The world has seen a recent boom in online streaming and especially during the events of 2020, online video consumption skyrocketed, so it comes as no surprise that video has been the focus of many social media platforms for some time.
This summer saw Head of Instagram, Adam Mosseri, declaring the company “no longer just a square photo-sharing app” in a video outlining new and upcoming Instagram video features. As Instagram and other social media platforms move to integrate more video features helping to make it easier for creators to produce and share longer, engaging video content – it’s clear to see that video is here to stay.
View this post on Instagram
Our client, Kelowna-based dental practice Advance Dental Group, came to us wanting to raise awareness of their dental services and encourage new client registration within the local area. With this goal in mind, we worked to create a campaign that highlighted the expertise of the clinic and the professionalism of the doctors.
Recently on the Glacier Media Digital blog, we compared original vs stock imagery, touching upon the brand loyalty built through the use of authentic original imagery. Well… the same goes for video. As it was vital to the client to showcase the welcoming nature of the clinic’s staff as well as the range of services available we elected to run a campaign featuring a patient testimonial ad.
Introducing the testimonial ad to the content mix led to an increase in both the campaign’s impressions and the all-important target of driving traffic back to the company’s website (landing page views).
Using original content that gives a clear overview of the high-quality and standard of service received as well as encouraging others to enquire helped this ad to succeed and in less than a month the testimonial ad began generating over 55% of total impressions and 49% of total landing page views.
Having previously run ads for the same client using a combination of original and stock imagery we have seen that original video content will easily far outperform both. When comparing campaign results, organic video proves that in this case, it is capable of generating 4.5x more landing page views in the same time period than static imagery.
Let us help you leverage your new or existing video content into a useful tool to help grow your business. Get in touch with the GMD team to chat about social media, photography and social media photography.