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Imagine that you’re sitting in front of a group of three-year-olds, explaining who Abraham Lincoln was. Now imagine that you’re recounting his life story to a roomful of high school students. While the topic may be the same, your presentation to your young audience will be vastly different from the one given to the older listeners.

Knowing your audience is key to creating content that will resonate. While it’s easy to tailor and refine your message in face-to-face communication, it can be a challenge to customise it for an audience that is largely invisible. Keep reading for a crash course on how to get to know your audience.

Identifying Your Audience

Just as you customize face-to-face communication to reflect the needs and interests of your audience, your video content should be designed to best reach your virtual audience. Clearly, that’s going to be really tough if you don’t even know who they are.

Market research used to be done almost exclusively by large organisations, but today, businesses of all sizes are using market research data to better target and understand their customer base. Fortunately, technology is up to speed with the times, making it easier than ever to conduct formal or informal research.

If your brand is on social media (and it definitely should be), look at your followers. If you’re a new company or you simply need more insight, browse through your competitors’ followers. What age groups do you see? Take a look at their profiles. How do they spend their free time? A young adult with disposable income and a passport has different needs from someone juggling the responsibilities of their career and home life.

Ultimately, your goal is to get as many details as possible about the people that you’re reaching.

Creating Personas

Communicating with nameless, faceless followers is tricky, so why not give them a name and a face?

Once you have an idea of who your audience is, it’s time to build customer personas. Customer personas are detailed descriptions of each of your ideal customers, describing things like income bracket, life phase, behaviours, interests, marital status, habits, and any other defining feature you can think of. Give each persona a name, and think of it as an actual person rather than an abstract idea.

When creating a video, refer back to your customer personas to ensure that your message, tone, and content are all relevant to them.

Putting Yourself in Their Shoes

To further connect with your audience, step into their world. Take a look at how they communicate with each other in public forums; are they formal or casual? Do they use jargon?

People naturally trust others who they feel are most like them, so if possible, emulate their tone and vernacular in your video marketing campaigns. Just remember, you don’t want to be the “cool dad” at the birthday party who uses terms and references that he really doesn’t understand. If you can’t mirror their communication patterns naturally, then just don’t.

When it comes to building meaningful connections with your audience, there are no shortcuts for taking the time to understand who they are and what motivates them.


Posted in: All Posts

It sounds simple. Create a video of your product. Then, when you begin creating your video, you may wonder about the best way to move forward. The goal of this type of video is to educate your consumer about what your product has to offer and what makes it different from competitors. What goes into creating a product video that truly reaches this level of expertise? Here’s where to start.

Begin with Research

You’ve done research to create your product. Now, do research to choose the right type of marketing and video for it.

  • Who is your audience?
  • Where is your audience?
  • What information does the audience need?

With some basic research, you can begin to answer some key questions and make decisions about your product video.

What Ways Will You Communicate Your Message?

Multiple video formats are available. Most product videos should be a demonstration of the product in some way, such as of the way it works. But, there are multiple ways to do this. For example, it may be someone presenting the use of the product. You may need to use screenshots of it. You may want to create a more creative approach to the product.

Show Don’t Just Tell

Every person has seen a commercial, but when creating a product video, you need to do more. It’s important to stand out from the competition by showcasing what the product can do. Showing how the product was is important. Words are not enough to describe its actions. To really stand out, it is important to be able to show how this product will change their lives.

Creating the right hook is tricky, but this may be one of the best ways to make your product video a true success. It’s important to know that quality videos need this hook – or they just look like an average commercial.

Product Videos Need to Brand Your Business

Perhaps the most important step for companies to take is to invest in the branding component of these videos. That is, you need to ensure your video is creating, building, and promoting your brand, not just your product. To do this, first create a consistent brand message and image. Define what your brand is in images, words, and messages. Then, ensure your video communicates this.

Ensuring your brand image comes through is difficult in some cases. However, the tone and visual theme are important. Colors, logos and even the images you use should help to solidify this type of brand message. In many cases, this development of your brand and the carrying through of it to other product videos, will help your business to grow and become respected.

Product videos take some work to make them excellent. Remember, it is not just about communicating what the product is and how it works. It is about providing some element of creativity that helps to bring the viewer in and keeps them watching. Then, it is about showcasing what the product has to offer that stands out from the other competitors. It is only through these steps that your product video can build your brand image and truly reach its goal. Product videos are valuable and they can be one of the best investments today’s businesses can make in their marketing efforts and strategies.


Posted in: Video Production Tips