Making a video!? Do You know your audience!?

Making a video!? Do You know your audience!?

Humans are hardwired for visual content. It affects people on two levels – on a cognitive and emotional level by increasing comprehension of information you receive, and by affecting our emotions and attitudes. No wonder that 2 million videos are uploaded each day, and that videos on a landing page can increase conversions by up to 86%. There are lots of examples of outstanding content, there are many, many more examples of poor boring content. So how do you make sure that your content falls into the ‘great’ category, rather than the tedious branded content? Well, as boring as it might sound, you need to follow a process and answer some questions so that you get the best of your video content.

What are you trying to achieve?

The first stage in the process is strategy and defining what you hope to accomplish with your video content. Do you want to introduce your brand to people? Do you want to make a product video and demonstrate how a new product works? Are you trying to get people talking, or do you want to express your brand personality? Whatever your ambitions are, define them clearly from the start. Once you determine exactly what you want your marketing video to do, you’ll be able to ensure that every part of the video is aimed at helping you achieve that goal.

Do your research about your target audience

The best way of getting your marketing messages across to the right people is speaking directly to your target audience. When you have a really clear picture of exactly who you want to reach with your message, you’ll do a better job of creating a video that will attract them. Here are some questions to help you better target and understand your audience:

  • Who is your target group? (demographics: location, age, gender, income level, education level, occupation)
  • Consider the psychographics of your target group (personality, attitudes, values,    interests, lifestyles, behavior)
  • Why might they be interested in what you have to say?
  • What do they want from you?
  • How can you help them?
  • How can you reach them?

Create a core message

Now that you know to who your target group is, you’ll have to know exactly what you want to say to them, and what is the takeaway message you want them to receive and share. Start by looking at how competitors have achieved the same goals that you are out to achieve and reached  the same audiences that you want to reach. By understanding the similarities and differences between all industries, you can apply the lessons from one sector and apply them to yours. But this doesn’t mean you should copy them! The best result will come up if you take inspiration from outside the marketing world.

Spread your message

You need to make sure that your content is distributed to the masses. After creating memorable video content and posting it to your web page, you have to share it via social media, and that way reach your target audience. Social media not only gives you the opportunity to share your marketing message for free, but also give you a chance to get feedback about your service. Always revisit and seek outside opinions to see if the concept resonates. This can save you a lot of time and money.

How will you measure your success?

After you’ve posted your video, and followed all the instructions, you ask yourself was your content effective or not, and what can you learn for future campaigns. Using Google Analytics via you can answer those questions and feed them into your next visual content campaign. Our video player, powered by Google Analytics, provides our users data that is always up-to-date, accurate and in-depth in analyzing user traffic. By tracking and analyzing the results you get via google analytics, you’ll have a better idea of what works and what doesn’t. Our analytics shows stats for both aggregate views and per individual video. It delivers stats for views and unique views for your videos, top videos, detailed engagement metrics, geography down to city level for each video, social stats (shares and views on sites like Facebook and Twitter), as well as insights into what operating system your viewers are using. This will help you build on your experience and create even better explainer videos in the future.

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