CARING BY DESIGN - CONNECTING WITH YOUR AUDIENCE

Photo by Tetra Pak

Photo by Tetra Pak

There are many factors that will impact how your audience will relate to your story.  

But before you read on, think about why you want to create a video.  

What do you want to accomplish with this video?

Sometimes people want to include more information than one video can accomplish. Alternatively, many people these days think they can create super short videos so they underestimate what they can convey.

Two factors influence the ideal length and type of content of your video or video series:  

  • your audience’s state of awareness

  • and the complexity of your message

TOGETHER, THESE WILL DETERMINE:

How long your video should run.  What you want it to look like.  What story you tell.  How many videos you create. And where you will place your video.

Many people say to envision your audience, or ideal customer in terms of what they do, what they wear, what problems they are facing, etc.

When determining your online video strategy, I use a different approach.  I look at your audience’s knowledge in RELATION to you and your solution.

Yes, you still need to know the problems, goals and ambitions of your audience.  Knowing those attributes will help you determine what you say in your video, or your story.

To determine what length of video, what type of content and where best to place your video, you need to know where they are in relation to you and your message before you can create a compelling video that people will care about and share.

Here is the AUDIENCE RETENTION MATRIX

I created this as a tool to help my clients determine what type of video they want to create in order to reach their goal.

OnilneVideoAudienceRetentionMatrix

WHAT DO EACH OF THESE ELEMENTS MEAN?

AUDIENCES CURRENT LEVEL OF AWARENESS

Marketing literature often refers to Eugene Schwartz’s Five Levels of Awareness.  For the purposes of this exercise, I’m collapsing that down to two:

Aware of the topic but not of you? 

Aware of you but not what you do?  

AUDIENCES CURRENT LEVEL OF ENGAGEMENT

This is a concept I heard an analyst at Foerester Research discuss.  I wrote an earlier blog post on this subject that you can find here.

In summary, depending on where you audience is in their engagement process, they’ll want to hear more or less from you.  And the type of information they are seeking or would find interesting differs depending on their current level of engagement.

  • Exploring:  engaged with topic but not with you

  • Discovery phase:  interested in learning more

  • Purchase:  interested in learning specifics about the product/service/cause

  • Engaged:  raving fans, want to hear more from you about your brand and solutions

Together, the audience's current level of awareness and their current level of engagement influence their attention span for your content.

MESSAGE LEVEL OF COMPLEXITY

Why would you want to share a complex message?  Well, what if you have raving fans?  These are people who love your product or idea.  They will be bored hearing the basics and THEY WANT MORE.

But if your target audience is new to your product or service, you don’t want to overwhelm them.  Maybe you want to create a piece that is an emotional pop, getting them excited or interested in your solution.  Or maybe you want to create a piece that inspires people to imagine how their life will be different after working with you or supporting your cause.

Not all videos should be 15 second emotional bombs.  Sometimes you want to say something more.  

NEXT STEPS

Think back to when you started reading this article and I asked you about your original goal.  After looking at the matrix and seeing what you can accomplish based on the length of a video, do you have a better understanding of your desired length and content type?

In part 3 we will look at what types of stories work for each of the levels on the Audience Retention Matrix.  They are willing to watch.  Will you give them what they want?