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From the Association TV Thought Leaders

When to get technical: 2 considerations when starting a video project

Making sure content is easy to understand is key. When communicating new concepts, it’s tempting to include technical language, but this may not be best.

Jen Walichnowski Posted by Jen Walichnowski on Aug 13, 2019 5:09:50 PM

Associations are a great resource for their members. Guiding them through your content, educating them, and advocating for them are just some of the ways associations communicate in today’s world. Making sure that content is easily understandable to your audience, members or not, is key.  

When explaining a new concept, it’s tempting to dive into the technical language that you are so comfortable with, but should you?

The answer (as always) is: it depends. 

What is your topic?Technical

Not all content is equal. Some topics require more attention to detail and thus more formal or technical language. If you’re educating a group of nurses and nurse practitioners on say, the placenta, you’re probably going to opt for some technical terms. Check out this example, from AWHONNtv.

Complex topics, like this medical one, benefit from the technical jargon common in the industry, especially when the audience is knowledgeable on the subject matter.

As a second example, topics like, the student experience at an Industry Event should be simple and to the point. As seen here on MHIview.

Who is your audience?

Knowing who your audience is and understanding their knowledge base is key. If your audience is a group of subject experts go ahead, get technical. They’re likely expecting it - and often asking associations for it!

For example, this video is intended for professionals in the nutrition and foodservice industry. More specifically, those who work primarily in hospitals, senior living centers, and nursing homes. There was no need to explain what a food audit or F-tags are, the audience already knows. If you explained these in the video your audience might think you’re talking down to them, reducing your impact and their engagement. 

On the other hand, if your audience isn’t a group of experts you’ll need to make your content accessible. As shown in this example on blockchain.

In this case, a simple explanation allows a non-expert audience to understand the complexities of blockchain and how they can use it in the supply chain industry.


Looking for new ways to leverage your technical expertise for a captured audience, or need ideas on how to spread the word about your industry publicly? Explore the Association TV Online Playbook today, to find the best ways to reach your audiences.



Topics: Insider

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