The beauty of launching a video marketing campaign is the ability to convey your message and grab your audience's attention. Having a video helps put a face and personality behind your brand and creates that personal connection with your audience. Communication is a two way street. You are effectively creating a video to build a relationship with your target audience. So before diving straight into the deep end, it's important to understand how customizing your video message can keep you followers better engaged.
Research your target audience
To tailor your message you must first understand who you want to appeal to. As we highlighted in our previous blog about how to define your audience, defining your audience is such an important stage in your video marketing campaign and simply cannot be overlooked. It allows you to understand who they are and what works for them. The only way to truly know your followers is by conducting thorough research.
What to research varies across different businesses. You need to think about the purpose of your online video, your business's overall goals and the market you operate in.
To get you started we have compiled a range of the questions.
- What does your target audience know about your product or service?
- What are your target audience's views about your product or service?
- How will your target audience gain from your product or service?
- How will your target audience use your product or service?
- What drives your target audience to make decisions?
Have you already researched your target followers and tailored your message accordingly? If so, then sign up here to get started on your video animation.
Tailoring your message through demographics
Demographics help divide your market based on indicators such as age, gender, education level, income and so forth. Defining your audience through demographic segmentation gives you the opportunity to customise your message based on easily accessible census data.
Just how important are demographics for your online video? Can your followers age influence how you convey your video’s message? Absolutely! People's mindsets and responsibilities change the older you get. If your typical person is aged between 15-25, your video may be more fast paced, focusing on the early adopters. Your video would categorically change if your audience was aged between 40-55. You might channel your message in a steadier pace, possibly looking at the late adopters.
Below are a range of factors to consider when using demographic segmentation.
- Gender. How you talk about specific products and services may be influenced by gender. For example fitness and fashion.
- Religion and culture. Would the language and gestures used vary across different cultures?
- Profession. Would you communicate with an accountant in the same way as a footballer?
- Education level. Would your videos formality be the same if you where speaking to both a high school student and a lawyer?
Using demographics to shape your videos message is likely to appeal to your customers and help capture their attention. However solely relying on quantitative information makes it easier to overlook why your audience buys in the first place.
Using psychographics to adapt your message
Contrary to demographics, psychographic segmentation looks at qualitative factors. It separates a market by lifestyle, personality traits, values and beliefs. Once you understand your audience's interest and life cycle, use this information to ensure that your video message feels natural and aims to encourage your followers.
Think about your video and in particular your message. Does your audience agree with you? Do they oppose your message? Or hold a neutral view? You will need to tailor your message depending on the overall perception. If your audience generally agrees with you, your message should focus on increasing their understanding. If they oppose your views, then your message should be modified to persuade them and change their perception.
Other factors to consider when using psychographic segmentation are as follows.
- Values. Knowing what your targeted followers values can act as a powerful starting point to grasp their attention.
- Personality. Introverts and extroverts have different preferences. Do you need to be factual and systematic? Innovative and logical? Cool and realistic? Energetic and Enthusiastic?
- Lifestyle. Will different lifestyles require specialized terminology?
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Modifying your message through behavioral patterns
Understanding your audience’s behavioral patterns can help make your marketing video more persuasive. Looking at behavioral patterns allows you to focus on their attitudes, uses and buying habits. If you know what motivates your followers to buy, use this as your base and adapt your message accordingly.
How would you tailor your message for individuals with different loyalty statuses? If you are trying to win over your audience and obtain their loyalty, you need to be persuasive. If you have a loyal audience and strong following, then tailor your message to be less persuasive and more enlightening. You need to find a balance that works for your people. If you try to reach everyone then you’re likely to have little appeal, at the same time if only a selected few meet your criteria, then you have gone too far.
When using behavioural segmentation, here are a couple of other factors to consider when tailoring your message.
- Special occasion. How could your message change throughout the year? Would your approach on Christmas be the same for a birthday?
- Benefits sought. If you know your audience are after your products or services for specific benefits, then use your video to emphasise on them.
- Buyer readiness stage. Are you looking to build awareness, acquire knowledge or obtain preference?
Using geographic segmentation to shape your message
For example, let's say you have identified your core followers by country, how can you use this information to influence engagement? Of course communicating your message in the country's language is a start. Solely focusing on language may allow your audience to understand your message but it’s unlikely to influence their decision. Instead, you need to look at comprehensive elements of a country such as the economical environment. If that country's economical environment is good, then tailor your video message to evoke purchasing behaviour.
Here are some other geographic factors to consider when altering your message.
- Cultural preferences. Different cultures acknowledge different gestures.
- Language. What language will you display your message in? Does your language choice influence how soft or loud you're going to communicate your message in.
Tailoring your message to appeal to a greater audience and fuel engagement is such an important stage in your video marketing campaign. You should look to incorporate different aspects of each segments to help shape your message. Relying on just one form of segmentation can result in your online video ignoring key opportunities that make your campaign more successful.
Now that your message is strongly tailored to your audience, sign up for your free Moovly account and get started on bringing your animation to life.