Communicating with your audience is the whole purpose of company or business video content. There is no better content type than video for marketing. However, at the centre of the video lies the needs of the audience. Do they want a direct answer to a question? Perhaps they need an explanation or demonstration? Or do they just want to know more about what you do? Either way, the purpose of creating great video content is related to your audience, no matter which type of video you are creating. Here at Oh Video, we are video production and video marketing experts, working with businesses and companies throughout Manchester and the whole of the North West. As a result, we have produced this guide to the audience and your commercial video content.
Identify your audience
To create truly great commercial video content you need to understand your audience. The first part of this is to identify them. Take a look at the social media followers and find out:
- The type of content that has the most interaction
- The content type that has the least reaction
- Which type of interaction is popular- do people stick to “liking” a post, or are they asking questions?
The answers to these questions can help you establish a persona for your average audience member, as well as help you to understand what it is that your audience would enjoy the most from your video content.
Producing content with the audience in mind
Once you know the kind of topics that are popular with your audience, and the way they like to interact, you can start to decide on video types. These can include, but are not limited to:
- how to videos
- educational videos
- explainer videos
- social media live videos
- product review videos
For example, if your customers like to ask questions on your social media posts, why not produce a social media live video. This way, your viewers can ask questions and have them answered in real time. It also means you can add a brand new piece of video content to your website without it taking a huge amount of time. Many successful companies start with a live tour of the shop floor or the company office, answering any questions as they go.
Alternatively, your audience may be quite passive in their interest, preferring to respond with a simple “reaction”. If this is the case, they may prefer an explainer video or a product review, that they can sit back and watch without feeling like they need to join in.
The relationship between the audience and your commercial video content will vary for different industries. Some audiences will be looking for particular types of content, focused on their interests. Use social media to establish the audiences interest, and produce video content to meet this. For all your professional video production and marketing needs, contact us at Oh Video, Manchester’s favourite video experts.