How to precisely determine the Target Audience before creating Videos for Social Media Platform

Almost every business today understands the power of social media video marketing and how it can change the fate of a small business. However, not every video marketing strategy works as effectively as expected. 

The most common mistake by first-time social media marketers is thinking that posting good video content can do the trick. Of course, good quality content works and attracts new people to your page, but if you are looking for a specific audience to convert into leads, it is essential to target the right ones. 

As per the study, 78% of people watch videos every week, but less than half might be interested in what you sell.

Therefore, you should deliver the video content to the right people looking for relevant information. The more you focus on the target audience, the better your content performs business-wise. 

Around $37 billion is wasted in ad spend every year from advertisements that fail to entertain the target audience.

According to GlobalWebIndex, about 54% of social media users use social media to find products. 

Approx. 98.3% of Facebook users browse social media on mobile devices. (Statista)

93% of Twitter users are open to brands contacting them for conversation, such as delivering help and support. (Twitter)

What is Target Audience & Why is it essential?

Almost every business today understands the power of social media video marketing and how it can change the fate of a small business. However, not every video marketing strategy works as effectively as expected. The most common mistake by first-time social media marketers is thinking that posting good video content can do the trick. Of course, good quality content works and attracts new people to your page, but if you are looking for a specific audience to convert into leads, it is essential to target the right ones. As per the study, 78% of people watch videos every week, but less than half might be interested in what you sell. Therefore, you should deliver the video content to the right people looking for relevant information. The more you focus on the target audience, the better your content performs business-wise. Around $37 billion is wasted in ad spend every year from advertisements that fail to entertain the target audience. According to GlobalWebIndex, about 54% of social media users use social media to find products. Approx. 98.3% of Facebook users browse social media on mobile devices. (Statista) 93% of Twitter users are open to brands contacting them for conversation, such as delivering help and support. (Twitter) What is Target Audience & Why is it essential? You have probably heard ‘Quality over Quantity’. It seems logical in marketing as you are not posting to get followers but to spread brand awareness and bring leads to your business. To achieve this, a target audience is a must. A target audience is a specific group of people who are most likely to be interested in your business with the same content patterns as your existing customers. These are the people with the potential of making your content viral by sharing within a group, liking, and connecting with you to know more about your product and services. The target audience is defined by demographics, gender, profession, and age, depending on what you are selling. Having the right target audience is like having a set roadmap to create videos based on your customer preference. Not only does it narrow down your marketing efforts, but helps in creating videos that appeal to the right people. For instance, if you have posted a product demo video on social media, you don't have to waste your money by targeting random people and ending up with views and likes only. You can filter the leads within a set group of people and save money while planning social media ads. However, when you think of a potential customer base, you must know two categories of target audiences online - One with the purchase intention looking to buy something genuinely The other is interested in either enjoying your content and making a purchase in the future or just supporting your brand. The target audience helps a brand reach more interested buyers with the power of sharing and communicating over the same topic. For instance, if someone likes your product and follows it, they will recommend your product to their friend or colleague who might share the same interests. Hence, you cannot go further without determining your potential buyers. How to Find Your Target Audience? Now is the time to find the right target audience for your business marketing journey. Here are the most effective ways to find the target audience on social media - 1) Identify your ideal customers based on the offerings The first and the most important thing to consider is to define the specific group of people you want your content to reach. To find your ideal customer, you must create a brand personality that people can relate to. Here are the two questions that you have to ask yourself a few questions - What are the common characteristics of your audience? What age group would you like to buy from you? For example, if your audience should be between 21 to 30 years old women who like to travel and live alone, you can create content related to their likes and dislikes. It allows you to define their habits and career choices, browsing time, and more. The clearer your buyer's persona gets, the more you can reach suitable people. 2) Examine your existing customer base Before you identify your potential customers, you need to pay attention to those who already support your business. This helps you understand the characteristics of the future buyers and retarget your current customers with a better approach. You can note down the characteristics of your existing customers and define your future target buyers. In addition to this, customers who already support you can interact with you to share their queries and search habits. 3) Customer Surveys & FAQs When you have a bit of data of your ideal customer's appearance, you can take the next step by getting the complete information. To find the right audience, you need to ask questions related to their online habits, buying decisions, and browsing patterns. Survey your existing customers and potential age group with the following questions - Who is your favourite influencer on social media? Do you like to watch video content? What is your daily time spent on social media? How do you make buying decisions or the things you consider while buying online? You can create quick forms and surveys to collect your answers. 4) Competitor Research If you have absolutely no idea on how to create a buyer's persona or define an audience, you can always start with competitor analysis. Choose at least five competitors, and check out their content interactions, followers, and what they are talking about. Then, narrow down the working hashtags, language, and age group of their average followers to identify the factors that define who could be your future buyer. 5) Google & Social Media Analytics One more helpful step to determine your ideal customers is to leverage Google and social media channels' data. Google analytics in-depth user metrics enable you to understand what people are searching along with the locations, age group, and search terms. On the other hand, popular Social media platforms like Facebook, Instagram, Youtube, etc., offer user insight and performance metrics. Therefore, it has the essential insights that every business needs to create a list of characteristics that your ideal target audience should have. 6) Connect with Your Customers Analytical data and metrics can be essential in determining your target audience if appropriately used. Again, though, talking to your existing customers can be the most basic yet effective way to understand your target audience. You can personally connect with them to ask what they like about your brand and how you can create better posts via email, DMs, comments, and even live sessions. Using this information, you can find how to create video content or run business ads to generate leads. 7) Social Media Behavior This might take a lot of time and effort to find what users are searching and saying about your product or services, their likings, and dislikes. Some platforms allow businesses to use social media listening tools by tracking conversations around a brand, examining audience preference and trending talks, etc. Knowing all these factors can make a huge difference for businesses looking to crack the target audience code. 8) Facebook Insights There is a reason why marketing experts still prefer Facebook for social media marketing as it provides the most amazing insights for business. Facebook's in-depth insight tool is entirely free and almost works like Google Analytics, where you can receive all the information related to the target audience. With multiple sets of user metrics, you can find who and from where your viewers are. You can get the demographics, gender, age, and other information to help you plan a successful video marketing campaign. Tools to Find the Right Target Audience Google Analytics - Google helps marketers to plan their entire marketing campaign with a critical set of user insights, including keywords, locations, user interests, bounce rates, and more. Audiense- It is a social media management tool that identifies the right audience that might like your product or service. You can also connect with customers with personalized messages. QuickSprout- Another popular social media tool to understand the likes and dislikes of your customers. It helps you create brand personas that find the ideal target audience based on demographics, language, interests and show content accordingly. Time to Find Your Target Audience Being a business owner and marketer, you understand your target audience's importance for your brand. Therefore, each minute detail that you gather from your user metrics is essential for the strategy that you create. Many big brands hire professionals to handle the research and data collection so that their social media marketing stays on track. However, if you have a basic idea of using social media insight, all you need is to create relatable and informative videos that make people visit your website and make a purchase. Once you understand how content and targeting go hand in hand, you will recognize the ROI's positive outcomes.

You have probably heard ‘Quality over Quantity’. It seems logical in marketing as you are not posting to get followers but to spread brand awareness and bring leads to your business. To achieve this, a target audience is a must. 

A target audience is a specific group of people who are most likely to be interested in your business with the same content patterns as your existing customers. These are the people with the potential of making your content viral by sharing within a group, liking, and connecting with you to know more about your product and services.

The target audience is defined by demographics, gender, profession, and age, depending on what you are selling.

Having the right target audience is like having a set roadmap to create videos based on your customer preference. Not only does it narrow down your marketing efforts, but helps in creating videos that appeal to the right people. 

For instance, if you have posted a product demo video on social media, you don't have to waste your money by targeting random people and ending up with views and likes only. 

You can filter the leads within a set group of people and save money while planning social media ads. However, when you think of a potential customer base, you must know two categories of target audiences online - 

  • One with the purchase intention looking to buy something genuinely
  • The other is interested in either enjoying your content and making a purchase in the future or just supporting your brand.

The target audience helps a brand reach more interested buyers with the power of sharing and communicating over the same topic. For instance, if someone likes your product and follows it, they will recommend your product to their friend or colleague who might share the same interests. Hence, you cannot go further without determining your potential buyers.

How to Find Your Target Audience?

Now is the time to find the right target audience for your business marketing journey. Here are the most effective ways to find the target audience on social media - 

Almost every business today understands the power of social media video marketing and how it can change the fate of a small business. However, not every video marketing strategy works as effectively as expected. The most common mistake by first-time social media marketers is thinking that posting good video content can do the trick. Of course, good quality content works and attracts new people to your page, but if you are looking for a specific audience to convert into leads, it is essential to target the right ones. As per the study, 78% of people watch videos every week, but less than half might be interested in what you sell. Therefore, you should deliver the video content to the right people looking for relevant information. The more you focus on the target audience, the better your content performs business-wise. Around $37 billion is wasted in ad spend every year from advertisements that fail to entertain the target audience. According to GlobalWebIndex, about 54% of social media users use social media to find products. Approx. 98.3% of Facebook users browse social media on mobile devices. (Statista) 93% of Twitter users are open to brands contacting them for conversation, such as delivering help and support. (Twitter) What is Target Audience & Why is it essential? You have probably heard ‘Quality over Quantity’. It seems logical in marketing as you are not posting to get followers but to spread brand awareness and bring leads to your business. To achieve this, a target audience is a must. A target audience is a specific group of people who are most likely to be interested in your business with the same content patterns as your existing customers. These are the people with the potential of making your content viral by sharing within a group, liking, and connecting with you to know more about your product and services. The target audience is defined by demographics, gender, profession, and age, depending on what you are selling. Having the right target audience is like having a set roadmap to create videos based on your customer preference. Not only does it narrow down your marketing efforts, but helps in creating videos that appeal to the right people. For instance, if you have posted a product demo video on social media, you don't have to waste your money by targeting random people and ending up with views and likes only. You can filter the leads within a set group of people and save money while planning social media ads. However, when you think of a potential customer base, you must know two categories of target audiences online - One with the purchase intention looking to buy something genuinely The other is interested in either enjoying your content and making a purchase in the future or just supporting your brand. The target audience helps a brand reach more interested buyers with the power of sharing and communicating over the same topic. For instance, if someone likes your product and follows it, they will recommend your product to their friend or colleague who might share the same interests. Hence, you cannot go further without determining your potential buyers. How to Find Your Target Audience? Now is the time to find the right target audience for your business marketing journey. Here are the most effective ways to find the target audience on social media - 1) Identify your ideal customers based on the offerings The first and the most important thing to consider is to define the specific group of people you want your content to reach. To find your ideal customer, you must create a brand personality that people can relate to. Here are the two questions that you have to ask yourself a few questions - What are the common characteristics of your audience? What age group would you like to buy from you? For example, if your audience should be between 21 to 30 years old women who like to travel and live alone, you can create content related to their likes and dislikes. It allows you to define their habits and career choices, browsing time, and more. The clearer your buyer's persona gets, the more you can reach suitable people. 2) Examine your existing customer base Before you identify your potential customers, you need to pay attention to those who already support your business. This helps you understand the characteristics of the future buyers and retarget your current customers with a better approach. You can note down the characteristics of your existing customers and define your future target buyers. In addition to this, customers who already support you can interact with you to share their queries and search habits. 3) Customer Surveys & FAQs When you have a bit of data of your ideal customer's appearance, you can take the next step by getting the complete information. To find the right audience, you need to ask questions related to their online habits, buying decisions, and browsing patterns. Survey your existing customers and potential age group with the following questions - Who is your favourite influencer on social media? Do you like to watch video content? What is your daily time spent on social media? How do you make buying decisions or the things you consider while buying online? You can create quick forms and surveys to collect your answers. 4) Competitor Research If you have absolutely no idea on how to create a buyer's persona or define an audience, you can always start with competitor analysis. Choose at least five competitors, and check out their content interactions, followers, and what they are talking about. Then, narrow down the working hashtags, language, and age group of their average followers to identify the factors that define who could be your future buyer. 5) Google & Social Media Analytics One more helpful step to determine your ideal customers is to leverage Google and social media channels' data. Google analytics in-depth user metrics enable you to understand what people are searching along with the locations, age group, and search terms. On the other hand, popular Social media platforms like Facebook, Instagram, Youtube, etc., offer user insight and performance metrics. Therefore, it has the essential insights that every business needs to create a list of characteristics that your ideal target audience should have. 6) Connect with Your Customers Analytical data and metrics can be essential in determining your target audience if appropriately used. Again, though, talking to your existing customers can be the most basic yet effective way to understand your target audience. You can personally connect with them to ask what they like about your brand and how you can create better posts via email, DMs, comments, and even live sessions. Using this information, you can find how to create video content or run business ads to generate leads. 7) Social Media Behavior This might take a lot of time and effort to find what users are searching and saying about your product or services, their likings, and dislikes. Some platforms allow businesses to use social media listening tools by tracking conversations around a brand, examining audience preference and trending talks, etc. Knowing all these factors can make a huge difference for businesses looking to crack the target audience code. 8) Facebook Insights There is a reason why marketing experts still prefer Facebook for social media marketing as it provides the most amazing insights for business. Facebook's in-depth insight tool is entirely free and almost works like Google Analytics, where you can receive all the information related to the target audience. With multiple sets of user metrics, you can find who and from where your viewers are. You can get the demographics, gender, age, and other information to help you plan a successful video marketing campaign. Tools to Find the Right Target Audience Google Analytics - Google helps marketers to plan their entire marketing campaign with a critical set of user insights, including keywords, locations, user interests, bounce rates, and more. Audiense- It is a social media management tool that identifies the right audience that might like your product or service. You can also connect with customers with personalized messages. QuickSprout- Another popular social media tool to understand the likes and dislikes of your customers. It helps you create brand personas that find the ideal target audience based on demographics, language, interests and show content accordingly. Time to Find Your Target Audience Being a business owner and marketer, you understand your target audience's importance for your brand. Therefore, each minute detail that you gather from your user metrics is essential for the strategy that you create. Many big brands hire professionals to handle the research and data collection so that their social media marketing stays on track. However, if you have a basic idea of using social media insight, all you need is to create relatable and informative videos that make people visit your website and make a purchase. Once you understand how content and targeting go hand in hand, you will recognize the ROI's positive outcomes.

1) Identify your ideal customers based on the offerings

The first and the most important thing to consider is to define the specific group of people you want your content to reach. To find your ideal customer, you must create a brand personality that people can relate to. Here are the two questions that you have to ask yourself a few questions -

  • What are the common characteristics of your audience? 
  • What age group would you like to buy from you?

For example, if your audience should be between 21 to 30 years old women who like to travel and live alone, you can create content related to their likes and dislikes. It allows you to define their habits and career choices, browsing time, and more. The clearer your buyer's persona gets, the more you can reach suitable people.

2) Examine your existing customer base

Before you identify your potential customers, you need to pay attention to those who already support your business. This helps you understand the characteristics of the future buyers and retarget your current customers with a better approach. You can note down the characteristics of your existing customers and define your future target buyers. 

In addition to this, customers who already support you can interact with you to share their queries and search habits.

3) Customer Surveys & FAQs

When you have a bit of data of your ideal customer's appearance, you can take the next step by getting the complete information. To find the right audience, you need to ask questions related to their online habits, buying decisions, and browsing patterns. Survey your existing customers and potential age group with the following questions -

  • Who is your favourite influencer on social media?
  • Do you like to watch video content?
  • What is your daily time spent on social media?
  • How do you make buying decisions or the things you consider while buying online?

You can create quick forms and surveys to collect your answers.

4) Competitor Research

If you have absolutely no idea on how to create a buyer's persona or define an audience, you can always start with competitor analysis. 

Choose at least five competitors, and check out their content interactions, followers, and what they are talking about. Then, narrow down the working hashtags, language, and age group of their average followers to identify the factors that define who could be your future buyer.

5) Google & Social Media Analytics

One more helpful step to determine your ideal customers is to leverage Google and social media channels' data. Google analytics in-depth user metrics enable you to understand what people are searching along with the locations, age group, and search terms.

On the other hand, popular Social media platforms like Facebook, Instagram, Youtube, etc., offer user insight and performance metrics. Therefore, it has the essential insights that every business needs to create a list of characteristics that your ideal target audience should have.

6) Connect with Your Customers

Analytical data and metrics can be essential in determining your target audience if appropriately used. Again, though, talking to your existing customers can be the most basic yet effective way to understand your target audience.

You can personally connect with them to ask what they like about your brand and how you can create better posts via email, DMs, comments, and even live sessions. Using this information, you can find how to create video content or run business ads to generate leads.

7) Social Media Behavior

This might take a lot of time and effort to find what users are searching and saying about your product or services, their likings, and dislikes. 

Some platforms allow businesses to use social media listening tools by tracking conversations around a brand, examining audience preference and trending talks, etc.

Knowing all these factors can make a huge difference for businesses looking to crack the target audience code.

8) Facebook Insights

There is a reason why marketing experts still prefer Facebook for social media marketing as it provides the most amazing insights for business. Facebook's in-depth insight tool is entirely free and almost works like Google Analytics, where you can receive all the information related to the target audience.  

With multiple sets of user metrics, you can find who and from where your viewers are. You can get the demographics, gender, age, and other information to help you plan a successful video marketing campaign.

Tools to Find the Right Target Audience

Google Analytics - Google helps marketers to plan their entire marketing campaign with a critical set of user insights, including keywords, locations, user interests, bounce rates, and more.

Audiense- It is a social media management tool that identifies the right audience that might like your product or service. You can also connect with customers with personalized messages.

QuickSprout- Another popular social media tool to understand the likes and dislikes of your customers. It helps you create brand personas that find the ideal target audience based on demographics, language, interests and show content accordingly.

Time to Find Your Target Audience

Being a business owner and marketer, you understand your target audience's importance for your brand. Therefore, each minute detail that you gather from your user metrics is essential for the strategy that you create.

Many big brands hire professionals to handle the research and data collection so that their social media marketing stays on track. However, if you have a basic idea of using social media insight, all you need is to create relatable and informative videos that make people visit your website and make a purchase. 

Once you understand how content and targeting go hand in hand, you will recognize the ROI's positive outcomes.

Author bio:- Komal Kokate is the Co-Founder and CEO of MotionGility, an Explainer Video Company. With a keen eye for creativity, she is an expert in video marketing. While delivering high results to clients, she loves exploring the market and the latest marketing trends in the B2B industry. Connect with her on Facebook and LinkedIn.