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A Victory in Video: 8 Key Questions for Success

imagesWith the advent of YouTube, there are videos online providing how-to instructions for almost any task from making cakes to opening bank accounts. In tune with this trend, some associations have started using video to provide members with basic instructions on how to access important member benefits. Our client the National Association of State Boards of Accountancy is a case in point.  Before NASBA began using Fonteva For Associations, it was difficult for its members to apply for services and pay for them. With the introduction of its member portal, NASBA members can self-serve. The association’s member portal allows members to register for events, renew memberships, track donations and review committee activities. All of this is great only if members take advantage of the portal. To promote its capabilities, NASBA created a short, four-minute video highlighting the portal’s main features and providing basic instructions on how to log-in and get started with using the portal. We like this video because it’s brief but informative. The ability to provide members with community and increased efficiency is one of the most sought after features of Fonteva For Associations. However, even the best technology doesn’t fully benefit your association and its members if you take a build-it-and-they-will-come approach to implementing it. Used effectively, video is one tool available to you for promoting online access to your association’s products and services. Here are eight key questions to ask before making your video:
  1. What do you want to happen when people finish watching your video?
  2. What does this audience care about and how does your product or service relate to those concerns?
  3. What specific problem am I trying to solve, and how do I communicate the solution to that problem?
  4. How are you going to get people to watch your video?
  5. What is the idea/concept for this video?
  6. What are the details that need to be included in the video?
  7. How long do you need to get to the point of your video?
  8. Whose input/perspective would really be of value in the planning process?
These questions focus primarily on developing content for effective videos. Certainly, you’ll have to address production and budgetary concerns as well, but as NASBA discovered, video can definitely be worth the investment if it helps you score big with members. Source: “Video Pre-Production Planning Checklist: 11Steps to a Successful Project” www.onemarketmedia.com
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