Prioritize Video: The Key to Powering All Marketing Channels

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In today’s digital landscape, the power of video is undeniable, especially in the senior living industry. While producing high-quality video content may require more investment in terms of time and resources compared to static photography or long-form articles, the return on investment (ROI) makes it worth the effort. Video is not just another content format—it’s a game-changer, with the potential to significantly enhance performance across all marketing channels. Consumers now engage with video content across a wide range of platforms, from social media channels like Instagram, YouTube, and Facebook to websites and streaming services.

Why Video Works in Senior Living Marketing

When people are asked which media format helps them best process and remember information, video consistently tops the list. This preference is not just a matter of personal taste; it’s rooted in the way our brains function. Video engages multiple senses simultaneously, combining visual and auditory elements to create a richer, more immersive experience. This multisensory engagement enhances information retention, making it easier for audiences to recall key messages—an essential factor when marketing senior living communities where trust and emotional connection are so important.

A recent in-market test of videos vs image ads revealed the video ads outperformed image ads by 36% on cost per engaged session. 

Beyond cognitive science, industry-wide marketing performance metrics reinforce the effectiveness of video. Whether deployed as a channel (such as TV, Streaming TV, or Online Video) or as an ad format within platforms like Facebook and Google, video consistently drives better business outcomes. In the context of senior living, where decisions are deeply personal and often involve multiple stakeholders, the emotional resonance and clarity provided by video can be quite persuasive.

A recent in-market video test Orchard places revealed an 18% lift in leads vs. control.

*3 month test with video ads layered into marketing mix at same budget thresholds 

The Versatility of Video Across Marketing Channels

One of video’s greatest strengths lies in its versatility. A single, well-crafted video asset can be repurposed and distributed across multiple channels, amplifying its impact and ensuring a consistent brand message. This adaptability is particularly valuable in senior living marketing, where reaching potential residents and their families across various touchpoints is crucial. Here’s how video can power different marketing channels:

• Television and Streaming Services: Traditional TV and streaming platforms like Hulu and Netflix are ideal for video content. These channels offer extensive reach and allow senior living brands to tell their stories in a compelling, narrative-driven format that resonates emotionally with viewers.
• Social Media: Platforms like Facebook, Instagram, and LinkedIn prioritize video content in their algorithms, making videos more likely to be seen and engaged with. Short, snappy videos perform exceptionally well on these platforms, driving higher engagement rates than static posts. This is particularly effective in senior living, where showcasing community life, resident testimonials, and behind-the-scenes glimpses can build trust and interest.
• Search Engines and Online Ads: On platforms like Google and YouTube, video ads can significantly increase click-through rates (CTR) and conversions. Video content also enhances SEO, as search engines prioritize pages with video, leading to higher rankings and greater visibility. For senior living communities, this means potential residents and their families are more likely to find and engage with your content during their research phase.
• Email Marketing: Incorporating video into email campaigns can boost open rates and engagement. A well-placed video can make your message more engaging and increase the likelihood that recipients will take action, whether it’s scheduling a visit, attending an event, or exploring more content on your website.
• Websites and Landing Pages: Embedding videos on your community’s website or landing pages can improve user experience and reduce bounce rates. Visitors are more likely to stay on a page longer and engage with your content when video is present. In the senior living context, this could mean the difference between a potential resident choosing to explore further or moving on to a competitor’s site.

Overcoming the Cost Barrier

While the upfront costs of producing video content can be a barrier for some senior living communities, the long-term benefits far outweigh the initial investment. High-quality video content, when done right, can be repurposed and used across multiple channels, maximizing its value. For instance, a single video can be edited into shorter clips for social media, used in full for TV or streaming ads, and embedded in email campaigns and on your website. Or serialized content can be created to be used to create multiple videos on topics such as dementia care, wellness videos, or caregiving.

Moreover, advancements in technology have made video production more accessible than ever. From smartphones with high-definition cameras to affordable editing software, even smaller senior living communities can create professional-grade videos without breaking the bank.

Conclusion

In the competitive senior living market, video should not be viewed as a luxury but as a necessity. Its ability to engage, inform, and emotionally connect with potential residents and their families makes it the most powerful tool in a marketer’s arsenal. 

Orchard’s Senior Marketing content studios group enhances the agency’s integrated campaigns by creating engaging, relevant, and cost-effective content that drives meaningful results.

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