Let’s talk about defining our target audience for our videos.
We’re talking specifically about video content today, but you can definitely apply this to any platform. It might be for your social media, your blog or your website, but today Pickford Media founder Zoe Winther is talking specifically about defining the target audience for your video content.
Before we get into the nitty gritty of defining our audience, we need to talk about why it’s important.
We really need to know where our audience is hanging out so we can be on the best platform to reach them, but we also need to know things like the kind of style of video that is going to resonate the most with them.
Basically you want to be on the same page as them and you really want to connect with them as well as possible.
So, how do we go about defining our audience?
Watch the video below, or keep scrolling to read more about defining the target audience for your video.
You probably already have a target market in mind for your business.
Like me, maybe you’ve thought something like: female business owners.
For content (and for a business, really) that’s way too vague and way too broad.
You really need to get specific so that you can start creating content your potential customers really want to watch, that they’re actively searching for.
So, instead of female business owners, it might be female business owners living in Melbourne, aged 25 to 35, who are in product-based businesses and they’re turning over X amount. They hang out on this social platform and on the weekends they go to brunch and do yoga.
You really want to get specific when defining your target market so you can try to get into the mindset of your audience and start creating videos that they’re going to want to watch.
Question 1: How old are they? How old is your target audience?
You need to think about this, because if you’re targeting CEOs of multi-nationals, they’re probably not going to want to watch a meme video. It’s probably going to need to be a little bit more serious and professional.
But if they’re a trailing millennial or member of Gen Z? Memes might have a huge impact!
Question 2: Where do they live? What’s the location of your target audience?
The location is really important when you’re paying for advertising.
Especially something like Facebook advertising, that can get very, very specific on where the ads show up and who they show up for.
If we were targeting businesses in Melbourne, we can go into the Facebook ads and we can say within five kilometres of the CBD so something like that. It’s obviously very important if you’re advertising.
It’s also really nice to know the location because there might be slight cultural differences.
Even in a city like Melbourne there are differences between the suburbs, and little things you might be able to throw in there, references or inside-jokes, can really connect with specific viewers.
For example, I’m saying Melbourne a lot.
I’m giving examples saying here in the CBD of Melbourne, because that’s where our audience predominantly is. That’s where our clients are. So, I’ll bring that into conversation in a casual way.
But even in somewhere as cosmopolitan as Melbourne, there are different segments and suburbs, that have different cultures and micro-cultures. You can slip in references, little things that maybe other people won’t quite understand but the people who do, they’ll really connect with you. It will give you that extra point of difference.
Question 3: What is your target audience’s gender?
Our videos on our YouTube channel are targeted at women.
It’s not to say that men can’t watch them and I hope men find value in them as well, but they are targeted at women.
If you even just look around at the background of this video, I’ve got a little sticker right here on my laptop that says ‘the future is female’.
It’s quite a topical thing at the moment, and I think it connects with female entrepreneurs, and that’s who we target and that’s why that’s there.
I could have any other sticker on my laptop but I’ve chosen that one because I know who the target audience of this video is.
Plus, it’s pink.
Now we have those three core demographics we can start to move into the psychographic area.
The first one I want to think about is: What stage of their life is your audience in?
So, for example: a first-time mother.
Why would that be important for you?
For us, that could be important because it’s the first time mother and they’re starting a business so they can work around their child and don’t want to go back to work.
So, knowing that our target audience might be a mumpreneur, we know that although she might not be time poor, she’s definitely got smaller chunks of time between when the baby’s sleeping.
She’s probably tired and she’s probably also up during the night, so video content is a really good choice for her because she can access it at any time. She doesn’t have to wait until opening hours to talk to us or to find something out, she can just find a video and learn that way.
We also want to think about our content being shorter so that if she has five, 10, two minutes she can easily digest our content.
Next up, let’s think about the personality of your target audience.
For this example I’m going to talk about the Facebook group Like-Minded Bitches Drinking Wine.
They are a group of female business owners who, again, we’re targeting. And for the people who are in that group, you want to think about how they’re openly referring to themselves as bitches and they drink wine.
So a video where I’m having a glass of wine that’s a bit more casual, a bit more like a Friday night wine down, a chat with the girls, is going to be a lot more well received than say if I tried to post that in the Victorian Small Business Owners Facebook group.
Really, it’s a very similar audience in terms of demographics. However, those slight differences in the personality are going to make a world of difference! How well that video goes down, how well your engagement performs and ultimately whether or not you get clients from that video.
And finally, let’s look at your audience’s interests.
This might not be something you overtly touch on, specifically if you’re just doing a one-off video.
In a one-off video you’re not really going to be like,
Oh, gee, I love mascara!
But you might notice, I’ve put makeup on.
I’m not just here in my, well… I am actually in my leggings, but I’ve done my makeup! I’ve got lighting so that I look somewhat presentable! And I do that because my target audience of business women, most of them do have some connection with makeup as well.
And if I put in a little outtake of me checking my mascara? That’s something that I know that other women can relate to.
We’ve all had our makeup run and I might reference that somehow in the video.
The people that it doesn’t relate to, it’s going to go over their heads. But in doing so, to the people who do connect with me on that, they’re going to really connect with me.
We’re going to have some kind of connection that you’re not going to get from any other boring video that’s not specifically targeted to them.
There are plenty of videos about certain topics that you could look at.
But you’re going to want to watch the one where you like the person hosting the video and you know it’s specifically targeted to you.
Hopefully that’s gotten you started on getting clear on your defining target audience and why you should be defining them.
If you have any questions, please don’t hesitate in getting in touch!
You can reach me on firstname.lastname@example.org
For more information on using video in your business, you might like to check out these blog posts: