21st June 2013

How to Appeal to a Female Audience in your Explainer Video

Is your product or service targeting women? Yes? Well then you need an explanative video that appeals to that market. But, be careful, because women make up the majority of online video viewers, according to a study by Nielsen. Also, 116 million women were ‘active’ on the internet in 2012 compared to 102 million men. That’s a lot of ladies, so you really don’t want to miss that market.

But how can you make explanatory videos that appeal to a female audience? Here are some points to keep in mind.

1. Think Ahead: Women don’t just need to know about the NOW NOW NOW. Women are thinkers and make sure something is valuable for them in the long-run. Even though your product may have an incredible offering if you call in the next 30 minutes, most likely you’ll get men and the women will still make sure whatever you’re offering is a good value. In your video, explain why your product or service won’t just solve the problem for now but how it will solve future problems as well.

2. The Details Matter: Women are typically more detail-oriented than men, so make sure your video does not leave out key points or details, because women will pick up on that. Women appreciate seeing the details of how your product or service works, while men respond more to loud visuals.

3. Sex Doesn’t Always Sell: Women do not respond to racey or crossing-the-line videos like men do, so play it safe if your target is female-dominated. Explainer videos that are too suggestive should definitely not be made for the female demographic.

4. Color is Important, but Not Everything: Your color scheme should appeal to a female audience, but men are more likely to fall for dominating and loud colors. The overall aesthetic is important, but what really matters is that you cover items #1-3 on our list.

So, there you have it. If you want to appeal to women, definitely keep these points in mind.

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About the Author

Anish hails from London and holds a degree in software engineering from the University of Manchester. Following his education, he worked for several years in the financial industry as a platform administrator before founding Revolution Productions in 2008. In addition to over seven years of video production, Anish is seen as an industry professional, adding his insight in publications such as VentureBeat, ReelSEO and Wistia.

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