How Videos Engage Women to Live a Healthy Lifestyle
Consider that looking for health information is the third most popular online activity and that one in every 20 searches on Google is about health information. How often have you searched for or come across a health-related informational piece that has caught your interest? Maybe you’ve been experiencing unexplained back pain and want to learn what is causing it. Or maybe you’re worried about your teenager drinking too much coffee and turn to the Internet to discover the possible consequences of this.
Consider also that 94% of women make healthcare decisions for themselves and, in many cases, for others – yet they lack confidence in their decisions due to a lack of time, knowledge, and trust. This ultimately impairs their own ability to maintain their health and wellbeing, as well as that of their loved ones.
So how does video help?
With 79% of online women using the web to find health information, there is strong evidence that women are very concerned about health and quality-of-life issues. Let’s take a look at how video overcomes the three previously mentioned challenges for women.
Lack of Time
The brain processes visual images 60,000 times faster than text. For the continuously multi-tasking woman on-the-go, this is huge. With time being a rare commodity, she is looking to process information quickly. The easier to digest the information, the more likely she will return to the source to find more of it.
Lack of Knowledge
65% of us are visual learners and with one minute of video, we process the same information as in reading 1.8 million words. Think about that. Video has the power to educate unlike any other medium. In short bursts of one- to two-minute videos, women can acquire a wealth of knowledge about the health and wellness topics that may concern them and will help them live a healthier lifestyle.
Lack of Trust
Unfortunately, with an abundance of misleading information floating around the Internet, it is difficult to know where to turn. Going to a source that has a solid reputation for delivering expert advice and fact-based information is key. With video, there is a reassuring element of watching a renowned healthcare professional explain and demonstrate about a health topic. This is not only the case with health-related videos. Studies show that 58% of consumers in general consider companies that produce video content to be more trustworthy.
77% of women don’t do what they think they should to stay healthy.
The Path to a Healthier Lifestyle
For organizations targeting women, and as companies strive to promote wellness among their employees, the use of relevant, rigorously factual video is a powerful tool. The topic opportunities are broad. A recent survey of nearly 10,000 female respondents found that 79% think of health as “spiritual and emotional wellbeing” and 77% think of it as “being physically fit and well rested”. From categories covering health and wellness to parenting, food, and fitness, the fact remains that women are starving for knowledge.
Educate women. Enlighten them. Embrace them. Engage and provoke them into action through video segments that respect their concerns and needs and are backed by facts and expert advice. Do this and you will boost their wellbeing and inspire their loyalty.
One more thing… women like to share what they find online with their family and friends, providing a huge opportunity to develop a loyal community and virally spread healthy living.
Here’s to your health and wellness!
Natcom is a multi-platform global network and digital studio with an expertise in health and wellness. Located in Wynwood - Miami, Florida, we serve media partners, telco's, and brands with video content strategies to connect with their audiences. Contact us to leverage the power of video: marion@natcomglobal.com