Studies focused on trends in spinal fusion and spondylotic myelopathy indicate that the average age of patients undergoing spinal fusion surgery in the United States is approximately in the mid-50s to early 60s. [1,2]
According to the Pew Research Center, YouTube is the most widely used online platform among U.S. adults, with 85% reporting usage as of June 2024. This surpasses the usage rates of other platforms, such as Facebook (70%) and Instagram (50%). [3] YouTube usage is strong across all age groups, with the highest engagement among younger adults. Approximately 93% of adults aged 18–29 and 92% of those aged 30–49 report using the platform. Among older adults, usage remains substantial; 83% of individuals aged 50–64 and 60% of those 65 and older are active on YouTube. While younger adults lead in adoption, the platform’s reach into older age brackets is significant, highlighting its broad appeal and utility across generations. [4]
As supported by multiple studies evaluating its role in health communication, YouTube is a significant resource for patients seeking information on medical treatments, symptoms, and recovery options. A study published in the American Journal of Otolaryngology assessed YouTube as a source of patient information for stroke. It concluded that the platform helps patients and their families gather treatment-related information. [5] Similarly, research published in the Journal of Medical Internet Research analyzed YouTube videos on dysphagia exercises and found that the platform can be a predominant source for high-quality instructional content. [6] Additionally, a systematic review in the Health Informatics Journal explored the breadth of healthcare information available on YouTube, emphasizing its growing role in providing medical content to the public. [7] Collectively, these studies highlight YouTube’s impact as a widely used and accessible platform where individuals actively seek information related to their health and treatment options.
YouTube Reaches Your Core Patient Demographic
YouTube is used by 83% of U.S. adults, making it the most widely adopted social media platform across age groups. Notably, 83% of adults aged 50–64 and 60% of those 65 and older report using YouTube, demographics that align closely with the primary candidates for spine surgery. Unlike many social platforms, YouTube has deep and consistent engagement among older adults, making it a unique channel for reaching this patient population. For spine device marketers, this means meeting potential patients where they already are, especially those actively researching treatments, symptoms, or recovery options.
—
The article “Marketing Insights from Multimedia Data: Text, Image, Audio, and Video” by Grewal et al. (2021) highlights the unique value of video in marketing, emphasizing its ability to build trust through rich, multimodal communication. Drawing on media richness theory, the authors explain that video conveys both verbal and nonverbal cues—such as spoken words, tone of voice, and facial expressions—which enhance emotional depth, clarity, and engagement. These cues help consumers assess the authenticity and credibility of the message source, making video particularly persuasive and trustworthy. Additionally, the article underscores that video activates both visual and auditory processing, improving learning and memory and making complex information more accessible and relatable. As a result, video stands out as a powerful tool for marketers seeking to connect with audiences on a deeper, more trustworthy level. [8]
Video Builds Trust for High-Stakes Decisions
Spine surgery is a significant and often life-changing decision, requiring patients to trust the devices being used, the surgeons performing the procedure, and the overall treatment process. YouTube is an ideal platform to support and build that trust by offering educational, visual content that addresses patient concerns and fosters understanding. Through videos, healthcare providers and device companies can explain surgical procedures in accessible terms, demonstrate how specific spine devices function, feature testimonials from trusted surgeons, and share real-life success stories from patients. This combination of transparency, education, and relatable storytelling helps demystify the surgical journey and strengthens patient confidence in treatment decisions.
—
YouTube is a significant platform for surgeons, hospital systems, and healthcare professionals to review medical innovations and access training content. A study published in The American Journal of Surgery found that YouTube is the most frequently used educational video source for surgical preparation among medical students, residents, and faculty, highlighting its role in disseminating surgical knowledge. [9] Additionally, a scoping review in Medical Science Educator emphasizes YouTube’s emergence as a growing educational resource in medical education, noting its utility, effectiveness, and validity in this context. [10] These findings underscore YouTube’s value as a tool for medical professionals seeking to stay updated on advancements and enhance their clinical skills.
Surgeons and Healthcare Professionals Are Also Viewers
Many surgeons, hospital systems, and healthcare buyers actively use YouTube as a resource to explore medical innovations and access training content. The platform has become a widely accepted tool for professional education, offering easily accessible videos that cover everything from surgical techniques to new device demonstrations. High-quality explainer or demo videos can be particularly valuable in this context, supporting peer-to-peer education by allowing clinicians to learn from one another and stay current with emerging technologies. These videos also provide a strategic opportunity for device companies to engage clinical decision-makers, offering them clear, visual insights into how a product works and why it adds value in a surgical setting.
—
YouTube is widely recognized as the second-largest search engine globally, following Google. According to the Search Engine Journal, YouTube has over 2.5 billion logged-in users monthly, and more than 1 billion hours of video are watched daily. [11] A study by Perficient Digital found that YouTube videos accounted for 94% of video carousel results on the first page of Google search results. Additionally, research from Search Engine Land reported that 83% of videos in Google’s search result carousels come from YouTube. These findings indicate that YouTube is the dominant source of video content in Google’s search results. [12] This makes a lot of sense, considering Google owns YouTube. [13]
Approximately 5% of all Google searches are related to health topics. [14] This translates to about 70,000 health-related searches per minute, totaling over 1 billion daily. [15] In the United States, during the latter half of 2022, 58.5% of adults reported using the Internet to seek health or medical information within the past year. Women (63.3%) were more likely than men (53.4%) to search for health info online. Usage was highest among adults aged 25–44 (66.6%) and lowest among those aged 65 and older (44.2%). [16]
Improved Search Visibility & SEO
YouTube is widely recognized as the second-largest search engine in the world, following only its parent company, Google. Its prominence in search results is especially evident in health-related queries. Patients searching for terms like “spinal fusion recovery” or “how disc replacement works” frequently watch YouTube videos before encountering traditional websites. These videos often provide firsthand accounts, educational explanations, and visual demonstrations, making the platform a primary destination for individuals seeking clear and engaging medical information online.
—
Wyzowl’s Video Marketing Statistics 2025 report highlights video’s continued rise and effectiveness in modern marketing strategies. According to the report, 89% of businesses now use video as a marketing tool, and 95% of marketers consider it an essential part of their strategy. Among companies not currently using video, 37% cite uncertainty about where to begin, while more than a quarter point to time limitations—however, 68% of those not using video plan to start by the end of 2025. Live-action videos are the most common format, produced by 54% of marketers, followed by animated videos at 24%. Explainer videos are the most popular type of content (73%), followed closely by social media videos (69%) and testimonials (60%). Notably, 93% of marketers report that video has delivered a good return on investment—the highest rate Wyzowl has recorded to date. Consumer demand is also strong, with 83% of people indicating they want more brand video content in 2025. [17]
When properly indexed, Google’s Video Indexing Report indicates that videos embedded on web pages are eligible to appear in Google Search results, enhancing their visibility over time. [18] Additionally, integrating videos with relevant web pages can significantly amplify content reach and relevance, further enhancing their longevity and impact.
To maximize the visibility and impact of video content, several key optimization strategies should be employed. First, researching topics using tools like SEMrush or Ahrefs helps identify relevant subjects and keywords that align with user search intent. Once identified, these keywords should be strategically incorporated into video titles, descriptions, and tags to enhance search rankings. Custom, visually appealing thumbnails that accurately reflect the content can significantly boost click-through rates. Including transcripts and captions not only improves accessibility but also enhances indexing by search engines. Creating and submitting video sitemaps ensures proper indexing and visibility across search platforms. Videos should also be embedded on relevant web pages or blog posts to increase views and engagement. Organizing videos into themed playlists encourages longer viewing sessions and strengthens channel authority. Marketers should promote videos across multiple channels, including social media and email, to expand their reach. Regularly monitoring analytics helps refine content strategy based on audience behavior. Finally, maintaining consistent branding elements such as logos, fonts, and colors reinforces brand recognition and cohesion across all video content. [19]
One video = multi-channel ROI over time
Once produced, a single video can deliver long-term, multi-channel value across various marketing and sales efforts. It can be featured in digital ad campaigns, shared across social media platforms, embedded on company websites or landing pages, and even used in face-to-face settings such as sales rep visits or medical conferences. This versatility allows marketers to extend the lifespan of their content while maintaining consistent messaging across touchpoints. One well-crafted video can generate a strong return on investment by serving multiple purposes over time and amplifying reach across diverse audiences.
References:
[1] Rajaee, S. S., Bae, H. W., Kanim, L. E., & Delamarter, R. B. (2011). Spinal fusion in the United States. Spine, 37(1), 67–76. https://doi.org/10.1097/brs.0b013e31820cccfb
[2] Vonck, C. E., Tanenbaum, J. E., Smith, G. A., Benzel, E. C., Mroz, T. E., & Steinmetz, M. P. (2017). National Trends in Demographics and Outcomes following Cervical Fusion for Cervical spondylotic Myelopathy. Global Spine Journal, 8(3), 244–253. https://doi.org/10.1177/2192568217722562
[3] Schaeffer, K. (2025, February 28). 5 facts about Americans and YouTube. Pew Research Center. https://www.pewresearch.org/short-reads/2025/02/28/5-facts-about-americans-and-youtube/
[4] Gottfried, J. (2024b, July 22). Americans’ social media use. Pew Research Center. https://www.pewresearch.org/internet/2024/01/31/americans-social-media-use/
[5] Szmuda, Tomasz et al. (September 2020) YouTube as a source of patient information for stroke: A content-quality and an audience engagement analysis.Journal of Stroke and Cerebrovascular Diseases, Volume 29, Issue 9, 105065. https://pubmed.ncbi.nlm.nih.gov/32807469/
[6] Chang, M. C., & Park, D. (2021, August 23). YouTube as a Source of Patient Information Regarding Exercises and Compensated Maneuvers for Dysphagia. Healthcare, 9(8), 1084. https://doi.org/10.3390/healthcare9081084
[7] Madathil, K. C., Rivera-Rodriguez, A. J., Greenstein, J. S., & Gramopadhye, A. K. (2014). Healthcare information on YouTube: A systematic review. Health Informatics Journal, 21(3), 173–194. https://doi.org/10.1177/1460458213512220
[8] Jennifer Edson Escalas, James R. Bettman, Self-Construal, Reference Groups, and Brand Meaning, Journal of Consumer Research, Volume 32, Issue 3, December 2005, Pages 378–389, https://doi.org/10.1086/497549
[9] Rapp, A. K., Healy, M. G., Charlton, M. E., Keith, J. N., Rosenbaum, M. E., & Kapadia, M. R. (2016). YouTube is the Most Frequently Used Educational Video Source for Surgical Preparation. Journal of Surgical Education, 73(6), 1072–1076. https://doi.org/10.1016/j.jsurg.2016.04.024
[10] Curran, V., Simmons, K., Matthews, L., Fleet, L., Gustafson, D. L., Fairbridge, N. A., & Xu, X. (2020). YouTube as an Educational Resource in Medical Education: a Scoping Review. Medical science educator, 30(4), 1775–1782. https://doi.org/10.1007/s40670-020-01016-w
[11] Davies, D. (2024, October 30). Meet the 7 most popular search engines in the world. Search Engine Journal. https://www.searchenginejournal.com/seo/meet-search-engines/
[12] Sterling, G. (2022, March 3). YouTube remains dominant source of video in top Google ranking positions. Search Engine Land. https://searchengineland.com/youtube-remains-dominant-source-of-video-in-top-google-ranking-positions-344458
[13] Google To Acquire YouTube for $1.65 Billion in Stock. (2006, October 9). Google News From Google. https://googlepress.blogspot.com/2006/10/google-to-acquire-youtube-for-165_09.html
[14] 42 Statistics Healthcare Marketers Need to Know in 2024. (2024, February 6). Invoca Blog. https://www.invoca.com/blog/healthcare-marketing-statistics
[15] Sifonte, E., & Sifonte, E. (2022, July 20). 1 billion searches a day: How your patients look for medical information online. Evok Advertising. https://evokad.com/healthcare-marketing-statistics-google/
[16] Wang, X., & Cohen, R. A. (2023). Health Information Technology Use among Adults: United States, July-December 2022. https://doi.org/10.15620/cdc:133700
[17] Video Marketing Statistics 2025 (11 years of Data) | Wyzowl. (n.d.). Wyzowl. https://www.wyzowl.com/video-marketing-statistics/
[18] Video indexing report – Search Console Help. (n.d.). https://support.google.com/webmasters/answer/9495631?hl=en
[19] Bross, C. (2024, September 9). Video SEO: 10 Ways to Optimize Videos for Search & YouTube. Digital Marketing Agency. https://www.evereffect.com/blog/video-seo-10-ways-to-optimize-videos-for-search-youtube/
The Brit Factor 
Leave a comment