I like to watch Tara Hunt’s Truly Social series on YouTube. She did an episode on 5 Types of YouTube Videos Brands Should Make. It gave me pause.
One of my ongoing responsibilities here at AMPED Association Management is to produce regular publications for some of our clients. When a new issue is dropped, we announce it, with content highlights, across our various social channels, including Facebook, Twitter, Instagram, LinkedIn and the client’s online community.
These promotional announcements used to be text-only, and perhaps a little text-heavy. We’ve begun including an image, often of a staff member reading or presenting the new issue. We try to make sure the image is fun and engaging, and helps to put a personal face on the client association. Sometimes, we do video announcements that similarly feature a staff member presenting the publication and running through content highlights. Organic and engaging? Yes! But, the ideas in Tara’s video up the entertainment value and do so while keeping the process easy and the tone light. After watching the video, I have been thinking about different ways to apply many of these formats to benefit our clients.
One of Tara’s suggested format types, “Hauls,” reminded me of the “What’s in your bag” feature I sometimes see in magazines, where they lay out what a certain socialite is supposedly carrying around in her tote bag. I thought this might make a fun publication announcement:
The bottom line is that we want to provide content that members will find valuable, and that will cement our client’s position as an important source of information for their members. And, we want members to find our social presence entertaining. If your content is entertaining, your audience will like it, comment on it and share it. Their connections will then see it. And, they’ll all find themselves compelled to return later to see what’s new, building their personal connection to your association.
I look forward to the day when a member lets us know that they look forward to an upcoming magazine issue with anticipation, excited to see how we announce its release.