5 Video Marketing Ideas for Health and Wellness Brands

Video marketing has been on the rise since 2016 and will continue to grow. All businesses, large or small, should be leveraging video marketing to acquire brand awareness, bring in new leads, and convert leads to clients. This is especially true for health and wellness brands as your consumers rely on visualizations to understand how your product or service works. We’ll discuss what video marketing is, why it’s important, and then we’ll explore five ideas to help inspire you.

What is Video Marketing, and why is it important?

Video marketing is when a business leverages video to increase awareness, generate engagement, and drive sales. This type of marketing falls under digital marketing and overlaps with content marketing. Thanks to social media and video creation tools, like Canva, all businesses can easily create video content and disburse it without spending thousands of dollars. Sites like Facebook have even made advertising on their platform easy and affordable.

We know video marketing has been increasing over recent years. Social media has been shifting towards short video platforms as their main content. When it comes to learning more about a brand, most consumers prefer to watch a short video over reading text, webinars, and demos. Video marketing is only going to continue to grow, so we recommend embracing the trends to produce video content.

5 Video Marketing Ideas for Health and Wellness Brands

Let’s take a look at five video marketing ideas you can try for your health and wellness organization. As we go through these ideas, think about how they may work for your brand. We’ll discuss each idea in detail and share specific examples you can try for your brand.

1. User-Generated Content

User-generated content (UGC) is simply any content generated by a consumer about your brand, product, or service. Oftentimes, people create content about a brand on their own, especially when they have a very positive experience with the product or service. However, UGC can also be encouraged or incentivized by the business through giveaways and contests. In either case, consumers prefer UGC video marketing over other marketing materials because it’s authentic and shows a real experience with a brand.

Consumers often use social media to share their thoughts about a brand. This form of social proof creates brand awareness and increases trust in your brand. Your business should be active on social media and engaging with your audience. A simple way to leverage UGC videos on social media is to re-share them to your stories or as a post. It’s best to ask for permission from the user before sharing. Inquire with the person who created the content through a private message or comment directly on the video post.

UGC video marketing ideas to explore:

Client putting your product to use at home
Videos of customers using your facility (workout equipment or fitness class)
Daily routine video (featuring nutrition, supplements, exercise, etc.)

Featured Resource: Leverage Social Proof to Increase Leads

Download the Marketer's Guide to Social Proof

2. Behind-the-Scenes Videos

Consumers like to know about all aspects of a business. Behind-the-scenes videos can show the inner workings of your brand. These videos are unscripted and often candid. They share your brand values and work culture which allows your audience to feel connected to your brand. Behind-the-scenes videos are generally easy to create and can be shared on social media in stories and posts.

If your workplace is 100% remote, you can still share behind-the-scenes videos! This may require a little more work if your team is large, but it’s still possible. If you’re a one-person team, then behind-the-scenes videos are perfect for connecting with your audience on a personal level.

Behind-the-scenes video ideas to explore:

Time-lapse of your product being made (skincare, supplements, etc.)
Share your typical workday
The process of creating a new workout (fitness instructors)

3. How-To Videos

How-to videos are an excellent way to share bite-sized content related to your products and services. According to Wyzowl, 96% of people have watched an explainer video to learn more about a product or service. A how-to video can help explain how your products work or share unique ways to make use of them.

This type of video marketing is perfect for social media as these videos are often shorter and can be entertaining if done right. In 2020, video was the second most-used content type on social media used to increase audience engagement. We recommend embracing this trend by creating videos for social media. How-to videos are a great place to start when it comes to sharing videos on social media.

How-to video ideas to explore:

Healthy cooking or baking recipes (nutritional)
Exercise ideas with specific workout equipment
Reducing stress through meditation (mental health)

4. Educational Videos

Educational videos are important for health and wellness organizations that sell products or services that consumers may not know much about. This is especially true if you sell products like vitamins, supplements, or skincare. When a product is unfamiliar to the consumer, they’ll look to other people who’ve tried it or do extensive research before purchasing.

You can leverage educational videos on your website and social media to share accurate information about your product and services. Help your current clients and customers understand how your product or service works in detail. If you sell supplements and nutritional items, you may consider creating a video on the ingredients inside your product.

Educational video ideas to explore:

How your product is made and the key ingredients (nutrition and supplements)
Free online courses
A walkthrough of product features

5. Testimonial Videos

Similar to UGC, testimonials share the experience your clients have with your product or service. Testimonials come in many forms, but video testimonials are the most effective. According to Wyzowl, 79% of consumers have watched a video testimonial to learn more about a company, product, or service. This form of social proof is also very versatile as it can be shared on your website, landing pages, social media, and used as advertisements.

Video testimonials can be done professionally with a videographer or captured by the client with their smartphone. We recommend the latter as it’s cost-effective, adds authenticity, and is impactful when you use the right tools. Whatever method you choose, including video testimonials in your video marketing strategy is a must!

Testimonial video ideas to explore:

Compilation of clients trying a new supplement
Weight loss story
Life-changing experiences

Featured Resource: Leverage Social Proof to Increase Leads

Download the Marketer's Guide to Social Proof

Video marketing will only continue to grow, especially on social media. The video ideas provided in this blog are only some of the many ways you can increase brand awareness and boost your health and wellness business. Before jumping in, consider where your business is at when it comes to video marketing. If you’re active on social media, try starting with UGC videos. Or, perhaps you have a lot of how-to ideas you want to share – start there!