Girl on the sofa with popcorn and remote, undecided as to what to watch
A video is a powerful tool for connecting with an audience. Businesses use it for marketing, branding, and customer service, among other purposes. How effective are your videos? To answer that question, you need to leverage audience insights. For video content that makes an impact, this perspective is indispensable.
We’ll discuss six audience insights to help you deliver valuable video content.
First, let’s understand the value of video and audience insights for businesses.
Key Takeaways:
Video is a powerful marketing tool that can significantly impact a business’s bottom line.
You can produce informative and entertaining videos with the right audience insights that keep people watching until the end.
Learn your target audience’s demographics and psychographics (i.e., their interest and what motivates them).
What do you wish to achieve with your videos? Knowing your goals will help you produce video content aligned with them, maximizing the return on your investment in video.
The Rise of Video Content
The first thing to understand is the history of video content. Businesses and organizations have primarily used videos for many years to reach their audiences. Things changed, however, in the early 2000s with the emergence of YouTube and other online video platforms. These platforms allowed anyone with a camera and an internet connection to share their videos with the world, leading to a boom in user-generated content and a significant increase in the amount of video consumed online.
Today, there is a variety of streaming options available to viewers. Platforms like Netflix, Hulu, and Amazon Prime offer various TV shows and movies. Many specialty streaming services cater to specific interests, such as sports, news, and gaming. And, of course, YouTube is still one of the most popular online video platforms.
The Value of Video for Businesses
It’s no secret that videos are a valuable tool for businesses. Eighty-six percent of companies use video marketing, and many statistics show the value of this strategy, including:
Almost 90% of businesses have seen an increase in website traffic due to video marketing.
Eighty-one percent of companies have seen an immediate increase in sales following a video campaign.
Ninety-three percent of marketers recognize that video has helped increase brand awareness.
Eighty-seven percent of marketers have stated that videos have a positive return on investment (ROI).
Video is a powerful marketing tool that can significantly impact a business’s bottom line. But to achieve these results, companies need to create videos that their audience will want to watch. Here is where your target audience insights come in.
Bar graph showing surveyed audience insights for video return on investment
Why Audience Insights Are Important for Delivering Valuable Video
Malcolm Forbes, an American entrepreneur and publisher of Forbes magazine, once said: “The best vision is insight.”
Audience insights are essential for delivering valuable videos because they help you understand what your audience wants to see. Without this information, creating content that resonates with your viewers is difficult. But with the right insights, you can produce informative and entertaining videos that will keep people watching until the end.
Six Audience Insights for Video That Impacts
There are many different ways to gather audience insights. You can use data from social media platforms, Google Analytics, surveys, and more. But no matter how you collect this information, six key insights will help you deliver valuable video content:
1. Who Is Your Target Audience?
Before you can produce video content that resonates with your viewers, you need to know who they are. What are their demographics? What is their psychographics (i.e., their interest and what motivates them)? Answering these questions will give you a good starting point for creating video content that appeals to your target audience.
How to find your target audience in 4 easy steps
2. What Type of Video Content Do They Prefer?
Not all video content is created equal. Some types of videos are more popular than others. When choosing the right video for your audience, it’s vital to consider what they prefer. Do they like short videos or long-form content? Are they more likely to watch live videos or pre-recorded content?
3. What Are Their Viewing Habits?
Where and when do your target audience members prefer to watch video content? Do they watch videos on their smartphones, tablets, or laptops? Do they prefer to watch videos during their commute, at work, or in the evening?
4. What Genre of Video Content Do They Find Engaging?
Some videos are more likely to capture attention and generate interest than others. When creating engaging video content, your audience must consider what type of content it prefers. Do they like videos that are informative or entertaining? Are they more likely to watch videos that are emotional or funny?
5. What Is the Best Way to Reach Your Target Audience?
There are several ways to distribute video content. But not all distribution channels are equally effective. When reaching your target audience, you must consider which platforms they prefer. Do they like watching videos on social media, your website, or a third-party platform?
6. What Are Your Goals for Video Content?
The final audience insight to consider is your goal for creating video content. What do you wish to achieve with your videos? Do you want to generate leads, grow brand awareness, or drive sales? Knowing your goals will help you produce video content aligned with them, maximizing the return on your investment in video.
Creating valuable video content requires a deep understanding of your audience. Considering the six audience insights discussed above, you can produce video content that resonates with your target audience and helps you achieve your business goals.
Pinwheel with eight video content marketing goals
Optimize your videos with Penthera
Aside from engaging content, bandwidth optimization is vital to display clear, crisp images with no buffering or lag. Penthera offers a first-in-class solution that seamlessly integrates with your existing app, providing reliable playback and downloading for your viewers.
Contact Penthera today to learn about our solutions and services.
