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Web Series Audience Design - StorypreneursUnite.com

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An overview of who is watching web series, the characteristics and roles they can play to help the creators and how to begin to identify, find & "design" the audience for your web series.

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Web Series Audience Design - StorypreneursUnite.com

  1. 1. Web Series Audience Design
  2. 2. Who is the WEB SERIES audience? (characteristics)
  3. 3. GROWING (more people watching original digital video every year) Who is the WEB SERIES audience? (characteristics)
  4. 4. ON DEMAND (want what they want ANY time, EVERY where & on ALL devices) Who is the WEB SERIES audience? (characteristics)
  5. 5. SOCIAL (want peer connection, validation & shared experiences) Who is the WEB SERIES audience? (characteristics)
  6. 6. EMPOWERED (by choice & control) Who is the WEB SERIES audience? (characteristics)
  7. 7. LOOKING FOR SOMETHING DIFFERENT (unique, innovative, edgy, mobile) Who is the WEB SERIES audience? (characteristics)
  8. 8. FRAGMENTED (by platform/device & by niche/segment) Who is the WEB SERIES audience? (characteristics)
  9. 9. Who is the WEB SERIES audience? (behaviours/roles)
  10. 10. Who is the WEB SERIES audience? (behaviours/roles) • SPECTATOR
  11. 11. Who is the WEB SERIES audience? (behaviours/roles) • Spectator •CUSTOMER
  12. 12. Who is the WEB SERIES audience? (behaviours/roles) • Spectator •Customer • PUBLICIST
  13. 13. Who is the WEB SERIES audience? (behaviours/roles) • Spectator •Customer • Publicist •COMMUNITY
  14. 14. • Spectator •Customer • Publicist •Community • COLLABORATOR Who is the WEB SERIES audience? (behaviours/roles)
  15. 15. • Spectator •Customer • Publicist •Community • Collaborator •PATRON/INVESTOR Who is the WEB SERIES audience? (behaviours/roles)
  16. 16. Who is MY audience?
  17. 17. •How do they behave? •What do they like? •What makes their hearts sing? •Where are they? •What technology do they use? •How do they consume content? Who is MY audience?
  18. 18. NOT everyone 18-34 Who is MY audience?
  19. 19. Who is MY audience? NICHE
  20. 20. Who is MY audience? The power of niche audiences… •Mass vs niche (media, market, audience) •Power in specificity & global niches •Easier (& more affordable) to target •Easier to plan the audience journey •Easier to make personal, passionate connections •“Go small to get big”
  21. 21. Who is MY audience? The smaller & more specific the niche the better SEGMENT SEGMENT SEGMENT SEGMENT
  22. 22. Who is MY audience? Example Project: Modern Dark Fairy Tale Web Series Book Lovers Genre fiction fans Genre romance fiction fans Paranormal romance fiction fans Paranormal romance fanfic writers & fans
  23. 23. How do I DESIGN my audience?
  24. 24. How do I DESIGN my audience? Start with niche market research… •Demographics & psychographics •Who are the influencers? •Where are the online communities? •Where are the online conversations? •Who is the online “competition”?
  25. 25. How do I DESIGN my audience? Niche market research sources…social media
  26. 26. How do I DESIGN my audience? Niche market research sources…social media
  27. 27. How do I DESIGN my audience? Niche market research sources…keyword research
  28. 28. How do I DESIGN my audience? Niche market research sources…industry research sites
  29. 29. How do I DESIGN my audience? Niche market research sources…competitive intelligence
  30. 30. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Project: Modern Dark Fairy Tale Web Series Demographics • 15 year old female • Lives at home with parents (middle class) • City dweller Identifiers • Writes fanfic (2-3 stories per year uploaded to FanFic.net) • Big content consumer (books & online video) • Loves paranormal romance & fantasy stories Information sources and influences • Friends • GoodReads • YouTube • Netflix • Goes everywhere with smartphone • Digital native
  31. 31. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Values & Goals • Wants to be writer • Likes to collaborate with friends on creative projects • Is an academic high achiever Pain Points • Socially shy and a bit of a techno-phobe, but loves online community that speaks to her passions (i.e. GoodReads & FanFic.Net) Project: Modern Dark Fairy Tale Web Series
  32. 32. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Project: Modern Dark Fairy Tale Web Series Persona Backstory Sally is a grade 11 student in Vancouver who loves to read & write (esp anything romantic). She is shy and not particularly tech savvy, except when it comes to her smartphone which she uses for texting friends, music & writing. She has a part time job tutoring & is thinking of taking an English/Psych degree close to home at the UBC. Audience Role(s) Spectator, Community, Collaborator
  33. 33. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Project: Modern Dark Fairy Tale Web Series Marketing Message Dark romance fills the air in these twisted classic fairy tales where witches, princesses and fairies look like you and magic is just around the next street corner. Elevator Pitch Explore the world of dark fantasy and romance in these modern twisted fairy tales and submit your own story for a chance to see it as part of season 2!
  34. 34. THANK YOU! You can find me at: annelise@veria.ca @veriatweet www.veria.ca www.StorypreneursUnite.com

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