Do Dental Companies Really Need Video?

Introduction: Video is a tool, not a trend

Many dental companies feel pressure to make video content because competitors are doing it. Practices post short-form clips, suppliers share event highlights, and dental brands are constantly producing new content to stay visible.

But here is the truth. You do not need video. Not if you are only creating it to keep up with everyone else.

Video is not a trend. It is not something you should do simply because it feels like the next logical marketing task. Video is a tool. And like any tool, it only works if you use it in the right way.

In this Ask Poco article, we break down when dental companies should use video, when they should not, and why strategy must come before any filming ever takes place.

Why dental companies think they need video

There are three common reasons dental companies believe they should produce video:

• Competitors are posting clips that look impressive
• Social media platforms seem to reward video
• Agencies and production companies keep pushing for it

None of these reasons guarantee good results. The goal is not to make videos. The goal is to reach the right people, build trust and help them take the next step with you.

Without a clear outcome, video becomes noise rather than a tool for growth.

Strategy always comes before video

Before any dental company commissions a video project, there are three essential questions to answer:

1. Who are we targeting?

Are you trying to reach dentists, practice owners, procurement managers, dental nurses or patients?

2. Where does this audience spend time online?

Is it LinkedIn, Instagram, industry newsletters, YouTube or conference recaps?

3. How do we speak to them most effectively?

What problems do they care about? What language do they use? What motivates them?

If you cannot answer these questions, video becomes guesswork. When strategy is clear, every piece of content has purpose, clarity and direction.

When video actually helps dental companies

Video becomes powerful when used intentionally. Here are the situations where it delivers strong and measurable results.

1. When you need to build trust quickly

For dental suppliers, labs and B2B companies, video is one of the fastest ways to demonstrate expertise, values and credibility.

2. When you want to explain something complex

Clinical products, technology and workflows can be hard to communicate through text alone. Video shows clarity, process and outcomes.

3. When decision makers need reassurance

Practice owners and clinicians buy from people they trust. Seeing someone explain solutions clearly builds human connection.

4. When you want higher engagement on social media

Short educational videos outperform static posts on LinkedIn, Instagram and YouTube Shorts, especially when they answer common industry questions.

When dental companies should not use video

Video is the wrong choice when:

• You do not know your target audience
• You cannot explain what outcome you want
• You have no distribution plan
• Your brand messaging is not aligned yet
• You are creating content only because competitors are

In these cases, video becomes an expensive distraction.

A thoughtful strategy saves money and delivers stronger results than filming without direction.

Why strategy drives stronger video performance

A strategic dental video has three things:

Clarity

You know who you are targeting and what action you want them to take.

Purpose

Every video is created with a defined intent such as trust, education or conversion.

Outcome

You can measure whether it worked and know what to improve next.

When strategy is clear, video stops being a bandwagon exercise and becomes a genuine driver of enquiries, awareness or sales.

Examples of strategic video outcomes for dental companies

Here are situations where strategic video content works well:

• A dental supplier using video to onboard new practices
• A lab using video to show craftsmanship, quality and workflow
• A software company using explainer videos to simplify features
• An academy using video to increase course bookings
• A multi-site corporate creating trust-building content for recruitment

These videos work because they were designed with a clear purpose and outcome.

Conclusion: You do not need video. You need strategy.

If you are planning to create video just because your competitors are posting content, pause for a moment. Video alone will not fix your marketing.

But when you pair video with clear strategy, defined outcomes and strong messaging, it becomes one of the most effective tools any dental company can use.

If you want to learn how strategic dental video can transform your marketing, explore the link below.

Strategic Dental Video Packages

Ask Poco will continue to break down what works, what does not, and how dental companies can make content that actually moves the business forward.