06/15/2021

Tech Memo:

Prepare for your close-up

Video is a content form that delivers a lot of information—and emotion—in a small package. Associations are built around human connections and networking, and now, in a predominantly virtual environment, video has emerged as an important tool for connecting with members in the absence of face-to-face interaction.

“We’re in a world where people don’t trust brands and institutions the way they used to,” said Michael Hoffman, CEO of the video platform Gather Voices. “We rely too much on brand communication, and we need to make members the hero of the story.”

A year of remote work, facilitated by video meetings and other virtual communication tools, has made many people more comfortable on camera. They’ve also become more accustomed to watching videos—in everyday life, on many platforms—that have a great story but not necessarily great production value. Video used to mean professionals, productions costs, vendors, experts, editors—the works. No more.

Please select this link to read the complete article from Associations Now.