We know you want your videos to reach as many people as possible. As a Singapore video production company with film production houses in Mumbai and China, we wish we could please everyone but it’s a lofty goal! This is why it’s more useful to target a specific audience in your video marketing campaigns.
Benefits of knowing your audience
Knowing your audience helps you to:
- Design a value-added marketing strategy
- Create personalised interactions
- Have a higher conversion rate
Your target audience refers to a group of customers with the most interest in your product or ideas. Ideally, your videos should reach these people and they’re essential to your marketing strategy.
As a marketer, your role is to sell value. By understanding your audience, you would know their needs and in turn, sell them what they value. For example, gym goers are more inclined to visit a new gym if it’s nearby. So if you’re advertising a new gym, you’d want to target people living or working a close distance away from the gym.
A targeted campaign would also feel more personalised. Since customers are constantly bombarded by ads, the best way to reach them is to create content that resonates with them. If you’re a fashion company selling to teenage girls, you want your ads to showcase the latest fashion trends. But it doesn’t stop there! You’d also want your ads to be catered to their specific styles, highlighting outfits that are tailored to their tastes. To know any of these things, you’d need to have a good understanding of the girls you’re trying to target!
With more personalised interactions, customers would also be more willing to check out your products, creating a higher conversion rate. In fact, 80% of customers prefer buying from brands that offer value-added experiences.
But how do you determine who you should target?
Identifying your target audience
To effectively target specific customers, you want to start by segmenting them into smaller groups with similar traits. These are the different segments:
- Demographic
- Psychographic
- Behavioural
- Geographic
Demographic segmentation
As the name suggests, you are looking out for specific demographics. This refers to factors like:
- Age
- Gender
- Income
- Ethnicity
- Religion
- Occupation
- Generation
The key here is to be specific! For example, you intend to target local university students, which might seem like a small demographic. However, within this subset, there are still different demographic segments to consider.
Amongst university students, freshmen who just joined university will have different priorities from final year students who are about to enter the working world. You might also need to consider the different income groups that these university students belong to. Moreover, the way you market to female students might differ from male students, depending on your products.
In essence, having a clear customer profile in mind will help create targeted content for your audience.
Psychographic Segmentation
Psychographic is a combination of demographics and psychology. If demographics were about the surface level factors, psychographic segmentation combines that with your customers’ inner psyche. These factors include:
- Personality
- Lifestyle
- Social class
- Emotions
If you’re marketing luxury products, you really want to capture wealthy customers used to living the high life. If you’re creating content for an animal welfare society, you want to tug at the heartstrings of animal lovers. In other words, you need to get inside the minds of your consumers and understand their desires, values and beliefs.
Behavioural Segmentation
Behavioural segmentation is about the behavioural patterns that people make. These are the factors you can consider:
- Occasions
- Website Activity
- Benefits Sought
Certain occasions call for certain types of content. If you’re creating content for valentine’s day, you want your content to feel more romantic and dreamy.
If you’d like, you can also segment customers based on their website activity. You could segment them according to how frequently they visit your homepage or their interactions with a specific website feature.
Different customers would seek different benefits. A product may have multiple benefits and customers would prioritise them differently. If you’re marketing a backpack, students might prioritise the compartments. Meanwhile, outdoor enthusiasts might prioritise the bag’s capacity. Hence, the way you present these benefits would differ accordingly.
Geographic Segmentation
This segment is all about location! Here, you’re dividing your different customer segments into different neighbourhoods, regions or even countries. For example, if you’re advertising winter wear, you would want to target audiences in colder regions.
Reaching your target audience
Now that you have a target audience in mind, how do you go about reaching out to them?
Choosing the right type of videos
These must-know video types will help you determine which video format will work best for your target audience. Explainer videos are great at introducing new products and services and best used on audiences who are new to the brand. Testimonials will be more convincing for audiences that are slightly sceptical and need a little push. If you want to inject some fun into your videos, animation is the best for turning a mundane topic into one that’s fun and compelling to watch.
Choosing the right platforms
While it’s good to distribute your content across different platforms, some might work better than others. If you want to target younger audiences, TikTok might be your best bet. On the other hand, millennials tend to prefer Instagram. Older audiences might also spend more time on Facebook. The right platform would be the one that’s most effective at reaching your target audience.
Speaking the right language
Don’t worry, you don’t have to be a polyglot. But to get through to your target audience, you want to know how they talk! The terms used by teenage boys may not be remotely familiar to middle-aged men on the brink of retirement. As a video marketer, you want to incorporate terms used by your target audience.
At the risk of sounding too “try-hard”, it’s a fine line to thread. However, the right words can make your content feel more relatable to your target audience, creating a personalised experience for them.
Know your audience and you’ll know your content
Now that you have a clearer idea of who you’re targeting, it would be easier to come up with content that’s tailored for them. If you intend to produce a marketing video, why not hire an affordable video production company? With unlimited edits, you can adjust your video to meet the needs of your target audience! To find out more, contact us for a free consultation below!
