In the fast-paced world of content marketing, video content has emerged as a powerful tool for plastic surgeons and med spa owners to connect with their audience and showcase their expertise. However, with an abundance of video content saturating the online space, it can be challenging to determine the most effective approach.
Should you jump on the latest trends to attract attention, or focus on educational content to establish authority and trust? In this comprehensive guide, we'll delve into the pros and cons of creating trending videos versus educational videos, helping you make an informed decision that aligns with your marketing goals and target audience.
Understanding the Landscape
Before diving into the debate between trending and educational videos, it's essential to understand the unique characteristics and objectives of each approach.
Trending Videos:
Trending videos capitalize on current pop culture phenomena, viral challenges, or popular trends to capture audience attention and capitalize on the momentum of trending topics. These videos often prioritize entertainment value over educational content, aiming to evoke emotions, spark curiosity, or generate buzz.
Educational Videos:
Educational videos, on the other hand, are designed to inform, educate, and empower viewers with valuable insights, expert knowledge, and practical tips. These videos aim to position the creator as a trusted authority in their field, building credibility and fostering long-term relationships with the audience.
The Pros and Cons: Now let's explore the advantages and disadvantages of each approach:
Trending Videos: Pros:
Instant Attention: Trending videos have the potential to attract immediate attention and engagement from a broad audience, especially if they capitalize on viral trends or popular challenges.
Increased Visibility: Leveraging trending topics can boost your video's visibility and reach, increasing the likelihood of organic shares, likes, and comments.
Brand Awareness: Trending videos offer an opportunity to enhance brand visibility and awareness, introducing your practice to new audiences who may not have discovered you otherwise.
Cons:
Short-Term Impact: While trending videos may generate initial excitement and engagement, their relevance tends to fade quickly as new trends emerge, resulting in short-lived impact.
Limited Educational Value: Trending videos often prioritize entertainment over education, limiting their potential to establish authority and provide tangible value to viewers.
Brand Alignment: Not all trending topics may align with your brand values or target audience, risking potential backlash or misalignment with your practice's identity.
Educational Videos: Pros:
Establish Authority: Educational videos allow you to showcase your expertise, experience, and credentials, positioning you as a trusted authority in your field.
Long-Term Value: Unlike trending videos, educational content offers enduring value, serving as evergreen resources that continue to attract views and engagement over time.
Build Trust: By providing valuable insights and practical advice, educational videos foster trust and credibility with your audience, nurturing long-term relationships and loyalty.
Cons:
Initial Engagement: Educational videos may require more effort to capture audience attention initially, as they prioritize informative content over entertainment value.
Time-Intensive: Creating high-quality educational videos often requires extensive research, planning, and production time, making them more resource-intensive compared to trending videos.
Niche Audience: While educational content may resonate deeply with your target audience, it may have limited appeal to broader audiences who prioritize entertainment or trending topics.
Finding the Right Balance:
Ultimately, the decision between creating trending videos or educational videos depends on your specific marketing objectives, target audience, and brand identity. However, striking the right balance between the two approaches can maximize your impact and appeal to a diverse range of viewers.
Tips for Success:
Know Your Audience: Understand the preferences, interests, and needs of your target audience to tailor your video content accordingly.
Mix It Up: Experiment with a combination of trending videos and educational content to maintain a diverse and engaging video library.
Stay Authentic: Regardless of the type of content you create, authenticity is key. Stay true to your brand voice, values, and identity to build genuine connections with your audience.
In the ever-evolving landscape of digital marketing, plastic surgeons and med spa owners have a wealth of opportunities to leverage video content to engage, educate, and inspire their audience. Whether you choose to create trending videos or educational content, the key is to prioritize authenticity, value, and relevance to your target audience. By striking the right balance between entertainment and education, you can elevate your online presence, establish authority, and drive meaningful connections with your audience.
Do you need help putting these tips into action?
Our team of strategic video production and marketing experts would love to help with your patient testimonial video shoot. Book your free virtual consultation with us at any time to see how we can help.