Let’s talk about a tool that has transformed the digital landscape and continues to reign supreme: Video. It’s been a game-changer for numerous industries, and associations are no exception. If your association isn’t leveraging video yet, here’s why you should, and some best practices to get you started.

Why Video?

1. Engagement: Video, by nature, is engaging. It combines visuals, sound, and storytelling, captivating viewers and making complex topics digestible. In fact, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
2. Attention-Grabbing: In the sea of text and images, videos stand out. They’re a quick way for people to consume information, making them more likely to stop scrolling and watch. Plus, major social platforms prioritize video content, further increasing its reach.
3. Member Retention: Videos aren’t just for attracting potential members. They can also boost member retention by providing value, fostering community, and keeping members updated about your association’s activities.

Best Practices for Associations Using Video

1. Know Your Audience: Understanding your members’ needs and interests is crucial. Are they looking for industry updates, educational content, or networking opportunities? Use this information to create videos that resonate with them.
2. Create Quality Content: It’s not about the fanciest equipment or highest production value. It’s about the content. Whether it’s a behind-the-scenes look at your team, an interview with an industry expert, or a member testimonial, focus on delivering value.
3. Keep It Short and Sweet: Attention spans are short. Make sure your videos are concise and to the point, especially for social media. If longer videos are necessary (like for webinars), consider breaking them into smaller segments for easy consumption.
4. Optimize for SEO: Like all online content, your videos should be SEO-friendly. Use relevant keywords in your titles, descriptions, and tags. Don’t forget about adding captions – they not only make your videos accessible but also improve SEO.
5. Include a Call to Action: What do you want viewers to do after watching your video? Join your association, attend an event, or share the video with their networks? Make sure to include a clear call to action.
6. Measure Success: Use analytics to track the performance of your videos. Are people watching the whole video? Are they clicking on your call to action? This data can provide valuable insights to guide your future video content.

In conclusion, video content is a powerful tool that can help your association capture attention, boost member engagement, and even improve retention. So, get out there and start experimenting with video – the benefits are well worth it!

Until next time, keep filming and engaging!