I went to Hubspot’s annual marketing and sales conference a few weeks ago (better known as INBOUND), and the one theme I heard over and over and over again was the importance of video. In fact, one speaker suggested 50 percent of organizational content next year be video. Can you believe that?! 50 percent!
Now 50 percent may be a huge stretch for your organization, particularly if you’re not doing anything with video as of now. But if there’s one takeaway here, it’s that you should definitely start. In fact, here are a few tips to help you get started with video at your association:
1. Use the tools you have
Yes, the thought of creating video can be super intimidating, but just know that you don’t have to be super techy to make a great clip. If all you have right now is a phone, use that. Turn on Facebook Live and get to filming. The more you start working with video, the better your productions and content will be. You just have to start.
2. Start small
Going off point #1, it’s ok (and encouraged) to ease into video production. Don’t feel like you have to create a five-minute video right off the bat. Start off small with one or two 30-second videos. Or, if filming is what’s holding you back, try creating a video using still images only. Animoto is a company that can help you do just that. For a monthly fee, you can create professional slideshows without having to film anything. And not to worry: If done correctly, videos with still images can be just as compelling as traditional motion picture videos.
3. Incorporate text
You might be questioning this point a little bit, especially since the point of video is to get away from text. But I learned at INBOUND that 40 percent of people (myself included) watch video with the sound turned off. So, if you include text in your video, that 40 percent will still comprehend your main takeaways. (Plus, having text in your video helps with search engine optimization. All the more reason to include it!)
4. Tell a story
No matter what type of video you’re creating - 30-second or five-minute, still picture or motion picture - you need to tell a story. That’s what’s going to help your video resonate with people and keep them engaged the whole way through. Not sure what type of story to tell? Start with your association’s mission. If it’s compelling enough for people to join your association, it’s compelling enough for people to watch a short clip.
Still struggling with content ideas for your association videos? Here are a few to help you get started:
- Interview the founder of your organization. People love to know how things all began.
- Have any recent success stories? Share them! Feel-good videos typically get the most social shares. (Think Budweiser during the Super Bowl.)
- Create a short “thank you” video from your staff members to your volunteers.
- Put together a compelling holiday video. (Publix’s holiday commercials immediately come to mind.)
- Go behind the scenes and film your staff members getting ready for a big event.
Remember, these can be short or long. All that matters is you just get started.
Want more tips for engaging your members online? Check out our free guide, Membership Engagement for Small-Staff Associations, below!