Who are you creating videos for?
So you want to sell more by using video? That’s great! But who are you creating your video for?
Knowing your audience is essential.
Before you develop the concept for your explainer video it is crucial to have a clear understanding of your audience’s demographic and psychographic characteristics. Where are they from? How old are they? Are they married or single? Tech-savvy or old school? What’s their educational level, hobbies, interests? The answers to these questions will help us define the rhythm and overall design to be used on the video as well as how the message should be delivered. Finding out your viewer’s average profile should be a priority even before you decide to create an explainer video; it helps shaping all of your marketing efforts (and of course your business as a whole).
“Your purpose is to make your audience see what you saw, hear what you heard, feel what you felt… ” -Dale Carnegie
Imagine you just watched a short video explaining how a certain service works. At the end of it there’s a call-to-action asking you to try the service for free. Now ask yourself, from the moment you hit play until you hear the call-to-action, what makes you sign up instead of moving on? There is no final answer to this question, there could be a million reasons why a viewer might join a service, but one thing is certain, whoever signs up is within that services’ segment.
Of course you need to at least have a slight idea of who needs your service. Let’s take two examples: if you are selling car cleaning products, your target audience consists of car owners, surely it’s quite a broad market since cars owners might be young, old, male, female, etc… in that case your video could use a safer more traditional delivery and message to appeal to a wider range of demographic and psychographic profiles. Now let’s assume you are selling skateboards and your audience mostly comprises of young individuals, in this scenario going with a fast paced music track, voice over and animation should resonate better with this customer segment.
Some people will be within the target audience and still choose not to buy a product straight away, but nevertheless they are potential customers and might purchase later, while those who aren’t within the target audience will never sign up. If you are not too sure who your customer segment is and still want to create a video, get in touch with us, we can help you get the right profile for your product and create the video that will turn viewers into customers!