31st August 2012

Target Market Video

When making your explanatory video, you must make sure you are targeting the people you want to reach. Was that too obvious? Well, we’ve seen videos that don’t do this, so we want to make it clear: You want a video in order to capture your target market. Now too obvious? Well, you get the point.

Capturing your target market can be tricky, because where do you start? You want to make a video to appeal to them, but how? Here are some tips that should keep you on track.

1. Make your characters or presenters look like your target market. Notice how groups of friends sort of lookalike? Yeah, that’s because we veer towards people like us. So, if you are making a product demo video for teenage girls, make your characters young, in trendy clothes that appeal to this demographic.

video marketing

If your web video commercial is for the over 50 crowd, then DO NOT use the same character.

2. Use keywords that are familiar to your target audience. If your web video is about a diaper genie, then new moms and dads will get that. But the teen crowd will be lost and uninterested. But, just because they are teens, don’t dumb down your lingo. You’ll just insult them.

3. Colors, sounds and pace all have an impact. If your video is for ultra-tech savvy consumers, then you can probably pick up the pace and not explain every single detail. If it is for my grandmother, then good grief slow down, because technology is newer to her (though she can text). Colors appeal to different genders and ages as well, so yes use bring yellow and pink when appealing to teen girls, but not if you’re making a video about monster trucks. Sounds too appeal differently to different demographics, so use them responsibly.

Remember, your target can’t be everyone, but you don’t want to exclude anyone either. So by subtly targeting a certain demographic in your explanatory video using the tips above, you should be able to capture the attention of the group you want.

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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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