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Selecting Content Types for Video

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  • 1. How-To Guide Selecting Content Types for Videos By Kristen Maida, Research Analyst January 2014 EXECUTIVE SUMMARY “If a picture is worth a 1,000 words, than a video is worth a 1,000 words, 25 times a second” (www.distilled.net). As we have all experienced, images speak louder than words. Is this because an image produces a more powerful message than words? Not necessarily. However, due to the actual time invested in viewing an image versus reading a page of text, our brains are able to process the meanings and emotional responses associated with viewing an image much faster. Video content functions in much the same way; with much more depth and complexity than a single image. Videos string together a potent combination of elements (ammo) – audio, cast/speaker(s), images, graphics and text. The addition of each element in a video exponentially increases the power of the video itself, which explains why a one-minute video is worth 1,500,000 words. While the production elements (ammo) are critical to a video’s success, video content must be engaging and relevant to your viewers in order to make an impact. For this reason, selecting the proper video content to align with your target viewing audience can be the most powerful ammo for your video. This How-To Guide discusses how to align your video content choices with your audience, the most successful types of video content and the benefits associated with each content type. © 2014 Demand Metric Research Corporation. All Rights Reserved.
  • 2. How-To Guide UNDERSTANDING YOUR AUDIENCE The key to selecting the proper content type for your video(s) is to truly understand the needs and behavior of your target audience. Many organizations conduct demographic studies to understand key target markets for their product/service. The information retrieved from those studies is very useful for the purpose of marketing your video content. However, it is even more important to take those demographics a bit further to understand the behaviors and personas of your clients and prospects. Here are some key questions you and your video marketing project team should ask yourselves about your target audience at this stage:  What does your audience need? Do they need information, education, advice and/or fun/diversion?  What are the key challenges your viewers are trying to address?  At what stage in the buying process are the majority of your viewers?  What buyer persona(s) will you encounter through this video?  What are the media (Internet, TV, radio, etc.) habits of your audience?  What are the social media habits of your viewers? To read the rest of this How-to Guide, become a Demand Metric member today! © 2014 Demand Metric Research Corporation. All Rights Reserved.