A few weeks ago, we had the opportunity to attend the American Society of Association Executives’ Marketing, Membership & Communications Conference (MMCC) in Washington, D.C. It’s one of our favorite conferences because it allows us to keep up with up all the latest trends and best practices regarding – you guessed it – marketing, membership, and communications.

The conference kicked off strong with an opening keynote from Shama Hyder, Founder and CEO of The Marketing Zen Group, a web marketing and digital public relations firm. Hyder offered all sorts of social media insights, but she highlighted three trends in particular association professionals should keep a close eye on:

1. We’re living in an identity-based world

Do you know the number one reason people use/post on social media? Believe it or not, it’s NOT to connect with other people (that’s actually number two). The number one reason people post on social media is to showcase their own identity.

That said, when posting on social media, rather than asking, “What does this post say about our organization’s brand?” ask, “What does this post allow OUR MEMBERS to say about their own individual brands?” If you want people (members and potential members) to like/share your content, then you need to be posting content that will make them look good.

2. Content curation is becoming more and more popular

For quite some time, you’ve probably heard about the importance of content creation – and that still stands. But a new trend that’s becoming more and more popular is actually content curation – sorting through all the information that’s out there and pulling the most valuable bits and pieces.

This trend actually lends itself well to associations because your members struggle everyday with information overload. If you can sort through that information for them and pull what’s MOST important, that’s value for your members!

3. Video is STILL on the rise

You may be tired of hearing about video, but as Hyder (and many other speakers at MMCC) pointed out, it’s not going anywhere. In fact, it’s actually growing in popularity – still!

Just take a look at Facebook Live. Did you know that when you post using Facebook Live, you actually get three times more views than any other type of content you could post? A pretty compelling reason to try out video!

Now if you’re not sure what to create a video about, Hyder suggests taking advantage of popular trends. Remember when Pokemon Go became really popular about a year ago? The Irving Police Department created a video about how to catch them all – safely! Sure, it may have been silly, but it still got more than 24,000 views!

Now these may be trends happening now in social media, but what if you’re new to social media? Or you’ve been trying it out for a while, but just haven’t been able to gain traction? If that’s the case, it might be time to re-evaluate what platforms you’re using – and how exactly you’re using them.

For a full deep-dive into how to engage your members (and potential members) using social media, check out our free social media guide (for associations) below!