By Jefri Yonata
StockSnap / Pixabay
Explainer videos are proven to be an awesome tool to have in your content marketing arsenal. Because there are so many marketing channels and strategies out there, it can be quite easy to lose your grip on the most fundamental point: your target audience.
If you don’t know your audience and how they consume their content, you won’t even know how to make the right explainer video for them.
Let’s take a look at some practical ways to craft the best video content for your audience.
Know your target audience.
Before establishing your business, you might have thought about who your buyers are going to be — and it’s the right thing to do before starting any business. But you need to make sure that the demographic you chose is the right one for your brand and product.
It’s not enough to look at only one demographic you assumed was the right one at the beginning. Try to branch out to other demographics, learn about shoulder niches and measure interest for your products in other areas.
Free tools can help you with this data collection — American FactFinder is particularly good since it uses information from the US government’s census.
Once you have enough information to create a conclusive statement about which demographics are the most interested in your products, you can start thinking about the concept of your video, preferably one that appeals to the aforementioned target demographics.
Analyze how your competitors do their video content.
This is, in a way, an alternative to the previous point, but instead of looking at target demographics, you will be looking at other companies that target the same demographics that you do.
You want to look at how they execute their video content. What style did they use in their animated explainer videos? What tone do they use to speak to their audience? Do they publish their videos on YouTube, Instagram, Facebook, or all of them? How long are their videos? And most importantly, why did they make those decisions?
It’s a safe bet to assume that those companies don’t always know what they are doing either, but even then you can filter out what works and what does not. In other words, you can learn from their mistakes, not yours.
Create a customer persona for future videos.
Once you have decided your target demographics and you know how your competitors are approaching them with video content, you should create a persona for your (potential) buyers. This is meant to help your future video content be more precisely aimed at a specific group of people and therefore more enjoyable.
The difficult part of this step is that you need to have an actual buyer. When working with your client, make a little more effort to know them on a personal level.
Source:: Business 2 Community