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Short-Video Formats: The Future of Health Information in Mexico

By Enrique Culebro Karam - Central Media


By Enrique Culebro | CEO - Wed, 08/09/2023 - 17:00

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In an era of rapid technological advancements, the health sector is experiencing an unprecedented shift in its information dissemination methods. Traditional platforms are being supplanted by the surge in digital consumption, particularly in Mexico, where short-video formats are revolutionizing awareness and education. According to Statista, worldwide video emerged as the most commonly produced content marketing type in 2022, reflecting the growing significance of visual storytelling in capturing audience attention and conveying information effectively. This trend is equally relevant in the healthcare domain, where short videos are poised to become the driving force behind health information dissemination, empowering individuals to make informed decisions about their well-being.

According to the 2023 ENDUTIH (National Survey on Availability and Use of Information Technologies in Households) study conducted by INEGI, internet usage among Mexicans aged 6 and above has skyrocketed to an impressive 79%. Given the vast online audience, this presents a unique opportunity for health organizations to tap into this medium, leveraging digital tools to deliver vital messages.

Additionally, a 2023 report by We Are Social divulged that the average Mexican internet user spends 3 hours and 11 minutes daily on social media, actively engaging on approximately 7.6 platforms. These statistics suggest a promising avenue for digital health campaigns, emphasizing the irreplaceability of social media in our efforts to increase literacy in this area.

Moreover, the report placed Mexico as the second-highest among 50 countries in terms of health symptom searches online. This demonstrates a clear willingness by the Mexican populace to use digital platforms as a primary source of this topic, pointing to a promising future for digital health initiatives in the country.

However, the challenge is not simply recognizing the potential of digital platforms but identifying the most effective ones. The latest statistics show that in Mexico, in relation to the audience exposed to advertising,  Facebook has a reach of 93 million people, followed by YouTube with 82 million, TikTok with 62 million, and Instagram with 44 million, accentuating the role of these platforms in broadening health information accessibility.

The advent of short video formats on these social networks is fundamentally transforming content consumption patterns. Formats like TikTok videos, Instagram's Reels, and YouTube's Shorts have gained immense popularity due to their brief, visually appealing, and digestible content. These attributes make them formidable tools for information dissemination and health education, appealing to a broad demographic and significantly improving reach.

The importance of these short-video formats becomes more apparent with initiatives like the “YouTube Health” functions. This program, available in just five countries, including Mexico, prioritizes registered healthcare professionals by promoting their videos during health-related searches and labeling them as certified. This assures the audience of the authenticity and reliability of the information they receive, which is essential in an age where misinformation can spread like wildfire.

For health organizations, adopting these formats presents an unprecedented opportunity. First, these social networks offer access to a wide and diverse audience, allowing for the fast and effective delivery of health information. Second, the short video format perfectly aligns with modern consumer preferences for fast-paced, visually engaging content.

Pharmaceutical companies can utilize these platforms in a myriad of ways. For instance, a licensed physician could create a TikTok video explaining the benefits of consistently sticking to a treatment, or a YouTube Short could debunk common health myths. An Instagram Reel could demonstrate the correct usage of a medical device, or even provide self-care tips for chronic conditions.

Such content serves a dual purpose: educating the audience about vital health matters and establishing a connection with them, fostering trust, and increasing visibility for the brands involved. According to the We Are Social Report 2023, a staggering 54% of Mexican social media users utilize these platforms to learn about brands and engage with their content. This highlights the immense potential for wellness enterprises to leverage short-video formats as a means to not only disseminate health information but also to create a lasting impact on brand perception and consumer engagement.

This paradigm shift from traditional methods of delivering health information to digital platforms, specifically short video formats, is more than just a trend, it means a fundamental change caused by the behavior of the Mexican internet user and their dependence on online sources for reliable health data.

Health organizations must adapt to this change. By seizing the opportunity to harness these digital tools, they can educate, engage, and empower the public, promoting health literacy and awareness on an unprecedented scale. The use of short-video formats for health information dissemination is not just a revolutionary marketing strategy, but a novel means of improving public health awareness and outcomes.

The future of health information in Mexico lies in the digital realm, with short video formats taking center stage. As we progress, digital initiatives will play a pivotal role in shaping the healthcare landscape, ensuring that information is not only reliable but also visually appealing, easily accessible, and just a few clicks away for every internet user. This evolution in content delivery holds immense potential for engaging and empowering individuals to take charge of their health in a rapidly evolving digital world.

Photo by:   Enrique Culebro Karam

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