Before you press record, ask yourself: Who are you making this video for? Identifying your audience is crucial because the more you know about them, the more your video will resonate. Here’s how to get started:
1. Build Detailed Personas
Take the time to create personas for your target audience. Understand their likes, motivations, and how video fits into their daily lives. What challenges
are they facing? Are they trying to save money, make money, or free up time and resources? What problems are they looking to solve? The deeper you go, the more tailored your video content can be.
2. Where Are They Watching?
Next, think about where your audience is consuming content. Are they scrolling through TikTok, LinkedIn, or Instagram? Are they actively searching on Google, or passively consuming content in their feed? And don’t forget the devices—are they using mobile, tablet, laptop, or desktop? Each platform and device impacts how your video behaves and how the audience engages with it.
3. Sound On or Off?
Consider the viewing environment. Is your audience watching videos in a quiet space where sound is on, or are they in a busy environment where sound is off by default? Understanding this will help you decide whether to include captions or rely on visuals to tell your story.
Why This Matters
When you understand how your audience consumes video, you can optimize the length, format, messaging, and call-to-action (CTA) to better meet their needs. It’s about delivering the right message at the right time, in the right place, to the right people.