Updated: Aug 25
You need to have a clear understanding of your potential social media audience so you can plan and film your videos with those people in mind
I’m sure you already know that your target audience is not “everyone” - unless you’re Google.
You need to define and to identify your niche so you can make the most of it.
You need to avoid being drowned out by the vast amount of information being blasted over the internet.
Obviously it is better to blast at people that are interested in your subject than to waste the effort blasting people who are not even likely to be curious about your product or service.
So How do you find out who is your target audience?
You need to narrow it down for your industry.
Here are some initial questions to try to answer.
Are your target customers male or female?
How old are they?
Where do they live?
What is their marital status?
Do they have children? How old are their children?
What is their education level?
What do they do for a living?
What is their average income?
What motivates them to make a purchase?
What are your customer’s common interests?
Who makes the buying decisions?
How often do they purchase a product?
Do they shop online or prefer to see/touch the product before they buy?
How long does it take them to make a buying decision?
What form of media does your target rely on for information?
How far do they travel to make a purchase?
What other products do they buy?
Are you selling B2B or B2C customers - why not both?
Try to relate these questions to your industry.
Then put them into these categories:
Where they are?
Which media channels they use?
What their buying habits are?
How your video will motivate them to buy?
It sounds complicated at this stage, but don’t get too specific.
I know I said narrow it down, just as an archery target has a bulls eye, you still get a score if you hit one of the outer rings.
So think of your target market in the same way - there are overlaps.
An example say you are a small company making handmade soaps you’ll want to appeal to women who can afford your products and live in an area where you can deliver - those are in the bulls eye.
But men buying birthday gifts for their loved ones should not be discounted.
You will know, or think you know, some of the answers to the questions in the list.
Write down those answers and then ask friends or family what they think?
Once you’ve narrowed it down.
Then consider the specifics of these categories:
Age-based target audience profile
People of different ages act in different ways.
But remember that the person you are targeting, may not use the product or service.
It’s obvious that the target for baby products is most likely the parents.
But not all target audiences are that obvious - think outside the square
If you sell business to business look at the age of CEOs or buyers in your industry.
You need to design promotional videos to appeal to that age-range.
Geographical or “local” target audience profile
As a small business you won’t be targeting right around the world.
Or will you?
Sure if you are that hand made soap company - it’s unlikely.
But take my company into account - I can sell my training services world wide - well not really because I am restricted by language.
So your question will be - where can I delver my service or product - how far without blowing out the cost to be uncompetitive.
Personality-driven target audience profile
The personality of your targets should be considered in all your videos.
Think about what’s valuable to your customer, and what isn’t.
How do they spend their non working time?
What are their personal concerns?
If you see your target audience caring about social responsibility, you need to show your ethics and your concerns for Global warming for instance.
Target audience demographics
There are as many target audiences as there are companies - because each company has a slightly different persona.
Well it should do - it’s very hard to sell against exactly the same brand or specification - until you take into account that the backup service is different and the people themselves appeal differently.
This where many companies try to just compete on just the best price without considering how they can offer other benefits than just specifications.
Once you think you have identified what you think is your target audience, these are the things you should build into your script for your video.
Check out my scripting blog
But before you jump in though.
Keep evaluating the potential targets - they can change and most likely will.
A big lesson is keep moving - don’t get bogged down with the “I’m not sure” scenario.
It’s better to make a decision and “get started” than to be too hesitant.
Don’t over analyze, be positive about the outcome, learn from your mistakes, trust your instincts, be confident.
1/ Identify the needs and problems
What problems does your product or service solve?
Put this into your script of your video.
2/ Existing customers
Existing customers are by definition “IN” your target audience, so use them as the persona for you to put a face to the person you are aiming your video at - keep the image of that person in your mind as you are preparing your script.
3/ Social media is ideal for creating a community.
This of most important for your videos that will keep your target customers coming back to you.
It will help develop followers for your brand.
Make sure you respond to all comments, even bad ones - be polite and show concern - put yourself in their shoes and think what they would like to hear, you will build relationships
4/ Use tools to help you
There are many Analytical tools available on YouTube. Such as:
This list on screen now.
The URLs are in the comments below:
Neil Patel, https://neilpatel.com/
Google’s own Keyword research tools, https://ads.google.com/
SEM Rush, https://www.semrush.com/.
I will look at these in more detail in the “Set-up a YouTube channel” blog
These Analytics platforms give in-depth details on who is visiting your channel or website.
Knowing details about people who are spending the most time on your website and social channels, will help you to understand your target audience better.
The final Thought:
A target audience is where message in your videos reach the right customers.
Once you are talking to you target audience you need to make sure your video’s message is directing them to your web site's home page.
Think of your web site as your shop, whether it has eCommerce or not.
Just as you would want your physical shop to look attractive and inviting, do the same for your web page.