Are you looking to optimize your commercial video marketing, making your productions more effective and increasing your ROI? If yes, keep reading.
Understanding your audience is key. The answers to these questions have the potential to skyrocket your ROI by allowing you to tailor your content to your audience. By showing an understanding of what your audience needs and wants, you can grab their engagement and enhance your brand and your commercial video production.
Your aim should be to grab your audience’s engagement and enhance your brand by showing an understanding of what your audience needs and wants.
The importance of understanding your audience
Knowing your audience is crucial, not just for creating video content but for your entire marketing strategy. By analyzing your audience, you can research what they expect to see in your video content—the substance, style, and where the content should be exposed to the most people. For instance, if you’re trying to market premium business insurance, your target audience is more likely to be found on LinkedIn rather than TikTok. They’re the kind of audience who wouldn’t appreciate a young influencer-led, quick-cut, wacky advertisement, as it might appear unprofessional. However, if you’re a new web-based bank aiming to capture a young audience, an influencer-led funny advert could work well. Check out Revolut’s amazing latest commercial video production featuring Munya Chawawa.” 🎥🚀
Identifying your target audience
Convinced but don’t know where to start? We got you, here are a few of the most effective ways to figure your audience out.
- Market Research Techniques: Surveys
- Consider adding surveys to your newsletter or mailing list. These surveys will help you understand your core consumers better. You can even run a competition alongside the survey to maximize engagement.
- Focus Groups: Old School but Effective
- Although considered old school, focus groups can still be effective. Poll a random group of people to identify those who resonate with your brand. This feedback can guide your long-term strategies, especially when expanding into new markets.
- Data Analysis: Our Personal Favorite
- Leverage the wealth of data you likely have—whether it’s from orders, inquiry forms, or social media. Graph and analyze this data to gain valuable insights. If you’re using an online store, visualize it there; for social media, explore the laid-out information.
Remember, understanding your audience is crucial for effective marketing. By employing these techniques, you’ll be better equipped to tailor your messaging and connect with your target audience
Top Tip: Make sure to consider covering all the important demographics – gender, age, and income levels for the most accurate picture of your audience.
Crafting relevant content
Creating video content that resonates with your audience is critical for delivering your message effectively and achieving your goals. Whether it’s through storytelling techniques, tone, or messaging, all these elements must align with audience expectations and preferences to be effective. If any of these components miss the mark, the video content can fall short.
That’s why we invest significant time working closely with you and your brand. We aim to understand your business, your content goals, your position in the market, and your target audience. With this knowledge, we work tirelessly to create a video strategy that hits all the right notes. While it involves extensive planning and research, the payoff is always worth it in the long run
Testing and optimising
This information is particularly relevant for social media, and it becomes incredibly effective when used strategically. Most online ad platforms offer the ability to test different video concepts with your audience.
You can create various versions of your commercial video productions and A/B test them within your target audience. By collecting feedback, you can make edits and upload new versions of the advertisements, continuously improving and refining your existing campaigns.
For instance, YouTube allows you to create what they call “ad sequences.” These sequences consist of multiple pieces of a campaign that work together to achieve your goals. Here’s how it works:
Tease: Start with a 5-second unskippable teaser, typically taken from the beginning of your commercial.
Amplify: Follow up with your full 30-second commercial.
Echo: Finally, showcase the end or a punchy 6-second unskippable version.
If you’re interested in other types of ad sequences, there’s a great article that covers the current paths Google offers.
Remember that this data is invaluable for future campaigns. You can tailor your idea, content, style, and platform based on audience reactions. For example, if your target audience primarily resides on YouTube, there’s no point in allocating your advertising budget to Facebook.
We hope you have enjoyed our insight into how understanding your audience shapes commercial video production and how it can increase your marketing ROI. If you would like to know more about creating a bespoke video for your brand aimed squarely at your target market, feel free to get in touch here or call us on 0161 3273799.
