When it comes to content, marketers often fall into a common trap that saps the strength of their campaigns. It is very easy to tone down your message or only consider marketing ideas that will appeal to the broadest common denominator. Most businesses are afraid to upset consumers or drive a sensible shopper away by using a silly tone. However, this attempt to become appealing to everyone often leaves the videos or written content much too bland to do any good for the brand. In the long run, videos with strong messages targeted to a specific and accessible demographic will perform better than the vague and inoffensive content for everyone.
All Exposure is Good Exposure
Whilst you don’t want to use such shocking content matter that Youtube must take down your clip, it is okay to use humour, get crude, or go for sugary sweetness if that is what your audience wants. However, you cannot assume that you know your demographics unless you have invested in plenty of research. You might know that your product is popular with women between the ages of 18 and 25, but do you know why? Furthermore, do you know what they want to see in a video? If you hit a home run with that audience, criticism from people who do not like the tone or imagery can still give you a much needed boost in exposure. Like-minded individuals will still flock to the content through the links provided by people who weren’t impressed with your video clips.
Polish It
If you are going to produce something with relatively limited appeal, you should put everything you can into its production. Yes! MediaWorks recommends pushing the values as high as possible to ensure it is still popular with its target demographic. (http://www.yesmediaworks.com/blog/bid/115124/TechCrunch-Hates-This-Startup-Video-and-Totally-Misses-the-Point) Your audience will appreciate professional sound recording, smooth animations and steady camera work. Don’t put a lot of effort into a clip if the story won’t ring true with its viewers. If your demographic is too small, it may be nearly impossible to ensure they find it. Create a professional representation of your brand that can be shared even if the viewers don’t necessarily agree with the message. You will be surprised at how effective these targeted releases can be if you manage to utilise the power of social sharing to your advantage right off the bat.
