Associations Must Begin Including Short-Form Videos In Their Marketing Plans

TikTok has revolutionized the way consumers engage with social media, and association marketing teams are looking to dive head-first into this growing medium. Short-form video content can help them reach a larger audience across demographics, and there are several styles of content that match the marketing goals of trade associations. Behind-the-scenes videos take a proactive approach to transparency and pull back the curtain for those curious about their association’s inner workings. Market research shows that modern consumers value authenticity in a brand above all else, and if members feel that their association is not being authentic to its mission, the organization will struggle to retain and recruit new members. Short-form videos can be used as a recruitment tool to reach potential Gen-Z and Millennial members, demystify potential avenues of employment, and provide advice on how to succeed in training programs. It can also serve as a first stop for consumers looking for help with an issue, helping associations and companies establish themselves as reputable sources of information. Associations must begin including short-form videos in their marketing plans now or risk becoming irrelevant as social media continues to play a significant role in marketing to future generations.