So, you’ve read back through our blogs. You now know how to create a story, provoke an emotional response, build your brand identity, perfect the sound and lighting, film for YouTube and social media, achieve a sparkling interview, prepare for an overseas shoot and set yourself discreetly up to get amazing shots of wild animals. You may assume you know everything you need to know!
Wrong. We’re still getting started This month we’re looking at a very important topic which you really need to be on top of before you embark on getting your video together. And that is, who is it for? You must look at your demographic and establish your target audience first – otherwise you won’t know what to say or how to say it.
Here are some tried and tested pointers from the Flagship Films team on how to narrow down your reach to the people who will be genuinely interested:
Analyse your existing customer base
Start by looking at your current customers – and don’t forget to look at the comments on your website, whether positive or negative. What age bracket do they tend to fall into? Are they predominantly one sex or a mix? What sort of disposable income are they likely to have? Where do they live – city, town, country? What’s their line of work and what hobbies do they have? Once you’ve worked all this out, you’ll have a better idea of who you’re selling to.
Take a look at your competitors
This always a good idea, and you can bet your competitors are doing the same to you. Who are they targeting and why? And does it seem to be successful? Check out their website and social media comments too.
Create a detailed profile
If you look at the run-up to a general election, there’s usually a particular type of persona which the main parties feel they need to appeal to in order to gain votes. Worcester Woman, Mondeo Man, Essex Man . . . put your new information together and you can develop your own ‘typical’ customer, or even two or three of them.
Look at the ‘pain points’
Now you know who your audience is made up of, you can begin to identify what makes them tick. What challenges and difficulties are they likely to be facing which your product or service could help with? Whether your video is instructional, educational or inspirational, your viewers will want to know how you can make their lives better.
Identify industry trends
You’ll be doing this already as part of your sales and marketing strategy, and these trends will show how consumers’ behaviour evolves. Viewers may prioritise different things at different times and your videos need to keep on top of these shifts.
Work out your story
You’ve got your target audience established. Now you can get going on the creative side – the story your video is going to tell, how it’s going to tell it and what point you want to get across in those first three seconds before your viewer scrolls past.
You know how crucial the story is, but now you know exactly who you’re telling it to. It’s similar to how you don’t talk in the same way to your partner, your boss, your grandmother, someone you’ve just met at the bus stop – you adjust your conversation to your listener and this is no different.
Last month’s blog talked about the importance of getting the tone right. For example, if you’re targeting baby boomers, you want to come across as informative, clear and trustworthy. Gen Z will appreciate humour and authenticity, and will be more likely to respond to something chatty and fast-paced.
Revise continually
Your target audience will evolve as your business grows. Make sure your videos evolve with it.
Finally . . .
There’s a fine line between hero and zero when it comes to getting it right with a commercial video. Carefully researching your target audience will hugely increase your chances of making a success of it and gaining your goal of new customers, new followers on social media or increased sales.
The other thing which will lift your video head and shoulders above the rest is using a first class video production company . . . you know where we are! Get in touch for a chat.