The Importance of Engaging Video for Associations

The Importance of Engaging Video for Associations

If a picture is worth a thousand words, then a video is priceless. Whether your association or non-profit is large or small, video marketing can help you tell its story.

From short tutorials to highlight reels, compelling video content is essential for educating your members as well as the general public. In this article, we’ll explore some of the advantages video content can offer your organization.

Video Builds Trust in Your Brand

Video interviews or testimonials about your organization go a long way. A meaningful, peer-to-peer endorsement lends credibility to your group, and will elicit a strong emotional response from your viewers. It will also showcase the deep bond between you and your members.

In contrast to text, which can be difficult to internalize quickly, video is multisensory, and therefore easy to remember. It’s impactful in a way that is impossible to duplicate with any other medium. Video content shows your members that you care enough to put effort into communicating with them.

When it comes to non-profit and association marketing, it can be especially difficult to educate the public about the value of your work. Rather than tell them, you can show them with an explanatory video. By providing a showcase of your charitable work, you can ensure that people understand your mission and take notice of your accountability.

Video Helps You Recruit New Members

Did you know that it takes only seven seconds to form a first impression? Some research even suggests that we decide whether someone is trustworthy in as little as one-tenth of a second. That’s a very small window, and you need to make the most of it. With a well-made video, you can do just that.

When you approach potential members, it’s crucial that you gain their trust and keep their attention from the beginning. Using an authentic testimonial to show new recruits how much your current members love your association is not only cost-efficient, but also highly effective.

It’s not just testimonials that capture interest; you can also use videos to teach your current and potential members about all of the services and benefits you provide. What better way to draw new members in than by letting them know exactly what you have to offer them?

Video Tells Your Evolving Story

Your association is always growing and changing, and it can be hard to keep your members up to speed. Whether you’ve been working hard at passing legislation, or you’ve got impressive changes to announce, a shareable video can capture the spirit of your announcement and get people excited.

Video Marketing Drastically Improves Your SEO Efforts

Google’s algorithms prioritize websites with video, and it’s easy to see why. High-quality content attracts users and keeps them engaged, which shows Google that your site is valuable.

SEO success will drive more organic traffic to your site, increasing your click-through rates. Users also tend to linger on pages with video content twice as long as they do on other pages, so your bounce rate will diminish. It will also increase the likelihood that you’ll get backlinks.

As traffic to your organization’s site grows, your ranking will improve. The goal is to break into the top three on the first page of search engine results, increasing visibility for potential members.

With the help of video, you can achieve that goal. Just remember that consistency is key; you’ll need a steady stream of videos linked to the right keywords to keep those visitors coming.

It’s a No-Brainer

Working video into your marketing plan is one of the best things you can do for your association. It can help you build an emotional connection with your existing members, attract new ones, and get people excited about everything you have to offer.


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