Social Media Best Practices: YouTube
What started off as a small video-sharing site has now transformed into the most-used online platform in the US 一 and one of the most promising ways to grow your pharmacy practice. Today, more than 250 million Americans use YouTube on a regular basis, totaling 81% of the population. On YouTube, users can create and watch content, interact with like-minded people, and form connections that transcend the digital world.
In addition to the personal opportunities it affords, YouTube gives businesses many tools to succeed. In fact, 62% of businesses use YouTube to advertise their services, connect with their viewers, and generate leads to their own sites. YouTube is therefore one of the most powerful ways that businesses can market themselves.
Because your pharmacy is a business, it is essential to consider how YouTube can kickstart your growth. Learn more about the platform, those who use it, and how you can reach them. Then, in your next marketing move, make it a priority to get connected. Your patients are already on YouTube, and they’re waiting for you to get on it, too.
With such a high percentage of Americans relying on YouTube for information and entertainment, you can reach almost anyone (and any patient) on the platform. However, like most social media platforms, YouTube reaches a specific demographic, which can be broken down into 5 main categories: gender, age, location, education, and income. These demographics, taken from the Pew Research Center, show that YouTube is used most by the following people:
If your pharmacy’s patient base includes any of these demographics, prioritize connecting with them on YouTube. Knowing and understanding YouTube’s demographics can also help you decide what to post, when to post, and which features you should be using to reach patients on the platform. For more information on who uses YouTube, as well as who uses all of the top social media apps, visit our blog.
As the largest video-sharing platform, YouTube is the ideal place to post all of your pharmacy’s reels, clips, and other filmed content. There’s a reason why videos are becoming the most popular medium to share information, and why you should implement them in your pharmacy’s social media strategy. Videos can help your pharmacy to present information in an easily accessible way, and they can offer a more personal alternative to written or photo-based posts.
When it comes to posting your own videos on YouTube, aim to film content that is around 10 minutes long. Videos between 7 and 15 minutes tend to perform the best on YouTube’s algorithm. A top spot on the algorithm can help more viewers to see your videos and more patients to come your way. As far as what you should post on YouTube, the options are limitless. Ultimately, you should aim to both educate and entertain your patients with your content.
As you begin brainstorming, draw inspiration from these video ideas:
For even more ideas on what to post on YouTube and other top platforms, read here.
Now that you know what to post on YouTube, you need to know when to post it. Like all other social media platforms, YouTube has both high and low engagement rates throughout the day 一 times when many users are online, and times when they aren’t. For your pharmacy’s channel, aim to post when your audience is on so that you can reach the most viewers.
According to a study conducted by the Federator, the times when YouTube users are most active 一 and when you should try to structure your posts 一 are between 2 and 4 PM. The study also found that it is best to post on weekdays, particularly Thursdays and Fridays. For pharmacies who are looking to post on the weekends, though, 9-11 AM sees the highest engagement rates, so try posting earlier in the day.
As far as how often you should post on YouTube, once a week is best practice. Well-spaced videos will prevent your followers from feeling overloaded with content and help you to stay inspired to create higher-quality videos.
In addition to its standard video capabilities, YouTube also offers several other features that you can make use of, although many are restricted by subscriber count. If you can make use of these features, they can give you additional options for interacting with patients and keeping your content diverse. If you can’t, don’t worry: there are many other platforms with fewer restrictions that you can use in addition to YouTube.
As the most widely-used social media platform, YouTube offers many opportunities to creators and viewers alike. For pharmacies specifically, it can enable you to create engaging content and interact with patients in a much more personal way. With the right guidelines in place, it can also give you the chance to increase your following and your patient base. If you are looking to expand into the world of social media, don’t count YouTube out. Start creating videos and start making lasting connections.
Looking for even more ways to grow your social media presence across multiple platforms? Discover RxLocal’s Social Media Assistant and find out how you can watch your numbers grow and your pharmacy succeed.