Association Tech: Video is No Longer an Option

Published by Nat Yaeger on Apr 6, 2021 11:12:00 AM

Recently, our colleagues at Ricochet published a study that they conducted about the New Association Tech Ecosystem. We were thrilled to be part of this study, which looked at how the technology options for associations have grown exponentially in recent years. Within the report, Ricochet outlined how many associations are moving from a single solution tech model to a specialized solution model; curating solutions from industry expert partners.

So, what does that have to do with us?

At Association TV^® we specialize in developing solutions that will fit into your existing digital landscape. In the report we are mentioned under the Content Distribution category, more specifically, video. While we do have other solutions to offer, many of our clients come to us for our video expertise. We believe that it needs to be an integral part of your content strategy; here’s why.

Did you know that an estimated 1 billion (yes with a ‘B’) videos are watched on YouTube worldwide per day (Omnicore)? Crazy, right? Video consumption in 2020 hit an all-time high and you should be using this knowledge to your advantage.

To say that 2020 was transformational for digital trends and media consumption would be an understatement, and while for many organizations that meant scrambling to keep members engaged and pivot to virtual solutions, there’s a lot to be learned.

Didn’t have time to take notes? Don’t worry, we did.

Video is relevant

In 2015, 78% of marketers agreed that video content was the most important part of their marketing strategy. With the rise of short form video apps like TikTok and nearly every social media platform adopting the “stories” model, that number has jumped to 92% (Smart Insights). In fact, video has quickly become the most commonly used format for content marketing over blogs, articles, and infographics (the irony of you reading this in a blog post is not lost on me)(HubSpot). While members had to learn how to work from home this year (boosting their screen time), associations had no choice but to learn to engage their members digitally.

Video is memorable

So why is video your best bet for connecting and engaging with your membership? Simply put; because it works! Studies have shown that an audience watching a video will remember up to 95% of the information given to them better than through any other medium (Invisia). As an association, this represents a unique opportunity to continue to provide your members with the education and industry expertise they have relied on you for in the past, without being restricted by digital disruption or fire-hosing your members with information they can’t recall. Instead, video can easily tackle complex subjects and portray them in a format that is easily accessible and understood.

Video is effective

Now, that’s not to say you should be making 30, 40, or 60 minute videos and hoping that your members will be able to sit through all the content at once. Microlearning videos and bite-sized sessions allow your members to consume educational content on their own time and are a perfect way to pitch longer, gated sessions where you can offer CE credits and maximize monetization opportunities. In fact, it’s been proven that videos up to 2 minutes in length get the most engagement (Wistia)! This is your chance to remind your members of the value their membership affords them, not to mention the opportunity to create a content calendar that engages your members rather than overwhelming them.

Long story, short; making video a part of your content strategy is a must, especially in 2021 where the association world has had no choice but to learn how to deliver value to members in a digital setting. Video lets you meet the needs of your members, deliver content in a memorable and accessible way, and drive engagement through thought-leadership and education anywhere, at any time.

Contact us today to find out how our expert team can help you leverage the power of video to take your content to the next level and discover other solutions Association TV^® can add to your tech landscape.

And check out our Association Insights series for expert advice on a variety of topics impacting your association today.