Xero’s Director of Global Media Pat MacFie is the king when it comes to producing quality content that converts into customers. But to first understand how to create quality content, we first need to understand the definition of ‘quality’. Quality vs. ‘Quality’ “There’s a big misconception about quality,” says Pat. “Some people say, ‘I shot […]Posted 2 months ago | by Erin Reily
Identifying Your Target Audience
Posted 2 years ago | by 90 Seconds
Do you know who your target audience are and do you know how to speak to them through your video content?
Imagine the situation, a local health service wants to reduce teenage alcohol intake. They decide to create a public health video with a 50-something year old mother figure telling the target audience (13-17 year olds) that they “shouldn’t be so naughty” and “should be focussing on their school work”, instead. That particular video won’t be taken seriously, it’ll be dismissed and the point will be lost in the patronising tone of the poorly executed concept.
It’s paramount to understand your target audience once you’ve established who they are. At the beginning of the creative process, make sure you consider who you are creating your video content for. There is no point saying “everyone” because that is, first of all, a lie and secondly just lazy marketing. A retirement home video isn’t going to be aimed at a 14-year old boy, whereas, in most cases, the latest sporting computer game would very much be aimed at someone in his demographic.
Once you have figured out your target audience, be that a gender, ethnicity, age group, political stance and so on, it is then time for considering how that set of people think, how they act and how they perceive you as a brand, if they know you at all.
There are many ways to research your target audience. Insight is a very powerful tool and the easiest insight to gather is that of speaking directly to a sample of your target audience. This could be anything from people within your business who fit the bill, to an organised focus group. Question these people on their likes and dislikes, ascertain their behaviours, for example buying behaviours, if your video is to push a product or a service. Get to know them. If you already have some ideas for your video content then put that to them and ask them for their opinions and their feedback.
If your business already has a customer base then you can use them to conduct some research. You could send out customer satisfaction surveys which request details such as age, gender, occupation, etc. You may also wish to ask more specific questions which could influence your future content creation strategies.
Use social media to see what your audience already says about you and who else your audience follows online. This will help you gain an understanding of how your audience portrays themselves on the Internet without dealing with you directly.
Gain inspiration from marketing campaigns that have worked in the past and which sit within your sector and which were aimed at your target audience. Don’t ignore ideas that are proven to have worked, just don’t copy someone else’s ideas outright!
With some planning, research and educated assumptions you and your business can produce video content which isn’t just a marvel to look at but more importantly something that is engaging and relevant to the right people. Your target audience.
Posted 2 years ago | by 90 Seconds