How to use Web Videos to Make Your Point and Build Your Brand


As senior living organizations seek to generate positive awareness, build their brands and differentiate themselves from the competition, web-based videos should be viewed as a priority marketing tool.

Videos provide an ideal platform for “demonstration”, or “problem-solution” marketing, long considered by marketing experts to be one of the most powerful and effective marketing techniques. Identify your customer group’s problem or concern, then demonstrate how your personal brand in the product category, i.e. senior living, solves their problem.

In his article, How to Use Web Video to Win Business and Wow Customers, author David Ingram espouses the value of this dynamic medium.

Says, Ingram, “The benefits of Web video for business are all too clear, and as a marketing medium it’s really heating up.” “A Web video is a high-impact format that helps viewers retain information better than they would simple text or images. “That’s because the human brain is programmed to much more quickly take in large amounts of information presented in a combination of images, movement, and sound rather than as images, text, or audio alone.”

Strengthen Your Arsenal

Adding video to your marketing arsenal is likely to make an impact on your sales, simply because the medium is so powerful. According to AYTM Market Research, Web video has a significant influence on consumer purchases. Also, video results appear in roughly 70% of the top 100 listings in search results, according to Searchmetrics.

Like anything else, your initial planning is critical to creating an effective Web video. Make sure your content syncs with what your target audience would want to see.

Points to Remember

  • Give potential customers value. With Web video, your aim is to connect with the viewer in a way that resonates with them personally so they continue viewing.
  • Engagement is key. The content should be entertaining, not stuffy and corporate, and it should certainly not contain lengthy explanations about your service.
  • Determine your call to action—then consider why your audience would share your video socially or go on to visit your website.
  • Optimize for search. The sheer amount of online video means that it’s essential that you use meta-data to help your video climb the ranks.

Producing a Compelling Video

Because both content and production values are important to a discerning public, if you’re not up to the job technically, then it’s a good idea to utilize a professional marketing company that specializes in senior living. It is important that your video represents you and your community well. Be sure the project is completed by a professional creative team so that every aspect of it is done well.

Key Technical Tips

Ingram suggests some important technical advice for assuring an effective production.

  • Start with the script, and ensure that it’s clear, succinct, and concise. A good Web video creates energy and buzz, so don’t bore your viewers with droning speeches.
  • Consider how the script can be paced alongside your graphics and any other audio you use so that the whole fits together in a way that allows you to hear and see a rhythm pattern and progression, which is what will hold your audience’s attention.
  • Keep the background simple, and don’t allow clutter. Let short phrases and accompanying graphics do the talking.

A well produced and compelling Web video can provide a significant boost to your brand and how you’re perceived by your customers. And by including social marketing into your video, you can promote sharing to get people talking about your company.

The Importance of Responding to Online Reviews

Did you know: 95% of people consult reviews before purchasing products or services. 88% of consumers are likely to use a business if they can see the business owner responds to all reviews, whether positive or negative. 87% of consumers used Google to evaluate local...

What Are the Housing Restrictions for Facebook and PPC?

As we know, technology is always changing and adapting. It’s something many of those in the senior housing and marketing fields are used to. One of the most recent changes is making a larger impact on how we target ad audiences on Facebook and through pay-per-click...

The Rise of Senior Living Occupancy

As COVID-19 created a landscape of uncertainty in senior living facilities, experts knew there would be challenges and effects that lasted long after. Although the pandemic continues, many types of senior living communities and...

4 Ways TikTok Is Redefining Senior Living Social Media

Whether you’ve heard about it, tried it out, or use it regularly, TikTok is taking the world by storm. This social media platform, which focuses on short-form video, is seemingly on everyone’s mind in one sense or another, and more often than not, people are following...

The Benefits of Working at a Remote Company

Remote working offers many benefits to employees and businesses. Today, more people are working from home than ever before, offering many benefits to both businesses and employees. Remote positions offer employees flexible work schedules and autonomy while keeping...

The Future of Analytics: What Does Next Year’s GA4 Migration Mean?

Moving Forward with New Updates Whether customer needs, viewing habits or website journeys change – or a better reporting tool emerges – one thing is for certain: Technology is always changing, and the field must adapt as a whole. Among the most recent updates include...


Stories of a Lifetime Senior living residents have lived amazing lives. Now, SageAge is on a quest to share those stories with those in the senior housing and senior living industry, residents and their families, adult children and anyone who wants to be inspired....

The Moment We Have Been Waiting for Is Here

WE have been working hard on something new. Check out our new website today!

Pressing Play on New Possibilities | Seniors and YouTube

Putting You In Front-Row View Gone are the days when YouTube was simply for younger generations to view funny videos. In the era of rising senior social media usage and the high engagement of video content, YouTube is becoming one of the largest search engines and...

Seniors and YouTube | Let’s Get Rolling

Exploring the Possibilities of Pre-Rolls Almost 47% of older adults ages 70 and up use their smartphones for social media access, according to our most recent white paper on seniors and technology use. Which social media platforms are most used among the senior age...
Share This