Your customers are at the heart of everything you do as a business. They are the focus of every decision you make, from your product design to your marketing campaigns.
In the modern-day, many businesses are using video content to drive their marketing strategies. This is no surprise when 84% of customers will make a purchase after watching a promotional video about a product. And video generates more engagement on social media platforms like Instagram than any other form of content.
The potential for growth in your business when you use video is unmatched by any other method of online creation. As a consumer-based business, the way you formulate your videos is extremely important. Your video content is exactly the same as any other type of content. It is customer-driven, and it should be produced with your customer in mind.
To create a highly engaging and inspiring video that resonates with your target audience, you first need to identify who this audience is. Who are you actually trying to influence with your content? Who is likely to buy your products if they see them in one of your videos?
Once you have identified your target audience, you can use this information to build your video marketing content. But why is it so important that you have a clearly defined audience before you start producing any videos?
Why Identifying Your Target Audience is Important for Video Content
Identifying the type of person that you’re trying to reach sets the tone for your whole video. If you create a video that directly speaks to your target audience, they are more likely to remain engaged in the content. They’re also more likely to consider buying your products after learning about them in a video.
You can use your videos to connect with your audience on a deeper level. By sharing your brand story and conveying your brand values, you can bring your viewers along with your story throughout the video.
Emotional marketing can be weaved into your videos. You can target the emotions of your audience by displaying compassion and empathy. This further enhances the deep connection that you can build with your specific audience.
Why Video Views Are Not Important
You might think that the number of views that your video gets is the most important metric to track. While video views do contribute to the overall success of your video, they aren’t the only thing that you should be focusing on.
Your video might garner thousands of views but result in only a few sales. Conversely, it might only gain 50 views but have a conversion rate of almost 100%.
If you make your videos engaging and targeted toward the right people, you might get thousands of video vows and a high conversion rate!
You can calculate the total number of sign-ups, leads, or sales that have been generated from your video. These are much more valuable to your business than video views.
When to Make Multiple Videos
Depending on what you’re trying to advertise in your videos, you might benefit from splitting them up into multiple videos.
Making more than one video can be helpful to vary the length. You should always aim to find a nice balance between conveying all necessary information and keeping your audience engaged throughout the video.
Studies show that engagement remains steady during a two-minute video. After which, engagement significantly drops. Therefore, making many shorter videos might be more beneficial to keep your viewers interested.
If you have a large number of different products, it’s probably easier to make more than one video to make it more digestible. You will also need to split your videos up into multiple segments if you are distributing them to a variety of places.
If you use multiple social media channels, then you should make different videos for each. Each platform has a unique primary demographic, so what is optimal for one may not be optimal for another.
For example, Facebook’s demographic tends to be older adults, whereas TikTok’s audience is predominantly Gen Z, with 60% of TikTok consumers being aged between 16 and 24. So, the videos you post to each platform should be slightly different to cater to each audience.
You can widen your reach by posting an engaging video on more than one social media channel. Your video content is a great way to boost your brand awareness and generate more leads.
Where to Publish Your Videos
Your video content can be posted to various places online, including your website, social media accounts, and email newsletters. Publishing to as many places as possible can maximize your reach and boost your growth.