Posted in on November 23, 2020

Best Practices for Incorporating Video in Digital Marketing

assisted living marketing

Over the summer, Creating Results hosted a series of 10-minute webinars focusing on all things digital marketing.The webinar I led focused on the importance of video in digital marketing and was our most attended session. It’s clear that senior living and 55+ community leaders see video as an important part of their digital marketing strategies! If you didn’t get a chance to join us during the summer series, you can watch recordings of each session in our webinar archive.

Here’s a recap of the webinar, titled The Importance of Video Marketing. I’ve included the full replay of the session at the end.

Why should I incorporate video in digital marketing?

According to this Wordstream blog post, updated in June 2020, 95% of digital content viewers retain messages faster when they watch a video versus when they read text. That is a powerful statistic! It makes sense, considering how often we share videos in our everyday lives — particularly during the current pandemic.

Additionally, we continue to hear reports that more people are spending time online. In that time they are consuming more videos. This is particularly true in 2020, a time when we’ve all spent increased time at home on our devices and streaming videos.


Video in Digital Marketing

How do I create good video content?  

This is one of the most frequently asked questions we get when we propose video in digital marketing strategy. There’s a quick answer — just start shooting. There’s also a longer answer — have a video marketing strategy.

There are various types of digital content:

  • Educational
  • Virtual brochures
  • Livestreams
  • Personalized email video messages
  • Interviews/Testimonials

Think of it this way: any content you create can be turned into video. Then, when you group them together, there’s a variety of buckets you can fill in your video marketing strategy.

If you’ve been watching any TV lately, you’ve probably noticed that more TV shows have sacrificed high production value for a more stripped down, at-home feel. For instance, I’m a huge fan of the Food Network. I’ve noticed some of my favorite chefs are setting up cameras — in some cases using the ones on their smart phones — to continue filming their shows.

The more you create video, the more comfortable you’ll feel. Practice makes perfect! Just because you don’t have a production crew, doesn’t mean you can’t’ create great videos that give your prospects the information they’re looking for. Here are some great tips we typically share with our clients when they are shooting videos on their own.

Fairing Way Video Ad

3 Keys to Video Shooting Tips


Hold your phone horizontally, keep the camera at eye level and allow space above your head


Use the sun, avoid glare on glasses and use a ring light


Use the built-in mic or a separate mic, avoid background noise and display your script on screen when possible


What do I do when I’m done recording my video?

 Now that you know why video marketing is important, and you’ve created great content, where, and how, do you share it? We always recommend sharing videos on your social platforms, your website and in in your digital marketing initiatives, such as display advertising, email, etc.

Be sure that, when you are sharing your videos, they are the right format, the right size and the appropriate length. According to AdAge, 33% of viewers will stop watching a video after 30 seconds, 45% by one minute and 60% by two minutes. Keep it short and keep it simple!

Check out the video below if you’d like to watch the original 10-minute webinar on video marketing.

Follow us on social media for more 55+ and senior living marketing tips! We’re on LinkedIn and Twitter.

We’re happy to chat with you about how you can use video marketing to enhance your marketing plan. Send us a message and let’s get the conversation started!

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