Video Climbing Even Higher

eMarketer estimates that online video advertisement spending grew 48% to $1.5 billion in 2010 and will hit $5.5 billion by 2014. About a third of online retailers offer video on their sites, according to Vovici Corp. Focus your message, your story, on your particular audience. Relevance cuts right through all that background noise.

Facebook has become the third most popular video viewing destination online. Nielsen reports online video viewing on social sites was up 98% in 2009. Videos viewed on Facebook was up 1800% in 2010. Add video to your social media routine, even if it’s just a regular face-to-face update for members.

Hey, people get camera-shy sometimes. Consult with your HR and marketing team. Figure out a video policy that works for your credit union so everyone is on the same page.

Did You See That Video?


...with the kid after visiting the dentist…

...where the soldier comes home to his dog…

...where the deaf girl hears for the first time…


We’ve all had that experience, where we want to share what we just saw with our friends. What spurs that urge? It’s a touch of reality. A dash of authenticity. The storyful moment captured.

65% of online video views were streamed between 9 a.m. and 5 p.m., Monday through Friday, making this video primetime due to the faster Internet connections available at work, reported Nielsen Online. If this is your audience, make sure your video is safe-for-work. (You don’t want to get your viewer in trouble with the boss.) Also keep your video very short so your viewer gets the gist quickly.

According to crowd-funding website Kickstarter, projects with video pitches are 90% more successful than those without. The reason? “Audiences respond to passion, sincerity, and an ability to execute. They want to see that in your video.” Whether it’s pitching a project or delivering a promise for your brand, audiences know when you’re true to yourself. You don’t need a high-gloss production if the storyful moment feels authentic and real. In fact, many big-budget campaigns try to look a little more plain, just to feel more homemade.

It's Happening Now


These days it’s very easy to get started. With just a cameraphone and a keen eye, you can capture a storyful moment as it happens and share it just as quickly. Here are some juicy statistics and tips to keep in mind as you start snapping videos.


In 2008 alone, 80 percent of U.S. Internet users watched five hours of video, an average duration of 3.2 minutes per video, according to comScore. But the secret to keeping a viewer’s attention is hooking them  the first ten seconds. It helps to have a video shown in a relevant context, such as a like-minded blog. With viewers already in a receptive state of mind, your video has much more impact. When your video is part of a series, you start building anticipation for each installment.

The Emotional Impact of Video

Laugh or cry, shock or pride, nothing beats video for 
emotional impact

A good video captures a singular moment, a “storyful” moment, that begs to be shared. Video can be experimental, immersive and flavorful.

But is it really right for credit unions? Video is more accessible than ever. The average Joe can record more, do it more frequently, and get more use of existing videos all without breaking the budget. When you host videos on your website – or on a hosting site like YouTube and Vimeo – you effectively have your own video channel to tell your credit union’s story! It doesn’t end there either. When you have video assets, you can run them on a loop in your branches. When you combine that with a well-trained staff and useful collaterals, you have a complete campaign right there! You can even get super-localized with your videos, playing certain ones in certain branches based on your demographic research in that area. Heck, you can even play videos on ATMs.

Even with all these options, the question remains: Is video right for credit unions? Spoiler alert: Yup. You just have to find your storyful moment. It’s a story, scene or scenario that captures attention and embodies what it
means to be a part of your credit union.