A common mistake made by creators is to assume that their target audience will come effortlessly over their brand’s YouTube channel, if you just focus on creating and publishing more videos. Although a study suggests that 78% of people watch online videos every week, only a tiny fraction might be interested in what you sell.
If that is the case, you should channel your energy into satisfying your target audience. Think of ways to bond deeply with this special slice of the online audience.
It is important that you focus on your target audience because those special individuals will watch your online videos to learn more about your product.
This further stresses the fact that you shouldn’t target the general audience, as not everyone who’s seeing a video online is doing so to find out more about a product. You need to focus on certain specific segments of the audience that are relevant to your brand.
While focusing on your target audience, you should know how to speak directly with them.
And here’s how you can do that.
Leverage All Social Channels
Do not restrict your video marketing efforts to YouTube only. Video is a high-performing content format, and you should tap into the power of video content across social media platforms to get your audience hooked. With the introduction of video-focused on-platform features like IGTV and Watch Party, you can’t ignore the other platforms. These are features dedicated to allow users to add long-form videos on these social media channels.
Brands and creators such as Tasty are using IGTV to drive social media engagement and reach amongst their target audience.
While Facebook, Twitter, and Instagram may not be mainstream video marketing platforms, you should put out video content on these platforms to get your audience engaged. Capitalize on the features of every social media channel to put out video content that stands out.
Use Social Media Intelligence Tools
Every video channel presents ways of directing videos at a specific audience. You could utilize Google Adwords for targeted promotion of videos on YouTube. This cause is further helped by the fact that Google now owns YouTube.
YouTube offers a host of demographic targeting tools, but its default is set as targeting video to “all users.” You can make use of its refining tools to define demographics, interests, affinity groups, and placement groups to best reach your target market.
Facebook targets its audience in a unique way, utilizing what is known as “engagement custom audience.” If activated, Facebook will automatically show more of your videos to the section of the audience responsible for most of your views. Did you know that native videos on Facebook have ten times higher reach than YouTube links?
If you want to build a more well-informed, all-inclusive video marketing strategy for your brand, you need to use reliable third-party tools. Unbox Social’s YouTube analytics tool lets you analyze your content, listen to your audiences, and capture competitors’ activity on YouTube. With the help of this tool, you can derive insights about your video and alter your video marketing strategy to perform optimally.
Speak the Language of the Audience
The importance of speaking in the language of your audience cannot be overestimated. It is quite a logical conclusion.
Think about it:
If your company is filled with middle-aged men and your target market is a group of teenage girls who purchase female hygiene products, would you be able to talk like them?
Don’t think so.
This is where a good video marketing strategy plays a role, and none other than a professional can help you get the very best. Experienced video marketers are trained to single out the language of your target market and incorporate it into their videos in a seamless, natural, and very professional manner.
Using this example, an experienced video marketer would know what words to use and what not to use. They can better relate with the target audience and hence are in a better position to make good video content.
Tap into vital intelligence about your audience and use these insights to build an effective, foolproof video marketing strategy for your social media properties. Again, here, a social media intelligence tool such as Unbox Social comes in handy to allow you to explore different facts and insights about your audience.
Here’s a snapshot of the tool:
Find Their Favourite Video Format and Stick to It
Perhaps the most important tip in reaching your target audience is exploring several video formats and sticking with one that deeply resonates with them.
You do that by balancing customer demographics and how people use your products.
The following are examples of video formats that establish some form of connection with a particular set of audience.
- Humor videos – They are a killer idea if your company’s goal is promoting followership. This is because they build a wide audience very quickly through sharing on social platforms. If so, you should concentrate on making skits, parodies, or any other funny formats.
- Behind-the-scenes videos – This video format resonates more with skeptics and B2B audiences. Let the audience get a glimpse of your daily operations, including the production process. If your product is a natural fruit juice drink, give the audience a sneak peek into the materials used, emphasizing the fact that no additives or sugars were used. Variations of this format include case studies and testimonials.
- How-to videos – These video formats work best with customers who like taking on new challenges. It is a video format mostly used by businesses that are into beauty products, gadgets, and fitness gear among others.
- Animation/Motion videos – This video format is perfect for customers who need education or motivation. This includes new customers, salespeople, bloggers, and students. Since educational videos can get boring with time, using animations can help the audience learn in a simplified and better relatable manner.
Capturing your content performance is a very important factor in reaching your target audience. Results from your content analysis will help you make sense of what’s working for your brand and what isn’t.
You can also use a reliable social media analytics tool to understand the audiences’ response to your video content. Further, you can dig deeper into the demographics of your audience, to get a better hang of their composition.
Here’s a snapshot of the data that Unbox Social helps you derive-
Having said that, it is important that you utilize relevant social media tools. The number of brands incorporating video marketing in their overall content marketing strategy is on the rise, and only the most effective strategies can get proper lead conversions.
Making use of tools like Google Adwords, Unbox Social and Facebook will help you put your products in front of your target audience and your brand names on their lips. Take a look at the detailed infographic below for a clearer insight into successful video marketing strategies.
Summing It Up
Video is one of the most powerful content formats and you should inculcate video content as a part of your strategy. Here’s a set of takeaways on how you can power up your video marketing strategy on social media:
- Leverage video content on all social media channels.
- Use social media intelligence tools to track your content performance.
- Create video content that caters to your target audience.
- Experiment with different video content formats.