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Know Your Audience Before You Make Content for Them—Here’s How

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To create compelling content for your brand, you need to know your audience. But what does “knowing your audience” really mean? Which audience? And how much do you need to know about them? As the president of Bleacher Report, Rory Brown, told Digiday, “You can reach so many more people [in this era], but the definition of audience is murkier than ever.”

And when it comes to endeavors like creating branded shows, a podcast, or even an ad campaign, your potential audience suddenly expands beyond those who are just interested in learning more about your product or service. This is great news, but it also brings us back to that tricky question — how do you know who you should actually be making content for in the first place?

“How do you know who you should actually be making content for in the first place?”

Determining your audience is a key part of the creative process that should happen before you even pick up a camera or jot down a script. So, let’s start narrowing down who makes up that nebulous audience of yours!

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Whether you set out to make a video series, a documentary, or heck, even a docu-series, looking to your brand values for guidance is a great place to start. Your brand values define your company more broadly than your main product or service does, and ultimately guide your business’ core purpose and personality. Chances are, you probably already have a consensus on what those values are, so dust off that internal document of yours that covers them in detail, because you’re going to want to reference this! Let these brand values be your starting point for understanding your audience and the types of content they might be interested in consuming.

Here at Wistia, for example, creativity is one of our core brand values. We try to be creative in the way we approach everything from developing products and producing videos to funding our business and delighting our customers. As a company who invests in creativity, we know that our customers rely on us to look at problems differently and solve them in ways they may not have thought of before.

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So, when it came to deciding on a theme that would resonate with our audience for our first-ever docu-series, One, Ten, One Hundred, exploring the relationship between money and creativity seemed like the perfect fit. Leaning on this brand value helped us reach more people who are just as passionate as we are about being creative, regardless of your budget.

How to incorporate brand values into your content strategy:

Use your brand values as headers for lists of topics to brainstorm. These topics can start off pretty broad, i.e. under “Creativity” you could write down topics like “Freelancing” or “Photography.” Then, pressure-test your topics by simply polling your current customers, blog-readers, and social media followers. You can always send out a survey with a tool like SurveyMonkey, but nowadays you can do polls on social media platforms, like Facebook and Twitter. Get a consensus around the areas your audience is most interested in. Later on, you’ll narrow these down and get even more specific about the execution of the content itself.

How this helps you grow your audience:

Ideating around your brand values is a safeguard against short-term thinking. By keeping your content ambitions in line with your company’s long term goals, you’re making sure that the content you create has legs that can last a lifetime. Plus, involving your current audience and customers at this stage will help reveal which values actually resonate with them the most.

“Ideating around your brand values is a safeguard against short-term thinking.”

From the Jobs to Be Done framework to simply asking “why” over and over again, understanding and solving your audience’s problems is a tried-and-true marketing tactic that helps you win fans for life.

As a business, you’re probably already very familiar with the problems your customers face because you know what problems your product solves. And while your content should share some of that utility, the greater focus should be placed on the problems your customers face in their daily lives and at work.

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For example, Robinhood wants to “democratize the financial system” for millennials and younger generations through app-based stock trading — a mission that led to the company buying and taking over the MarketSnacks newsletter and podcast (which was rebranded as Robinhood Snacks).

Robinhood’s product solves the problem of making market investing less complicated, but the newsletter and daily podcast give their audience a look at the broader financial landscape in a way that’s more engaging and entertaining.

How to define audience problems:

When it comes to defining audience problems, we recommend using quantitative (demographics and behavior) and qualitative data (comments, feedback, customer interviews, and support queries) about your current customers to form hypotheses about audience pain points at work or at home.

Search online to see if anyone is discussing these pain points to validate your hypotheses, and then create a problem statement using the “people who + but” framework. A “people who + but” statement for Robinhood Snacks’ audience might be:

“Young people who want to make intelligent investments, but don’t always have time to track the financial markets.”

Use the problem statement as the basis for solutions you’ll explore in your content, and as always, be sure to check what you land on against your brand values to ensure it’s still a good fit.

How this helps you grow your audience:

The “people who + but” framework works well for growing your audience because it focuses on identity. A New York Times study on the psychology of sharing found that 68% of people share content online because they want to “give people a better sense of who they are and what they care about.” People who identify a certain way often face the same societal or cultural restraints that cause problems in their daily lives. If you can solve problems for people who identify in a certain way, or as part of a certain social group, your content is more likely to be shared around that group.

Narrowing your audience might sound like contradictory advice for growing it, but doing so actually helps you create better content. Niches allow you to come up with solutions that resonate deeply with the audience you’re targeting, and ultimately, create the kinds of relationships that lead to lasting brand loyalty and fandom.

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MailChimp is a great example of this. They’ve stated on their About page that creating an “empowered and inspired community” is part of their company culture. Their video content brand, MailChimp Presents, is focused on telling stories about “the entrepreneurial spirit.” And each of the series they’ve created so far focuses on a specific niche of entrepreneurs. For instance, the series Wi-Finders is all about digital nomads changing the cultures of the cities they live in.

The “people who + but” statement for Wi-Finders’ audience might be:

“Entrepreneurs and creatives who are considering a more adventurous lifestyle but feel limited by obligations at home or at work.”

The statement above articulates one clear problem these specific people face. What follows next, is a pitch that explains how you’ll address the problem with the execution of your content. Here’s what a pitch for Wi-Finders might look like:

“We’ll document the daily routines of digital nomads to show entrepreneurs the numerous ways they can make a life and live in cities around the world.”

How to create niche content:

Use your problem statement to zero in on an interest group or identity you want to focus on. Then, come up with a pitch for a branded show directed towards that audience. Start by testing out your ideas with smaller content first. Post a tweet thread or a blog post about the problems you’re observing, or create a short (2–5 minute) video exploring your idea.

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Share your content out in the world and gauge interest based on the response you get. You know you’ll have found a good audience niche when it feels like you hit a nerve with a specific online community. With that confidence in your back pocket, start investing in bigger initiatives like a branded show directed towards that audience niche.

How this helps grow your audience:

Specific, concrete details are what make content watchable, and you can only provide these details by narrowing the scope of each project. If your subject matter is too broad, your content will be bland and unhelpful. With a specific niche, you can draw in a quality audience that identifies with and is passionate about your subject. And the more content you create, the more specific, unique audiences you can pull in.

When you’ve found the right ideas and the right people, a kind of magic happens. You can create original content that’s valuable to others, aligns with your brand values, and allows you to flex your curiosity and creativity.

“When you’ve found the right ideas and the right people, a kind of magic happens.”

Without an audience for your content, you may as well be shouting into the void. Values, problems, and identity are all closely connected for getting to know your audience and then creating great content that engages them.

After all, the best content serves its audience in a way that speaks to what they already know about themselves, but also helps them change perspective and think about things in new ways. By grounding your content strategy in the knowledge of your audience, you can take more creative risks with confidence.



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Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

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Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

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Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020

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Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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