As mentioned in the previous task, video captures emotion in a way that words alone simply can’t. It’s one thing for a potential patient to read about your practice, staff, and services in the About section of your website, but it’s an entirely different experience when they can view videos showcasing your staff, dental office, and all it has to offer.
Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on, it’s also easy to share across multiple platforms. Videos are easy to digest, entertain, and engage. That’s why we are going to help you master it to ensure a greater return on investment (ROI) for your dental practice.
What You Need To Complete This Task
Note – If you are not subscribed to the premium subscription, follow the links below to purchase what is needed via Amazon.
- A camera stand and lavalier lapel mic (Camera Stand + Lavalier Lapel Microphone)
- iPhone cable adapter (If you will be recording from an iPhone/iPad. If you are recording from an android device and it does not have a standard audio jack, be sure to purchase the correct adapter “USB-C to 3.5mm or Micro-USB to 3.5mm)
- A ring light (Ring Light)
- A dentist from your practice who is comfortable speaking in front of a camera. (Unfortunately this item is not available on Amazon)
How To Set Up Before You Start Shooting
- The dental office should be “staged” as if it were a house for sale. This means removing clutter from countertops, putting away family photos (that is only if you would not like your family in view), hiding away trash cans, hand sanitizer bottles, wipes, etc. Make the area that will be in the shot look as nice as possible.
- Ensure you utilize a nice spot in the office that has excellent lighting, try to avoid very yellow or blue lighting, and avoid an open window being directly behind your video subject. Natural light facing the video subject is ideal and remember to utilize the ring light we sent you in your Marketing Box!
- The doctor(s) should bring a change of clothes for the shoot. They should “get dressed up” for their video shots. Think business casual here.
- Fresh haircuts are encouraged, but not required!
Important Tips To Remember When Shooting Video
- Be Engaged
- When speaking about any subject – whether it’s how you were inspired to pursue dentistry/ortho/etc. or the technology you have in your office – don’t be afraid to let your passion show. Viewers will pick up on your enthusiasm for what you do. If you come across as an emotionless robot, potential patients may be less inclined to believe you truly care about your work and your patients.
- Avoid Filler Words
- “Um” is the great evil of video. It makes you seem unsure of what you’re talking about. It’s also very difficult to edit out. Instead, take a moment to think about what you want to say and then begin speaking.
- Use Complete Sentences
- If someone asks you “Where are you from?,” you would normally reply with a one-word answer like “Austin, TX”. In a video interview, you should treat every answer as if the question was never asked. So you should instead say “I am from Austin, TX”.
- Start Over
- Don’t be afraid to start your sentence over if you mess up! It’s better to get a coherent message than to stumble through and pray for the best. You can always edit out the messed up sentence later (we will get to that later).
Questions You Should Ask To Help Guide The Doctor To Talk About Why They Became A Dentist/Orthodontist/Specialist
- Why dentistry?
- Where did you study dentistry?
- What do you like most about being a dentist?
- What can you say to young upcoming dentists who are currently studying to become a dentist? (End with a word of encouragement).
- What sets you apart in your field?
Editing A Video Together
There is multiple free-to-use video editing software online that can help you edit together what you have captured. Hop on Google and search for “free video editing software” and find one that works best for you.
We recommend the following:
- OpenShot. OpenShot is an award-winning free to use video editing software that’s perfect for beginners such as yourself. This is the best way to quickly throw something together in no time as this software requires very little skill.
- Lightworks. With Lightworks, you’ll find all sorts of high-end features that are normally only available with expensive packages. The one downside is that learning how to use Lightworks can take some time as the interface is fairly complex.
These are only suggestions and if you find something else that works for you, then go for it! Just be sure you use software that will not decrease the quality of your video content. If video editing is not for you, you can purchase a power-up and let our video editing experts do it for you!
Posting Your Video
If you are posting to more than one social media platform, it’s important to figure out what the ideal video length is for that platform. You can also use snippets of the video you took to communicate a specific message in shorter video ads. E.g Post the part where the dentist explains why they became a dentist in the first place. Especially if the video involves them talking about wanting to change people’s lives etc. You can squeeze this into a 45-second video and still be effective. Based on an analysis of the average view time for videos our agency posts, here’s what our experts recommend:
- Instagram: 30 – 45 seconds
- Twitter: 45 – 60 seconds
- Facebook: 1 – 1:30 minute
If you are posting to Facebook and would like to boost the video, jump back to this video in Box 1 explaining how. We also explain how to post content to Facebook in the first box, so if you missed that, just go back and have a look-see.
- YouTube: 2 – 3 minutes
Seeing as your YouTube Channel is probably looking a bit empty at the moment, let’s run through how you can post to your page to begin building a video catalogue for your dental office.
- Go to your newly created YouTube Channel.
- Click on your profile picture in the top right corner and select “Your Channel” in the drop-down menu. This is to make sure that you are logged into the correct channel.
- Next, you will need to click on the “Create” button in the top right and select “Upload Videos”.
- Click “Select Files” and select the video you want to upload. Enter all the relevant information such as a title name, description of what the video is about, and a thumbnail (which is the still picture that will show before somebody clicks on your video.)
- Click “Next” and make your video public before selecting “Publish”. Finally, you are provided with an option to share your video to social media platforms such as Facebook and Twitter.
And that’s it! In the last two tasks, you have created your very own Dental Office YouTube Channel and made your first video. Let’s keep going.