Transforming your community marketing with authentic videos

You might be surprised to find out what kinds of videos consumers actually watch and which they actually trust.

With people watching an average of 19 hours a week of videos–which includes adorable cat videos, and also includes videos of brands they’re considering–video is an integral part of any marketing strategy. But, the types of videos and how and where they are presented make the difference. We’ve learned a lot by building the largest database of over 100 retirement community videos. Here are the key takeaways.

Effective video: Authenticity is the key

Viewers tend to prefer lower-quality, authentic videos over high-quality professional “marketing” videos, according to a study by Hubspot. Videos like these help create an emotional connection with your brand, which is very important in the retirement industry, where decisions are fraught with emotion.

Even more surprising to many, it is reported that video content is most effective when positioned on an authoritative third-party platform where users spend lots of time researching you, rather than your website.

Let’s share a cuppa: Videos designed for real connection

Imagine sitting down with a trusted friend for a cup of coffee and hearing about their experiences. Comfort Life users come to our site–as a third-party trusted source–to hear what other families have been through in their search for a retirement community, and ultimately that’s what they found. Our community profiles feature raw and authentic video accounts of families’ experiences, which serve as third-party video testimonials that build trust in your brand. 

Our member communities agree, and they tell us that our videos accomplish something no other marketing vehicles can.

“One of the most valuable things Comfort Life offers their members is the little extras like the videos of family members and the opportunity to be featured in the print magazine.”
—Grace Miksa, Parkland on the Glen

Videos should reach your audience when they’re most receptive to the message

When searching for retirement living, families use what is known as extended problem solving, and they are invested in the process and time it takes to find the right community. Unlike most marketing videos that are designed to interrupt, videos that are long and comprehensive and answer key questions on users’ minds work best for this audience. Insider Perspective videos reach families with strong buyer intent, who are invested in spending as much time as possible researching their choices.

“[The prospect family member] said they were delighted by the tour and were pleased that everything talked about on the Comfort Life video was covered and exemplified in the tour."
—Lina Saba, Park Place Seniors Living

Let the families do the talking

Another point that our research has shown is that videos of family members who found communities for their seniors are more effective than videos of the seniors themselves. Because often family members are the ones searching, and not seniors, hearing about caregivers’ experiences is an especially powerful way to promote a community.

Three ways to leverage your Insider Perspective videos