Why Does it Matter to Know Your Audience?

Twenty plus years of producing videos, my first question to a client has always been: “Who’s your audience?” So, I was a bit embarrassed when I realized that I did not answer that question satisfactory for myself when I started blogging about DIY Video Marketing for Small Business. I’m writing this from the “shame” corner.

It really doesn’t matter, if you produce a single video, a series, or a film for entertainment: You always start with your audience, which will inform your content, your message, and your call-to-action. Beyond that it touches on every aspect of your video marketing and production decision-making: From format, to context, to length, to where the video will be embedded.

Selling to baby boomers will look very different from looking to attract digital natives (born 2000 and after): Where baby boomers might prefer the tactile experience of a catalogue, digital natives will want to watch a 30 second video on their phone. Europeans might perceive a sales pitch as being too aggressive and like to hear about your pedigree, Americans want to see statistics and hear what you will do for them going forward. And these are just some very generic strokes. The more you hone in on understanding your set of potential customers, the more successful will your messaging be.

Scott Stern from the Central Marketing Agency (yes, he’s a former CIA agent), shared great resources with me, when I asked him to convince me why we should go through the work of creating customer personas:

As a business you have three basic stages of customer engagement and ideally you reach out at each of these stages with multiple touch points. Not all of those need to be video, but video certainly converts the best. If you don’t know whom you are talking to, then how will you talk to them?3stagescustomer-engagement

To take this a step further, here are five scenarios that your video can address:

Choose one of these five stages as your message. Anything else brings home lack luster results. Figure out where in the process you are for that specific video message. Next week we’ll look at some sample work for each of these engagement points. In the mean time get busy thinking about your customer avatar!


NinaBlog_DefinitionDay_LinkedInsizeAn AD is many things to many people in many different industries. As it pertains to video marketing and production, an AD is an Assistant Director – they come in different sizes: 1st AD, 2nd AD, 2nd-2nd AD (someone couldn’t count to three).

However, on the agency side an AD would be an Art Director. I’m sure those come in different sizes too, but that’s a secret.

Animation, Motion Graphics, and Visual Effects

I felt a video post-production primer is in order and I started by asking for definitions and comparisons for animation, motion graphics, and visual effects on Quora.com. Herewith a curated and expanded upon compilation:

Animation is the technique of photographing or filming successive drawings, positions of puppets, or models to create an illusion of movement when the photographed images are shown as a sequence. Whereas video takes continuous motion and breaks it up into discrete frames, animation starts with independent pictures and puts them together to form the illusion of continuous motion. Continue reading

The DIY Challenge

Thanks to the internet pretty much anything has an DIY application. But more often than not, we run out of time, before we get anywhere decent.

This is how it goes for me when I opt for the DIY approach on topics out of my comfort zone: Continue reading