Easy Ways to Use Video to Engage Association Members

image of man standing in front of video screen.It’s tough to build trusted relationships with members when they are spread across a state, region, or country. Using video is a powerful way to drive engagement, educate, and demonstrate member value and ROI – from your office to theirs.

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Begin with a welcome message from your president or executive officer and move forward from there. Before you know it, you will have a video library to inform and entertain members and get the attention of prospective members.


  • Welcome new members with a warm greeting from your organization’s president or executive officer. It will make a lasting first impression.
  • Create a powerful message about your organization for your website, social media channels, and email campaigns.
  • Highlight a member benefit and explain the potential value.
  • Introduce key staff (e.g. customer service) and how they will assist members.
  • Introduce new members by inviting them to submit a short video about their products/services.
  • Showcase a member with a testimonial about value they’ve gotten from your organization.
  • Promote events and education to increase attendance and sponsorships.
  • Communicate the serious things, like legislative issues and industry news.

Read about five more trends that are sure to be
game changers for your association here »


  • Onboarding: Including a video in your onboarding email can double the click through rate.
  • Video vs. Text: 59% of executives say they would rather watch a video than read text.
  • Landing Pages: Including a video on a landing page can increase conversion rates by 80%.
  • Comprehension: The impact of video is proven to increase customer understanding of a product or service by as much as 74%.
  • Social Media: Social video generates 1200% more shares than text and images combined.


  • Budget & Quality: Your association doesn’t need a big budget or expensive equipment to create effective videos. A mobile phone and inexpensive online video editing tools can produce great results.
  • Length: Remember to always keep your video messages under two minutes. 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes.
  • Non-Dues Revenue: Offer sponsorship and advertising opportunities for videos when appropriate. This gives your members/vendors valuable branding time in front of their customers and provides non-dues revenue for your organization.

By 2019, global consumer internet video traffic will account for 80% of all consumer internet traffic. Is your association effectively leveraging this simple tactic to engage with members?

SEE ALSO: June Social Media Ideas for Associations

Article Sources: customer.ioWordStreamUnbounceRapt MediaResponsive, Inbound MarketingSmall Business TrendsAd AgeSmall Biz Trends


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