Andy Moffitt explains how schemes can get creative to engage members

For the last year we have been harvesting industry insight through our Food for Thought lunches. At our latest roundtable lunch we discussed the use of video communication for members. Below are some of our findings in bite-sized chunks. Video is a hot topic and when used correctly it has the ability to engage members far more effectively than just using written communications. In fact, using video within your email messages can increase your click-through rate by 200-300%. 


There are plenty of other compelling statistics when it comes to video content and the impact it can have on your business. Embedding a video on a website landing page can increase conversion by 80% and after watching a video, 64% of consumers are more likely to buy a product online, suggesting that there’s more trust in video than in the written word. 

When it comes to engaging an audience, pensions is already a difficult arena. It’s a challenge to get individuals to think about their future, let alone start investing in it. The exponential growth of data, and the vast number of channels we can use to access it, has made creating impactful communications even more difficult. With millions of messages bombarding consumers every day, it can be tough to compete, cut through the noise and get your message heard. 

As the above statistics show, creating video content is one way to do that. But creating impactful video communications is about more than picking up a camera and shooting some footage. Take a look below at our seven steps to creating powerful video content and find out how you can use it to boost your engagement levels. 

Have a clear narrative story

Creating a video is a way to tell a story and take a user on a journey, so before you create it, consider what you want to say. What’s the message? What’s the call to action? How do you want people to respond to your video? Creating a detailed storyboard can also help you to test your idea with internal stakeholders and trustees before putting it into production. 

Personalise content

Personalised video can make it much more relevant and engaging. We regularly work with our clients on audience segmentation, to understand who we are talking to and what their values and beliefs are. Creating personalised content will give your message more meaning and personality. 

Be creative

Combine your idea with a narrative thread and then think about how you want to tell the story and execute the creative. Be bold. Grab attention. Who says pensions can’t be fun? 

Keep it simple

We all know that pensions can be a complicated subject and if you set out trying to educate people about the finer details then you may feel disheartened. What really matters is keeping the message simple and relaying to the individual what information is relevant to them. Offering a solution for their future and providing them with the right detail is more likely to encourage an individual to take action. 

Keep it short and sweet

There will be occasions when you might need to create longer communications but, generally speaking, 60% of people stop watching a video after two minutes. So keep your content as short as possible. 

Consider the user experience

Most people use mobile phones to access their data and mobile video consumption is rising by 100% every year. When you’re developing your video, ensure it can be viewed across multiple platforms and devices to guarantee maximum impact.

Avoid jargon

We’re all humans and we all interact in the same way. Whether you’re talking to a board member or a professional, communicate in human language and make it easy for the person to empathise with your message. Steer clear of jargon and get straight to the point to help your members make the right decision for their future.

Andy Moffitt is group managing director at Ferrier Pearce Creative Group