Know your target customer before you begin a branded video campaign

Sponsokit
Sponsokit
Sep 7, 2018 · 3 min read

Having a complete and thorough understanding of your target customer is crucial to a successful branded video campaign.

It influences every subsequent decision that you will make, from which social media creators to collaborate with to what content to produce and where to distribute it.

If your customer analysis is off point then your branded video marketing will not reach the people most likely to buy your product or download your app.

Therefore an important step in your campaign is to develop a customer persona, the more detailed the better.

This not only helps clarify who you are targeting in your mind on the brand side, but can also be shared with your chosen creators to help solidify who they are supposedly talking to and gives them a better idea on how to communicate your brand message.

At the bare minimum your customer persona should answer to key components of the demographic data of the audience available to you on every major social media platform.

These include the gender, age and location of the viewer.

This means that when you select your creator you can match the data to your customer persona and ensure that a large enough portion of their audience are your target customers.

But having more details about your customer will help you write a better brief for your creator and give them more of a direction for the content of your branded video.

They can adjust their tone or storyline to fit better with the demographics you’re targeting.

Another part of the persona that is vitally important is where on social media your target customers are spending their time.

This will also influence your choice of creator as you most likely want them to be strongest on the platform where most of your potential customers are hanging out.

For instance if you are targeting generation z-ers then Snapchat or YouTube might be the way forward, if you are looking more at millennials then Instagram and YouTube might be a better bet.

Similarly this information will help determine how the content is distributed and promoted.

Lastly, within your persona you might generate an idea of where in the customer journey your target customers are — have they heard of your brand? Are they already interested in your products and looking for reviews and recommendations or are they still to discover you?

This also goes to the kind of content that will work best for your branded video, for example, how much knowledge the creator should assume of the audience, whether they should do a detailed introduction of the product and demonstration or a review, etc.,.

Knowing your target customer inside out before you start your branded video marketing will help you select the most effective creators and produce and distribute the content in a way that reaches the people you’re targeting.

For the latest trends and creators exploding social media, check out the Sponsokit website — updated daily!

Sponsokit

The pulse of mobile video.

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Sponsokit

The pulse of mobile video.

Sponsokit

Sponsokit

The pulse of mobile video.

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