Instagram isn’t a a new player on the social media scene, having been around for more than five years, but associations are just now starting to explore the possibilities that the photo-sharing app provides.
A recent Association’s Now article highlighted Instagram’s growing popularity among membership organizations. The use of Instagram among associations has risen from from 19 per cent to 30 per cent in the past year and it appears that the upwards trend will continue.
Although Instagram is primarily a photo-sharing app, the video feature gives associations one more tool to use to boost their communications and marketing efforts. Instagram videos are restricted to a 15-second time limit, so a lot needs to be said in a quarter of a minute. Here are three ways associations can use this time wisely and provide value to their members.
Conference Programming Videos
There is a lot of programming packed into a short period of time at most association conferences. Instagram is a great way to capture the day that was in short, bite-sized portions of content that attendees can easily interact with.
There are many options for associations when it comes to what they can put into a 15-second video about conference programming. Film a couple key parts of an educational seminar or key note speech and edit them together to give Instagram users a good summary of the presentation. Put together a few frames that showcase a networking event or night of entertainment for attendees. You can even get in the habit of creating a quick video explaining the itinerary for the day for multi-day events.
Not only will these videos give attendees a chance to interact with the association, they are also a great way to promote several aspects of a conference and give attendees an opportunity to experience several parts of the event even though they couldn’t or didn’t go to every talk, trade show or meet-up.
“Tip of the Day” Videos
Part of the value that any association brings to members is being a guide on the path to a successful career and being a provider of accessible, high-quality information. Instagram videos are yet another way for associations to be a go-to resource for your members.
Your association has access to a mountain of information that is useful to its members. This is evident in the number of journal articles, magazine pieces, newsletters, conference education sessions and daily knowledge that the association puts together and gives to members for their benefit. Condensing come of this information into a 15 second video is a great way to provide value to members with taking up too much of their time or attention. Create a video telling members about a new app that could relate to them or summarizing new legislation that effects them. Include practical advice and solid information and your members will thank you.
“Did You Know” Videos
There are products and services your association provides and members love to use and then there are products and services your association provides that are less popular. It doesn’t mean these offerings are bad, it might just mean members aren’t aware of it. Instagram videos can help members discover the extra value in your organization.
The “did you know” videos can work much the same way as the “tip of the day” videos. Highlighting an infrequently visited area of your website, explaining a new service your association provides or detailing the benefits of an offering can have a big effect on how people use them and, in turn, how much value they get from your association. For example, take members through the process of creating a job ad for their organization on the association’s job board. Once the process is demystified and made more accessible, it is more likely that more members will take advantage of the service. Once more members take advantage, they will receive more value.