Figuring out who is watching your video content online is a black art of smoke and mirrors, and requires ongoing deep-digging and data-crunching. It’s essential to get this information to make your video stick better and prove its worth.
But this kind of work is retrospective.
The most important conversation needs to happen long before this. Don’t wait until you are already deep in the forest and following the breadcrumbs back to the original video plan to ask these vital questions.
"Who exactly do I want to watch this video? Who exactly is my audience?"
This is a bit of interrogation that seldom happens before we set out to make video content for our brand.
“Who do we want to watch this stuff?”
“Why, everyone of course!”
While it’s highly desirable to create a video that the whole world will watch, it’s not very specific as a target. It’s like saying, when asked who your customer is, “Why everyone in the world is our customer!” It wouldn’t get you very far in a product pitch.
The same applies to video content for marketing. Deciding on your target viewer in advance, right down to the colour of their socks, is crucial. Apply the same segmentation tick sheet to your video audience as you would to your market. Hoovering up views from random clickers might look good on a first clip or two, but you won’t build a cohesive loyal audience unless you tell them clearly that they are your audience.
Don’t worry about trying to talk to everyone, because if you’re speaking coherently to one identified group, others will stop by to have a look and listen. Decide on your audience before you publish a thing, and give them the best chance to go forward with you. Then your future data-digging will confirm that your target is watching you back.
Niamh Guckian is the Director of Go Motion Academy
Providing Training in Video for Social Media & Digital Marketing