As an example, in my full-time job as a media relations manager, I was charged with creating a holiday video with our deputy surgeon general, who doubles as the chief of the Air Force Nurse Corps. The video was meant to be a thank-you message to the Air Force Nurse Corps.

I was given creative freedom to make whatever video I wanted to (within reason), but the one instruction I got is that it couldn't be boring. I did a little brainstorming and googling, and settled on a script. I changed the words to "A Visit from St. Nicholas" (more commonly known as "The Night Before Christmas") and replaced some of the words with nursing terminology.

For the video, I scavenged our office for some holiday decorations that I could use as background props. The deputy surgeon general and her enlisted counterpart sat in large chairs while wearing elf hats and gleefully read the scripts, which they hid behind opened hardbound books. I filmed the video on my cell phone and edited it on my computer, and it was loaded onto our social media sites later that day.

The video was easy to make and didn't cost my employer any more than paying me my usual salary. It reached 11,270 people and got 5,700 views, and ended up being one of our most-viewed videos on Facebook. The video was relatable, funny, creative and a great way for senior leaders to say thank you to the nurse corps.

So, how can your credit union or organization use video to your advantage? First off, you don't need years of video production experience to make a decent video. If you have a smartphone, you've basically got it covered, and YouTube can teach you how to do almost anything (if you don't get caught up in funny cat videos).

Videos can be used to convey a variety of messages. Decide what your intention is for the message. Here are some potential ideas:

• Inform members about new products and services
• Inform members about changes, including a new branch opening, new hours of operation, etc.
• Provide members with financial education
• Humor and engagement. I follow a police department in Florida because it posts hilarious photos and videos of their officers at work. I've never lived in Florida and have no connection to the state, but when a video they made went viral, I started following them and still do! The more engaging and relatable content you post, the more people will follow you, which creates an opportunity to increase your member base.
• Messages from leadership. Sometimes your members want to hear from the president/CEO, especially if huge changes are happening.
• Inform members and the community about community activities, etc.

How to Make a Cell Phone Video 101

• Brevity is key! I think brevity should always be at the forefront of any video. In assessing YouTube analytics for my full-time job, I noticed most people stop watching between 30 seconds and a minute. Personally, I always try to aim for 30 seconds or less.
• Use the rule of thirds when creating a video (if you don't know what that is, Google it).
• Film within six feet of the person you're filming so the audio is clear. There's nothing worse than watching a video where the person sounds hollow and the audio is poor.
• Make sure the camera is focused on the person you're filming and not on the background.
• Keep your phone steady. You don't want to give people motion sickness while watching your video. If possible, use a tripod or prop your camera on something that will keep it steady.
• Light your video. To avoid grainy looking videos, make sure there is sufficient light. If possible, have the light shining on the object or person you're filming. If you're near a window, have the person position themselves facing the window, and use the sun as your light source.
• Adjust the exposure to accommodate lighting. I have an iPhone, and if I hold down on the object I'm filming for a few seconds, I'm able to adjust the exposure. Check this feature out if you need to adjust the brightness.
• Film horizontally. I find videos generally look better when filmed horizontally versus vertically.
• If you're going to be on camera, practice in the mirror or film yourself in advance to see how you sound and look. No one wants to watch a video with someone who has no energy. Snooze fest!

When you're done, it's time to edit your video. This could be as simple as trimming the beginning and end of the video. I use Adobe Premiere Pro. For beginners, I suggest iMovie or downloading a video-editing app to your smartphone. A simple Google search will reveal tons of options.

Happy filming!

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