Learn How Video Marketing Builds Trust and Grows Your Dental Practice

If your dental practice is not using video yet to grow trust and demonstrate expertise to your patient base, you could be missing out in a big way. Video has taken the market by storm, and it’s not limited to dental practices. Businesses of all kinds are using video marketing and video content as a way to reach new customers, educate them about their products and services, and turn them into buyers.

Your dental practice can reap the same rewards. Why? Because people remember what they see on a video more than what they read in a blog or an article you shared on social media. In this article, our team at Jameson Management & Marketing will tell you why videos can build trust and help your dental practice grow.

Why Video Builds Trust 

Before we get into why videos build trust, let’s talk a bit about something we are seeing all around us these days: artificial intelligence (AI). People are using AI for many things, from writing computer code to planning grocery lists to writing emails and, yes, even to create videos. But the thing to understand is that today’s buyers and today’s patients want real videos created by real people. It’s these types of videos that build trust, not the videos that use some sort of machine learning to create the content.

With all that said, let’s answer the question: why do videos build trust? It’s because people trust what feels human and familiar. Video brings that feeling to life. Here’s how.

• People connect more easily to faces and voices than to blocks of text on a screen.
• Videos highlight real team members, actual patient stories, and the way you care for people every day.
• Many people are visual learners, so they understand and remember information better when they see and hear it.

Short and Simple Videos Can Make a Big Impact 

Not that you need to create long videos that laboriously describe your various treatments. Quite the contrary. In fact, on social media, videos that are under 60 seconds in length tend to average a 50% engagement rate.

But the length of your video really depends on what you are trying to accomplish. So, be sure to think through the purpose of your video before you start recording. Here is a quick cheat sheet that can help you match the length of your videos to the goals of your dental practice.

Your Goal	Suggested Length	Video Ideas for a Dental Practice
Build awareness and spark interest on social media	Under 1 minute	Quick office tours, meet-the-team clips, short treatment highlights, patient testimonial snippets
Teach or explain a service	1 to 5 minutes	How a crown is placed, what to expect during a new patient visit, clear aligner overviews, hygiene tips
Encourage case acceptance and answer deeper questions	5 to 30 minutes	Detailed treatment explanations, financing discussions, smile makeover stories, recorded live Q&A sessions
Train team members or support ongoing education	30 minutes or longer	Full training sessions, onboarding videos, recorded workshops, in-depth clinical discussions

We encourage you to focus most of your time on those shorter videos. Social media is a prime channel to reach new customers today, and prospective patients will appreciate videos that help them get to know you. So focus on those videos that are one minute or less to get started and develop lengthier videos as your dental video marketing strategy evolves.

Where to Share Your Videos

Once you have all of this great content created, where do you share it? Great question, because creating videos is only half the job. Smart dental practice marketing means finding the right places for the content so that patients find it.

Here are some suggestions to help you get started.

• Add videos to your dental practice website, especially your home page and service pages, so visitors can see your team and hear your message right away.
• Post short clips on social media platforms like Instagram, Facebook, and TikTok to stay visible and relatable.
• Upload videos to your Google Business Profile and include them in email newsletters to stay connected with current and prospective patients.

Our experience has shown that when you post videos in multiple places, it will expand your reach in a big way. 

Video Helps Marketing Growth 

Making videos can be fun and exciting, but avoid the temptation to put all your eggs in one basket. Be sure to take a diversified approach to your marketing. Though videos are super effective, they are only one path to take. 

This means you should still prioritize marketing strategies that include:

• Blog posts written to answer the common questions that patients have. 
• Consistent content for social media that includes things like photos, graphics, and well-written captions.
• Patient testimonials that share real experiences and build credibility.
• Community outreach and local marketing efforts that build relationships beyond your office walls.

When you build your strategy in a way that your messages work together, they all become so much stronger. And this is where video supports marketing growth in a powerful way.

• Videos increase engagement and keep visitors on your website longer.
• Videos can significantly improve your search engine optimization (SEO) when they are properly titled, tagged, and captioned.
• Videos encourage sharing, which leads to more word-of-mouth referrals and stronger name recognition in your community.

Remember that no single tactic is meant to stand alone. Blogs, images, local outreach, and video all support one another and help your practice move forward.

Tips for Getting Started With Video Marketing

Our biggest recommendation is to take time to think about the goals of your marketing strategy before you record everything that is happening in your dental practice. Video is one of those things that can get addictive. Why? Because it’s fun and it works. 

Here are a few tips to help you make the most of your videos.

• Start with short, conversational clips and add longer videos as your team becomes more comfortable on camera.
• Use natural lighting and speak in a relaxed, authentic tone. You do not need a studio setup or a perfect script.
• Post on a consistent schedule so patients begin to expect and look forward to your content.

Need help taking your dental practice marketing to the next level?

If you feel your dental practice marketing has stalled out and that adding video marketing alone won’t change the game, turning to a dental marketing company like Jameson Management & Marketing can help. Our team is comprised of dental marketing consultants with the experience and skills to help you amp up your marketing efforts and get the highest possible return on investment.

Ready to get started? Reach out for a free evaluation today.