Video content is hands down the best way to engage your association’s members. Text and still images can certainly get your point across, but nothing works like video for one simple reason; the brain loves it! The human brain can process visual information 60,000 times faster than just audio or text.
If you want to see an example of an engaging video, take a look at this membership video from the American Congress of Rehabilitation Medicine:
It’s like having a direct connection to your members’ brains.
In all of our client work, I’ve found a few key differences between videos that consistently engage, and those that simply give information. If you want to have engaging video content, you need to add these three elements:
A Real Story
If you want your information to be memorable and your members to take action, your video needs to tell a story. Our brains love visual content, but when you add a story to the visuals you have a can’t lose combination. Make sure you focus on your member’s story though, not your own. When you make your members the ‘hero’ and position yourself as the guide, helping them solve a problem, your engagement will shoot through the roof.
Let’s be honest, your members are probably on Facebook by now. If a majority of your members are on social media already, then you should make it easy for them to share your content, or at least consume it, where they already reside. Adding social sharing to every video you produce is just smart marketing and it leverages your members’ networks to reach more people.
Your videos need to feature people if you want your members to engage with your content. It can be tempting to make the video a series of words and pictures that highlight your mission, or all the little things that sets your organization apart, but that won’t work. You need to add live people, with real emotions, to your videos or they will fall flat and engagement rates will drop.
The fact is that your members want to be engaged by the high-quality, professional-looking video content that has become the standard in today’s marketing. It would be in your association’s best interest to give them what they want. If you start producing video content with real stories, shared socially, focusing on people (preferably members), then your engagement rates will increase.
We work with hundreds of associations all over the country to make incredible, engaging videos that connect with members and compel them to act. You can find more examples and ideas for your next engaging video by checking out our portfolio. https://associationstudios.com/portfolio/