Your Online Video Doesn’t Need to Go Viral to Be Effective

Every few months a viral video will make the rounds in social media and get thousands, if not millions, of views. Let’s face it, virtually none of these viral videos are business related or have a business purpose. The fact is you don’t need your business' online video content to go viral. You only need the right audience to view your videos at the right time.

The Riches Are in the Niches

411770953_ff977a2630_bHaving a lot of views and comments on your YouTube video is great, but when you dig a little deeper, you find many if not most of the viewers are not people you want to market to. Getting the right viewers instead of a lot of viewers is more important.

When you begin solving problems and answering the questions of a specific audience, you realize the goal isn’t to get the most views, but rather to get a specific type of viewer – your target audience and your niche.

Research Your Audience

Narrow your target audience and do your homework before producing anything.

  •         What problems are they researching that your product/service can solve?
  •         Where do they go to research problems and opportunities?
  •         How can you create the most relevant video for this audience?
  •         How can you get your video in front of them?

Answering these questions will help you create in the perfect video to grab the attention of your audience.

Context and Relevance

As you’re researching your audience, keep in mind where they will view the video, what stage of the buying process they’re in, and what content is relevant to them in the video context. Viewers in the awareness stage only need short simple videos that provide a broad overview while decision stage viewers need more details like product comparisons and specifications.

Create a Content Plan

Your research will reveal a series of videos that’ll help your audience understand how your products and services will help solve their problem. Keep the tone educational, not promotional. Also, keep it hyper-topical and cover up to three key messages per video.

With these tips in mind, you can create a video that gets results instead of a massive number of meaningless views by people outside of your target audience. Focus your message on what your audience wants and what they need to know.

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Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.