5 Ways to Start Using Video to Engage Members

By Alyssa Gibson

If you’re a small-staff or small-budget association, the idea of adding video to your content marketing plan might feel far-fetched. The cost of video equipment alone can be a deal-breaker. But it’s worth re-considering. There are easy, low-budget ways of incorporating video to engage members and prospective members that you can begin incorporating right away.

Here are five great ways to get started that won’t break the bank or consume too much staff time.

1. Member testimonials

This is one of the easiest ways to get video that you can incorporate on social media, your website, and other marketing material. Ask members to film short, informal testimonials on their computer or smartphone. Supplying a specific prompt is helpful, and it is a good idea to target members who you know have had a positive experience with your association – such as a member who recently completed an educational program that you offer. Let members know that these can be short, one- to two-minute videos sharing their experience with your event, course, or other membership benefit.

2. Facebook Live at your events

Help create FOMO (Fear Of Missing Out) for members who can’t attend your conference or live event by streaming it on Facebook Live. You don’t have to give away all your event’s content, but give non-attendees a small glimpse of the experience by streaming a popular session, speaker, or social event. Tease them enough so that they will be sure to come next year!

3. Speaker videos for marketing

This is another easy one that is a great way to promote an event, webinar, or course! Ask your speakers to film a short video to help spread the word and get more attendees to their session. Similar to member testimonials, these do not need to be fancy or professionally-produced. Encourage speakers to make these fun and informal to show their personality. They can act like they are speaking one-on-one with a prospective attendee about why they should come to their session. AAOE asked speakers to do this for their upcoming Annual Conference in May, and several provided engaging videos inviting attendees to their sessions.

4. Instructional videos from staff

FAQs are a great way to provide instructional information to members as they navigate a new product, resource, or service. But it’s important to honor different learning styles. For some members, it may be more helpful to also provide a short video walking them through the process step-by-step. This is something a staff member can film using their computer or smartphone, either by recording their screen or recording themselves explaining the process.

5. Platforms to try

There are a number of excellent free resources available that make video creation simple. Lumen5 is an example of a video creation platform where you upload a blog post or RSS feed and the AI helps you create a video using stock photos or video that’s perfect for sharing on social media. Beth Ziesenis, Your Nerdy Best Friend, shares some other options for video creation in this blog post. Do your research and find an option that works best for you and your association!

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