How Associations Can Use Videos to Grow Membership

Videos help humanize industries; they turn complex issues into compelling stories; they inspire action and they create community. That’s why nearly half of all associations have integrated videos into their communications strategies and 24% are planning on doing so shortly, according to one study

Videos will constitute 82% of all consumer internet traffic by 2019, according to the Cisco Visual Networking Index. For associations, they will be especially effective for accessing younger audiences – tomorrow’s members and industry leaders — who spend about 1 hour 45 minutes daily watching online video content on connected devices

How Associations Can Use Videos to Grow Membership

If you plan to add this powerful medium in your association’s marketing mix and need inspiration to convince your board members to allocate a budget for video marketing, the list below can help:

  •  Videos Convey Membership Benefits Better

Facts tell but stories sell. And watching a stirring, authentic story is a lot more effective than reading one. The International Facility Management Association (IFMA) makes good use of video in their member testimonials.

You can promote your association’s member benefits in video in your emails, in your social media campaigns and strategically throughout  your website. Among other success statistics, embedding videos in landing pages can increase conversion rates by 80%! The stirring video by the American Heart Association for its Life is Why campaign is an inspiring example.