The Five Types of Videos That Will Better Engage Your Association’s Membership

There’s a reason FaceTime and Skype are popular communication apps; it’s always better when you see the face that matches the voice.

The above statement can help association’s learn a little something about connecting with members. Every organization has a voice they strive to speak with and that voice is developed over time through newsletters, advocacy, magazines, websites, events and similar communication initiatives. When association’s do it well, members come to recognize and trust this voice. However, putting faces to that voice can be a key piece in raising your association to the next level. Videos are a great way to accomplish this goal.

Videos can come in all shapes and sizes. So which videos are the right ones for associations? We’ve put together a few examples that can help you cover important angles of your organization and better engage members.

Highlighting Members and Their Achievements

Members are the lifeblood of any association. Without members, there is no organization. Every benefit, every event and every project is based on helping members grow and be successful. But you knew all of that already. Videos can help your organization highlight members, their contribution to the industry and society and draw attention to your association’s part in that success. A video will give your members a platform to speak about their accomplishments. It will also help people realize that you are focused on helping professionals excel. A video is important as it puts a face to the name and it allows others tell the community about the importance of your association instead of it coming from the association itself, which can often be tuned out.

Event Previews and Recaps

Events serve two main purposes; to give members a chance to learn and network and to capture a big percentage of your association’s non-due revenues. Drawing people to events is never a cakewalk, especially if you are a national association that has to persuade members to spend money traveling and attending. Videos can help your organization engage members and play a part in promoting key events.

An event preview video can come in the form of a digital tour of the venue, presenters talking about their sessions, or a long-time attendee talking about the value they get from the event. An event recap can be a bit more fun and creative, showing all elements of the event. It will appeal to an attendee’s nostalgia and encourages promotion of future events through word of mouth.

Welcome to the Office

Long-time members, new members and potential members of your association all want to know that the people working for them are dedicated, passionate and focused. Your staff are the ones working behind the scenes to ensure the organization is living to its promises and creating the best experience for members. A video can help put this into perspective for members and can go where words often cannot when describing the importance of the association.

Videos that introduce members and potential members to the association can focus on a Day-in-the-Life theme to highlight exactly what the staff does to improve the organization, or it can an introduction of the staff with them explaining what the association means to them. These sort of videos are a warm welcome to new members, familiarizes existing members with staff and provides a human element to the organization for potential members.

How-to Guides

The value of a good how-to cannot be overstated. Your members come to your association because they want to achieve more in their careers and help grow the industry. Your association is probably giving them the tools to accomplish this, but they may not be clear on how to use these tools most effectively. This is where how-to videos come in handy.

A how-to video can help members access the right programs/benefits for their goals, it can help them take advantage of the initiatives your association has instituted and it can help guide them through processes that may seem complicated at first. For example, if one of your association’s benefits is a certification program, a video showing the steps involved in achieving this certification and how to complete them can be advantageous to members who may be confused by the process. This will help members receive greater value for their money and will allow your association to see a greater return on investment.

Association News and Accomplishments

We’re guessing that your association achieves a lot. It has probably helped its members’ profession rise to new levels and redefined what it means to be part of the industry’s community. But does anyone really even half of everything the association has achieved? Maybe or maybe not. With a video, the answer leans more toward a for sure.

Videos are a great way to tell a story about the latest developments on your association. You can illustrate how the organization met with politicians to lobby on its members’ behalf, or showcase a new technology that members can use. Videos are an engaging way to showcase what can seem like mundane news because their images are engaging and capture the attention of members. So next time you need some more awareness of your association’s news, try a video on for size.

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