The Most Important Investment You Need to Make for a Great Video
Time spent on researching your audience, identifying them, trying to understand their needs is the investment we are going to talk about today. A good marketing video is built with empathy. You must gain the viewer’s perspective on the subject before you set out to talk about it. The effort invested in including the audience in the process is bound to reap dividends.
To start with listening to the audience will help you validate your assumptions. It will also ensure that you get rid of the wrong ones.
Understanding the audience will give you a sense of priority. It will help you understand precisely which issues you need to address first.
Your viewers will decide in the first 10 seconds if they want to continue watching. Therefore, placing content they are interested in right at the beginning will get you their attention.
The duration of your video is important. You need to keep it in check for two reasons. First, the audiences usually have patience for a one- to two-minute-long video. Second, a good video requires time and resources. In other words, a reasonable duration helps you save costs.
By having a clear priority of topics, you get the most important points covered. Ideally having a core topic with 2-3 supporting facts works best.
A good video has a clear call to action. A great video also has compelling reasons for that CTA to work.
Audience research gives you insights into their pain points. Identifying the expectations of your audiences and addressing them in your communication displays value. Once a clear value proposition is identified, the audiences shall be more likely to respond to your CTA.
How to go about it?
This blog’s intention is to bring your attention to the importance of representing your audience in the process.
The topic of consumer research is vast and exhaustive; however, we want to give you some tips that could act as the icing on the cake.
Always consider looking into the performance of past material. Check the analytics, go through social media pages, talk to the business team. A little bit of digging can give you some rather valuable insights.
It is always a good idea to talk to a sample from the intended audience wherever possible. Prepare a few approach notes and try to take their feedback. If you are starting at point zero and do not have available references, one good idea is to check into the competition. Look how content on similar topics has performed for others.
Define and target
Well, you may feel that your product is universal, and everyone needs to have one. But here is what you must remember - people are unique and at best you can put them in some cohorts. Not all of them will like your product.
So try to identify who is more likely to. Prioritize your relationship, everybody’s friend is nobody’s friend as they say.
Therefore, define who is your ideal customer and build a persona around it. Once you do that you will gain information where to find them. Targeting will help you improve your conversion but it will also help you improve your ROIs.
Often talking to other departments can be helpful. Go beyond silos and talk to people in product development, sales, client servicing and so on.
There are some great stats that will tell you that videos give you effective marketing campaigns
80% of consumers went on to buy software or an application after they watched a video about it.
96% of consumers claim they have increased the time they spent watching videos.
81% of marketers credit video with helping them generate leads.
But are all videos created equal? The answer is a resounding -No
Key elements that define a good video campaign are the script, execution, placement and so on. But to get these right you must always start from the audience.
If you want to discover who is your ideal customer, write to us for a discussion – firstname.lastname@example.org