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Are You Talkin’ to Me?

Posted on: November 19th, 2013 by Naomi Binkley

Tom and Naomi at Humana shootThis is one of the most essential elements of a successful video… who are you talkin’ to?  Early on identify your target audience.  In television, advertisers closely monitor ratings to know who is watching at what time.  Ratings allow advertisers to determine the best value for their dollars when it comes to prime demographics and buying air time.  You too need to know your audience.

This is one of the first questions  I ask in speaking with someone about a new project.  The answer allows me – as a producer – to craft questions for the video interviews that will elicit responses appropriate for the target audience.

For example, if the topic of your video involves technology, consider whether you’re trying to reach those who are already well-versed in the field or viewers whose interest you hope to pique to persuade them to learn more.  A general audience likely needs basic information to introduce them to the technology while those in the industry require more in-depth messaging to be engaged.  You should also consider whether your video is internally-driven or public-facing.

Now, there may be multiple uses for your video and more than one target audience but identifying your viewers is foundational to creating effective video communications.  Next, you want to move them, inspire them,  and motivate them with a memorable piece.

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