A Veterinarian’s Guide to Making Videos
Veterinarians can use video in a number of ways to help grow their business and to connect with their customers like never before. However, when first starting out it can seem a bit daunting. Our beginner’s guide of how to start making videos will give you a firm foundation to start.
Types of Video
The first thing you’ll have to do is decide what types of videos you want to make. Let’s take a look at a few types of videos you can make that will fit within the veterinary marketing plan.
- Behind-the-Scenes Videos. Behind-the-scenes videos are a great option for a veterinary office to implement because it gives clients an intimate look into how the office is run. These videos are great at building trust with customers so that they know their pets are in good hands.
- How-to’s. These videos allow the veterinarians and staff to explain different procedures. This has a few benefits. You can explain certain medical procedures in a way to calm people who are unfamiliar with what is going to happen. You can also show and explain how to do at-home procedures, and even how to administer medicine to pets.
- Q&A’s. Another great option is to upload videos that answer questions you frequently get. A lot of times you can’t answer everyone’s questions when they are asked because of how busy the day can become. Q&A videos allow clients to find the answers to their questions at any time of the day, and in a personal way too. Video will always be more personal than text.
Of course, this list only scratches the surface with the various types of videos you can implement. Others include, but are certainly not limited to, promotional videos (such as a commercial), live events, multi-part videos, and more.
Writing a Script and Making a Schedule
Having a script is a crucial part of making video content. Without a script your video projects will not run smoothly. In addition, scripts provide you with a wealth of benefits before you ever press “record” on the camera. Here is a quick list of benefits you will get from having a script before you begin shooting.
- Having a script will organize all your creative thoughts onto paper, which will allow everyone involved to know precisely what is being told in the video.
- A script allows you to see what you will need before you start shooting. By going through each scene you have written you will notice any props (such as medical equipment) or personnel (such as an on-camera veterinarian) that will be needed. It will also show you what locations you will need to secure, such as a lab room or office space. By having a script you will be able to obtain everything you need beforehand, which saves time and alleviates stress.
- A script also shows you how much time you will need, which lets you create an accurate schedule.
Equipment for Making Social Media Videos
To get started with your first batch of videos, you don’t need that much equipment. In fact, your iPhone in your pocket has a great, professional camera built directly into it. If you don’t have access to a professional camcorder, your smartphone is a perfectly viable substitute. A few other pieces of equipment you will need are a tripod (for stabilization), and a basic lavalier mic and recorder for good, clear audio. The best thing about all this equipment is that it isn’t expensive at all to get. In fact, you may have some of them already.
Filming and Editing Social Media Videos
Now it’s time to film your video content. When talking to the camera, remember to keep it natural and to talk slowly. Often, when in front of a camera, we tend to talk more quickly than we would otherwise. The key is to relax and remember that you are simply talking with someone who is watching your video. Think of it as a one-one conversation with a client. Since you already have a script, the shooting of the content should run smoothly and quickly.
Once you’ve filmed your content, it is time to edit it. Simple and affordable editing software is available. In fact there is probably a perfectly capable editing platform, like iMovie, that came with your computer. The key is to keep your videos relatively short. You want to make sure your audience stays engaged with your content. Longer videos tend to make people click away more than shorter videos. A good “sweet spot” is around two minutes. However, if the content of your video dictates a longer video don’t be afraid to let it happen.
Once you’ve edited your content it is time to upload them. Upload them to whatever social media platforms your office uses, and also to your main website. The more places the better. Remember, different platforms use different dimensions, so keep this in mind when uploading your content. The best times to do this are between Monday and Wednesday as most people are more active during these times than later in the week. After you’ve uploaded the videos, make sure to save the files in a trusted folder or flash drive that the office uses.
Be Consistent!
But now what? You have to be consistent. Consistency is key to getting an engaged audience online. If you aren’t consistent with making new video content then people will forget about your content, which is never a good thing. Make an extended video content schedule and stick to it. Perhaps, as an example, you could upload a new video every other week. Just remember that consistency is the most important aspect of getting and keeping an engaged audience that will allow for the growth of your company.
