For decades, associations have viewed video as a costly, high-production endeavor—great for galas or polished promos, but too expensive, too slow, and too complex for everyday engagement. That model no longer holds.

In this session, we’ll reveal how video has evolved from a one-size-fits-all media format into a strategic spectrum of tools and tactics—from quick member-generated clips to templated explainers, campaign videos, and real-time event content. Association executives will discover how modern tools make it possible to create more video with fewer resources, faster production cycles, and better alignment with organizational goals.

You’ll leave with a framework for turning video from a cost center into a strategic driver of member engagement, recruitment, retention, and advocacy—with clear next steps, example workflows, and inspiring stories from peers who have made the shift.

Core aspects to be explored:

Mindset Shift: From one-format video to a dynamic, multi-purpose content stream.
Technology Enablement: Why modern platforms (like Gather Voices) change the game.
Operational Agility: How associations can cut turnaround time from weeks to hours.
Strategic Alignment: Making video measurable, relevant, and goal-driven.
Case Studies: European or international association examples to increase relatability.

By the end of this session, participants will be able to:

Understand the “Video Spectrum” and how to match different video types to strategic objectives.
Identify barriers to video scalability and learn how to overcome them using modern tools and workflows.
Build a lightweight video strategy tied to KPIs like member engagement, event attendance, and content reach.
Evaluate ROI and cost efficiency of video across various formats—professional, semi-produced, and user-generated.
Create a practical roadmap for integrating scalable, sustainable video into their organization’s communications mix.

28. Your Video Strategy Is Broken—Here’s What to Do Instead

Speakers

Joel Resnik