Have you figured out your avatar for your live video content marketing?
So I have been thinking a lot about formalizing some sort of strategy for live video content creation that I could share with others who are dipping their toes in the water of live video, so to speak.
And it occurs to me that your strategy for live video, if you are doing it correctly, somewhat mirrors a general business strategy or marketing plan.
When starting a business, it is important to conceptualize and identify your avatar, or your ideal customer. By identifying your ideal customer, you better suit yourself and your business for success.
I do believe that, in many cases, the avatar for your business will be roughly the same for a consumer of the live video content you create for your business.
However, that may be lazy and short-sighted to conclude that is true without looking into it further.
Additionally, your goals for using live and in-the-monent video should be considered in figuring out your live video avatar, because that could change based on a variety of factors, such as which video platforms you will be using, and what kind of content will you be creating.
For instance, let’s presume you have a business that is a firearms parts business for aftermarket shotgun parts. You might have concluded early on that your business avatar is a 25 to 45 year old American male. And that may be somewhat true in many ways, but is the 25 to 45 year old American male going to consume your live video content? Maybe.
And will the 25 to 45 year old American male who might consume your content if it is on Facebook consume similar content if the content is on Snapchat instead?
Will your business avatar consume the content whether it is longer form, half-hour or hour long content that is live, or will they only consume it if it is short form micro video that is in-the-moment content such as Snapchat or Instagram Stories?
These are important questions to ask, and I think that there is no solid, one-size-fits-all answer or strategy.
Instead, I think it is important to figure out which platform(s) you intend to use, and try to figure out who your avatar is for each platform.
I know that to some that may be splitting hairs and creating a convoluted mess, but your business avatar — your ideal customer — may not even be on live video (yet).
So live video could work to expand your message beyond your business avatar to reach a new audience, in addition to being there for your ideal customer who might find you there.
And each social media video platform is going to offer you something completely different, with a potentially completely different audience. What you get out of your content strategy with Facebook Live very well may be completely different than what you get out of Snapchat or Instagram Stories.
So plan accordingly. Identify who your ideal customer, or avatar, is for each platform. Use that to help you identify which video platforms you intend to use in your marketing strategy. And figure out who you will reach on each platform, and craft your message for that particular crowd.
If a particular crowd and the platform they enjoy isn’t suited for your business, pat yourself on the back and be happy that you figured that out and didn’t waste time creating content for people who will never be your customer.