How to Define Your Audience for Your Video Series
Is your brand looking for a memorable way to connect with your audience? Now more than ever, binge-worthy content is what keeps your customers—both current and future—engaged with your brand.
What does it mean to create binge-worthy content? If you want to really draw your audience in, tell a story through a video series. By speaking to your audiences’ interests and likes and dislikes, you can create content that truly resonates with them, resulting in more views, customers and sales. But first, you need to define who your audience is and what they’re looking for. Here’s how to do just that.
While there’s no one-size-fits all method of finding a target audience, there are some tips that can help you identify and address your target customer head-on. Here are some considerations to keep in mind:
Demographics
One of the most clear-cut indicators of who is interested in your product or service is the people who are purchasing it now. Look at key demographics of your customer base, including: age, gender, location, occupation, education, income bracket and any other criteria you think is important.
By understanding your customers as they currently exist, you can discover commonalities that will show you where to focus your attention. When you aggregate demographic information, you can start to paint a picture of who your customer actually is, putting a face to your audience.
Lifestyle
You need to dig a bit deeper into the lives of your customers to determine who your true target audience is. Be bold and ask your previous customers or clients about their lifestyle and how it relates to your brand. If you’ve created customer testimonial videos in the past, this is a great place to start. By understanding your target audience’s full background, you can tailor your content so that it truly resonates with them.
Persona
Once you’ve got a good feel for your customer base and what makes them tick, create a specific persona that will guide your marketing decisions going forward. In addition to the demographic and lifestyle information you’ve collected, take stock of the audience’s challenges, behaviors and needs. Then, write out a story about your customers’ needs and how your product or service fulfills that need. Creating this persona allows you to learn more about how your audience thinks and what their real needs are, so you can create content that speaks directly to them and stands out from other media they consume.
Overall, when determining your target audience, it’s important to be specific. The more specific you are, the more likely your message will stick with the viewer. You want your customer to look at your content and think, “This was made for me!” When video marketing hits the mark with a target customer, it makes them feel special, deepening their relationship with your brand.
Getting your audience to watch your content is challenging enough but getting them to stay invested in an entire series of videos is another matter entirely. If you’re looking to create content that sticks with your customers, work with a video marketing partner who can get to know your audience and make meaningful content that converts. Say hello to Spin Creative and get your story and message across to the people who need to see it the most—your current and future customers.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
