Do you find yourself asking, why does our association need video? What’s all the fuss? Or, maybe you like the idea of video, but need a little back-up convincing your team or board members. Well, you’re in luck!
Have you ever heard, “a picture is worth a thousand words?” Well, 1-minute of video is equal to 1.8-Million words to your audience (Forrester Research). As associations strive to communicate more, faster, you will need to embrace new media to cut through the clutter and grab attention. This applies to all audiences. 70% of millennials are likely to watch a company video when shopping online (Animoto) and 59% of senior executives would rather watch a video than read text, when both are available (Forbes).
Video is quickly becoming the preferred method of information sharing and marketing amongst all demographics and it is not slowing down. Cisco estimated that video will account for 80% of global internet traffic, and 85% in the US in 2019. Not only are more people watching more video, they are sharing it with others as well. Social media video generates 1200% more shares than text and images combined (SmallBizTrends). We all know how important word of mouth is and that member have friends that are like them. Delivering on content that they will not only watch, but also share can be a powerful marketing tool for your association.
From a marketing and engagement perspective, the facts are clear. You can increase conversions by 80% or more, simply by including video on a landing page (Slideshare). Additionally, using video for marketing, results in 66% more qualified leads per year (Aberdeen Group). Imagine increasing your recruitment leads by 66% in one-year – what impact would those leads have on dues?
Don’t trust the stats? Here are some comments on the impact of video from your association peers.
“Video works. Our MHIview channel proves that… now, we do two to three videos a month minimum and the engagement in the numbers of people watching our videos and their engagement with the videos is just astronomical – its beyond anything that I could have ever imagined. And it’s so competitive right now to get share of mind with any target audience.” - Carol Miller, Vice-President, Marketing & Communications Services Material Handling Industry
“We launched the video platform in August (2018) and had about 2,000 views per month. We started adding more and more videos and this past April (2019) had over 10,000 page views, so our members are really enjoying it." - Brad Rysz, Director of Marketing & Communications Association of Nutrition & Foodservice Professionals
“Not only communicating our message but providing educational content, that’s what MHEDA’s all about - providing ways for our members to improve their business practices. And the videos, all the videos that we’ve produced have allowed us to do that.” - Liz Richards, Executive Vice-President Material Handling Equipment Distributors Association