Acronym

In the "Anatomy of a Video" session on Wednesday at the Technology Conference & Expo, Michael Hoffman of See3 Communications (@michael_hoffman) offered some excellent advice for associations about how they can use video. He came back to one message over and over again: emotional connection.

"Video is really good at creating a feeling that becomes the emotional foundation for making decisions," he said.

He said this helps in making the decisions about what messages should be conveyed with video and what messages are better conveyed with text or images. I think shiny-toy syndrome leads a lot of associations to skip over those decisions. Remembering the emotional connection part can help you focus.

He shared two examples of association videos that make an emotional connection and leave the long lists of details and background info elsewhere. The first one, with testimonials about a certification at the Information Systems Audit and Control Association, is embedded; the other, a personalized member-recruitment video from the American College of Physicians, isn't embeddable, so click it to check it out.