The influence of video content has exploded in recent years. Because many consumers look for videos from their favorite businesses and brands, credit unions should leverage that demand on their marketing platforms.

“It’s a perfect way to convey a story,” says Amy McGraw, a member of the CUNA Marketing & Business Development Council Executive Committee and vice president of marketing and chief experience officer at $927.3 million asset Tropical Financial Credit Union in Miramar, Fla.

She took part in a video marketing panel discussion with Garick Giroir, content strategist at $394.7 million asset Louisiana Federal Credit Union in La Place, La., and author and social media expert Corey Perlman at the 2022 CUNA Digital Marketing School.

Perlman says video is the best way for businesses to showcase their passion and enthusiasm—as long as it captures and keeps people’s attention.

“It’s hard to capture and keep people’s attention online,” Giroir says. “To keep up with trends, consume content and make note of what you like and what speaks to you.”

A high-performing video is about more than the content. Giroir, McGraw, and Perlman believe video posts should feature an intriguing thumbnail photo that drives people to click, as well as openings that hook the viewer.

“Don’t bury the lede,” Perlman says. “People will leave in the first 15 seconds if you don’t tell them why they should stay. Also, work on the title of your video as well as the content. Because we won’t even open the video unless you entice us.”

As in news stories, include the who, what, when, where, and why in your videos, McGraw adds. “And always have a reason for your videos. Don’t just do something for the sake of doing it.”

One of the best ways to see what works on social media is by posting content and seeing what consumers are drawn to. The people in the video also matter, as videos will perform best when they feature individuals who are comfortable with the process.

“I would never encourage employees to be on video,” Girour says. “If they’re hesitant, I would explain why I’m asking them. If they still don’t want to do it, walk away. You don’t want to film somebody who doesn’t want to be filmed.”

Once you have a good video, use it in several places. Break up videos into shorter segments for various social media platforms, turn them into articles or blog posts, and use the audio for podcasts.

“If you’re going to take the time to create video, maximize the content you create,” Perlman says.

However, videos don’t need to be posted to every platform. Find the right platforms for your brand.

“It’s about brand integrity,” McGraw says. “If you have an older demographic that isn’t on TikTok, why spend your time and energy on a platform that doesn’t make sense for you? Listen to what your members want and what they’re looking for. Keep that in mind, keep your brand integrity intact, and don’t jump into something unless you do your research and know it’s a good idea.”

Perlman adds that not every platform is video-first. LinkedIn, for example, focuses more on meaningful, text-based conversations. So, know where your brand—and your content—fits. 

And when a certain type of content shows value, share that with leadership. 

“If you want a bigger budget, show the value of the video,” McGraw says. “What does it bring in? What’s the engagement? What’s the value? If you can connect those dots, you can get dollars.”