Sirona is the global market and technology leader of the dental industry, and its YouTube channel is one of the most important social media platforms in the industry – with over 500 videos and more than one million views. Consistently providing top quality content offers subscribers more added value.
YouTube is one of the most important social media platforms along with Facebook, Twitter and Instagram. That is why Sirona set up its own YouTube channel in April 2012. “It is important to us to reach our target audience using as many communication channels as possible. On YouTube, we focus on vivid film material, exciting content and quality in every respect,” says Dr. Jürgen Serafin, Corporate Vice President at Sirona. “We are delighted that our subscribers appreciate this.”
Andreas Blauig is responsible for the YouTube channel and knows why Sirona videos are so well received. “They explain complex technological workflows in a simple and intuitive way, provide background information, and show emotion – our subscribers enjoy this.” Sirona’s Social Media Manager is aware that dentists appreciate quick and well-prepared information. “That is why we also like to use this medium for user tutorials.”
Besides product presentations, the YouTube channel also features videos about the company and events, such as the 30-year anniversary of CEREC. There are also videos with statements from dental practitioners, real-time reporting from trade fairs, and live streaming of certain events. As a new format, Sirona has created “super slow motion” videos for some product presentations, such as for CEREC. This allows users to closely follow each step with impressive detail, for example of how a restoration with CEREC is made.
The success of the channel is evident not only by the high click rates but also the time spent watching each video. “Our films are viewed for an average of 1:52 minutes. This confirms to us that the content is interesting,” says Andreas Blauig enthusiastically. As a way of saying thank you to its subscribers, Sirona has made a best-of video: https://youtu.be/BMI7gGiMZyU.