I am a fan of associations using video to not only tell their members’ stories more effectively but to educate them about their membership benefits. I’ve written about how video influences purchasing decisions as well as which metrics are most important to measure to determine the value of videos. We use our videos to highlight the successes our customers have had using MemberNation.
Video is such a powerful channel, so I hope it’s an integral component of your overall communications plan. Consider this forecast from the Cisco Visual Networking Index:
Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. This percentage does not include video exchanged through peer-to-peer (P2P) file sharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2019.
Judging from these projections, more and more people are turning to video for information, and they will continue to do so. You might think video isn’t “right” or worthwhile for your association.
Well, as the Minnesota Turkey Growers Association demonstrates, video can be used tell almost any industry’s story. Just in time for Thanksgiving, MTGA released a series of 10 videos highlighting different aspects of raising turkeys. Topics include, “Raising Turkeys—A Family Business” and “Caring for Young Turkeys.”
Each video is about two minutes long and can be viewed on the association’s website or its YouTube channel. MTGA Executive Director Steve Olson acknowledges that “many people have never been inside a turkey barn,” so “these videos are designed to get up close and personal with turkeys and what’s involved in the day-to-day operations of running a turkey farm.”
Is your association ready for its close up?