Making sure you create content that speaks to your audience is very important. Without this your media may not get the response you wanted. Your client’s audience should determine the tone of the videos, what content goes into them, and even what channels you choose to share them on and how you target ad spend.
- Making engaging video is all about communication, and if you can’t empathize with your audience, it’s really hard to communicate effectively with them. When it comes to producing videos for clients, understanding the audience is key.
- Personas aren’t just for current customers, fans, and followers. Every brand wants to expand their reach beyond the people they’re currently talking to, so I do a similar analysis with competitors and publications working within the client’s industry.
- Once you have a good picture of who your audience is, drill deeper into what they care about. Especially when you’re working in niche industries like interior design or fashion, knowing what topics are trending and what language people use is critical.
“A persona contains the information you’ll need to set up demographic targeting settings. Things like interests, income level, marital status, and more can all be helpful at this stage.”