It is no mystery that digital media is becoming more popular today, and society is more drawn to marketing a brand through video. According to Craig Broadbent, Director of Web Solutions and Client Engagement at AH, in his recent article, “Making Movie Magic Should be Top of Mind for Your Non- Profit," web video has exploded in recent years and its growth is expected to compound over the next few years. He stated in his article that projections from the Cisco Visual Networking Index 2014 include the expectation that “video is to account for about 84 percent of all U.S. Internet traffic in four years, up from its current 78 percent.”
At AH, the digital media team brings the capability to incorporate the rising digital industry into client partners’ campaigns. The team also uses their digital capabilities as a way to provide more information about tips, tidbits, and trends in the association world to client partners — in a new Vlog series — as a more engaging way to provide this content to client partners.
A Vlog is a blog that is produced in video form, and topics of produced blogs include “Tips to Improve Your Conference Marketing,” “Trends Wall,” “Keep Your Members Engaged this Summer,” and many more. At its launch, the Vlog series was a hit and produced an enormous increase in views for AH's blog. According to the metrics AH examined, Vlogs received 190 percent more views than a majority of blogs, case studies, articles, press releases, and more combined.
Of all the Vlog’s created, the one that produced the highest range of views was, “Hit a Home Run With Your Next Online Video,” starring Senior Digital Media Specialist, Ally Clark. Clark discusses nine important tips that every online video should have, while integrating the theme of baseball in it to keep the audience engaged. A few tips that Clark discusses include having a plan, knowing your audience, telling a story, keeping it relevant, and many more. The video received 204 views over a one-month span, which is an average of seven views per day. On average, other blogs receive two views per day over a one-month span. The unique theme that was created for this video drew the audience in.
"Vlogs are an entertaining way to communicate tips and advice on specific topics,” says Clark. “Adding a theme to your Vlog can draw your viewer in and help make it relevant and useful to a broader audience."
Overall, Clark’s Vlog established a huge percentage in audience engagement and solidified that AH's Vlog series is becoming an immense success. In viewing the Vlog, client partners are not only accessing great tips and tidbits for use in their own association, they also get to see the capability the digital team has to make content interesting and engaging — no matter what it is.
