Connecting with Your Target Audience Using Video Production and Marketing

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Author: Matt Jasper
Date: July 25, 2021

As a business owner, you want to be able to reach your target audience. You know that marketing is the key to success, but what about video marketing? Video production is one of the most effective ways for businesses and individuals alike to connect with their target audience.

Not only are you able to provide value to your audience through video production, but you're also able to keep them engaged for more extended periods. In this blog post, we will talk about how video production works and how to connect with your target audience by using this marketing method.

Matt Jasper out and about working on a video production in Melbourne
Matt filming in wet Melbourne

What Is Video Marketing?

Video marketing is the use of video production to connect with your target audience. Video can be used for business purposes, such as promoting a new product or service that you offer, educating potential customers on how to use a particular product, or telling stories about what it's like working at your company. The possibilities are endless when it comes to video production.

The purpose of video marketing is to help businesses effectively reach their desired clientele so that they will follow a specific call to action, whether that includes purchasing a product, booking a service, or donating to a particular cause. Video marketing helps drive your point home, especially since many people are visual learners and prefer watching something over reading about it to retain information better.

Finding The Right Audience with Your Video Production

One of the biggest mistakes that most businesses make when it relates to their video marketing is to assume that everyone is their audience when creating a video. While it is true that 5 billion videos are watched on YouTube every single day, you can bet that not every view will be towards your video. So, instead of trying to reign in the masses, you'll want to focus on building a connection with your target audience. While that might seem overwhelming, there are many ways to narrow down your audience and speak directly to them.

Analyze Your Current Audience

The easiest way to learn more about your target audience is to analyze your current customers. Looking at your website analytics or customer profiles will help your business get an idea of your audience. This should tell you information such as gender, age, location, race, and language of your customers. From there, you can start to pinpoint your target audience. For example, do you appeal to 30-year old mothers, or do you primarily resonate with teenagers?

If you have a new business and you have no idea who your target audience should be, you'll want to take some time to research your industry. First, think about who needs your product or services. If you're unsure, look at some of your competitors. Who is their audience? Who do they sell to? What are their demographics like? While you don't want to rely only on your competitors' information, it might help guide you towards figuring out who your ideal target audience is.

Find Your Audiences Pain Points

Once you have a general idea about who your target audience is, it's time to find out their pain points. What do they want? Why haven't they already purchased from you or engaged with your company in the past? You can research this by looking at analytics about your potential customer base or asking them directly. Finding the link between your target audience's needs and your products or services is key to using your video marketing the right way.

For example, if most of the people who have clicked on one of your videos had children between the ages of six and eight, you would need to make sure your language, tone, and offerings are geared towards pleasing this specific, niche audience. You wouldn't want to speak in a corporate manner or use Gen Z language in your videos because it's not relatable for that demographic.

Find The Right Platform

In order to reach your target audience, you'll need to use the right online platform. That doesn't necessarily mean that it needs to be a video site such as YouTube or Vimeo but instead where they like to hang out online. By finding your audience where they already want to spend their time, you're making it easier for them to interact with your products and services instead of having to seek you out.

For example, if your audience is Gen-Z, you might want to consider TikTok since 60% of the platform's traffic falls within this age group. Meanwhile, if you're trying to reach Millennials, you might need to look at a different route, such as Instagram reels or Facebook live, since they dominate this online avenue more frequently.

Choose The Right Format

While the platform is essential for finding your target audience, choosing the right video format is even more important to hold their attention! Not every audience wants to watch a 30-minute video or a 30-second edited clip. Finding the right balance will ensure your videos keep the attention of your audience. The most popular formats include:

  • Funny Videos: These types of videos are usually lighthearted and fun. They're perfect for when you need to break the ice with your target audience or want to show off a lighter side to your company. Funny videos are a great way to build an audience quickly since humorous videos tend to be shared more.
  • Educational or How-To Videos: These videos include how-to's, product demonstrations, and informational pieces that teach people something new. If you have complex products or products that require some type of assembly, you may want to consider this type of video content.
  • Behind-The-Scenes Videos: These videos provide an intimate look at your company. They're perfect for when you want to showcase what goes on behind the scenes or share a personal story with your customers. It helps build trust between your products and your audience, especially if they're unsure about your products or services.
  • Testimonials: Using video testimonials is another way to build trust with your audience in the same way a written review on Yelp or Google can. These videos frequently feature current members or customers who provide information on their personal experience with your company.
  • Vlog: Vlogs are a type of video that is typically used to share an individual's thoughts, feelings, and experiences. They're fantastic for when you want to connect with your audience on a personal level or showcase the face behind the brand. If you're a small company or seek a specific type of aesthetic, this is a great format to consider for your brand.
CovidSafe video production in Melbourne
CovidSafe video production in Melbourne

Speak The Right Language

As mentioned before, it's essential to speak the correct language to your target audience. If your ideal audience is within the Gen-Z demographic, you want to use their words and tone to keep them engaged with your content. You wouldn't want an old-fashioned corporate tone or jargon that could turn people away from what you have to offer simply because you're not using the right style or context. If you don't have expertise working with that type of tone, you'll want to ensure that the video production company you choose can help create that style and format for your company.

Don't Release Your Videos and Forget About Them

Once you've been through this entire process and have created or shared your videos on the right platforms, it's easy to try to forget about them altogether. However, one of the most essential parts of posting video content is monitoring analytics and responding to comments. You'll want to understand how the content resonates with your audience.

Does your audience love a certain actor that you used in your videos? Do they find the content helpful? Did they give feedback on something that wasn't clear in your video? Understanding what your audience thinks can help you adjust your video strategy to ensure that the following video you produce is even better for your target audience!

Using Video Marketing Is the Best Way To Attract Your Audience

Video marketing is an excellent way to connect with potential customers or clients and strengthen relationships with current ones, but it can be challenging if not done correctly. Companies need to work out who their target audience is, what they want or need from your business, and which type of content might best suit them based on their demographics. When they do, they're able to provide high-quality content that provides value and resonates with your audience.

Get Started with The Jasper Picture Company Today

The Jasper Picture Company is the leading video production company across Australia. Working out of Melbourne, Sydney, and Brisbane, an d with crew in all states and territories, we're perfectly placed to help you create your dream video project. Whether it's a sales presentation or an educational piece for training purposes, we can work with you from start to finish to get precisely what you need in order to bring your idea to life - book a call with us today to get started with the video content your business needs!

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