Be Genuine with your Online Video Content
More than ever before, markets are fragmented. Once you could build your strategy on a basic demographic. “White, male, college grad.” But now, because of the massive diversity of online video content, those once-broad markets have fragmented and become very specific.
Now, when you speak to your audience, you can’t make any assumptions. You’d better know about them specifically and you’d better be able to connect with them on a level that makes them feel known.
Because if you’re phony, they’re going to smell it.
The days of marketing tyranny are over. No longer do audiences have to pay the price of sitting through our ads to receive content. Now audiences will only watch us if they want to watch us.
So, you have to figure out what they want to watch. One way to do this is to take a look at what they’re already engaging in and design your online video content with that in mind. Remember, if you scratch their back (engaging content) they’ll scratch yours (message retention).
Examples of Authentic Video Content
Here are some national campaigns that really hit the mark on audience connection.
Taco Bell on Twitter- (geared toward their tweeting eaters – contains funny twitter duel between Old Spice and Taco Bell)
Dove’s self-image boosting video, connects strongly with their target demographic (women ages 25-60)
Read about the strategy here- http://www.businessinsider.com/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5