How To Use Short Form Videos To Grow Your Dental Practice – A Smart Approach To Success

Short form videos have emerged as a powerful tool for engaging with audiences. A wyzowl report showed a whopping 89% of consumers want to see more videos from brands. According to SproutSocial 81% of consumers want to see more short form videos in particular. For dental practices, these videos can break down barriers, humanize your team, and educate potential patients. However, it’s crucial to navigate this medium thoughtfully to ensure your content resonates positively without relying on trendy gimmicks.

Understanding the Power of Short Form Videos

Short form videos offer a unique opportunity to demystify dental care and build a relatable, trustworthy image of your practice. As Laura Nelson from Front Office Rocks explains, these videos can normalize dentistry and make it more approachable. “I love it. I think it’s normalizing dentistry for our patients,” she says. “I also think that some are not great, meaning the actual topics that we’re talking about or the things that we are trying just to get a laugh. I think we need a little bit of guidance and direction of what we want to put out there.”

Avoiding Common Pitfalls

While humor can be an effective engagement tool, it’s important to distinguish between appropriate and inappropriate content. Nelson highlights that inside jokes and certain types of humor should remain private. “We have to be careful of the inside jokes needing to stay inside,” she advises. “The humor that needs to stay in the break room, I think should stay in the break room.“

Key Guidelines for Effective Short Form Videos

1. Stay Professional Yet Relatable

Your videos should reflect the professionalism of your practice while also making it relatable to your audience. Avoid content that could be misinterpreted or that crosses professional boundaries. As Nelson points out, “We don’t need comments from other dental professionals… The point of social media is to get out in front of our audience.“

2. Balance Humor with Educational Content

While it’s okay to include humor, ensure your videos also offer educational and inspirational content. This approach not only entertains but also informs potential patients about your services and expertise. “Yes, you can put in humor, but you also should include education and inspiration,” says Nelson.

3. Implement a Review and Approval Process

Before posting any video, establish a review and approval process. This ensures that all content aligns with your practice’s values and objectives. Nelson emphasizes, “I think an office manager or dentist still should be the one to post it.” (For delegation purposes, Rita Zamora would add, at least review and approve it before it’s posted by your team.) 

4. Consistency is Key

Maintain a consistent message and branding across all your videos. Consistency helps build recognition and trust among your audience. “It takes somebody three to five times to make a decision to buy,” Nelson reminds us. “Every time they see something from your business, they should go, oh, that’s XYZ Dental office.”

Delegating the Right Way

Delegation can be a double-edged sword if not managed properly. Many practices delegate social media tasks to younger team members who may be more familiar with the platforms. However, it’s crucial to provide clear guidelines and maintain oversight. Nelson shares a personal experience, “We had to define some kind of rules around what do we post and what do we not post. I don’t think you should give full reign to somebody who doesn’t fully understand what the implications could be.”

Practical Content Ideas

There are numerous ways to create engaging and appropriate short form videos:

• Educational Tips: Share about treatments you want to do more of.
• Patient Testimonials: Feature happy patients (with their permission) to build credibility.
• Team Introductions: Celebrate team members and give them shout outs.
• Tour or Behind-the-Scenes: Offer a glimpse of your practice vibe and highlights.
• Community Involvement: Feature your involvement in local events or charitable activities.

Final Thoughts

Short form videos are an awesome way to connect with potential patients and showcase the personality of your dental practice. By balancing professionalism with relatability, providing educational content, and maintaining a consistent message, you can effectively leverage this medium to grow your practice.

As Rita Zamora sums up, “The whole point of social media for me with patients is that we’re just reminding them every time they see our content why they love our practice, and why they love our team. If we’re giving them any reason to second guess our practice or our team, then it’s totally backfiring.”

Investing time in thoughtful content creation and delegation will pay off, helping you build a strong, positive online presence that attracts and retains patients. 

Check out this FREE video series featuring five dental industry leaders for the do’s and don’ts of videos, how to avoid commonly made mistakes and SO much more. 
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