Production-quality videos are the best way to consistently engage your current members and show new members what you have to offer. Because video has such a high engagement rate, and is displayed prominently across the web, an association’s video marketing requires careful thought and much consideration. Consistently generating high-quality videos leads to greater member engagement and retention.
However, to harness the full potential of videos for your association, you must create production-quality videos that look professional. Shooting them on an iPhone or with anything less than professional equipment and training could hurt your association’s ability to engage new members or retain current ones.
Quality videos, as opposed to non-professional videos, are psychologically effective, build your association’s brand, and inspire your members or prospects to act.
Quality and Psychology
Humans naturally gravitate toward anything they perceive as better or higher quality. The same psychological principles apply for videos. People like professionally produced videos more than amateur ones.
If an association shoots videos in-house with an iPhone, using only the microphone on the phone itself, its videos will be far less appealing than production-quality videos shot by professionals. Potential and current members will both prefer and watch the better quality videos. They will also associate poorly made videos with your organization, limiting retention and new memberships.
Quality and Brand
Who would you prefer to buy a car from, a man in a clean, pressed suit or a man in a dirty t-shirt with stains on it? The quality of your presentation should reflect the quality of your association. Anything else will inevitably backfire on you.
Skimping on the quality of the video, regardless of budget, is not only dangerous for your association but it could cause negative impressions in the minds of members. They might associate your organization with other brands that are cheap and untrustworthy.
Quality and Action
Have you ever tried to have a conversation with a person who mumbles? Or someone with a serious body odor problem? It’s not fun, difficult to follow, and you just want it to stop.
A poorly made association video is like that. Members are just waiting for it to stop so they can move on. That’s a shame because while the information in the video is important, if it’s not presented in the most professional way possible, the members may not hear it.
Make an effort to create the most professional videos you can and your members will thank you by acting on the information you present.
When I speak to association executives for the first time, I often ask them what they would do with an in-house video production studio. Executives can’t help themselves and start listing projects from memorable conference videos to regular legislative updates.
Ask yourself right now, “What could I do with a video production department?” If you’re looking for ideas you can always check out our list of Top 25 Videos for Associations. If you have any questions or would like to share ideas please contact me or leave a comment below.