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How to Promote and Distribute Your Health Insurance Videos

Maximize health insurance videos by understanding your audience, using multiple channels, and optimizing visibility with SEO techniques. Inform and empower individuals through engaging content to bridge the healthcare knowledge gap.

Health insurance remains a complex puzzle for many. Videos, as vibrant vessels of communication, hold the power to simplify the complexities of health insurance, bridging the knowledge gap between the healthcare industry and the masses. However, the creation of such content is only half the battle; the bottom line lies in effective promotion and distribution. This article serves as a compass for video producers and marketers, directing you on how to ensure your health insurance videos are not just informative but also viewed, understood, and appreciated.

Understanding Your Audience

Success in any communication effort relies on one crucial factor: understanding your audience. This is especially important in the field of health insurance. It is necessary to have a clear understanding of who your content is targeting. Are they young adults who are new to insurance? Are they experienced policyholders looking for better plans? Or are they low-income individuals in search of affordable options? To gain insights into their challenges, preferences, and behavioral trends, conduct surveys, utilize analytics, and engage in social listening. By creating content that addresses their needs and offers solutions, you can establish a strong connection with your audience. This connection is essential for ensuring that your videos make a meaningful impact.

Check out this video from Cigna Healthcare, an American healthcare and insurance company. In just 30 seconds, we see the various people who can benefit from Cigna’s healthcare plan. It covers everyone, from project managers and receptionists to designers. The video effectively shows that Cigna’s goal is to support businesses by meeting the healthcare needs of their employees.  

Utilizing Multiple Distribution Channels

It is risky to focus all your efforts on one platform in the digital world. Your audience is spread out across different platforms, so your distribution strategy should reflect this diversity. Social media giants like Facebook and LinkedIn, email newsletters, and your company’s website all have their advantages. Social platforms help build a community and provide instant feedback; emails allow for a personalized approach; and your website is a valuable resource. Use a multichannel approach that takes into account the unique characteristics of your content and audience. This will ensure that your videos reach a wide audience while remaining relevant and impactful.

For instance, this video campaign from Manulife Philippines was posted on their three different social media accounts in an effort to widen their reach. With just one video campaign, the insurance company was able to reach a total of 4.2 million views across three social media platforms. As of writing, the video garnered a total of 2.6 million views on Facebook, 1.6 million views on YouTube, and 2,517 views on Instagram. The wide difference in view count between Facebook and Instagram is attributed to the video format. Facebook favors a 16:9 aspect ratio, while Instagram’s algorithm prefers a 9:16 format. By optimizing the video format, the engagement could have been further improved. Nevertheless, this example demonstrates the importance for health insurance companies to build their online presence on multiple channels.

To learn more about the different video formats per social media channel, you can check out our blog, “How to Use Videos in Your Digital Marketing Strategies.”

Leveraging Social Media

Social media is not just about reaching a lot of people; it’s about reaching the right people. Each platform attracts different groups of people and hosts different discussions. Find out where your target audience talks about their health insurance issues, questions, and successes. Whether it’s on Twitter, Facebook, or LinkedIn, make sure your videos are present. Tailor your strategies for each platform: use appropriate hashtags, join conversations, partner with influencers, and consider paid promotions to increase visibility. Keep up with trends, so your content remains relevant and engaging.

One good example of this technique is Sun Life’s presence on LinkedIn. Since 60% of LinkedIn users are between the ages of 25 and 34, this aligns with the target audience of health insurance companies, which is typically 18 to 34 years old. By choosing a platform where their target audience is, Sun Life can customize their communication strategies to better connect with potential clients. As of writing, Sun Life has a total of 323,797 followers on LinkedIn. This figure is a testament to the value of targeted marketing in the field of health insurance.    

Partnerships and Collaborations

Collaborations give you credibility, expand your reach, and help your videos reach diverse audiences. Partner with healthcare professionals for expert content, team up with influencers to reach more people, and join community organizations to build trust. Consider guest posts to promote your content and make sure your valuable insights reach your audience’s online spaces.

In this video, lifestyle influencer Charm de Leon introduces Maxicare, a reliable health insurance company. Throughout the video, Charm demonstrates her expertise in using YouTube’s features effectively. She uses closed captions, chapterization, and well-structured video descriptions to enhance the viewing experience. 

SEO for Videos

In the digital world, visibility is key, and SEO is the driving force. To ensure your videos are not overlooked by search engines, optimize your titles, descriptions, and content using relevant keywords. Continuously evaluate and adjust your approach as trends and algorithms change, as SEO is an ongoing process.

Humana’s YouTube channel is a great example of a well-optimized video ecosystem. For example, they have a trailer that condenses their mission as a health insurance company. In addition to this, the channel has a clear visual direction for thumbnails and a solid grasp of writing titles. Moreover, their video descriptions are concise, short, and articulate. Closed captions and transcripts are provided for efficient navigation. Lastly, to improve their channel even further, Humana created multiple playlists for each category to help viewers easily find specific videos. To date, Humana’s YouTube channel has garnered a total of 37,943,433 views.   

Key Takeaways

Before we end, here’s a condensed list of health insurance video promotion tactics to help you effectively distribute your well-made videos:

  • Understand your audience by identifying their pain points and the health insurance services they need.
  • Utilize multiple distribution channels and find creative ways to tailor your videos to the formats that work best for that channel.
  • Leverage social media and identify where your target audience spends most of their time.
  • Partner with thought leaders and influencers to spread your message across their own channels.
  • Optimize your videos and use the native tools and features of your chosen platform.

Creating health insurance videos is an integral part of bridging the healthcare knowledge gap. However, it’s important to remember that content creation is just the beginning. To be successful, it’s essential to understand your audience, use various distribution channels strategically, collaborate effectively, and focus on SEO efforts. Each video you create not only promotes a product or service but also contributes to health literacy.

M2.0 Communications is a communications agency offering social media and video services to effectively tell your brand’s story. Visit our case studies to learn more about the brands we collaborate with.

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