How to Win at Chamber Videos

Most marketers would agree video is a hot trend that isn’t going away. In fact, according to a 2024 survey done by Wyzowl, 88% of marketers say video is an important part of their marketing strategy. But video creation takes some getting used to. It can feel overwhelming and just another thing to learn. We'll help you get over that with useful tips and examples of what your chamber peers are doing.

How Should I Use Video at My Chamber?

There are many reasons to create video. People under the age of 25 seem to spend more time watching videos than watching TV these days. Just like with your written content, there are three main reasons to use video—to entertain, educate, and inspire.

According to the popular video site Wistia, 52% of their clients use it to educate their customers. Words are terrific but it’s much easier for some people to replicate an action by seeing someone else do it than it is for them to follow written directions. That’s why video is a popular educational format.

While education is a good usage of video, don’t forget the inspiration and entertainment value as well, especially if you’re involved in tourism. There are a lot of gorgeous chamber videos that serve as excellent introductions to your area. They’re ideal for tourism as well as relocation.

Benefits to Creating Video

There are many pros to creating video content for your members and larger audience including:

Increased Engagement
Videos are inherently more engaging than text or static images. (It hurts me to write this.) People are drawn to moving visuals and sound, which can hold their attention for longer periods. That means a better chance of your chamber’s message being heard and understood.

Improved Brand Storytelling
Videos tell your chamber story in a compelling way. Showcase your area, events, programs, and members. Introduce your team and connect with your audience on a deeper level.

Boosted Conversions
Videos significantly increase conversion rates because they effectively communicate the value proposition of your chamber or area. Video builds trust with potential members and visitors. Even with all the photoshopping and video editing out there, people tend to believe what they see.

Enhanced SEO
Search engines, like Google, favor websites with video content. (Remember too that Google owns YouTube.) Including videos on your chamber website can improve your search ranking.

Accessibility
Videos are a great way to reach a wider audience, including people who may not be able to read text easily, or those who prefer to consume information visually.

Memorable Content
Videos are more memorable than other forms of content. People are more likely to remember what they see and hear, compared to what they just read.

Versatility
Videos can be used in a variety of ways including on your website, social media platforms, email marketing campaigns, and even paid advertising.

Emotional Connection
Videos can evoke emotions in viewers, which can be a powerful marketing tool. By creating videos that appeal to your audience's emotions, you can build a stronger connection with them.

Transparency and Trust
By showing the faces behind your chamber, you can create a more transparent and relatable brand.

Overcoming the Hang-ups to Video Creation

While most people agree video is very effective at increasing engagement, some still shy away from it. If you’re one of those people, you might be struggling with:

A dislike of the camera. No one likes the way they look or sound on camera. Not all of us are photogenic (but there’s likely a video out there to help, I'm sure) and you can read these tips as well.

Fear of public speaking/self-consciousness. Being in front of a camera can feel like being on display for the world, and again, you might worry about how you look, sound, or come across.

Lack of confidence or experience. Some people feel they lack the skills or experience necessary to create a good video. You might worry about technical aspects like recording, editing, or scripting. It’s a lot easier than you might think. Picking up your phone and being “real” on camera trumps a scripted, produced piece any day when the goal is to relate with your audience.

Perfectionism. The pressure to create a polished, perfect video can be paralyzing. Don’t spend too much time worrying about minor details or you’ll never get it done.

Time Commitment. Many people put off doing video because they think it takes a ton of time. While shooting a video can be time consuming, it’s likely the other components like planning, scripting, adding special effects, and editing that seem daunting. You might not feel you have the time to invest in video content production. Again, pick up your phone for some of your videos. There’s a place for a produced piece (like a Visit Our Town video promo for a tourism conference or show). But there are also many times a short clip, Reel, or TikTok gets it done.

Imposter Syndrome. Some chamber pros feel like they don't have anything valuable to say or that their message won't resonate with viewers. Don’t let this be a major roadblock to putting yourself out there. Some of the videos that resonate the most are simply shot on location visiting members and marveling over their products and services.

Technophobia. The technology itself can be intimidating, especially if you’re not comfortable with cameras, editing software, or online platforms. If that’s the case, leave the big production value to the professionals, and work with Reels and TikTok. Those platforms are made for quick use and have a small learning curve.

Cost Concerns. Again, you don’t need to hire professionals or buy editing software. Use what’s in your pocket. If you must create a professional video, consider working with a member as part of a sponsorship or check with the local college or high school to find out what AV resources they may have.

It's important to remember that creating videos doesn't have to be a daunting task. You can:

Start small and focus on “realness” over perfection.

Use a script or talking points for guidance if you keep getting hung up on what to say.

Practice beforehand to build confidence. Save some of your b-reels for a blooper roll.

Enlist friends, colleagues, or professionals for help.

Look for what you like and imitate it.

Use readily available video editing tools on phones or computers. Don’t feel like you must purchase a production studios’ worth of equipment.

The engagement benefits of chamber video content outweigh the initial discomfort. By overcoming the hurdles, you can reap the rewards of a more engaging and effective member marketing strategy. So just dive in and start playing. Learn it the way children learn--through play. It will be much more enjoyable if you're open to the experimentation behind video.

After you create a video and get it out there, you’ll want to measure how it’s doing. Which brings us to…

Is My Chamber Video Great or What?

Some chamber pros get discouraged when they dive into the analytics of their videos. One of the main analytics (besides views and interactions) you’ll want to keep an eye on is drop rate. It is easy to get concerned when you see a high drop rate—people who don’t watch all the way through. But 54% is considered a good number. Some viewers are simply swipe happy. If you’re consistently getting around 54% of people making it to the end of your videos, you’re doing well.

Types of Chamber Videos with Examples

Curious what your peers are doing with video? Here are a few terrific examples.

The Website Header Video

Notice how Eagle Mountain tied in their “We’re just getting started” to an expansive pan out or opportunity. Or how about some of this delicious eye candy.

Promotion and Member Showcase

Here’s a fun video that promotes a special day and highlights the people in the community.

Educational Video

This is a great animated explanatory video about the chamber of commerce from the Southport Oak Island Area Chamber.

Testimonials

This testimonial is produced by the member so there’s high production value here.

Podcasts
Sometimes a video isn’t just a video. It’s a podcast too. Take a look at this one where Lester Lumbad, founder of the Southern Nevada Veterans Chamber of Commerce talks to The Edge. Guest videos help you promote your efforts to new audiences.