How To Create Video Content Tailored To A Specific Target Audience

To say video content has become an essential tool for businesses is an understatement. A recent study found that up to 91% of companies use videos as a marketing tool (Wyzowl, 2023). That being said, creating video content that resonates with your target audience can be challenging. To make any content that does its job effectively, your audience’s demographics, interests, preferences, and how they access content need to be taken into consideration! In this blog post, we’ll explore the key steps to creating video content tailored to a specific target audience so you can convert viewers into loyal customers. 

Think About Who Your Target Audience Is

To start with; you need to understand your potential customers. Who is your product or service for? If you’re creating video content without your target audience in mind, how can you guarantee they’ll want to watch it? And even if they do, how do you know it will resonate with them? That’s right – your video content campaign will not take off without a clear understanding of your specific target audience. 

This is where a video marketing strategy comes into play. Before your video goes into production, research and plan so you can learn about the key demographics and psychographics of your target audience. This is known as a “buyer persona”, and questions it should address include:

• What is their age?
• What gender do they identify with, if any?
• Where are they located?
• What do they do for work?
• What might their annual income be?
• What’s important to them? 
• What are their interests and goals? 
• What is their buying behaviour?
• What are their expectations?

Once you understand your target audience better, consider how your product or service could be an asset to their lives. Aside from conducting online research and social media analytics, consider speaking to previous customers. No one can give you a better insight into the mindset of your target audience than your target audience. 

Next, consider the purpose of your video content. What are you looking to achieve? Are you targeting new customers or current ones? The subject matter of your video content will further tell you who your specific target audience is. It will also help you tailor your video content to your audience, ensuring your production efforts don’t go to waste!

Get With The Lingo

You can walk the walk, but can you talk the talk?

Understanding the language your target audience speaks is an obvious factor to consider before commencing video content production, but it can be overlooked. Getting to grips with your buyer’s language ensures the point you’re trying to make isn’t lost. The buyer persona of your target audience will play a key role in deciding on the language you adopt.

Does your target audience work in investment banking, for instance? Are you trying to reach young professional creatives working in social media management? The tone of voice and use of words for each would not be the same. 

Creating video content with the appropriate language style is vital in getting your message across naturally and guaranteeing you reach your specific target audience. If you’re struggling to write dialogue that resonates with your target audience, consider hiring a video production company. Video production companies can assist with scriptwriting and help mirror your target audience’s language.

Find The Right Video Format

Researching the key aspects and tonalities of different forms of video content is vital when choosing one that’ll resonate with your target audience. One demographic of people will react differently to one format compared to another, so it’s a good idea to look at the wide variety of options you have. Some formats of video production to consider include:

• How-to videos – How often have you asked the internet how to do something? How-to videos are a great way of engaging customers as they answer a specific question with step-by-step instructions in a visually absorbing format. Makeup tutorials, smartwatch instructional videos and weight-lifting how-tos are popular forms we’ve likely all used. 
• Product demo videos – A recent survey found that 89% of people said watching videos had convinced them to buy products or services (Wyzowl, 2023). Rather than just posting product images, product demo videos are more engaging and also allow you to highlight certain key features your audience may find useful. 
• Animation videos – If your goal is to create educational content, animation is an ideal form of video production as it helps keep information engaging and fun. Animation videos are excellent for telling an intricate story or explaining a complex concept, such as one relating to health science.

Distribute On The Right Social Channels

Now that you know your target audience and video format, let’s look at what social media channels you’ll want to distribute your content on. If you’ve done your job right, the video content you’ve produced should engage your target audience; however, if you don’t distribute it on the proper channels, it’s all for nothing. 

Consider your target demographic, interests, goals, and the social media platforms they may frequent. 59.4% of the world’s population is on social media in some form (Statista, 2023), but not all are present on every channel. For example, Instagram has become a hugely popular channel for sharing videos and reels; however, the user base makes up a younger demographic. On the other hand, Facebook has a larger audience range and may be better for targeting varied demographics. 

By conducting research and creating a detailed buyer persona, you can develop a multi-channel social media strategy that ensures you engage with your specific target audience at every turn. 

Creating video content tailored to your target audience can be tough. Hey, we get it! That’s why working with a video production company is important. They liaise with you through the entire process so you have video content that hits the mark every time. Contact Pickle Pictures for a chat today. We’re excited to meet you!