Why Video Is the Future of your Membership Recruitment
Membership recruitment has changed. People don’t just sign up because they see an ad, they need to see, hear, and experience your brand multiple times before they take action. In today’s digital-first world, video is the most effective way to create that connection.
At Copper Bay Digital, we don’t just talk about digital transformation – we drive it. Over four months, we launched a high-impact YouTube campaign featuring 14 strategic brand awareness videos. The result? A staggering 100,000+ views at an industry-leading £0.03 cost per view (CPV).
But the real success wasn’t just the numbers. We proved that video storytelling isn’t just about brand awareness – it’s a game-changer for membership recruitment.
Here is how we delivered such a high impact campaign.
1. The Power of 14: Why One Video Is Never Enough
Most membership organisations make the mistake of running one-off video ads and expecting instant results. The truth is, one video isn’t enough to change minds.
People need multiple touchpoints before they take action. That’s why we launched 14 videos, each playing a crucial role in a structured campaign:
- Hook Videos – Short, engaging clips that stop the scroll and grab attention in the first three seconds.
- Trust-building videos – Educational content, behind-the-scenes insights, and success stories to build credibility and authority.
- Action-Driven Videos: These videos use Direct, compelling CTAs (Calls to Action) to encourage users to visit, sign up, or learn more.
Rather than relying on one chance to convert, we created an ongoing storytelling experience, where each video reinforced the message and built stronger connections with our audience.
Marketing studies show that consumers must see a message at least 7 times before taking action.
Key Takeaway: A single video is a shot in the dark. A structured, multi-video campaign creates momentum, recognition, and trust—the three essential ingredients for membership recruitment success.
2. The YouTube Advantage: Why We Chose This Platform
Why YouTube? Because it’s where decisions are made.
Unlike passive social media platforms, YouTube is the second-largest search engine in the world. People actively use it to search for solutions, insights, and communities.
3 Reasons YouTube Was Our #1 Choice:
- Search Intent – People use YouTube to find answers and opportunities.
- Higher Engagement – Video content is more memorable, persuasive, and shareable.
- Better Cost Efficiency – We achieved £0.03 CPV, far cheaper than other ad platforms.
The Data Backs It Up:
- 72% of customers prefer to learn about a service through video rather than text. (Source)
- 95% of people retain a message better through video than by reading text. (Source)
Key Takeaway: If you’re serious about membership growth, YouTube isn’t optional—it’s essential. It’s where audiences go to learn, where engagement is highest, and where costs are lower than traditional ad platforms.
3. Targeting That Works: Hitting the Right People, Not Just Anyone
One hundred thousand views mean nothing if they’re the wrong views.
We used laser-focused targeting to ensure our videos reached the right audience—people most likely to become a member
How We Did It:
- Search-Based Targeting – Reaching people already searching for membership-related content.
- Location & Demographic Filtering – Ensuring ads reach the right age, region, and interest groups.
- Custom Intent Audiences – Showing ads to users searching for membership-related keywords on Google.
Key Takeaway: Smart targeting = higher engagement, lower costs, and better conversion potential.
Further Reading: YouTube’s Advanced Targeting Features
4. Cost Efficiency: How We Achieved an Ultra-Low £0.03 Cost Per View
Most brands waste thousands on inefficient video campaigns. We didn’t.
By optimising our 14-video strategy, we hit a record-low £0.03 CPV, maximising our budget without compromising quality.
How We Cut Costs While Increasing Reach:
- Eye-catching Thumbnails & Headlines – Designed for high click-through rates (CTR).
- Strong Video Hooks – The first 3 seconds kept viewers engaged longer.
- A/B Testing & Continuous Optimisation – Identified top-performing ads and improved them in real-time.
Key Takeaway: The right creative + audience + optimisation = unbeatable cost efficiency.
5. From Views to Members: The Art of the Call-to-Action
Views alone don’t grow memberships—action does.
Every video had a clear Call-to-Action (CTA), guiding viewers towards sign-ups, enquiries, or engagement.
CTA Examples We Used:
- “Join Today & Unlock Exclusive Benefits”
- “Start Your Membership Journey Now”
- “Sign Up & Get Access to Expert Insights”
We also retargeted engaged viewers, ensuring they saw our ads multiple times, increasing the likelihood of conversion.
Key Takeaway: A strong call-to-action turns passive viewers into active members.
6. What This Means for the Future of Membership Recruitment
This campaign proved one thing:
Video marketing isn’t the future of membership recruitment—it’s the present.
Key Learnings From Our YouTube Success:
- Video is non-negotiable – You’re already behind if you’re not using video.
- Targeting is everything – The right audience = higher engagement & lower costs.
- CTAs drive conversions – A strong call-to-action turns passive viewers into active members.
- Consistency builds trust – A structured multi-video campaign outperforms one-off ads.
At Copper Bay Digital, we create ads and build membership growth strategies that attract, engage, and convert.
Want to take your membership recruitment to the next level?
Get in touch today, and let’s build a video marketing strategy that delivers real results.
