5 Huge Reasons Your Association Should Use Video Content in 2022

Posted: Feb 5, 2022
Marketing Strategy

The case for incorporating video into your association's marketing plans is difficult to refute in 2022. The numbers are in and they are promising.

Aberdeen Group says:
  • Video marketers get 66% more qualified leads per year
  • Video marketers achieve a 54% increase in brand awareness
Animoto’s Social Video Forecast suggests that 76.5% of marketers and small business owners are getting results with video marketing.

Other recent stats show:

  • 83% of those using video think it gives them a good ROI
  • 82% think it’s a key part of their strategy
  • Of those that aren’t using video, 73% have bought a product after watching a video
  • 97% of businesses using explainer videos say it helps users understand their business better
  • 94% of businesses see video as an effective tool
  • Among those surveyed, 81% saw an increase in sales and 53% said support calls were reduced
Our clients are regularly asking us about the best ways to engage members and to increase return visits to their website. Video is always part of our answer. 

Here are 5 huge reasons why video can be the answer for your member engagement challenges. 

1. Creates engagement

As the numbers above imply, video creates a reason to view and a reason to stay...and also a reason to return to see what's next. 

2. Explains what words can't

If a picture is worth a thousand words, then video must be worth a million words. "Explainer" videos are one of the most impactful methods of illustrating something to a user. Whether it's member benefits, event attendee testimonials, online training or the reasons behind recent organization decisions, video has been proven to be the best method to get your point across.

3. Evokes emotion

You want your members to have a connection with your association. Creating a relevant, meaningful video that tugs at the heart strings is a great way to do that. And if you strike just the right chord, the video could be shared again and again, creating a nice gateway into potential future members. 

4. Becomes an event

Live video broadcasts are more and more commonplace. If you have some ideas for education or information-sharing but aren't sure a national or even local event are the right venues, consider doing a live broadcast and sharing it with the world. You can record it for future views. It's a great way to bulk up your Facebook page's content quality in the process.

5. Enhances the mobile experience

According to eMarketer, 75% of all online video viewing happens over mobile. Give your members a reason to pull up your website when they're in line at Starbucks. Be known as a great place for industry information. Video is a perfect fit. 

We can't mention video without also mentioning accessibility. Make sure videos you post to your website have captioning for the hearing impaired included. Lawsuits can find your doorstep if you don't. There are many cases currently - even Harvard is not exempt from ADA rules. 

One of the primary obstacles many clients mention is the cost of video production. However, with the advent of freelance sites like Fiverr.com as well as the availability of simple and cost effective video editing software, the expense of video creation has proven not to deter those associations who find the value in it.

Others use standalone video production facilities, like Zacuto in Chicago, to get a very professional, cost-effective and high-quality video including a full set, live editing and post-production services. 

So, to wrap up, video is not the future. It is the now. And while many associations have waded into the shallow video waters, this is an endeavor worth diving into the deep end for - especially if you're looking for that next great member engagement tool. 

If you have questions or want some recommendations on how best to proceed, reach out to us.

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Chris Bonney