5 Best Types of Video for Health and Wellness Marketing

There aren’t many constants in the world, but we’ve found a few: death, taxes, and people really trying not to break their New Year’s resolutions in January.

If you’re operating a brand in the health and wellness vertical, the end of Q4 and the beginning of Q1 are probably some of the most essential times of the year for your brand. You might see an uptick in awareness and conversions at the start of every year. Or maybe new members are signing up for your at-home exercise program. This increased demand for wellness products and services affects every level of this industry, no matter what your brand sells.

While your brand may experience a dip in awareness and conversions through the month of January, you can still use video marketing to connect with customers. (And you can use video marketing at every stage of the sales funnel.) Here, we’re going to explore the best types of health and wellness marketing videos.

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Best Video Types for Health and Wellness

1) Testimonials

Testimonials leverage the power of social proof by sharing your customer or employee’s firsthand experience with your brand. These marketing videos are incredibly popular in the health and wellness industry. And it’s likely some of the skincare ads you’ve seen recently fall into this category. Health and wellness consumers are often results-oriented, so videos of customers who preach the results they got from your product are very likely to drive engagement and sales.

With QuickFrame, at-home lab test company Everlywell was able to create this testimonial video. Note how this video authentically establishes the need for their product as well as communicates a successful result.

Read more: Ancient Nutrition Rings in a Strong New Year With MNTN Performance TV and Creative-as-a-Subscription™

2) User-Generated Content

In a similar fashion to testimonial videos, user-generated content (UGC) allows your customers to share their first-hand experience using your products in an authentic and personal way. UGC for health and wellness brands can include:

  • Vlogs (for in-person experiences)
  • Cooking or baking videos (for supplements and food)
  • Routine videos (how your product fits into a consumer’s routine)
  • Unboxing and try-on hauls (for activewear brands)

Whether you post a TikTok advertisement or share the video on Instagram, UGC is a great way to connect effectively with viewers. For example, this Center Health video is the perfect way to quickly showcase some of the brands’ most meaningful value propositions. 

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3) How-To Videos

In the health and wellness vertical, there are a ton of ways brands can use how-to marketing videos or advertisements to showcase their products. For example, maybe the video focuses on how to incorporate your brand’s supplements into a smoothie recipe, or maybe it instead demonstrates how to use a piece of workout equipment. 

Often, these videos can lead to high engagement and begin positioning your brand as an expert in the health and wellness space. Whether you share how-to videos on your website or on YouTube (both are a good idea!), you can help customers feel confident in your products. Check out this example from Breathe Right:

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4) Educational Videos

Educational video production is perfect for brands with innovative products or those that are on the cusp of a new trend. These health and wellness marketing videos are especially important for vitamin, supplement, and skincare brands that want to be transparent about the key ingredients they use. 

In nearly any industry, it’s important for customers to be educated about the products they’re purchasing. But this is specifically critical in the health and wellness space. Plus, your current and potential customers are going to be doing their research anyway — why not get ahead of it and answer questions before they even ask them?

This Ancient Nutrition ad, for example, begins teaching viewers about the importance of gut health. With information about gut health and its related issues, the brand stresses the importance of effective health with current and potential customers while promoting a product that can help solve their problems. 

Learn more: Social Media Video Ad Specs & Placements Guide 

5) Explainer Videos

From using glue as a hair gel to trying to swallow pre-workout powder dry, we’ve seen our fair share of products being misused on social media. Explainer videos take the guesswork out of your product, building brand loyalty and awareness via thought leadership.

Not properly explaining how your health and wellness products work can easily lead to consumer dissatisfaction. Even worse, this knowledge gap can fracture trust in your brand. Why do you think some gyms offer to show new members around each of their machines? By properly explaining their services, they empower their members to have the confidence to work out on their own. 

Explainer videos are necessary for educating people on how your product works but experiment with different ways you can layer even more information to sell your offerings. For example, a brand could highlight the fact that their product works faster than others, is more versatile than competitors, or can be used at home. 

This video by Colgate was made with QuickFrame and is a great video ad example of the scope of information you can include in an explainer video. It’s succinct, educational, and subtly highlights the product’s best features.

Learn more about QuickFrame’s partnership with Colgate

Best Videos For Health and Wellness: The Takeaway

The health and wellness space is an increasingly massive industry. And the world’s heightened awareness of health and well-being makes video marketing all the more important for brands in this space. When it comes to successfully marketing wellness products, you’ll need to reach a wide variety of customers with tailored messaging. 

Thankfully, you don’t have to tackle your video marketing efforts alone. By working with a partner like QuickFrame, you can meet your video marketing needs and reach customers no matter where they are in your sales funnel. Contact us today to get started!

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