Insight-led video strategy involves learning audiences’ motivations, targeting them with effective, reliable content. Video is essential to content marketing. In fact, over 80% of online marketers use videos. Therefore, gaining insight into an audience’s thoughts and actions is important to deliver engaging and relevant content. With this in mind, we discuss building an insight-led video strategy. If you’d like to discuss the strategy further, get in touch with us here.
Researching insights beats un-researched assumptions. Knowing an audience means learning their interests, preferences and needs. Insight knowledge then lets us empathise with them. This allows us to produce video campaigns that resonate on an emotional level. In addition, insights show audience activity, which lets us post relevant content in the right place at the right time. Proper research will reduce the guesswork, promoting emotional resonance with them. Therefore, what they’re seeing is relevant and targets their interests, boosting engagement and post reactions.
The steps to strategy success
The first step is to collect primary or secondary market research on audiences’ interests and preferences. Primary research gained first hand will provide authentic, original data. This is possible through focus groups or questionnaires. On the other hand, secondary research that’s already done is easier to gather. However it can be unreliable and may lack validity. Both numbered and written insight data will work, although written data will give more of an in-depth view; usually done through interviews. Analysis is then necessary to find key themes that will provide insights.
The second step is to develop ideas from the data and create sample content; to refine, measure and revise once posted. The way the audience engages and reacts to the content provides valuable insight. These insights can guide future pieces of content, highlighting shortfalls and posts that resonated best with the audience.
An insight-led video strategy will provide valuable insight into audience preferences. Video content is then relevant and more targeted towards their needs. Engagement and reactions are likely to improve as the content resonates with their interests. Remember research is key, whilst creating, refining and measuring posts is important for analysis and future content.