3 Reasons Why Associations are Using Video Right Now

Video is the crown jewel of marketing but until recently it was prohibitively expensive and out of reach for many associations. Thankfully, times have changed and video is now affordable and available to all.

Hopefully your association is already using video. It’s important for keeping up with the expectation of your members.  If not, you’re not only missing out on the best way to communicate and engage your members, you’re also not keeping up with the times.

The list of reasons associations are using video is near endless. To narrow down to three we had to keep it broad: superior form of communication, social platforms and mobile devices, and the low cost of production.

 

#1 Videos are multi sensory.

Video is powerful because it tells your story and evokes emotion.  Nothing creates a faster and tighter bond than speaking directly to your audience with information they need and want to know.

Your members are visual learners and they are watching lots of videos. Video is entertaining, informative, and frankly very easy on them to consume.

Consider this:

• 60% of the people are visual learners
• 90% of the information transmitted to the brain is visual
• The human brain processes visuals 60,000 times faster than text

More importantly though, it’s about the emotions we feel. As humans, we relate to each other. Video allows us to process body language, tone, and sentiment. That’s difficult to do with text or even images.

Video will help you create a bond with your members like nothing else can.

#2 Fitting into your members’ lifestyle.

Your members have become really good at blocking out unwanted advertisements and messages. The fact is, they are in control now and they have been for some time.

Now you need to develop a strategy to fit into their lifestyle. Chances are incredibly high that your members are spending a lot of time on social media sites and have smartphones. Video is a very effective way to reach your members on both.

In January, Facebook posted on their blog, “We’re increasingly seeing a shift towards visual content on Facebook, especially with video. In just one year, the number of video posts per person has increased 75% globally and 94% in the US… Since June 2014, Facebook has averaged more than 1 billion video views every day.”

Even better, thanks to the nature of social media, your videos are easy to attract engagement such as liking, commenting, and reposting. Every time someone reposts your video or takes some other positive action, that’s an endorsement for you!

#3 The cost of video production.

It’s really incredible how much the cost of producing videos has come down in the last few years, and that’s great news for everyone. DSLR cameras off the shelf at Best Buy will shoot incredible video and editing is done on a MacBook Pro.

Shooting high quality video has become so accessible that we even teach associations how to shoot video themselves. Clients then upload the raw video for us to edit. This greatly reduces expenses such as travel.

Already using video or have questions? Please leave a comment below. Want to see what other associations are doing with video? Check out our list of the Top 25 Videos Every Association Should Have.