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Dan Hinmon, MCSMN Director
@DanHinmon

Posts: 2375
Joined: Apr 13, 2011

Why Not Doing Short Video Is Not An Option

Posted by @DanHinmon, Tue, Sep 12 9:49am

Facebook’s head of creative shop for Northern Europe says the average person scrolls through 300 feet of Facebook feed each day.

How do you grab their attention? Consider short video. And by short, Kat Hahn really does mean short – 3 to 8 seconds.

For healthcare, let’s consider short anything under 2 minutes.

Hahn explains that FB developed a theory based on the following consumption moments:

  1. On-the-go (immediate): Quickly looking at your phone during a meeting or on the train.
  2. Lean-in (interactive): Looking for something to watch and something captures your attention.
  3. Lean-back (immersive): Sitting down and watching something for a long period of time.

How many of your viewers fall into category 1? Facebook says it’s 70%, thus the need for quick snippets. Only 10% fit the lean- back mode.

Comment


Megan Rowe
@MeganRowe

Posts: 235
Joined: Nov 07, 2012
Posted by @MeganRowe, Wed, Sep 13 11:50am

I started trying to think of ways we could create 3-8 second videos. I thought about awareness months where there’s a quick call to action, i.e. get a mammogram. The challenge is always finding something where the call to action really is that simple.

Is anyone creating really, really short video? I’d love to see healthcare examples.


Dan Hinmon, MCSMN Director
@DanHinmon

Posts: 2375
Joined: Apr 13, 2011
Posted by @DanHinmon, Wed, Sep 13 12:33pm

Mammograms are a great idea for a short video, @MeganRowe. I’m not aware of any other hospitals doing these, but hopefully some respond to your question.

A few other short ideas I can imagine: Mom and baby snuggling for maternity. Patient walking for physical therapy or joint replacement. Ringing the bell for cancer care. Cute kid jumping up and down for peds wellness checks. Teenager kicking a soccer goal for sports physicals. Adult sneezing for allergies. Feet on scales for weightloss. Any of these could include a simple call to action. It’s a different mindset. Combine these with link to website and they could make an engaging “on-the-go” FB post.

Liked by Megan Rowe

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