On the latest episode of The A100, OnWrd & UpWrd co-hosts Colleen Gallagher and Christine Stay talk all things video with Jim Wacksman of Association Studios. 

“Video truly is king. It’s multi-sensory, it’s very cost effective. It’s just important for any organization,” Jim shares.

The conversation centers on how much change has taken place in this space over the last decade as well as how associations can use video to communicate with their members, to market their events, to advocate for their key issues, to onboard their staff and so much more. Jim says he’s seeing an increase in the use of short-form video outside of the typical use cases for member stories or onboarding and other internal staff uses.

We talk about the typical mistakes associations make with video like trying to cram too much into one video or not understanding why you want a video to be a certain length.

Jim shares video success stories from associations highlighting one large expo that leveraged industry podcasters with strong followings. They produced videos with the various podcasters to help promote the show and in turn gave them their own podcast pavilions to record live from the show. Voices and messages were amplified all around, creating a win-win for everyone. 

When it comes to videos for driving member engagement, Jim hits the nail on the head saying, “Nothing speaks to a member like a member.”

The conversation wraps with a focus on integrating AI into your video process. The advice: remember to have fun with it and embrace change to stay on top of emerging trends.  

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