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news.cuna.org/articles/109863-video-can-be-a-powerful-tool-for-cus
Video Can Be A Powerful Tool for CUs

Video Can Be A Powerful Tool

Consumers want video content and it's an effective communication vehicle.

March 22, 2016

Video is a powerful way to drive marketing results, said brand and digital consultant Stephanie Carls, founder of My Savvy Life.

The play button is the most compelling call-to-action on the Web. Video is what consumers want, Carls told credit union marketers during a breakout session at CUNA Marketing & Business Development Council Conference on Monday.

“Video is too big to ignore,” Carls said. By 2017, 74% of all Internet traffic will be video.

Video improves your Google search rankings, conversion probability, and keeps people on your website longer. Video marketing is a must for credit unions.

Video is the most effective vehicle to communicate information, Carls said, because the form:

  • Creates digital interaction;
  • Engages at a deep emotional level; and
  • Allows viewers to internalize the message once a connection is achieved.

Think about the posts that snag your attention when you’re scrolling through your Facebook feed, Carls said. Those posts are likely photos or video.

“Everything is turning into photos and videos because of our short attention spans right now,” Carls said. “You have to be able to get attention and keep it.”

To get started with creating videos, Carls advised credit unions ask:

  • What do you have expertise in?
  • What do your customers have passion about?
  • What’s in-demand and also underserved?

From that point, she said, find themes and develop strategies around the answers.

Other video tips from Carls included:

  • “Just get started." Video marketing has never been as easy as it is today. “You have the power to do it right in your pocket,” she said, referencing high-quality cellphone cameras.
  • Use analytics to find out what works and what doesn’t. Video gives you ability to track engagement and audience retention. “The more videos you make the better you will get at it” and the more data you will acquire to refine your approach, Carls said.
  • Use video to allow your members to tell your story for you. It's more effective. “You’re passionate about what you do, but they're going to be more passionate about what you have done for their life and their family,” Carls said.
  • Be authentic as you can. Don’t create overly-produced videos and don’t use green screens. “Everybody is looking for a very authentic feel and green screens are never authentic,” Carls said. “Just don’t do that.”
  • Keep your videos short. Your videos should be no more than two to five minutes or you will “start losing people,” she said.
  • Be part of the community on video sharing sites such as YouTube. That means leaving comments on. “Yes, there are tolls,” she said, but leaving it open allows you to create a community that can be a great resource. “Play along and enjoy.”