Creating A Video For A Unique Audience
Videos are currently the best way of distributing information. Look around you, on social media pictures are being slowly replaced by videos. Workplace announcements, introductions, and briefings have begun to reap the benefits of videos over large printed documents. YouTube is seeing record numbers and even the advertisements we are served have taken form in auto playing videos. Creating a video often seems like an easy task, but a lot of people take the wrong approach to creating videos for their target audience. Here’s what you need to remember in order to produce content that’s relevant to your unique audience.
Your Video’s Goals
All videos are made with specific goals in mind, and the best way to ensure your video reaches its goals is to ask yourself two questions.
- Who are my target audience, and
- Why am I creating this video?
Once you have an answer to these questions, you can begin to work on the outline of your video. The outline should address the following principles.
This seems obvious, it’s the whole reason you’re making this video in the first place, but content is nothing without the right presentation. Again, most people will just argue that they’ve chosen their form of presentation in deciding to make a video. This isn’t true, and does require a little more research, and will solely depend on your audience and topic. Begin by researching popular videos with the same target audience and similar topic. Take note of the music they’ve used, the format of the video, and settle on something that suits you. Whether that’s a video featuring you giving a presentation, or using pictures and infographics over other videos, there are plenty of ways to play with the content of your video.
Style and content do go hand in hand, and you want to keep your style as consistent as possible. The clothes you choose to feature, music, and even editing style changes with the seasons. So, research what’s trending and what is appropriate for your video. Color trends need to be monitored and incorporated into your video to make sure the video feels current and engages your audience. Current trends show that fashion videos are using warm tones and summer themes in their videos. Law videos tend towards darker, more serious colors, while using on screen talent that looks friendly, welcoming but still professional. Medical videos go with shades of white and clinical colors with no discernable or bold patterns. So, choose a palette that works for you.
The tone you use will set the mood of your video, so deciding on a tone and keeping it consistent throughout the video is vital. Again, your tone is fully dependent on who your audience is and what your topic is. Creating a safety video usually requires a very serious tone, while a video on home cooking allows you to bring a more excited and friendly feel to the video. Your tone should fluctuate a little in order to continuously capture audience’s attention and stray away from the monotone lecture style presentation. Nobody wants to watch a video where they feel they are being scolded, or the presenter has no interest in the topic.
Feel free to experiment with videos, but be open to feedback and change, and don’t ever stop monitoring trends. Videos live and die with trends. If your video was successful three months ago but has begun to tank, use tools such as Google Analytics or Newswhip to see what’s currently trending, and how things vary from your videos. Sometimes it’s a simple change such as music or adding subtitles, but don’t be scared to completely overhaul your video if it’s simply not working. Sometimes we make mistakes, and it may take you a few tries to get your videos perfect.
You don’t need to tackle video editing by yourself, nor do you have to have the final say on the video. Getting peers to watch it and give their feedback, often they will pick up things you have missed before. Hiring a professional editing company will also help you get the best out of your video. They will be able to help you with scripting, filming gear and on-screen talent. Professional editors can cut videos to ideal lengths making excess is cut as well as fixing any errors that may have been captured in the videos.
For all your video questions and needs, please feel free to contact us at The Michael Group, because video production, is what we do!