Short-Form Video and AI-Driven Algorithms: Survey Reveals Strategic Priorities for Health Care Social Media Teams
A new survey shows how social media teams navigate algorithm changes and budget pressures while prioritizing short-form video content. One of the report’s lead researchers shares insights.
// By Erin Laviola //
Health care social media leaders are under pressure to produce highly compelling content that grabs attention and inspires engagement. They must also navigate AI-driven algorithms to ensure these stories actually reach their intended audiences.
Jeff Casale, senior membership director at SocialMedia.org
This new AI-influenced reality has social media teams squarely focused on content strategy above all else this year. According to the Decision Intelligence Benchmark, a survey from SocialMedia.org Health, 80 percent of teams cite it as a high-priority focus, followed by channel management at 58 percent. Respondents identified other priorities, including brand reputation, data and analysis, structure and governance, and tools and technology as medium-priority focus areas.
Health care organizations have always used social media to “talk about what they’re good at,” says Jeff Casale, senior membership director at SocialMedia.org. But he says there is now a stronger emphasis on being intentional in the storytelling. “How do we better tell our stories in ways that are meaningful for our audiences?’”
Here, Casale discusses major takeaways from the report, video strategies, and how artificial intelligence impacts action plans.