Given that hospital employees are putting their own lives on the line to treat victims of COVID-19, it’s no surprise the gratitude for those heroics is translating to people following hospitals on social media at a greater rate. For instance, hospital and healthcare brands collectively earned triple the amount of new fans on social media on April 15, 2020 that they did on January 1, 2020.
However, while all social media channels for Hospitals brands have experienced a surge in Fan Growth, what is surprising is that Instagram Fan Growth has been up 680%, comparing April 15 to January 1, 2020. By percentage there’s been more Fan Growth for Hospitals on Instagram than on any other platform.
Although we recognize that Facebook was responsible for a majority of new fans earned, we can’t shake the question – what have these brands been doing on Instagram to gain more than 7X new fans recently?
So we dug a little deeper and investigated what hospital brands are doing that’s so successful on Instagram right now. Based on that research, here are the top 5 recommendations for Hospital marketers around Instagram strategy.
Recommendation #1: Post On The Platform Not Oversaturated With Brand Content
Hospital brands on average share 150 daily posts on Instagram which is -80% fewer posts than the 758 posts hospital brands share per day on Facebook. Oftentimes, we find that an increase in content can deter fans from staying loyal to your brand, as fans are trying to avoid the congestion in their feeds. Since a lot of hospitals do not have a strong presence on Instagram, now’s the time to take advantage and be a leader on this channel!
Recommendation #2: Share Multiple Images in a Gallery Post Type
Among the nearly 9K posts shared from 3/1/20 – 4/15/20 by all of the hospitals and healthcare brands, Galleries generated an average Response Rate of 5.86%, a response rate +60% higher than Images. (Response Rate is Likes + Comments / Total Fan Following). Galleries resurface in the user’s newsfeed with the second image, meaning there are more opportunities for followers to see and engage with your content. Our advice is to bunch images and share all at once instead of sharing one at a time!
Recommendation #3: Consider Sharing Videos of First Responders Supporting Your Healthcare Workers
There’s a lot of gratitude right now for the job healthcare workers are doing and that appreciation is reflected in the response rate data. Between March 1 – April 15, 2020, half of the Top 10 Healthcare posts that generated the highest response rate were of First Responders like police and fire departments honking horns and blaring sirens in support of doctors and nurses. This type of content is really appreciated by the audience.
Recommendation #4: Remember To Celebrate Other Types Of Hospital Workers As Well
At this point, there is an over-saturation of content celebrating Doctors, Nurses, and Patient recovery on social media. While that is an important component of strategy, we’ve noticed that content thanking other hospital workers (Patient Transporters, Social Workers, Therapy Dogs, etc.) on social media has also caught the attention of users, helping build to the fast growing audience.
Recommendation #5: Share What Local Businesses Are Doing To Support Your Hospital
Unlike many other verticals, Hospitals tend to have more of a community feel on social media and now is the time to take advantage of that! Hospitals have seen success on Instagram after sharing what their fans’ local favorites/businesses have been donating during this time.
While we were already seeing a long term trend of fan growth for Hospital and Healthcare brands on Instagram; the heightened interest in healthcare brands on social media because of the pandemic has accelerated that process. By identifying the best practices for sharing content on Instagram, healthcare brands will be in a healthier place around social, and right now being in a healthier place is something we can all aspire to.