Like it or leave it, short-form video has emerged as one of the most powerful tools to engage your audience and share your chamber’s unique story. From member highlights and event promotions to advocacy updates and community spotlights to just plain fun, video content can make your chamber stand out while building stronger connections with your members and local businesses.
Here’s why you should be doing it, how to get started, and ways to elevate your storytelling game.
Why Short-Form Video in Your Chamber?
Short-form video, which typically refers to video under 60 seconds, has taken platforms like Instagram Reels, TikTok, and YouTube Shorts by storm. With high engagement rates and wide reach, this format is perfect for grabbing attention quickly and leaving a lasting impact.
For chamber pros, these videos can humanize your organization, promote events, showcase member stories, and highlight local successes in a memorable way. And it helps you reach a younger demographic. Plus, nothing tells a story quite the same way that visuals do. <Ignore the writer crying in the corner.> Video is also widely accessible and something people can enjoy when they only have a moment or two.
Best Practices for Effective Video Storytelling
First, short video does not have to be a formal undertaking with a videographer and sound stage. Quite the opposite. Instead, it can be creative, energetic, and impromptu. However, even though the production value on your phone is fine, you still need to think about your chamber marketing strategy when creating it.
Good video is:
Authentic and Relatable
Your audience values authenticity. Share genuine moments, such as behind-the-scenes glimpses of event preparation or spontaneous member shout-outs. Real, unscripted content often resonates more than polished, overly-produced videos.
Okay, this first one from the Greater Gainesville Chamber of Commerce is technically not a short, but it contains that same upbeat approach that will keep viewers around.
https://www.youtube.com/watch?v=2unB7usHAtU
Focused on a Single Message
They call these shorts for a reason. Keep your videos concise with a clear, singular takeaway. Whether it’s announcing an upcoming event, highlighting a member’s success story, showing off your new ribbon-cutting dance, or offering a quick business tip, simplicity helps viewers retain the message.
The Willow Springs Chamber of Commerce created this short for its Bear City Ball. It has a focused message about attendance but contains everything you need to know about the event, including what to wear. Bonus for the peppy soundtrack.
Intriguing
Your hook is the most important part of your video. You need to capture attention in the first 3-5 seconds. Use visually interesting content, a surprising statement, or a question to hook viewers right away.
Essential Tips for Creating High-Quality Videos
No one needs a studio for a memorable chamber short video, but you do need to:
Prioritize Quality Audio
Audio quality can make or break a video. It’s one of the top reasons people swipe past your content. Use an external microphone when possible to ensure clear sound. Even affordable clip-on mics can significantly improve the professional feel of your content. No one wants to listen to the wind.
Clean Your Camera Lens
It sounds simple, but a smudge on your phone’s camera can blur your entire video. Wipe your lens with a clean, soft cloth before recording to keep footage clear and sharp.
Think About Lighting
For the love of video, please don’t sit in front of an open window with the sun on your back. Backlighting is best for whistleblowers and people on the lam.
Go Vertical
With most platforms favoring vertical video (9:16 aspect ratio), record content in a vertical orientation to optimize for mobile viewing.
Utilize Templates
Leverage in-app templates available on Instagram Reels or TikTok. These pre-set templates can guide you through creating content with smooth transitions and pacing, even if you’re a beginner.
Apply Trending Audio
Using popular, trending audio tracks can boost your video’s discoverability. Be sure to choose audio that aligns with your video’s tone and message. And listen to the whole clip, not just the initial beat. There are some clips with words your grandmother probably doesn’t care to hear. And those songs probably don’t align with the chamber’s mission and vision, even if your grandmother doesn’t care.
Use Captions
Add captions to ensure your message is even delivered to those who are watching with sound down. Most platforms offer auto-captioning features, or you can add them manually for more accuracy.
Tell a Story
In short-form content for business, storytelling is key. Use a structure with a beginning, middle, and end to provide context, build interest, and deliver a satisfying conclusion. For example, “Meet Sarah, owner of [Local Business]. Here’s how she leveraged our chamber’s resources to expand her business.”
Highlight Your Community
Feature members, local events, and behind-the-scenes clips that emphasize your chamber’s role in the community. Showcasing real faces and voices can foster stronger emotional connections.
Stay Consistent
Posting consistently helps maintain audience engagement. Aim for a regular schedule, such as posting weekly highlights or monthly recaps. You’ll stay top of mind with your audience and the platform.
Video Content Ideas
Highlight Member Success Stories
Create brief videos spotlighting local businesses and entrepreneurs who have benefited from chamber membership. Focus on younger business owners and solopreneurs to appeal to Millennial and Gen Z audiences.
For example:
- Feature a side hustler who turned their passion into a full-time business with the chamber’s support
- Showcase a young entrepreneur discussing how networking events helped grow their startup
- Film quick testimonials from diverse members across age groups, industries, and backgrounds
Behind-the-Scenes Content
Give viewers an inside look at chamber operations and events:
- Film staff preparing for a major networking event or conference
- Capture candid moments of board members brainstorming new initiatives
- Show the setup process for a community service project
In this video, there aren’t any spoken words but the location of an upcoming event takes center stage. This is an enticing way to get people excited about your event without using the same tired language of how you’ll meet great people.
https://www.facebook.com/reel/325166047228622
Educational Quick Tips
Share bite-sized business advice and chamber resources:
- Create a series of 60-second marketing tips for small businesses.
- Explain a chamber member benefit in under 30 seconds. Time yourself for a little added fun. Call it “The Chamber Benefit Challenge.”
- Offer quick productivity hacks for entrepreneurs.
Community Impact Highlights
Showcase the chamber’s involvement in local initiatives and community events:
- Document volunteers at a chamber-sponsored charity event
- Interview community leaders about a chamber-led economic development project
- Capture before-and-after clips of a neighborhood revitalization effort or rehab that culminated in a ribbon-cutting
- Show the fun the community is having at one of your large chamber events
One of the best ways to get people to your events (or be part of your volunteer efforts) is to show them how much fun it is. This type of video below will get a lot of airplay immediately after the event and it can be used again when trying to secure sponsors and attendees for next year’s shindig.
https://www.facebook.com/reel/1364368430818823
Engaging Challenges and Trends
Participate in popular social media challenges or create your own to boost engagement:
- Challenge local businesses to showcase their products/services in creative ways
- Start a hashtag campaign highlighting chamber member accomplishments
- Film staff attempting trending dance moves or challenges (keeping it professional)
Overcoming Common Challenges
Whenever I tell clients video is where they need to be, I feel like I’m inciting panic. After all, if they enjoyed video, they’d already be doing it. There are two reasons most people hesitate to use videos for their chamber.
Limited Resources
Some people assume they need expensive tools and cameras. Nope. Start simple. High-quality content can be made using just a smartphone. As you grow more confident, explore tools like ring lights for better lighting (less than $40) or simple editing apps such as CapCut or InShot.
Camera Shyness
If you’re camera shy, focus on showcasing members or create voiceover videos with engaging footage from your events or community scenes. Sure, people want to see your smiling face but there are many interesting things you can show off in your community while you narrate. You can also become known for using funny filters. You can even use an AI-generated persona in your videos.
Short-form video is an indispensable tool for chamber pros who want to tell compelling stories, connect with their audience, and foster community. But the best way to tell your story is just to jump in and start sharing your world.
Looking for ideas for your short-form video? Try these.
