Video content has always been a powerful tool for engaging audiences and conveying complex messages. However, for many associations, the resource-intensive nature of traditional video production has been a significant barrier to entry. AI-powered video tools are changing this, reducing the cost and time involved in video production, and, in turn, transforming the way associations approach their marketing strategies.
Video content is no longer an add-on to your marketing toolkit, but rather an essential component. With attention spans shrinking and competition for eyeballs intensifying, video offers a dynamic and engaging way to cut through the noise and capture an audience. But creating high-quality video content has historically required specialized skills, expensive equipment, and significant time investments – resources that many associations find challenging to allocate.
This is where AI is changing the game. Using advanced algorithms and machine learning, AI-powered video tools make it possible for marketers to create professional-looking videos quickly and cost-effectively. Further, beyond simplifying the video creation process, they’re opening up new possibilities for personalization, scaling, and experimentation that were previously out of reach for many organizations.
Let's dive into some of the leading AI-powered video tools that are reshaping the digital marketing landscape for associations:
HeyGen excels at creating talking head videos with virtual avatars, making it an ideal tool for producing personalized welcome messages for new association members. Imagine being able to greet each new member by name with a custom video that introduces your association's key benefits and services.
Key features:
Use case: Creating personalized member onboarding videos
Runway's recently released Gen-3 model takes AI-powered video creation to new heights. It's perfect for creating dynamic event teasers or highlight reels, allowing you to visualize key themes from your upcoming conference or showcase moments from past events with unprecedented realism and creativity.
Key features:
Use case: Generating event highlight reels
Munch is a fantastic tool for associations looking to maximize their content's reach. You can use it to automatically create short, engaging clips from your longer webinars or conference presentations, perfect for sharing on social media platforms.
Key features:
Use case: Repurposing webinar content for social media
Gather Voices stands out as a video tool built specifically for associations, leveraging AI to streamline video creation and management. It offers AI-generated video summaries, transcription, background removal, and noise reduction. The platform integrates with Canva for AI-enhanced design and is developing a "Shorts Creator" for automatic video clip generation. Future plans include AI-driven social media content creation from videos. These features make Gather Voices a comprehensive solution for associations looking to maximize their video ma rketing impact.
Key features:
Use case: Collecting and leveraging member testimonials
Synthesia is perfect for associations with an international membership. Use it to create training videos or announcements that can be easily translated into multiple languages, ensuring all your members have access to important information.
Key features:
Use case: Creating multilingual training videos
Having explored some of the leading AI-powered video tools, let's now dive into specific applications that can transform your association's marketing efforts:
AI-powered video tools can transform how you promote your events. Using platforms like Runway’s Gen-3 or Gather Voices, you can create visually stunning teasers that capture the essence of your upcoming conferences, webinars, or workshops. With Gather Voices, you could even incorporate authentic member testimonials from previous events to build excitement. These tools allow you to generate dynamic visuals that represent your event's themes, potentially featuring AI-generated representations of keynote speakers or key discussion topics.
Complex concepts or new member benefits can be challenging to communicate effectively. AI video tools like HeyGen or Synthesia enable you to create engaging explainer videos quickly and easily. You can use AI avatars to present information in a clear, concise manner, making it easier for members to understand and appreciate the value your association provides.
Consistent, high-quality social media content is crucial for associations to stay relevant and connected to members. Tools like Munch and Gather Voices can help you repurpose existing long-form content into bite-sized videos perfect for platforms like Instagram, Twitter, or LinkedIn. This allows you to maintain a strong social media presence without constantly creating new content from scratch.
First impressions matter, and AI-powered video tools can help you make a great one. Using platforms like HeyGen or Synthesia, you can create personalized welcome videos for new members. These videos can address members by name, introduce key association benefits, and provide a warm, personal touch at scale – something that would be incredibly time-consuming to do manually.
Many associations’ key offerings include educational content and/or professional development courses, so AI video tools can be a game-changer. You can use tools like Runway or Synthesia to create engaging preview videos for your courses or training modules. These previews can give potential participants a taste of what they'll learn, increasing enrollment rates and member engagement.
While AI-powered video tools offer exciting possibilities, using them strategically can ensure authenticity is maintained their impact is maximized. Here are some best practices for associations looking to incorporate these tools into their marketing efforts:
To ensure that your investment in AI-powered video tools is paying off, there’s great value in tracking key metrics and measuring your return on investment:
Consistently tracking these metrics, associations can refine their use of AI video tools and demonstrate their value to stakeholders within your association.
By dramatically reducing the barriers to video content creation, AI-powered video tools enable associations to produce more engaging, personalized, and effective marketing materials than ever before. It’s important to remember that AI is a tool, not a replacement for human creativity and strategic thinking. The most successful associations will be those that find the right balance between synchronizing AI capabilities and maintaining the human touch that is so crucial in member engagement.
As you explore the world of AI-powered video marketing, keep these key points in mind:
By embracing AI-powered video tools thoughtfully and strategically, your association can adapt to the present and prepare for the future, creating more engaging content, reaching a wider audience, and ultimately providing greater value to your members.
Looking to go beyond video tools? Learn how to use AI across all your association marketing efforts in the latest release of Ascend 2nd Edition !