17 May Fifteen Minutes of Fame! Where are my audience?
Commissioning an animated video is only the beginning. What use is it if your target audience don’t see it. Getting eyes on your video is the next most important thing, after making your video. Not just any old eyes will do though, they must be the right eyes.
And that’s where some time spent researching can be the key to unlocking new avenues and opportunities to reach the people you want to engage with. It is time consuming, but it is worth it, we promise.
- Google Analytics: You’ve heard of it. Maybe you’re already using it. Next steps: analyse the data, look at where you traffic comes from and which sites are referring to you. If they are already referring to you, perhaps they could be a place to target with your animation. Secondly, make sure you enable the demographic data collection, specifically Affinity Audiences and In-Market Data. This is part of Google Analytics and can tell you the types of interests your current audience has based on their browsing history. This offers great audience insight, and it might spark an idea about where you can seed your video online.
- Facebook: If your business has a Facebook page, make the most of it by uploading your current customer email data to create a Custom Audience. You can then not only target your database on Facebook, but you can also ask Facebook to find look-a-like audiences. i.e. people similar to your clients or customers, but who aren’t currently engaging with you. Target these people with your video animation and watch your audience grow. Facebook groups are a great place to look for audiences with interests relevant to your business too, just make sure to focus on building relationship and adding value, rather than a gratuitous sales pitch.
- Twitter Use your business Twitter to promote the video, of course, but go beyond that. Twitter can be a goldmine of contacts and influencers who are interested in your product or operating in your sector. Monitor relevant hashtags and join in on conversations where you can, you can also try using Twitterel and Buzzsumo, both of which allow you to find people talking about topics applicable to your business. You can also find influencers who might share your video if prompted.
- LinkedIn: LinkedIn is essential if you are running a b2b organisation. Sharing your animated video across your personal LinkedIn page is a good idea, encouraging your senior management to do the same will broaden your reach. You can also add videos to your Company page.
- Your own contacts: Your own personal contacts, the database your organisation holds, contacts of senior management; all of these people could be sent a personalised email highlighting your new video. Suggest a hashtag they could use if they wish to share it on their own platforms.