Three Major Social Media Trends for 2017

By: Kelly Hutchinson

1. More Mobile Video

On average, people in the U.S. spend three hours a day on mobile devices, with 87 percent of that time spent in apps like Facebook and Instagram. According to Facebook’s Q3 Results from 2016, mobile-only monthly active users rose over a billion, meaning that 59 percent of Facebook users access the platform via mobile device. videostat

So what content is being consumed on mobile? Video. One in three consumers watched video on their mobile devices in 2015, and that is projected to rise to two out of three consumers by 2018.

Mobile video viewership will continue to rise across social media platforms, which have already been adapting to accommodate this shift. On the second and third-quarter earnings calls in 2016, Facebook CEO Mark Zuckerberg discussed their company-wide push to become “video first,” shifting focus from text and imagery to video.

With mobile viewership at a steady increase and social media outlets pushing for more video, plan on incorporating mobile-friendly video content into social media outlets in 2017. Not only does video align with online content trends, but recent research from BuzzSumo’s review of 800 million Facebook posts suggests video content was more likely to be shared than any other post types.

>> Live Video

live-reactions-android.pngLive video started building momentum across several social networking sites in 2016. From May-October, Facebook Live usage increased up to 4x, and to further expand live video, Facebook announced in October that users are able to connect live video to their TV via Apple TV or Chromecast.

Facebook is also piloting a Snapchat-like camera feature (that will roll out globally this year) that will allow users to post quick status updates via video, while incorporating additional visual features.

In late November, Instagram added live video with a twist – live video that disappears. This video feature appeals to Instagram’s younger audience, competes with Snapchat and provides a different experience from live video capabilities on other platforms.

On December 14th, Twitter announced the ability to ‘go live’ within the Twitter app, as opposed to redirecting to Periscope, to post real-time video content. While this should boost live-video usage on Twitter, data from January-August 2016 suggests Facebook Live has a higher usage base compared to Twitter’s Periscope usage.

Regardless of which live video platform is most popular, live video will continue gaining ground in the social landscape, presenting an opportunity for brands. According to TechCrunch, Live Video encourages more comments and are watched 3x longer than non-live content.

>> 360 Video

360vidsampoSocial platforms are moving toward Virtual Reality (VR), starting with 360 degree video. Facebook aims to increase use of 360 video, while potentially offering a reach boost to 360 content within News Feeds. Additionally, Twitter announced their 360-live capabilities via Periscope at the end of 2016. Currently, this feature is only rolled out to certain partners and requires a 360 camera.

The popularity and use of 360 video is projected to grow on both platforms throughout 2017 and the coming years, as Virtual and Augmented Reality become more popular and accessible.

Video in any format can be a major asset to a facility’s presence on social media, however, HIPAA regulations have to be factored into all video production. Learn how to keep videos HIPAA compliant from a previous MarketShare post.

2. Social Ad Utilization

Social networks are adapting algorithms to reduce clutter – pushing businesses toward spending ad dollars for visibility as opposed to relying on organic traffic and reach. Each platform has its own native ad capabilities and have proven ROI for brands.

Here are three benefits to advertising on social networking sites in 2017:

  • Targeting: Social networks provide audience-targeting capabilities that permit advertisers to pay only for those likely to be interested in, or engage with, an ad based on the targeting parameters. Whether targeting by behaviors, demographics, geography, interests or all the above, each platform has audience targeting and segmentation that allows you to get as broad and/or niche as needed.
  • Optimized Bidding: Most social media platforms allow you to adjust your bid based upon your business objectives. For example, if the main goal of a Facebook ad campaign is awareness, you have the ability to optimize for reach. On Twitter, video advertising is based on a price-per-view model, optimizing the ad for video views.
  • Affordability: Advertising on most social platforms (Snapchat not included) is affordable and easy to begin, and you can pause and end as needed. For example, on Facebook, you can potentially boost a post to 250 users for $5.00/day.

Many Divisions and facilities have already delved into the world of advertising on social media, and with algorithms limiting business’ organic social reach, there is no better time to test it out if your social strategy needs a boost.

3. Embracing Social Media Direct Messaging

Social networking sites have continually been updating and improving their direct messaging platforms and capabilities. While messenger capabilities are typically used for user-to-user communication, social sites are pushing for brands to utilize this feature to engage directly with their consumers, and vice versa.

However, this is difficult for healthcare facilities to utilize and still align with HIPAA regulations, since conversations with patients need to be taken out of the social setting and into the doctor’s office. Despite this setback, it is crucial to monitor a social profile’s direct messages and be prepared to respond quickly, effectively and within HIPAA’s guidelines (i.e. not revealing any patient’s condition or coverage data online).

If you would like to discuss how to best respond to direct messages on social media, please reach out to the Reputation Management Team here.

Promoting Healthcare Videos on Social Media: 101

By: Kelly Hutchinson

According to a U.S. Digital Future in Focus Report, 7 out of 8 Americans watch online video with more than half consuming video on a daily basis. Looking forward, Google estimates that video consumption will account for 70% of all consumer internet traffic by the end of 2017.

This presents a significant opportunity for marketers to reach consumers with timely, entertaining, relevant videos through the platforms and apps they are viewing these videos – social networking sites.

With users spending more than 43 minutes daily on social networking sites like Facebook, social networks provide a fitting platform for promoting videos.

To guide video promotion on social networking platforms, check out our recommendations, tips and ad opportunities for four of the main social sites below.


> Upload Video File Directly to Facebook

When promoting videos on Facebook, always remember to upload the video file directly to Facebook rather than posting a YouTube link. This allows the video to appear up to 11x larger in a user’s News Feed and enables the auto-play feature.

Posting a YouTube video link, as opposed to directly uploading the video, will share a smaller thumbnail image of the video and creates an extra step for the user.

> Utilize Facebook Advertising to Boost Video Views

Explore Facebook ad options to boost video views if appropriate and beneficial for your video. This social media platform is a good promotion outlet for videos that are more emotional, personal or humorous in nature, but would not be as beneficial for a procedure focused, clinical video. Videos can be used in three different ad formats on Facebook:


  • Single Video ads are the standard video layout. This format is optimal when promoting only one specific video.
  • Carousel ads showcase up to five clickable images or videos for the user to scroll through within a single ad unit. This format is best for showcasing a series of short videos, or alongside other imagery creative from a marketing campaign.
  • Canvas ads use a combination of media types, like videos, still images and call-to-action buttons, to convey a sponsor message as an interactive, seamless experience on mobile devices. Similar to the Carousel ads, this format would be most beneficial for a marketing campaign that tells a story through creative assets.

Tip: When looking at Facebook metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about video advertising on Facebook.



> Share Short Videos

Since Twitter focuses on providing an outlet to share information in a clear and concise way, it is only recommended to promote short, 10-30 second videos on the platform, even though Twitter permits videos up to 140 seconds in length.

> Upload Video File Directly to Twitter

As with Facebook, it is recommended to directly upload videos as opposed to linking to them off-site. It is important to note that a video upload does not count toward the 140-character tweet limit. Uploaded videos will automatically play in Twitter feeds and timelines without sound, but will expand and unmute when a user taps on the video.

> Utilize Twitter Advertising to Boost Video Views

Twitter video ads can help boost video views and benefit marketing campaigns and initiatives. Here are a few things to note about Twitter video ads:

  • According to Twitter, nearly 90 percent of all Promoted Videos are viewed on mobile devices, so it is key to optimize videos for mobile.
  • Communicate a video’s message in the first 15 seconds of a promoted video.
  • An advertiser has 116 characters of tweet copy, 70 characters for the video title and 200 characters for a video’s description. Incorporate crucial keywords and compelling tweet copy to encourage users to tap into a video.
  • Advertisers can add a call to action to a video – “Visit site” and “Watch Now”.

Tip: When looking at Twitter metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about Twitter video ads.



  • This Facebook-owned platform should not be disregarded by healthcare marketers when promoting highly visual, compelling and emotional video content.
  • This social platform is not recommended for clinical or procedural videos.
  • The maximum video length permitted is 60 seconds, and uploaded videos will automatically play without sound in an Instagram feed until tapped.

> Utilize Instagram Advertising to Boost Video Views

Here are three considerations when promoting a video on Instagram via video ads:

  • Instagram ads will not appear to people viewing Instagram on a desktop computer  (this is a low number of users).
  • There are two formats for video ads on Instagram – Video (single videos) and Carousel (multiple videos and/or images).
  • By default, Instagram automatically optimizes ads and shows them to people who are more likely to view a video.

Click here to learn more about Instagram video ads.



This Millennial-centered social platform is a trendy channel to promote video content. According to Snapchat, its content reaches 41 percent of all 18-34-year-olds in the U.S. in a given day, compared to only 6 percent on average reached through TV networks. So how do brands use it?

For healthcare facilities, Snapchat provides a way to connect with young consumers and build brand awareness.

  • This video platform is ideal for Q&A’s with providers, fast health tips and showcasing the personality of a facility and its staff.
  • Posts to Snapchat, called snaps, come in 10-second maximum increments, but up to as many increments as uploaded. For example, if more time is needed, a user can post a series of snap videos that vary from 1-10 seconds, but flow from one snap to the other, appearing as one longer video with micro pauses.
  • Snapchat does not allow videos to be uploaded without the “from Camera-roll” format and designation. Regular video uploads are only available to advertisers. Instead, brands have to record video that posts directly to the brand account’s Story. This means videos cannot be edits, so are more casual in nature .

> Utilize Snapchat Advertising to Boost Awareness

If existing video assets would be a good fit for the Snapchat audience, Snapchat has advertising opportunities to promote video content and engagement. Snap Ads combine a full-screen video ad with direct response, as it is intended for a user to swipe up on an ad to reveal additional content, like a longer video, an informative article or a website. Snapchat has seen a 5x higher swipe-rate over average click-through rates on other advertising platforms.

Click here to learn more about Snapchat video ads.

For more information and resources about promoting your facility’s videos online, contact the Marketing and Digital Services Team.

Can a Healthcare Facility Use Facebook’s Live Video Streaming Feature?

By: Emily Williams

Can a healthcare facility use Facebook’s live video streaming-

With Facebook’s recent launch of its live video streamer, every Facebook user can now be a real-time social media reporter for all sorts of life events. In direct competition to other real-time video platforms like Periscope, Facebook is opening up the world to all kinds of personal, immediate and – let’s face it –  probably TMI news (Exhibit A: Ricky Gervais taking a bath).

(Here are Facebook’s instructions for how to share live video on your page.)

For many companies, real-time, instant social media posts (whether content, videos or pictures) can be a real winner. For example, Oreo’s “You can still dunk in the dark” tweet during the power outage of Superbowl XLVII is still revered for its social media timeliness three years later. In social media world, that’s a lifetime!

However, instant social media posts can also be a liability. A tweet that sounds insensitive, a picture that includes something inappropriate… just scroll through your social media news feed. There are bound to be posts that people – or maybe even companies – regret.

And, oh, how live video streaming opens up the door of regrets even wider!

So this begs the question:

Can a healthcare facility use Facebook’s live video streaming feature?

The answer is yes. However, there are many if’s and but’s that go along with that.

There are obvious benefits of live streaming content.

BUT you have to be so, so, so careful.

Don’t forget:

  • Get approval from your leadership before you broadcast anything live on your facility’s page.
  • HIPAA absolutely applies to live videos. Our company requires signed waivers for each person in your video (even if they are not the main subject of the video… even if that person is just partially shown in a crowd in the edge of your video for two seconds).
  • Your video is instantly public. It’s live. Don’t video any situations that you feel could get out of control quickly.
  • Is this video something that you want to rehearse? If so, maybe live streaming isn’t best. You can still upload a regular video to your page.
  • Yes, it’s live. But it needs to be planned. Know what you are filming, who is involved and the overall game plan before the broadcast begins.
  • This video represents your brand. Make sure it is clean and professional in nature.

As you can see, live broadcasting isn’t easy. But some things are just better live. Here are a few things that your facility may consider broadcasting live:

  • An entertainment event at your facility that some patients are unable to attend (i.e. a concert, a puppet show, etc.)
  • A ribbon cutting or awards ceremony
  • An interview with a physician or patient
  • Any other major milestone

For a healthcare facility, the most important thing is to have your ducks in a row before you broadcast.

4 Reasons Why Your Healthcare Facility Needs to Have Videos on Its Website

By: Emily Williams

Many consumers are searching for doctors online before making an appointment. How do you ensure that they find your website? And what exactly are they looking for?

Here are four staggering reasons why your healthcare facility needs to have videos about your practice and physicians on your website:

  1. Doctors who added video to their profile page saw a 30-60% increase in leads (
  2. Physician videos are 53 times more likely to receive an organic first-page ranking than traditional text web pages (Forrester Research).
  3. It is predicted that online video traffic will be 80% of global internet traffic, not including videos exchanged in peer-to-peer file sharing (Cisco).
  4. YouTube is the #2 search engine behind Google.

Not only are people likely to find your videos in healthcare related searches, but they are very likely to watch them! With videos bringing high internet traffic and potential new patients, it is a necessity on your practice’s website.

You may have already seen some of the videos that have recently been produced and posted to practice websites. Here are a few examples:

Practice Overviews:

Physician Bios:

If you are interested in having videos filmed at your practice or facility, contact Emily Williams in the corporate marketing office for assistance.

Marketing Your Physician Practice With Video

In our previous post, 6 Reasons Not To Ignore Video Marketing, we listed 6 compelling statistics to illustrate the importance of video marketing. Online videos, specifically in healthcare, offer a unique way for physicians and practices to establish a connection with prospective patients. Research from the Mayo Clinic suggests that when choosing a doctor, patients look for personality traits such as confidence, empathy, compassion and kindness, which can be difficult to convey via traditional marketing channels.  Video, on the other hand, is a great platform to showcase your physicians’ personalities and the culture at your office. Below are two great examples of a practice using video marketing to engage prospective patients.

6 Reasons Not To Ignore Video Marketing

In our previous post, Top 3 Online Marketing Trends You Need to Prepare for in 2015, we stressed the influence we believe video content will have on marketing in 2015. But, what makes us think video will be such a disruption to healthcare marketing in the near future? Check out these statistics from Digital Sherpa, and we think you will be convinced, too!

1. Videos increase people’s understanding of your product or service by 74%.

2. YouTube is the number two search engine in the world.

3. A third of all online activity is spent watching video.

4. 80% of your online visitors will watch a video, while only 20% will actually read content in its entirety.

5, Your website is 50 times more likely to appear on the first page of a search engine results page if it includes video.

6. 90% of users say that seeing a video about a product is helpful in the decision process.

Top 3 Online Marketing Trends You Need to Prepare for in 2015

In the ever-changing online space, it’s important to keep up with the trends to ensure your marketing efforts make the most impact. Consider these three online marketing trends when creating your plan for 2015.

1. Video won’t just be reserved for YouTube

Video marketing on YouTube was a hot topic in 2014. However, subtly branded videos have spread to Facebook, Instagram, Twitter and even LinkedIn—meaning short, attention-grabbing videos won’t only be reserved for YouTube this year. Other sites will adapt to the rise in video by giving extra exposure to video content that is posted directly to their site, rather than shared from YouTube, because it keeps users on the site longer and provides unique advertising opportunities for generating revenue.

In 2015, posting videos directly to multiple sites will help increase visibility and ultimately engagement.


2. Image-based content standards will rise

Social media platforms like Pinterest, Instagram and Tumblr were embraced by businesses in 2014 to help them connect with their audiences through images.

As images become more prevalent online, people will expect to see higher-quality images. Luckily, there are online tools like Canva available to help you easily create eye-catching and engaging images in 2015.


3. Diversifying social media platforms will be necessary

Last year, an impressive 92 percent of internet users ages 16-64 said they had an account on at least one of the 40 distinct social networks—but social media users don’t limit themselves to just one platform. In fact, on average, online adults now have accounts on 5.07 social networks.*

In 2015, diversifying your social presence will be necessary to keep your messages cohesive across the different platforms your audience is using.


Adapting your online marketing plan to prepare for these trends will ensure your online presence is fully optimized in 2015.

Resources: *GlobalWebIndex | |