PR Insight: Simple Videos, Powerful Results  

By Anna Stanley

3 minutes

Three steps to easily infuse video into your marketing program

Video has taken the social media world by storm. According to YouTube, the site garners more than 1 billion views per day. Video has proven to be a powerful storytelling tool, helping people and businesses alike connect with their audience in a meaningful way. For credit unions, video provides a compelling channel to tell your unique story, deepen member relationships, forge connections with the community and engage the next generation. 

There is a common misconception that creating a video is a complex, expensive, time-consuming process. This simply isn’t the case, and the following three examples are videos that can be created in less than a day, often a few hours, using simply an iPhone or other mobile device. Integrating video can boost the success of your social media strategy, drive website traffic, improve organic search engine results and boost the success of member outreach campaigns. 

Highlight Videos: Showcasing News, Events and Activities

Credit unions recognize the significance of social media, and in response, a growing majority have established a presence on popular platforms including Facebook, Twitter and LinkedIn to connect with their members. Creating a short video to introduce or preview new content—including new blog entries, press announcements or educational materials for members—is a simple, yet effective way to gain additional visibility and boost social media engagement. Including video as a supplement to other marketing materials helps ensure your messaging resonates with the audience. Additionally, highlight videos showcasing community involvement, volunteer efforts or other events are relatively easy to create and help your credit union stand out in a crowded market. Short videos are easy to consume and quickly grab the viewer’s attention.

Testimonial Videos: Establishing Trust, Building a Connection

At the heart of the credit union movement is the unique relationship between the organization and its members. Video is perhaps one of the most powerful tools for building trust and establishing a genuine connection. One-on-one interviews with the credit union’s executive team, front-line staff and other employees give the organization a personality and highlight shared interests and concerns. These videos should feature what makes your culture unique, what drives your employees and your commitment to your members. Giving your brand a human face is a powerful method to engage current and future members. Likewise, video testimonials from members, key influencers within the community and industry experts are also very compelling. These videos resonate with viewers and are typically shared more on social media than other content.

Promotional, Educational and How-To Videos

Video is extremely beneficial in helping credit unions showcase existing products and services, key member benefits, upcoming promotions and educational resources on pertinent financial management topics. When rolling out a new service, videos provide a way to directly speak to each member, explaining the new tool, the benefits and where they can turn if they need additional help or support. Some credit unions have successfully incorporated video into monthly member updates, highlighting different products or services and providing educational content while generating new interest from members. Providing insightful, educational videos is an easy way to build credibility, establishing your team as trusted source for all of your members’ financial needs.

The challenge for many credit union marketers is cutting through the noise in an era where consumers are inundated with information. Video has proven to be an effective way to develop and deliver content, capture an audience and, in turn, build connections, engaging current and future members. Consistent member communication is crucial to building a loyal member base. Although the channels and methods have evolved, maintaining an open dialogue is key to providing the superior level of service your members expect.

Anna Stanley is an account supervisor at William Mills Agency, the nation's largest independent public relations firm focusing exclusively on the financial services and technology industries. The agency can be followed on Twitter, Facebook, LinkedIn, or its blog.

CUES’ Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month.

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