar or podcast into a Facebook Live, it is a better ROI to create a reel rather than a static video or Instagram TV (IGTV).

If you search #seniorliving, #seniorlife, or #seniorlivingcommunity on Instagram, you will see reels are an untapped space in the industry. And according to Statistica, 51 percent of baby boomers are currently on Instagram. If your community needs a new creative way to get more leads or move-ins, Instagram reels may be the hidden gem you’re looking for.

Quick Tips

    • Hop on the trends! If you want your reels to get discovered by more people, use trending audio or re-create trending reels specific to the senior living industry.

    • If you don’t want to re-create a trend, make an educational reel. For example, 5 things every family should know when choosing a senior living community.

    • Make sure to use hashtags in the comments to better increase your visibility.

    • Have your website in your bio so people can learn more about your community.

    • Comment on other reels and posts in your industry.

5. Virtual events

Speaking of increasing tours and move-ins, another great way to use video marketing is through virtual events. According to the State of Virtual Events, the primary reason to run an online event is to create engagement with a target audience and improve brand awareness.

We’ve found this to be true at SeniorVu. One of our clients reported that 38% of move-ins have attended a virtual event, and 68% of pending move-ins have attended a virtual event. Most of those move-ins attended several virtual events.

Families are doing their research, and know moving a loved one into a community is a big decision. Virtual events are a great way to nurture leads along their journey from prospect to move-in.

Some of the virtual events SeniorVu hosts include resident panels, tax prep, understanding life care plans, or anything else that makes your community stand out. And, for virtual event ideas for your residents who have already moved in, go here.

SeniorVu has a 54-point system we use to market and produce virtual events for our communities. If you’re busy and want Seniorvu to help with your next virtual event, go here.

Happy Holidays

Answering inquiries for your community is what our Family Advocate Managers (FAM team) love doing, even on most holidays. Thanksgiving and Christmas Day are the only two days we close up shop. We believe all of our team members deserve time with their families. By the next morning, FAM is right back at it to follow up on any inquiries that may have come in the day before.

What about all those other holidays? Rest assured SeniorVu has your time zone covered from 9:00 a.m. to 4:00 p.m. on each of the following holidays:

Black Friday
Christmas Eve
New Year’s Eve & Day
Martin Luther King Day
President’s Day

Memorial Day
Juneteenth
Independence Day
Labor Day
Veteran’s Day

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