Social media algorithms reward mobile-first, vertically shot, short-form videos (SFVs), particularly those featuring first-person storytelling. In 2024, ASA recruited members with strong social media followings to contribute SFVs highlighting their roles as guardians of patient safety. The organic (unpaid) reach on these videos is equivalent to a successful paid advertising campaign.
- ASA’s SFVs garnered more than one million organic views. This successful social media messaging addressed a wide variety of audiences—not just current and prospective members, but also industry professionals, health care policymakers, and the general public.
- “Anesthesiology ASMR” is now ASA's all-time best performing SFV, reaching nearly 90,000 users who watched it more than 150,000 times—further amplifying the messaging that anesthesiologists are vital to patient safety. ASMR stands for autonomous sensory meridian response and according to an article by the Cleveland Clinic, a working theory is that ASMR triggers specific regions of the brain associated with relaxation.
- ASA has now recruited more than 20 SFV member contributors with a combined social media following of hundreds of thousands of user accounts.
Watch ASA YouTube shorts
