How to Get More Engagement with Video on Your Membership Website

Video marketing is an essential component of a modern content strategy for any membership website, significantly improving member engagement. Creating a mix of explainer videos, video testimonials, and onboarding guides can provide invaluable information to both prospective and current members. By producing professional-looking club videos and optimising them for SEO, your association can attract a wider audience and better communicate its value in a format that's easy to consume, especially for those on mobile devices.

Did you know that 91% of people have watched a product explainer video before making an online purchase? As so much of commerce has moved online these days, videos have started playing a crucial role in the buying process. They provide the closest equivalent to actually holding an item before buying it, allowing people to see it in action rather than just in glossy product photos. 

 

 

The same principle holds true for something like memberships. A video explaining your membership’s benefits and how to sign up can be a super useful tool. Think of it as the modern replacement for getting to talk to a prospective member face-to-face.

This makes videos an incredibly powerful tool for both social media and SEO purposes, as it can significantly increase time spent on your website. With a fast-growing trend toward mobile browsing, video is also an easy and engaging way for your audience to consume your content without having to read through large blocks of text on a small screen.

So today, let’s discuss the best types of videos to create for your club or association, along with some tips to make those videos as professional and effective as possible. 

Best Types Of Videos For Your Website

Now that we’ve established that videos are a useful tool for engaging your members, let’s look at six key types of videos you should consider creating for your organisation. 

• Explainer Videos: These are perfect for introducing your club or association to potential members, explaining your mission, your activities and highlighting the products and services you offer.

 

• Video Testimonials: Capture authentic stories from your existing members. A short recording of them talking about why they love your club is one of the most powerful forms of social proof you can have.

 

• Onboarding Videos: Create simple, short videos to guide new members. You can show them how to sign up, use your website, access services, or navigate their membership benefits.

 

• Committee Member Introductions: A quick, friendly video interview with a committee member can build trust and make your organisation feel more approachable.

 

• Product Offer Videos: Use video to make a clear product offer or call to action. For example, a video showcasing a new piece of merchandise or promoting an upcoming membership drive.

 

• FAQ Videos: Answer those questions that keep popping up in a video format. It's a quick, easy way to address common inquiries and reduce the workload on your admin team.

 

All of these topics should also be covered in writing on your website and in your emails. However, having them in video format as well is a great idea because a large portion of people prefer watching a video to reading. If you don't have videos, you might miss your chance to engage with this audience and potentially lose their interest.

How To Make Your Videos Look Professional

First off, we aren’t trying to do anything too complicated here, we are talking about stuff that anyone can do with a smartphone and $30 kmart tripod. No one is expecting a masterful cinematic experience from a membership explainer video.

 

 

 

That being said, you need your videos to feel well-made, look nice, and be easy to hear, because you want people to actually stick around and watch them. So to help you out, here is a quick list of equipment that you need.

• Smartphone or Camera
• Tripod: $25 
• Microphone: $50 

That’s all the stuff you need to film all of these videos, though a $30 ring light will also be worth the investment. Obviously, you can spend thousands of dollars on this equipment, but for the amount of videos we are talking about, all you really need is to duck down the road to a Kmart, JB Hi-Fi, or similar and grab a few cheaper ones. 

A quick note on microphones. A lapel mic (which attaches to the person's shirt) is ideal for solo video shoots, while a shotgun mic (which typically sits on the camera/phone) is perfect for capturing groups. 

 

 

Pro tip: check your audio levels if you can. You want your audio to be loud and clear, but not too loud; otherwise, it will be peaking and sound crackly and crappy. It’s much easier to ensure your audio levels are correct during filming than to try to fix them in post.  

Put Your Video In The Right Place

A lot of the videos we have talked about today should live on your website. If someone clicks on the “Membership Benefits” tab of your site, they should see a written description of your member benefits and a video they can watch explaining it all, too. That will allow them to consume that information whichever way they prefer. 

However, you should also think about putting a lot of these videos on YouTube and social media. Using these platforms is a fantastic way to reach a much wider audience, as they can act as powerful discovery channels for new members. Videos on YouTube can also improve your overall SEO, and shareable videos on social media can introduce your club or association to people who may not have found you otherwise.

Editing Your Videos

There are a lot of different video editing software options available, but for something simple and easy to use, I'd recommend considering one of the following:

• Capcut: A highly popular and user-friendly tool, Capcut is great for creating simple, high-quality videos right from your phone. It has a surprising amount of power for a free app, making it perfect for quick, professional-looking content.
• Canva: Canva is famous for its graphic design, but it also has a fantastic, easy-to-use video editor. With thousands of templates and a drag-and-drop interface, it's perfect for beginners who want to create professional videos quickly for social media or their website.
• FlexClip: FlexClip also offers easy-to-use tools for creating captivating and professional-looking content that grabs viewers' attention and encourages interaction. It's perfect for starters, while it also has advanced video editing features like Chroma Key and Reverse Video.

Add Closed Captions

Subtitles and closed captions are a great addition to any video for several reasons. They significantly help with:

• Accessibility: They are crucial for the hearing impaired and are also perfect for viewers in quiet environments, like a library or office, where they can watch your video without disturbing others.
• SEO: Search engines can read the text in your captions, which helps your video rank higher in search results.

Platforms like YouTube can auto-generate captions for you, and then you can easily edit them to correct any issues. It's a simple step that makes your videos more accessible and engaging for everyone.

More Video Tips 

Now that we’ve covered some of the videos you should make and how they can help your organisation, you may be looking for some more tips on making your videos as great as they can possibly be. 

Well, if you're looking for how AI can help with this, check out How AI Can Help Your Club or Association - AI-Assisted Videos.

For more tips on editing your videos, check out 3 Basic Editing Tips To Make Your Club’s Videos Amazing.