Your association needs a video strategy. Why? YouTube is now the second largest search engine and has over a billion users — almost one-third of all people on the Internet. Every day people watch hundreds of millions of hours on YouTube. The platform reaches more 18-34 and 18-49 year-olds (elusive age groups for many associations) than any cable network in the U.S.

Need more reasons? The number of hours people spend watching videos on YouTube is up 60%, the fastest growth in 2 years. The number of people watching per day is up 40% since March 2014. The number of users who start at the YouTube homepage, similar to the way they might turn on their TV, is up more than 3x.

If you want to remain relevant, you need a video presence. Not only on YouTube, but on your website, in your e-mail blasts, and in your educational offerings.

This month I interview Tracy Tompkins, Director of Business Development at Naylor Association Solutions, to talk about a video series they’ve created and are syndicating for societies of association executives. Tracy has excellent tips on how to get started and how to produce top-notch quality without breaking the bank. (If you want to see how the American Academy of Hospice and Palliative Medicine is using video to promote its annual assembly, click here.)