Social video marketing can boost member engagement

Insurers looking to engage their members and boost their online experience, plus recruit consumers, should consider using social video marketing, according to MarketingProfs.

A three-pronged approach utilizes the viral environment provided by social media, the engagement offered through video and the strategic methods of marketing.

The problem, however, is companies can't just post a video if they want to change consumers' behavior. They need to motivate consumers to interact and contribute with the content. In fact, all digital engagement should be a collaborative relationship in which consumers provide new ideas and products to help insurers better understand and predict their wants and needs, FierceHealthPayer previously reported.

To help companies launch a social video marketing model, MarketingProfs laid out several steps, some of which are summarized below. After populating social networks with "fresh, relevant video" to provide shareable content and boost SEO rankings, insurers should:

  • Include a call to action: Ask consumers to comment on, like and share the videos with their own social networks. Although the ability to share content on various social networks is often readily available, companies should take the extra step to provide a clear call to action, including placing sharing tools next to every video, MarketingProfs noted.
  • Show emotion: Consumers are particularly responsive to videos that include authentic, personal messages. So insurers should consider how they can make their company messages come to life, for example, by demonstrating how their health plans improve people's lives.
  • Put customers in the spotlight: In addition to posting professionally produced videos, insurers should consider offering user-generated content, according to MarketingProfs. That's because content that comes directly from insurers' own members can boost their appeal and likability. For example, insurers could let customers upload their own videos where they share experiences with specific products.

To learn more:
- read the MarketingProfs article