Membership organisations are gradually realising the unique value of video – especially case studies and testimonials – to help them retain and recruit members. This is because there is nothing as compelling as seeing actual members describing their lived experience. With over 89% of video marketers saying video gives them good ROI (Optimonster)
and 84% of consumers have been convinced to buy a product after watching a video (Wyzowel)l, it’s a no brainer to keep on using video.
Videos featuring members talking on camera can address specific situations; answer queries other members or prospects might have; provide reassurance that concerns will be understood and dealt with; make it easier to appreciate the benefits of joining or engaging and foster a sense of belonging and confidence in the organisation.
Making content that teaches, inspires, and informs is key. Are you launching a new product or service to help your members? Are you telling them interesting news with focused interviews or round tables? Members want to feel part of a community, so bring them together with stories and content that resonates with them. A picture tells a thousand words so get your members talking in their environments about how important you have been to them.
People are often – understandably – nervous about the time and/or cost commitment of making such videos and are also unsure about being represented by people unused to being on camera. That’s where the professionals come in! We make your members feel at ease so you get the most form the days shoot.
Once filmed get them converted for social with either 1:1 format and 19:6 so you can work from all platforms:
5 Tips for making a great member shoot
- Preparation is the key to getting the most out of your shoot, and we can help you with this by asking you to consider such key issues as what you’re hoping to achieve, who the primary audience is, and so on.
- Maximise the day! Spend time thinking about a range of questions questions you want to ask to ensure the shoot covers lots of different benefits of membership.
- If you’re making it, market it! Don’t expect people to bump into your video by accident. Consider how you are going to promote it, as this will impact on how the filming is done and, most importantly, ensure that the largest number of people get to see it.
- Think of your video as an essential part of your promotional campaigns, not an add-on. That means integrating it with your other comms by making sure you get the branding and the messaging consistent with your other activities.
- Analyse how your video performs against the goals you had at the outset. Gather statistics and feedback that can inform what you do in the future.
We will hold your hand throughout the process, so that you – and the members who agree to be included on film – feel comfortable with the process and confident about what they have to do and say. We’ll also keep disruption to an absolute minimum – no lessons were lost while we filmed for the NAHT (National Association of Head Teachers), no accidents occurred when filming for the IOSH (Institute of Occupational Health and Safety). https://vimeo.com/797612235 .
If you want to discuss further the best practices for producing great content for your members then please get in touch, we’d love to chat! [email protected]
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