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Most marketers and companies know that it is essential to have video as a core component of your campaigns. It is an important part of building your business’s brand and encouraging visitors to get to know your products and services. Yet, before you can create that video, you need to answer one question in detail. Who is your target audience?

It’s Not as Simple as You Think

It’s important not to assume who your target audience is and, instead, to create a plan for reaching them based on data you’ve gathered. Many companies conduct full market research, investing significantly into determining who their most likely customers are. This is a good step to take, especially for large scale campaigns. However, for your video production, it helps to flesh out a few key questions.

Determine Who You Wish to Reach

How do you determine who your target audience is, then? It’s important to start with understanding who is most likely to buy your product or service. Consider all demographics as well as any other details that are important to your brand. From there, consider the following.

Ensure Your Brand Values Come Through

Your video needs to be able to communicate your brand value. Once you know who your audience is, you can build your brand to meet their needs and goals. Most often, you want to ensure your brand’s identity comes through within your videos as that’s what is going to convince others to buy from you.

Solve Their Problems

With your audience in mind, you can then begin to solve their problems. This is an important step in building the script for your video. What do you want to solve for your viewer? The video needs to address their concerns to keep your audience interested.

Create Content That Fits Their Needs

One of the most important things you can do is to build video that fits your customers specifically. For example, most have a specific goal in coming to your company. Are you reaching them with topics that are valuable to them? Is your content authentic and unique, something they have not heard before? Then, be sure to create videos that relate to your audience, such as being shorter.

When you invest the time into creating content that fits your audience like this, you know your video is going to be valuable to them. If you don’t know your target audience and target them properly, you’re limiting your success.


Posted in: Getting Ideas, Making Decisions, Video Marketing, Video Production, Video Production Company, Video Production Tips

Are you creating a video for your business? If so, you need captions. Many times, people who do not use captions do not think about them, but they offer you a wide variety of benefits. It’s important to link your video with text – doing so offers a wide variety of benefits including better meeting every viewer’s expectation. Specifically, consider the value of how text overlays can help you to reach more people.

Ensure Everyone Has Access

A top reason to use captions is as simple as this. When you use text overlay, you allow anyone who wishes to watch your video an avenue to doing so. Captions are not just for those with audio concerns such as those who are deaf or hard of hearing. They also provide a solution for those who cannot turn on the volume. They work well for those who may not speak English. And, they can ensure that those who just want to read what you have to say can do so.

It Gives you a Boost in Rankings, Too

A nice benefit of using captions is that it turns your visual and audio information into true text format on your website. This is food for search engines. Those videos that have captions tend to rank better in terms of SEO. To achieve these goals, be sure you place your video on its own page, create a full transcript of it, and use long tail keywords that are specific to your content. This will help give your website the SEO boost it needs from captions.

The Legalities

As noted, adding captions helps to increase accessibility to your videos. You may also need to follow some specific laws regarding them. In the United States, you’ll need to make video accessible under three rules. This includes the American Disabilities Act, Federal Communications Commission, and the Twenty-First Century Communications and Video Accessibility Act. Be sure you meet these goals before moving on.

Captioning does not have to be difficult or out of reach. You’ll likely have a basic script for your video anyway. The goal here is to simply incorporate those text words into the video. You can do this with a text overlay within the video, or you can create a full transcript to place on your website (both options can work well here). Be sure that captioning is a key part of your video design process from the beginning. You’ll want to ensure your content is accessible from the start. Plan for it. Your video production team can help you to make that possible.


Posted in: Video Production Tips