Specify Your Audience

If you want more video views, then you need to target smaller audiences.
That may seem to be counterintuitive, but let me explain.
When I scroll down my Facebook newsfeed, I feel a little overwhelmed by the amount of ‘noise’ trying to capture my attention. There are videos that shout ‘Hey Everybody, watch this…’
In order to survive, you learn to ignore the noise and focus on what is of real interest to you.
So if I’m scrolling down and I see a video that says ‘Hi there Gerry’, I’m going to be interested because that video was made specifically for me.
Now, of course we cannot create video ads that call out specific individuals, (and it would be kind of creepy if we could), but we need to capture that exact same response when our viewers feel that this video was made just for them.
So how do we single out our target audience from the rest of the crowd?
We need to go back to the very basics of Human Nature and connect our offers with one of the eight biological human desires; SURVIVAL; FOOD; FREEDOM FROM PAIN; INTIMATE RELATIONSHIPS; COMFORT; TO BE SUPERIOR; PROTECTION OF LOVED ONES; and SOCIAL APPROVAL.
When you connect one of these eight desires with your product offer, you tap into the power of Human Nature itself. They are powerful motivators that are biologically programmed in each of us and will call out to your target audience.
You may notice that many marketers focus on the pain points of their target audience. Not only do they start the video with their pain, but twist the knife in deeper. But really, are you going to watch a video that starts with a line like, “Are you so pathetic that you don’t have any friends or social influence?” Certainly no one would want to publicly admit that that that video was made specifically for them.
It is far more powerful to inspire a more positive desire and lead with a promise of “How to win friends and influence people”. I know I book by that name that did pretty well nearly a century ago.
Take your audience on a desired journey from where they are today to where they want to be tomorrow.
So get your videos out there and I hope you don’t get millions of views, but several thousands of specific and highly targeted viewers that want what you have to offer.
Gerry Tacovsky
Video Marketing Strategist