If there is anything 2020 has taught us, it’s how important personal interaction is and how much we all need it. However, right now is not the time that we can get up close and face-to-face. COVID continues our need to be socially distant. At the same time, it has shown us alternative video interaction is an efficient use of time and does continue to contribute to growing personal relationships with others.
Unlike phone calls, texts, emails, and snail mail, video obviously allows you to interact visually, but the value it brings is what has surprised us all. You can engage with a person on a video call in ways that you can’t during other forms of communication. It’s reassuring to see a person’s face providing you with helpful information and it shows them listening and connecting with you.
Serving a credit union member with video is huge — especially if they are stressed about their current situation. Your credit union can visually show empathy while addressing the member’s needs. The member sees this empathy and effort to resolve their situation and as a result reaffirms their trust and loyalty in your credit union.
There’s something about being able to look someone in the eye that builds connection and enhances the bond. Everybody wants to do business with people they trust and looking them in the eye helps achieve this goal.
Another reason to use video: Millennials and Gen Z use this medium as their primary mode of communication. These two demographics have grown up with video thanks to the smartphone, YouTube, and video-based apps like TikTok, SnapChat, and Instagram. Video comes natural to them.
If your credit union is looking to attract Millennials and Gen Z, make sure you are integrating this form of communication within your channels. They will thank you for it and you will reap the rewards.
Something else to consider when using video to communicate with your members: visual learning. A majority of us are visual learners — thanks to YouTube. In fact, “how to” videos are some of the most popular forms of videos on YouTube.
Everybody wants to learn something or fix something, so “how to” videos are ideal communication pieces in this area. Start producing, posting, and promoting free “how to” videos on a myriad of financial topics like:
- How to Finance Your Home
- How to Use our Bill Pay Service
- How to Apply for a Home Loan
- How to Improve Your Credit
- How to Save for a Home
- How to Choose a Mortgage Lender
This list could go on forever, but you get the picture. These “how to” videos are teaching moments for your members that prompt them to look to your credit union as a financial resource and thought leader.
Another reason to use video (and there are many more), is for member feedback or testimonials on camera. Anytime you can get a genuine, objective member success story from a member, that is marketing gold. These messages are highly relatable, as they come from a peer position.
Video captures the emotion, whether its joy or pain, and immediately connects other members who may be experiencing a similar situation. It sends the message to the member that if your credit union can help these members, they can help them too. It shows emotion and makes the experience real.
Those are just a few reasons why you should participate in video:
- Connect with younger generations
COVID launched us into a new era of video calls that we didn’t expect and because of it, everyone has learned not only the necessity of using them, but the major benefits behind them. This will be one of many learned behaviors that is here to stay long past 2020 and we encourage you to find unique ways to make video a part of your member’s mortgage experience today.