Size Matters: Association Marketing And The Power Of The Short Video

Size still matters, but the meaning behind the saying has definitely changed when it comes to marketing.

When it comes to online marketing, the mantra “Bigger is Better” is out and “More with Less” is in, especially when it comes to video. The circulation of short clips is nothing new in social media circles (platforms like Instagram have been around and popular for years now), but they may be that fresh element that your organization needs to boost its marketing game.

The power of the short video can be harnessed by organizations of all stripes, from non-profits to multi-national corporations. You may be reading this and saying, “That’s all well and good for McDonald’s or Starbucks, but it’s really not for my association.” That might be true, but we implore you not to make a final judgement just yet, the following few paragraphs might change your mind.

Vine

Vine is the forefather of all other short-video-based platforms out there. It was founded almost three years ago and was purchased shortly after by Twitter. If you’re unfamiliar with Vine’s concept, here’s a little primer; the app lets users record and edit up to six-second-long looping video clips and share others’ posts with followers. Videos can also be shared on other services like Facebook or Twitter.

Now that everyone is caught up, the real question becomes, what does an association do with six seconds of video? The great thing about Vine and other short video platforms is that they don’t cost you a lot of time or money to create. Your association can get a message across without sacrificing hours on filming and editing a longer video. This is great for when you or your members are on the go. For example, at your organization’s annual conference or when you’re busy at a lobby day.

One of the most important rules to remember when creating a video on Vine is to keep it simple. Have one, very narrow goal for your video. Instead of making a vine about your entire day at the office, focus on one task you accomplished that most relevant to members. For example, if you received the latest issue of your association’s magazine, make a quick video of it being delivered, opening the box, showing off the cover and flipping through the pages. This not only conveys to members that the new issue is ready to read, but it shows that it comes from your office and is created by staff who care about the finished product just as much as they do.

Another crucial rule for Vine videos is to have fun with it and be creative. Six seconds isn’t a lot of time, so sometimes it’s best when you let the images do the talking. For example, if you want to show off your trade show, pick a vantage point and record the room as it fills up with people. Edit it together and create a mini time-lapse of the increase in trade show interest. Not only is this a great tool to bring in sponsors and exhibitors, but it lets attendees who aren’t in the trade show know that they are probably missing out on something they shouldn’t.

Instagram

Instagram may be better known for its photos and filters, but its video-sharing capabilities have increased in popularity since it introduced the feature less than two years ago. Instagram videos take a similar approach to Vine videos, but here’s the catch, they’re longer. Instagram allows users to record up to 15 seconds of video and post it using the mobile app. The videos can also be shared via Twitter and Facebook.

Instagram’s 15-second rule is interesting for associations because that time span is the average length of a commercial. It’s not too long and not too short, so your organization can get its message across without losing the attention of its audience.

Instagram videos are great tools for your association to make important announcements. In addition to sending out a press release, Instagram videos give your association a chance to hear it from a human voice and not just from words on a page. For example, when announcing the winner of one of your association’s award, have that member announce it through an Instagram video. They can elaborate on what it means to them to win the award. The emotion can be presented much better through video then in words and can inspire other people in the industry to invest in an organization that has so obviously helped one of their colleagues.

Just like Vine, Instagram videos should be fun once in a while. For example, record a special holiday message from staff and members at the association. It can be something fun, like changing the words to T’was the Night Before Christmas and having one person read one line each. Not only does this get staff and members involved in a fun project, but it lets members know that the association is a fun organization to be part of while putting a human face to the people who are working every day to make the association better.

Snapchat

Snapchat is like the secret society of short video platforms. The app allows users to share pictures or 15 second videos with their network, but the content only stays available until it is viewed and then it disappears into cyber space. The platform recently added a new feature that allows users to post videos that will stay available to their network for up to 24 hours, although this content also has a disappearing act after time is up.

One of the biggest benefits of Snapchat for any organization is the intrigue and exclusivity it creates. If your association is one to guard its benefits and services pretty closely and offer them only to members, Snapchat is a great way to ensure content is seen by your organization’s community first. Snapchat videos also have the potential to ramp of the excitement among members for your association’s big projects, like a conference or a big announcement.

One way for your members to get value out of Snapchat is to experience its exclusivity. For example, your association might post a video telling members where to find a special code that gives them a discount to your next conference, webinar or networking event. The video can stay up for 24 hours and be accessed only by the people you chose to share it with. Letting members enter your event through the velvet ropes is exciting and shows that you value their loyalty to the association while rewarding them for their investment in the organization’s initiatives.

Another way to harness the power of Snapchat videos is to give your association’s community several sneak peeks that will get them interested in a big announcement. For example, if you are going to reveal who the keynote speaker is at your conference, take a week leading up to the announcement to leave clues via Snapchat videos. This has the potential to get members guessing and paying attention when the announcement is finally made. This excitement will hopefully carry over into the actual event and generate better attendance and engagement.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s