Does your association’s website resemble an old house to which many rooms and closets have been added and others are collecting dust? Does it scream to your members “We don’t care if it’s easy or a pleasure to visit?” Does the site never come up in searches of information you host? Is it difficult to update so it’s underutilized by the rest of the staff? Are you taking way too many phone calls from members for information that could easily be on the web?
Videos help humanize industries; they turn complex issues into compelling stories; they inspire action and they create community. That’s why nearly half of all associations have integrated videos into their communications strategies and 24% are planning on doing so shortly, according to one study.
Videos will constitute 82% of all consumer internet traffic by 2019, according to the Cisco Visual Networking Index. For associations, they will be especially effective for accessing younger audiences - tomorrow’s members and industry leaders -- who spend about 1 hour 45 minutes daily watching online video content on connected devices.
Millennials (those born between 1980 and 2000) are the largest generation in the U.S. and will represent 50% of the workforce by 2020, according to a recent report published in Forbes. Today’s aspiring professionals will be future industry leaders and policy makers, and associations stand to gain immensely by having them on board.