February 21, 2025 • 22 mins
Unlock the secrets to skyrocketing your chiropractic practice's visibility with our latest episode of Marketing 101 for Chiropractors. Ever wondered how to turn simple video content into a magnet for new patients? We guarantee you'll walk away with actionable strategies to craft videos that not only capture attention but also drive conversions on social media platforms like Facebook and Instagram. We're sharing the blueprint for creating compelling content — from irresistible hooks and engaging narratives to the ethical considerations of patient consent. Dive into the world of problem-solution clips, before-and-after testimonials, and adjustment reaction videos that resonate with your audience and reflect the impactful role you play in your community.
Join us as we unpack the art of producing short-form videos that hook viewers in mere seconds and keep them engaged with concise storytelling and dynamic calls to action. Discover how to harness trending music and high-energy delivery to enhance the virality of your videos, maximizing your reach within your local area. Plus, learn how to establish efficient systems for consistent content creation, empowering your team to independently produce high-quality videos. We'll even show you how to access free resources that simplify the video production process. Remember, the goal is progress, not perfection—ensure your chiropractic practice stands out with engaging content that speaks to the heart of your community.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to Marketing 101 for Chiropractors.
This week we are going throughhow to go viral with your videos
.
This one is a must listen to,on how to create high performing
Facebook ads and videos, andeven reels, that people will
actually watch.
Video content is absolutelycrucial for chiropractors.
(00:22):
We are now having to do this toexemplify and show what we do.
And number two this is whereFacebook and Instagram are going
.
It's all video content.
Thanks to TikTok, video is king.
People are more engaged withvideo than they are with any
static image.
So a quick preview to today'spodcast is going to be hooks,
(00:42):
video structure, attentiongrabbing elements and viral
strategies to help you get moreviewers to your videos so that,
if you use them in ads, you getmore impressions, more reach,
more clicks, more leads and,again the bottom line, more new
patients coming through yourdoor.
Let's work on this.
This is probably the biggeststruggle for most chiropractors
(01:04):
in their office, and how youhave to do this is set up
systems and procedures with yourentire team to create this
stuff regularly.
Otherwise it feels obsolete orit feels like a huge mountain to
climb.
So if you get those systems andprocedures in place, video
creation can become very easy.
Everyone's got a smartphone intheir pocket.
(01:24):
Your team probably has likenine of them between all nine
people that are in there.
You got the best of the besttechnology in your pockets to
shoot great videos.
It doesn't take a bunch ofequipment and it doesn't really
take that much time.
So video marketing is essential.
Now.
It's pretty much the only wayto do ads is shoot some videos
on what you do.
Facebook prioritizes videocontent, higher engagement and
(01:46):
more reach than anything elsethat you can do.
People connect more with facesand movement than static images.
It's just engaging, great foreducating, building trust and
converting leads into patients.
So short-term video is what wecall a reel.
Anything under 90 seconds isconsidered a reel.
So who cares?
Just shoot videos.
(02:06):
It doesn't matter how long theyare.
You can splice these up intoshorter content to do more reels
if you want.
So really, all you have to dois create one video and you've
got yourself a bunch of reelsthat you can create.
Now.
Long form videos are liketestimonials, educational
content, showing a procedure orsomething that you do in the
office.
That is more long form.
Short form is anything slower.
(02:29):
That is just eye grabbing andattention grabbing.
So there are different types ofvideos that perform best Pain
focused ones.
So the problem versus solutionones are the best performing ads
.
So struggling with neck painhere's a quick fix.
This can lead into a video ofshowing an exercise, a video of
(02:51):
doing home care, a video ofdoing a certain stretch, a video
of getting adjusted, a video ofdoing whatever systems you do
in your office adjustment pluscorrective, plus massage, plus
whatever it is that you do redlight, cold, laser, whatever it
may be.
So the video starts withstruggling with chronic neck
pain and then it goes into thefix.
(03:11):
Before and after testimonialsare really great too, either
from the patient saying it ormaybe pre and post visible
things, mainly x-rays.
Probably the most visuallyappealing and understandable by
the population is that when theysee one neck versus the next
neck, they can see a straightneck turn into a curve.
They may not know what it means, they may not know what it is,
(03:33):
but it's a visually aesthetic tosee some change or physical
posture showing someone withneck pain or Bell's palsy or
something visible that you cansee on a video and then, after
an adjustment, it's not there.
That's pretty crazy.
Make sure you get permissionfrom the patient from a video or
image release form that theysigned before you use any of
(03:53):
this stuff, even for justposting on your social media.
Yet alone Facebook ads makesure you get their approval, and
these are great too.
Adjustment and reaction videos Alot of you do a great job
showing the adjustment in the ad, but what about the reaction
afterwards?
The patient getting up beinghappier, feeling better, or
feeling the discomfort fromwhatever deep pressure you put
(04:14):
in there, or relief from theadjustment these are great.
The before and after reactionsto the adjustments are great too
.
This is why these reels andviral videos that you see all
the time of, like the ringdinger or the towel Y-strap or
the Y-strap adjustment, or theyput the audio in there, or maybe
they even what is it called?
(04:37):
When they overlay audio onthere, it's not really crunching
, it's actually someonecrunching bubble wrap in the
background.
It sounds like an adjustment.
These are all hooks and thingsthat for TikTok to get more
views.
It doesn't really serve ourprofession, I think, if we get
into a philosophical discussionabout this, but they are
grabbing the attention of theviewers, so that stuff works too
(05:00):
.
You don't have to do a Y-strapadjustment or an exaggerated
diversified adjustment.
It can just be your techniqueand showing the before and after
.
Otherwise, another concept iseducational.
Did you know clips these onesare great, too.
Quick, engaging explanationabout posture, pain relief,
headaches, migraines, sciatica.
(05:20):
Those quick ones, and what theyreally are, the ones that are
going viral and getting a lot ofattention are like dysautonomia
, vertigo, the big POTSconnective tissue disorder,
autoimmune.
You know these types of thingsare catching a lot of people's
ears Like what?
How does this link to?
(05:41):
I've never heard anything helpwith POTS, or I've never heard
anything help with.
Once you get into very specificthings like trigeminal
neuralgia or glossopharyngealneuralgia, now you may be
missing a lot of people'sattention because they don't
even know what you're talkingabout, but big things that can
affect people not only you'reattracting the people that
understand what you're saying.
They are more likely to becomea patient because they're the
(06:02):
ones that know what these thingsare, these conditions are, they
may have them.
So those are really great too.
I like the fun ones are mythbusting and chiropractic facts.
Those are great, you know, likedoes cracking your back really
cause arthritis?
Let's break it down.
That's a video that's going todo great for all of you
listening right now.
If you just did that today andyou're like I'm going to do that
video and stand in front of awall and be like, does cracking
(06:24):
your back really cause arthritis?
And then you can just crunchsomething in your hands Um, you
know, piece of paper make thatcrunching sound, and then pan
right to you adjusting someoneor to a chiropractic adjustment,
or someone cracking theirknuckles and then breaking it
down.
And then you explaining as adoctor, like listen, all the
joints in the body areencapsulated with fluid and
(06:44):
synovial fluid.
And then, once they reach theirmax whatever guys, I'm going to
screw this up Whenever theyreach their max, stretching
point or breaking point, whenthey release the gases, you hear
this noise.
It's natural gases that are inthe joint capsule itself.
These gases are replenished andthe fluid is never releases
from the joint.
(07:05):
But that's the noise thatyou're actually hearing.
Joints are meant to do this andthat's it.
That was a quick 30 secondvideo.
Could go viral, could not?
But your, your viewers, aregoing to love something like
that.
And then another one, maybe alittle bit outside of the box,
behind the scenes, the in-officeexperience you sitting down
doing notes, uh, in the backoffice, you know, showing videos
from the back off.
(07:25):
Patients never get to see thatPeople don't know what you're
doing back there, what you bringfor lunch, how you get in, how
you you know close up for theday how the office is sanitized
or clean.
These are in-office experienceshow you actually do talk to
patients off to the side orwhatever it may be, or some
ancillary things you do in theoffice as well.
(07:46):
Or staff interactions or teaminteractions, team meetings.
These things are all great,behind the scenes, out of the
box, thinking that could catch alot of attention through your
video marketing, your video ads.
It's fantastic.
So let's talk about thestructure.
This is more important.
The structure of a successfulvideo has three or four things
(08:08):
that you need to kind of follow,kind of like a blueprint when
you're writing a short story hasto have a beginning, a middle
and an end.
The middle has to come to aclimax and antagonist and
protagonist.
There's rules to writing a goodstory, right.
Same thing with video.
There's rules to making a goodstory right.
Same thing with video.
There's rules to making a goodvideo.
The first part, within the firstthree seconds, of a video, is
(08:30):
the hook.
It could be an image, it couldbe a blast.
It could be a balloon popping,it could be whatever it is, but
the hook is crucial.
This is what stops thescrolling and sparks interest.
This is it.
So you standing in front of thecamera holding a rubber duck,
or you standing in front of acamera holding the activator,
(08:50):
clicking it, within the firstcouple seconds, click, click,
click.
That catches people's attention.
They pulled, pan back, put theactivator in your pocket and
start hey, did you know?
And then you go right into it.
So stop scrolling if you haveback pain, did you know your
headaches could be coming fromyour neck.
Watch this live adjustment.
Her reaction is priceless.
(09:11):
My four-year-old told me themost ridiculous thing yesterday
You've been stretching your backwrong.
Here's the right way.
Most people sit like this, buthere's how it's damaging your
spine.
Boom.
I just gave you like five, sixvideos to go and do right now.
That's great hooks.
Then, over the next 10, 15seconds or so, you're going to
(09:35):
give a short explanation of theproblem and hint to the solution
.
So let's go back to ergonomics.
Most people sit like this, buthere's how it's damaging your
spine.
When we sit in chairs like thisand don't use the back portion
of the chair, we actually don'tget the support our lumbar spine
needs.
So by crossing our legs or notkeeping our feet flat on the
(09:56):
floor, we're actually putting200% more stress on our pelvis
and tailbone.
There's some major nerves thatrun through here, and constant
irritation and inflammation ofthis area could lead to things
like disc degeneration or, evenworse, sciatica, back pain and
leg pain.
Boom, there you go, there'syour video.
Use, movement or a compellingvisual like an adjustment, a
(10:18):
posture thing, someone sittingin a chair.
You can get all these clipsfrom online and you can use them
and you can clip them and putthem right into your video and
overlay them through Canva Ifyou just have Canva or CapCut or
something like that video andoverlay them through Canva If
you just have Canva or CapCut orsomething like that, you can do
(10:38):
this stuff.
So that's about 10, 20 seconds.
Then the value.
So we got the hook threeseconds.
Now we brought in theexplanation.
Now we have the value.
The value is what's going toget them to the end of the video
.
So at this point you're goingto provide a quick tip,
adjustment demo or aneducational insight, instead of
sitting like this, sit like thisand then boom, it's you sitting
in the right position,everything ergonomic.
Your feet are flat on the floor, you're using the back of the
chair it's a you know it's agood chair and then you show a
(11:00):
real patient experience ifapplicable, or maybe use how you
set up your office.
That's the next 10 to 20seconds.
So now we got, you know, threeseconds, we got the 20 seconds,
we got the 20 seconds.
We're at about 40, 45 secondsinto this video and then the
final 10 seconds or so is thecall to action Encourage
engagement.
(11:21):
You know direct viewerssomewhere or offer value.
So some examples you know toencourage engagement tag a
friend who needs to see thisDirect viewers.
Click the link to book yourfirst adjustment.
That would be your Facebook adOffer value, dm pain relief for
a free posture guide.
You guys are not utilizing youremail and DMs properly.
(11:42):
This is such a great way You'regoing to get, especially if you
target these videos within a 10mile radius of your office.
The DMs are all going to comefrom people within 10 miles.
Wouldn't you want to give thema free posture guide?
Come on, you should be creatingthis stuff.
Then, segment four of videos ishow to make your video go viral.
So these are for short-formvideos.
(12:03):
I know we're going fast, but Ipromise you effective podcasts
every single week and I try andgo fast and keep it short
because you can always pause,rewind and listen.
So how to make your video goviral?
Keep it short and engaging.
The sweet spot is 15 to 30seconds.
All the reels that you catchyour attention are people
working for about 30 seconds inthese videos.
(12:24):
Use captions.
Most people watch their videoson mute why they're putting
their kids to sleep right besidethem and they're scrolling
their phones.
So that's it.
Number three leverage trends andmusic.
All the video software outthere is actually giving you.
Even Instagram gives you theviral music on the side, the
(12:45):
stuff that's going viral.
Pick the most popular one, gofrom there.
Capcut does it.
I think Canva does it too.
So leverage the trending musicon the side.
Sync it with trending audio andyou can shuffle and move the
the song.
You know you use the 20 secondor 30 second clip over your
video.
I like to shuffle it or move it.
Sometimes it's like a slowintro to the song and then the
beat picks up, so that I lovethat at the beginning when
(13:08):
you're talking about something,or sometimes you need like that,
that beat in the middle, likethat's just bang, bang, bang off
to help you with your hookright off the bat.
You sitting like this, you'redoing it wrong.
It's like bang, bang, bang andthen it goes into like the
chorus of the song or whateverit may be.
High energy delivery Speak withenthusiasm, move dynamically.
(13:29):
I have found just about thepodcast that I do.
This one will be one of the toppodcasts because of the energy
that I brought to it today.
Today's just a good day.
I got a lot of energy and I'mdoing this and I'm excited.
Other podcasts you may haveheard my tone just getting
through it try to give youdeliberate content, but when you
have this type of energy, thiswill be one of your best videos
or one of your best podcastsbecause of the energy you bring
(13:52):
to it.
And then optimize for mobile.
So make sure you optimize formobile viewing.
I think we're approaching 90%of all videos are watched mobile
, so mobile is now considerediPad as well, or tablet, and
then everything else is desktopor laptop, so that's so.
Now we're approaching 90% ofeverything is seen on tablets or
mobile.
So make sure you have brightlighting, clear sound and tight
(14:15):
framing.
You don't have to worry toomuch about the sound anymore,
because the smartphones aredoing a great job picking that
up.
But bright lightingUnfortunately, the way points
get knocked off of the video isthe darkness.
People will scroll right by orthey'll get a few seconds into
it and just scroll because it'snot appealing.
So encourage interaction to askquestions, challenge viewers
(14:39):
and create curiosity within thevideo itself.
Those are the steps to viral.
Your goal may be not to createsomething that does go viral.
What we want to do for ouroffices is become influencing.
That's really it better thanviral, because we want to target
around our office.
But if you have a clip thatdoes go viral on TikTok or
(15:02):
Instagram, you're helping all ofus because you're going to give
out great information that goesout there.
And I think what you thinkabout the Y-st strap and the
cracking and all this stuffthere.
I looked at a Facebook page andit's called chiropractor.
I don't know they locked thisup.
It's a blue check mark besideit too.
They're not chiropractors,they're out of, I think, asia
(15:23):
and they're the standard.
You know women with sports brason doing adjustments in weird
provocative positions.
It's just for views.
Really, it's not chiropractic.
One of us should do somethingabout this.
It's not right.
But our organizations areamazing ACA, ica, they're all
(15:43):
fantastic.
They're all taking care of this.
The Wikipedia page still sayswe're pseudoscience.
Great, 30 years like that andall of our organizations do jack
squat.
So maybe they'll fix it.
We'll see that.
But one of us should Segmentnumber five practical video tips
for chiropractors.
Here we go.
Use your phone back camera forbetter quality.
(16:05):
So I know sometimes we like touse the front of it because we
can see the frame and seeourselves in it.
But get yourself framedproperly and use the back camera
.
Even on the Google pixels, thebetter one is the back camera
rather than the front one.
It has more pixelation on it.
That's great.
Use natural light or a ringlight in your offices.
(16:25):
Many of your offices are bright.
You're great.
Keep videos simple and authentic.
Raw content is the best.
Too much overlays of all theother clipped videos from the
internet doesn't perform as wellas raw and authentic video.
Batch record.
So multiple videos in onesession to save time.
So once you're shooting videos,maybe you make every Tuesday in
your office when you have thatbreak there after the team
(16:46):
meeting or before the teammeeting.
You got everyone there.
Everyone can help you designatean hour each week to creating
videos.
You can shoot three, four, five, six, seven videos and have
them saved on someone's phoneand now we're ready to do some
editing later in the week and byFriday we've got all this
content ready for the next week,two weeks, three weeks.
You can do that each and everyweek and stay on top of it.
But that's the systems andprocedures.
(17:08):
We were talking about.
Having them in your office as aculture, and that's what
everyone does is help createvideo, because that's the way to
get the word out there, andthen use editing apps.
Like I told you, inshot ispopular, capcut's popular, even
Canva's popular.
There's many of them.
They're free and they putcaptions on there for you.
They do all this great stuff.
(17:28):
That's what there was the backof the camera, oh, framing
yourself.
So when you do shoot your video, pretend whether you shoot
landscape or portrait, soupright or sideways, make sure
the bulk of your content is inthe center right dab center of
the rectangle or the squareright there.
(17:51):
So that way, the differentformats that go out on social
media, whether it shows up in aside view, the newsfeed, the
reel right, you know what I'msaying is all there, and then
when you caption this, youcondense the captions to be
center underneath the images sothat way, when it's all cropped
in all different forms, yourwords don't get cut out either.
(18:12):
So these are a couple tips foryou, just to save you all that
time.
Make sure the captions are inthe middle.
Make sure all the exclusivecontent that you want everyone
to see is in the middle, andthat will help you with all
cropping later.
That's great there.
I hope this is useful.
A couple of things to take awayfrom this podcast is you know,
the first three seconds.
I'm going to tell you if you'regoing to focus on anything.
(18:32):
Get creative with the nail, thehook on this thing.
It's what's going to increaseyour impressions, increase your
viewership and obviouslyincrease your clicks because
you've got their attention.
So even on your Facebook adsmanager for those of you that do
this when you're doing videoads there's more data that you
(18:53):
can pull up on this and you cansee the first people who watch
the first three seconds 50% ofthe video.
75% of the video.
100% of the video.
I look at all that.
I want to see how many peoplemade it to 33 seconds the full
video.
How many people dropped afterthree seconds?
If they're dropping after threeseconds, it means that the hook
didn't work.
That's it.
And a good one is.
(19:15):
Just to be realistic here.
If 20% of people are watchingthe video, that's fantastic.
Because 80% of people are justnot going to, that's great.
But many of you will see 98 or99% of people quitting after
three seconds.
That's it.
So your goal is to try and get15 to 20% of these people
through the video.
That's going to be a winner foryou.
(19:37):
Make sure it's short, engagingand value-packed.
Those are the videos that win.
Use patient testimonials oradjustments or quick tips.
Stick to those three formats.
Testimonial, case study a win.
The adjustment protocol thatyou use if it's something unique
and cool, or quick tips.
Suffering from neck pain Trythis, you know.
(19:58):
And then encourage interactionand always include a call to
action at the end.
Shouldn't be number four, but Ithink number one is the hook
and then the call to action.
Imagine shooting a great videoand it just ends no one knows
what to do.
Do they comment, do they like,do they share?
What do they do?
Put the call to action, tellthem what to do next.
That's going to work reallywell.
(20:20):
So try filming a simple15-second video today.
See what happens.
Post it to your Instagram.
See, see what happens.
Post it to your Instagram.
See what happens and invitepeople to share.
Comment.
Give you some feedback on that.
See what other people like,because the things that you are
looking at is yourself.
You're looking at your hair.
You don't like your voice, itdoesn't matter, it's what other
(20:41):
people's feedback is and buildoff of that and then I'm here
for you.
If you guys listen to thispodcast to the end and you want
the free guides I have on thishow to create effective videos
for chiropractors and how tocreate powerful patient
testimonials just email me atinfo at EnricoDcom.
Say, hey, podcast or info, giveme some more of that.
(21:03):
Just tell me you want it.
Just say, hey, give me thevideos for chiropractors thing
or the testimonial guides, andI'll send them to you in PDF
form.
These are quick things you canprint, give them to your team
and be like listen, this is howwe create videos.
If you guys do this without mecreate these videos you can even
have your team do it.
My team does most of it.
My team has done so much videosand my wife's like, listen,
(21:24):
people don't even know we ownthe place.
I'm like, yeah, I know thiscould be a problem.
I'm like I don't know.
If it's a problem, it's gettingdone.
So I'm getting back into videosand shooting videos in the
office again too, cause I'm kindof like, well, hang on a second
, people don't even know meanymore.
Um, so good, problem to haveright Go out there.
It's the only way forward.
I'm telling you, right, shootthe videos, forget the rest.
Done is better than perfect.
Keep succeeding, keep servingyour community.
(21:51):
We need you.
You're rock stars, you'reamazing.
Welcome to Marketing 101 for Chiropractors.
This week we are going throughhow to go viral with your videos
.
This one is a must listen to,on how to create high performing
Facebook ads and videos, andeven reels, that people will
actually watch.
Video content is absolutelycrucial for chiropractors.
(00:22):
We are now having to do this toexemplify and show what we do.
And number two this is whereFacebook and Instagram are going
.
It's all video content.
Thanks to TikTok, video is king.
People are more engaged withvideo than they are with any
static image.
So a quick preview to today'spodcast is going to be hooks,
(00:42):
video structure, attentiongrabbing elements and viral
strategies to help you get moreviewers to your videos so that,
if you use them in ads, you getmore impressions, more reach,
more clicks, more leads and,again the bottom line, more new
patients coming through yourdoor.
Let's work on this.
This is probably the biggeststruggle for most chiropractors
(01:04):
in their office, and how youhave to do this is set up
systems and procedures with yourentire team to create this
stuff regularly.
Otherwise it feels obsolete orit feels like a huge mountain to
climb.
So if you get those systems andprocedures in place, video
creation can become very easy.
Everyone's got a smartphone intheir pocket.
(01:24):
Your team probably has likenine of them between all nine
people that are in there.
You got the best of the besttechnology in your pockets to
shoot great videos.
It doesn't take a bunch ofequipment and it doesn't really
take that much time.
So video marketing is essential.
Now.
It's pretty much the only wayto do ads is shoot some videos
on what you do.
Facebook prioritizes videocontent, higher engagement and
(01:46):
more reach than anything elsethat you can do.
People connect more with facesand movement than static images.
It's just engaging, great foreducating, building trust and
converting leads into patients.
So short-term video is what wecall a reel.
Anything under 90 seconds isconsidered a reel.
So who cares?
Just shoot videos.
(02:06):
It doesn't matter how long theyare.
You can splice these up intoshorter content to do more reels
if you want.
So really, all you have to dois create one video and you've
got yourself a bunch of reelsthat you can create.
Now.
Long form videos are liketestimonials, educational
content, showing a procedure orsomething that you do in the
office.
That is more long form.
Short form is anything slower.
(02:29):
That is just eye grabbing andattention grabbing.
So there are different types ofvideos that perform best Pain
focused ones.
So the problem versus solutionones are the best performing ads
.
So struggling with neck painhere's a quick fix.
This can lead into a video ofshowing an exercise, a video of
(02:51):
doing home care, a video ofdoing a certain stretch, a video
of getting adjusted, a video ofdoing whatever systems you do
in your office adjustment pluscorrective, plus massage, plus
whatever it is that you do redlight, cold, laser, whatever it
may be.
So the video starts withstruggling with chronic neck
pain and then it goes into thefix.
(03:11):
Before and after testimonialsare really great too, either
from the patient saying it ormaybe pre and post visible
things, mainly x-rays.
Probably the most visuallyappealing and understandable by
the population is that when theysee one neck versus the next
neck, they can see a straightneck turn into a curve.
They may not know what it means, they may not know what it is,
(03:33):
but it's a visually aesthetic tosee some change or physical
posture showing someone withneck pain or Bell's palsy or
something visible that you cansee on a video and then, after
an adjustment, it's not there.
That's pretty crazy.
Make sure you get permissionfrom the patient from a video or
image release form that theysigned before you use any of
(03:53):
this stuff, even for justposting on your social media.
Yet alone Facebook ads makesure you get their approval, and
these are great too.
Adjustment and reaction videos Alot of you do a great job
showing the adjustment in the ad, but what about the reaction
afterwards?
The patient getting up beinghappier, feeling better, or
feeling the discomfort fromwhatever deep pressure you put
(04:14):
in there, or relief from theadjustment these are great.
The before and after reactionsto the adjustments are great too
.
This is why these reels andviral videos that you see all
the time of, like the ringdinger or the towel Y-strap or
the Y-strap adjustment, or theyput the audio in there, or maybe
they even what is it called?
(04:37):
When they overlay audio onthere, it's not really crunching
, it's actually someonecrunching bubble wrap in the
background.
It sounds like an adjustment.
These are all hooks and thingsthat for TikTok to get more
views.
It doesn't really serve ourprofession, I think, if we get
into a philosophical discussionabout this, but they are
grabbing the attention of theviewers, so that stuff works too
(05:00):
.
You don't have to do a Y-strapadjustment or an exaggerated
diversified adjustment.
It can just be your techniqueand showing the before and after
.
Otherwise, another concept iseducational.
Did you know clips these onesare great, too.
Quick, engaging explanationabout posture, pain relief,
headaches, migraines, sciatica.
(05:20):
Those quick ones, and what theyreally are, the ones that are
going viral and getting a lot ofattention are like dysautonomia
, vertigo, the big POTSconnective tissue disorder,
autoimmune.
You know these types of thingsare catching a lot of people's
ears Like what?
How does this link to?
(05:41):
I've never heard anything helpwith POTS, or I've never heard
anything help with.
Once you get into very specificthings like trigeminal
neuralgia or glossopharyngealneuralgia, now you may be
missing a lot of people'sattention because they don't
even know what you're talkingabout, but big things that can
affect people not only you'reattracting the people that
understand what you're saying.
They are more likely to becomea patient because they're the
(06:02):
ones that know what these thingsare, these conditions are, they
may have them.
So those are really great too.
I like the fun ones are mythbusting and chiropractic facts.
Those are great, you know, likedoes cracking your back really
cause arthritis?
Let's break it down.
That's a video that's going todo great for all of you
listening right now.
If you just did that today andyou're like I'm going to do that
video and stand in front of awall and be like, does cracking
(06:24):
your back really cause arthritis?
And then you can just crunchsomething in your hands Um, you
know, piece of paper make thatcrunching sound, and then pan
right to you adjusting someoneor to a chiropractic adjustment,
or someone cracking theirknuckles and then breaking it
down.
And then you explaining as adoctor, like listen, all the
joints in the body areencapsulated with fluid and
(06:44):
synovial fluid.
And then, once they reach theirmax whatever guys, I'm going to
screw this up Whenever theyreach their max, stretching
point or breaking point, whenthey release the gases, you hear
this noise.
It's natural gases that are inthe joint capsule itself.
These gases are replenished andthe fluid is never releases
from the joint.
(07:05):
But that's the noise thatyou're actually hearing.
Joints are meant to do this andthat's it.
That was a quick 30 secondvideo.
Could go viral, could not?
But your, your viewers, aregoing to love something like
that.
And then another one, maybe alittle bit outside of the box,
behind the scenes, the in-officeexperience you sitting down
doing notes, uh, in the backoffice, you know, showing videos
from the back off.
(07:25):
Patients never get to see thatPeople don't know what you're
doing back there, what you bringfor lunch, how you get in, how
you you know close up for theday how the office is sanitized
or clean.
These are in-office experienceshow you actually do talk to
patients off to the side orwhatever it may be, or some
ancillary things you do in theoffice as well.
(07:46):
Or staff interactions or teaminteractions, team meetings.
These things are all great,behind the scenes, out of the
box, thinking that could catch alot of attention through your
video marketing, your video ads.
It's fantastic.
So let's talk about thestructure.
This is more important.
The structure of a successfulvideo has three or four things
(08:08):
that you need to kind of follow,kind of like a blueprint when
you're writing a short story hasto have a beginning, a middle
and an end.
The middle has to come to aclimax and antagonist and
protagonist.
There's rules to writing a goodstory, right.
Same thing with video.
There's rules to making a goodstory right.
Same thing with video.
There's rules to making a goodvideo.
The first part, within the firstthree seconds, of a video, is
(08:30):
the hook.
It could be an image, it couldbe a blast.
It could be a balloon popping,it could be whatever it is, but
the hook is crucial.
This is what stops thescrolling and sparks interest.
This is it.
So you standing in front of thecamera holding a rubber duck,
or you standing in front of acamera holding the activator,
(08:50):
clicking it, within the firstcouple seconds, click, click,
click.
That catches people's attention.
They pulled, pan back, put theactivator in your pocket and
start hey, did you know?
And then you go right into it.
So stop scrolling if you haveback pain, did you know your
headaches could be coming fromyour neck.
Watch this live adjustment.
Her reaction is priceless.
(09:11):
My four-year-old told me themost ridiculous thing yesterday
You've been stretching your backwrong.
Here's the right way.
Most people sit like this, buthere's how it's damaging your
spine.
Boom.
I just gave you like five, sixvideos to go and do right now.
That's great hooks.
Then, over the next 10, 15seconds or so, you're going to
(09:35):
give a short explanation of theproblem and hint to the solution
.
So let's go back to ergonomics.
Most people sit like this, buthere's how it's damaging your
spine.
When we sit in chairs like thisand don't use the back portion
of the chair, we actually don'tget the support our lumbar spine
needs.
So by crossing our legs or notkeeping our feet flat on the
(09:56):
floor, we're actually putting200% more stress on our pelvis
and tailbone.
There's some major nerves thatrun through here, and constant
irritation and inflammation ofthis area could lead to things
like disc degeneration or, evenworse, sciatica, back pain and
leg pain.
Boom, there you go, there'syour video.
Use, movement or a compellingvisual like an adjustment, a
(10:18):
posture thing, someone sittingin a chair.
You can get all these clipsfrom online and you can use them
and you can clip them and putthem right into your video and
overlay them through Canva Ifyou just have Canva or CapCut or
something like that video andoverlay them through Canva If
you just have Canva or CapCut orsomething like that, you can do
(10:38):
this stuff.
So that's about 10, 20 seconds.
Then the value.
So we got the hook threeseconds.
Now we brought in theexplanation.
Now we have the value.
The value is what's going toget them to the end of the video
.
So at this point you're goingto provide a quick tip,
adjustment demo or aneducational insight, instead of
sitting like this, sit like thisand then boom, it's you sitting
in the right position,everything ergonomic.
Your feet are flat on the floor, you're using the back of the
chair it's a you know it's agood chair and then you show a
(11:00):
real patient experience ifapplicable, or maybe use how you
set up your office.
That's the next 10 to 20seconds.
So now we got, you know, threeseconds, we got the 20 seconds,
we got the 20 seconds.
We're at about 40, 45 secondsinto this video and then the
final 10 seconds or so is thecall to action Encourage
engagement.
(11:21):
You know direct viewerssomewhere or offer value.
So some examples you know toencourage engagement tag a
friend who needs to see thisDirect viewers.
Click the link to book yourfirst adjustment.
That would be your Facebook adOffer value, dm pain relief for
a free posture guide.
You guys are not utilizing youremail and DMs properly.
(11:42):
This is such a great way You'regoing to get, especially if you
target these videos within a 10mile radius of your office.
The DMs are all going to comefrom people within 10 miles.
Wouldn't you want to give thema free posture guide?
Come on, you should be creatingthis stuff.
Then, segment four of videos ishow to make your video go viral.
So these are for short-formvideos.
(12:03):
I know we're going fast, but Ipromise you effective podcasts
every single week and I try andgo fast and keep it short
because you can always pause,rewind and listen.
So how to make your video goviral?
Keep it short and engaging.
The sweet spot is 15 to 30seconds.
All the reels that you catchyour attention are people
working for about 30 seconds inthese videos.
(12:24):
Use captions.
Most people watch their videoson mute why they're putting
their kids to sleep right besidethem and they're scrolling
their phones.
So that's it.
Number three leverage trends andmusic.
All the video software outthere is actually giving you.
Even Instagram gives you theviral music on the side, the
(12:45):
stuff that's going viral.
Pick the most popular one, gofrom there.
Capcut does it.
I think Canva does it too.
So leverage the trending musicon the side.
Sync it with trending audio andyou can shuffle and move the
the song.
You know you use the 20 secondor 30 second clip over your
video.
I like to shuffle it or move it.
Sometimes it's like a slowintro to the song and then the
beat picks up, so that I lovethat at the beginning when
(13:08):
you're talking about something,or sometimes you need like that,
that beat in the middle, likethat's just bang, bang, bang off
to help you with your hookright off the bat.
You sitting like this, you'redoing it wrong.
It's like bang, bang, bang andthen it goes into like the
chorus of the song or whateverit may be.
High energy delivery Speak withenthusiasm, move dynamically.
(13:29):
I have found just about thepodcast that I do.
This one will be one of the toppodcasts because of the energy
that I brought to it today.
Today's just a good day.
I got a lot of energy and I'mdoing this and I'm excited.
Other podcasts you may haveheard my tone just getting
through it try to give youdeliberate content, but when you
have this type of energy, thiswill be one of your best videos
or one of your best podcastsbecause of the energy you bring
(13:52):
to it.
And then optimize for mobile.
So make sure you optimize formobile viewing.
I think we're approaching 90%of all videos are watched mobile
, so mobile is now considerediPad as well, or tablet, and
then everything else is desktopor laptop, so that's so.
Now we're approaching 90% ofeverything is seen on tablets or
mobile.
So make sure you have brightlighting, clear sound and tight
(14:15):
framing.
You don't have to worry toomuch about the sound anymore,
because the smartphones aredoing a great job picking that
up.
But bright lightingUnfortunately, the way points
get knocked off of the video isthe darkness.
People will scroll right by orthey'll get a few seconds into
it and just scroll because it'snot appealing.
So encourage interaction to askquestions, challenge viewers
(14:39):
and create curiosity within thevideo itself.
Those are the steps to viral.
Your goal may be not to createsomething that does go viral.
What we want to do for ouroffices is become influencing.
That's really it better thanviral, because we want to target
around our office.
But if you have a clip thatdoes go viral on TikTok or
(15:02):
Instagram, you're helping all ofus because you're going to give
out great information that goesout there.
And I think what you thinkabout the Y-st strap and the
cracking and all this stuffthere.
I looked at a Facebook page andit's called chiropractor.
I don't know they locked thisup.
It's a blue check mark besideit too.
They're not chiropractors,they're out of, I think, asia
(15:23):
and they're the standard.
You know women with sports brason doing adjustments in weird
provocative positions.
It's just for views.
Really, it's not chiropractic.
One of us should do somethingabout this.
It's not right.
But our organizations areamazing ACA, ica, they're all
(15:43):
fantastic.
They're all taking care of this.
The Wikipedia page still sayswe're pseudoscience.
Great, 30 years like that andall of our organizations do jack
squat.
So maybe they'll fix it.
We'll see that.
But one of us should Segmentnumber five practical video tips
for chiropractors.
Here we go.
Use your phone back camera forbetter quality.
(16:05):
So I know sometimes we like touse the front of it because we
can see the frame and seeourselves in it.
But get yourself framedproperly and use the back camera
.
Even on the Google pixels, thebetter one is the back camera
rather than the front one.
It has more pixelation on it.
That's great.
Use natural light or a ringlight in your offices.
(16:25):
Many of your offices are bright.
You're great.
Keep videos simple and authentic.
Raw content is the best.
Too much overlays of all theother clipped videos from the
internet doesn't perform as wellas raw and authentic video.
Batch record.
So multiple videos in onesession to save time.
So once you're shooting videos,maybe you make every Tuesday in
your office when you have thatbreak there after the team
(16:46):
meeting or before the teammeeting.
You got everyone there.
Everyone can help you designatean hour each week to creating
videos.
You can shoot three, four, five, six, seven videos and have
them saved on someone's phoneand now we're ready to do some
editing later in the week and byFriday we've got all this
content ready for the next week,two weeks, three weeks.
You can do that each and everyweek and stay on top of it.
But that's the systems andprocedures.
(17:08):
We were talking about.
Having them in your office as aculture, and that's what
everyone does is help createvideo, because that's the way to
get the word out there, andthen use editing apps.
Like I told you, inshot ispopular, capcut's popular, even
Canva's popular.
There's many of them.
They're free and they putcaptions on there for you.
They do all this great stuff.
(17:28):
That's what there was the backof the camera, oh, framing
yourself.
So when you do shoot your video, pretend whether you shoot
landscape or portrait, soupright or sideways, make sure
the bulk of your content is inthe center right dab center of
the rectangle or the squareright there.
(17:51):
So that way, the differentformats that go out on social
media, whether it shows up in aside view, the newsfeed, the
reel right, you know what I'msaying is all there, and then
when you caption this, youcondense the captions to be
center underneath the images sothat way, when it's all cropped
in all different forms, yourwords don't get cut out either.
(18:12):
So these are a couple tips foryou, just to save you all that
time.
Make sure the captions are inthe middle.
Make sure all the exclusivecontent that you want everyone
to see is in the middle, andthat will help you with all
cropping later.
That's great there.
I hope this is useful.
A couple of things to take awayfrom this podcast is you know,
the first three seconds.
I'm going to tell you if you'regoing to focus on anything.
(18:32):
Get creative with the nail, thehook on this thing.
It's what's going to increaseyour impressions, increase your
viewership and obviouslyincrease your clicks because
you've got their attention.
So even on your Facebook adsmanager for those of you that do
this when you're doing videoads there's more data that you
(18:53):
can pull up on this and you cansee the first people who watch
the first three seconds 50% ofthe video.
75% of the video.
100% of the video.
I look at all that.
I want to see how many peoplemade it to 33 seconds the full
video.
How many people dropped afterthree seconds?
If they're dropping after threeseconds, it means that the hook
didn't work.
That's it.
And a good one is.
(19:15):
Just to be realistic here.
If 20% of people are watchingthe video, that's fantastic.
Because 80% of people are justnot going to, that's great.
But many of you will see 98 or99% of people quitting after
three seconds.
That's it.
So your goal is to try and get15 to 20% of these people
through the video.
That's going to be a winner foryou.
(19:37):
Make sure it's short, engagingand value-packed.
Those are the videos that win.
Use patient testimonials oradjustments or quick tips.
Stick to those three formats.
Testimonial, case study a win.
The adjustment protocol thatyou use if it's something unique
and cool, or quick tips.
Suffering from neck pain Trythis, you know.
(19:58):
And then encourage interactionand always include a call to
action at the end.
Shouldn't be number four, but Ithink number one is the hook
and then the call to action.
Imagine shooting a great videoand it just ends no one knows
what to do.
Do they comment, do they like,do they share?
What do they do?
Put the call to action, tellthem what to do next.
That's going to work reallywell.
(20:20):
So try filming a simple15-second video today.
See what happens.
Post it to your Instagram.
See, see what happens.
Post it to your Instagram.
See what happens and invitepeople to share.
Comment.
Give you some feedback on that.
See what other people like,because the things that you are
looking at is yourself.
You're looking at your hair.
You don't like your voice, itdoesn't matter, it's what other
(20:41):
people's feedback is and buildoff of that and then I'm here
for you.
If you guys listen to thispodcast to the end and you want
the free guides I have on thishow to create effective videos
for chiropractors and how tocreate powerful patient
testimonials just email me atinfo at EnricoDcom.
Say, hey, podcast or info, giveme some more of that.
(21:03):
Just tell me you want it.
Just say, hey, give me thevideos for chiropractors thing
or the testimonial guides, andI'll send them to you in PDF
form.
These are quick things you canprint, give them to your team
and be like listen, this is howwe create videos.
If you guys do this without mecreate these videos you can even
have your team do it.
My team does most of it.
My team has done so much videosand my wife's like, listen,
(21:24):
people don't even know we ownthe place.
I'm like, yeah, I know thiscould be a problem.
I'm like I don't know.
If it's a problem, it's gettingdone.
So I'm getting back into videosand shooting videos in the
office again too, cause I'm kindof like, well, hang on a second
, people don't even know meanymore.
Um, so good, problem to haveright Go out there.
It's the only way forward.
I'm telling you, right, shootthe videos, forget the rest.
Done is better than perfect.
Keep succeeding, keep servingyour community.
(21:51):
We need you.
You're rock stars, you'reamazing.
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