In an era where attention spans are measured in seconds, how does the sensitive world of health and social care cut through the noise? For a sector built on trust, compassion and human connection, relying on outdated brochures and handouts simply won’t suffice. This guide explores why video is the new language of care, and your brand can start winning with authentic, powerful video content.
From Trend to Necessity
Video content has undoubtedly changed the way we talk to our customers. It’s not just a trendy marketing tool, but is rapidly becoming the most competitive and essential channel for building immediate trust and providing the social proof that vulnerable people and their families need. Modern audiences are primarily driven by social video platforms and on-demand streaming services. We are consuming visual information at a far faster pace than ever before, and what’s even better is that this content is algorithmically optimised for both engagement and advertising.
For the social care sector, where those we engage with are often vulnerable, video is not just a marketing channel, but is rapidly becoming a competitive necessity that provides the social proof required to build immediate trust. Research suggests that a strong emotional connection, fostered through genuine storytelling, can outweigh any price differences in services or products that customers consume.
Video marketing statistics from Wyzowl suggest that 89 per cent of businesses are using video as a marketing tool in 2025. Yet, the health and social care sector is historically much lower and focused more on text and brochures. There is speculation that some of the primary barriers to adoption are a lack of time, unclear measurement of return on investment, and compliance concerns.
So what are some easy video content wins? Whilst investing in video content can be seen as a high cost, when done efficiently, a full day of filming can provide an organisation with a bank of content to be used in many different ways, with a strong lifetime span.
Shining a Light with Authentic Stories
Video Testimonials
Video testimonials are an effective format for health and social care marketing. They serve as an authentic and engaging way to deliver authenticity and credibility, showing prospective care seekers how satisfied clients or families feel about their services. In an age where consumers maintain high scepticism about paid advertisements, these authentic reviews are more likely to be shared by a real person. For maximum effect, ensure your video testimonials adhere to a clear problem-solution narrative structure that showcases the positive outcome.
Inspirational Narratives
For specialised social care fields, such as fostering agencies, the need for emotional and inspirational narratives is amplified. Fostering agencies are seeking long-term, committed foster carers, and therefore, the focus needs to be placed on the life-changing difference someone will make to a child’s life. Video content is perfect for this – a powerful tool that can capture the emotions of the story. A perfect example of this is Conteur’s award-winning video for fostering agency FCA.
Your Next Chapter in Care
In a world saturated with visual content, the message is clear: the health and social care sector needs to utilise video content to capture the attention of its audiences; it is a competitive necessity. While many businesses have already embraced video as a core marketing tool, a significant opportunity remains for care providers to move beyond traditional text and brochures. The perceived barriers of time, cost and ROI must be weighed against the very clear need to connect authentically with vulnerable audiences and their families.
Ultimately, video storytelling is about proving your care is genuine, whether through an emotional, inspirational narrative that captures a life-changing difference or a powerful video testimonial that provides crucial social proof. By strategically utilising both long-form and short-form reach for organic and paid social media, your organisation can efficiently build a valuable bank of content that serves your vision and mission for years to come.
Start your journey by committing to a simple filming day and turning your real, human stories into your most effective marketing asset.