Reevio Review - Possibly The Greatest Video-Maker Feature List Ever?
One of the main positive features of video marketing is it’s potential to appeal to a wide audience. When we start out on the video marketing road, the tendency is to think about reaching as many viewers as possible.
We get carried away by stories of clever (and not-so-clever) videos that have ‘gone viral’, reached millions and actually made a financial return. In the process of ‘thinking big’, it is all too easy to miss the mark with your real target audience.
In this Reevio Review, I am going to introduce you to some very compelling arguments for targeting small audiences with your video marketing campaigns.
In a recent podcast, The Good, The Bad and the Dirty Founder Nathalie Nahai interviewed Jabez Labret, Chief Innovation Officer at GNGF (Get Noticed Get Found). Labret’s original company divided and each side of the equation decided to focus on more specific markets. His niche market is the legal industry. In the podcast, Labret talks about how focusing on one industry has helped his business to become very successful.
Labret attributes this success to being specific. By having a niche market, you get to know the “vernacular and nuances” of a specific industry. In other words, you are more able to speak their language and therefore engage them with your messages. When asked how he integrates emotional attraction into his marketing, Labret talks particularly about the copy and imagery used in their online marketing. Both written information and images impact upon how an audience relates to a marketing campaign – it helps the audience decide if they can relate, and ultimately if they can trust the business behind the text/images.
Labret didn’t mention online video marketing specifically, but these principles of targeting a niche audience do also apply to video. As mentioned in the introduction, it is all too east to get swept away by the idea that video can reach millions – forgetting about the power of targeting a niche audience. The risk with any marketing, including online video, is that you can spread yourself too thinly, therefore appealing to no one.
What is a niche market?
A niche is a part of the market that is very focused and specific. If you target a niche market, you will be providing products or services that cater to the needs of this CPA List Domination 2.0 Review – needs that mainstream businesses aren’t meeting.
It is important to distinguish between your ‘target market’ and your ‘niche’. Your target market might be pet-owners in Brighton for example, but your niche is the product or service that you specialise in – in this case, perhaps clothing for toy breeds. So, a target market + a niche product/service = niche marketing.
The advantages of niche marketing
Niche marketing gives you a very clear focus. You have a very specific community with a very particular set of needs – you can concentrate your research efforts on this niche and really get to know what they want and need – potentially making you an expert in this area.
It is much easier to identify potential clients and partners when you are focused on a smaller audience. If you are a big fish in a smaller pond, navigation will suddenly become a whole lot easier.
Being a big fish in a small pond will also accelerate your path to fame – or at least make you better known than you would have been in a bigger pool of markets and competition. Increased visibility means increased business opportunities.
Businesses that use niche-marketing tactics gain more referrals of a higher quality. As you develop a clearer understanding of what it is exactly that you do, the picture will also become clearer to your clients. They are therefore more likely to refer their contacts to you because they trust what you are capable of doing within your area of specialism. Related to this, is that it will be easier to convert clients into loyal clients. Niche marketing will result in more repeat business.
An obvious advantage of specialising in a product or service for a niche market is that you will face less competition. Not only because you are being very specific, but also because what you do won’t be easy to replicate.
A very important advantage in relation to online video marketing is that targeting a niche market will make your marketing easier and more manageable. When you are trying to attract a niche, you focus in on a very specific set of needs or problems. This will make it easier to communicate directly to this market in all of your communications. The audience will therefore be able to relate to you better and you are likely to earn better results from your marketing efforts.
Often constraints can aid the creative process – when you have clear boundaries and rules it can concentrate your thinking towards the ideal video production.
“Video is the future of content marketing. That is, if it’s not the here and now.” -Chris Trimble, Axonn Media
·93% of marketers are using video in their campaigns
·84% are using video for website marketing
·60% are using video for email marketing
·70% are optimizing video for search engines
·70% will increase spend on video
·82% confirmed that video had a positive impact on their business
Clearly, video marketing works. Or at least marketers think it works. But where are they getting their numbers from, and what makes them feel so confident?
As it turns out, there is a whole lot of data that explains the year-over-year increase in video marketing. Video engagement is analyzed religiously by industry sites like ReelSEO and Wistia, and big players like YouTube aren’t exactly shy about sharing. Visible Measures produced an excellent overview video on the state of online video that takes some of the more salient data points and throws them together, but we really should be paying more attention to the details.
Before we talk about video marketing, though, we need to talk about video engagement.
One oft-quoted statistic is that viewer engagement has to happen within the first 10 seconds of watching a video. This little nugget of wisdom has been corroborated by the National Center for Biotechnology Information, which reports that the average attention span in 2013 was 9 seconds, one second less than the attention span of a goldfish.
Quite frankly, this factoid isn’t helpful. Videos run the gamut from 6-second Vines to 10-minute vlogs. This is what we really want to know: where does engagement begin and where does it end?
Fortunately, Wistia weighed in back in 2012 with this helpful video analytics chart, which was synthesized from years of video analytics:
As you can see, the longer a video drags on, the lower its retention, which is expected. Yet videos under 1 minute enjoy 80% viewer retention up to the 30-second mark, while videos 2-3 minutes in length still enjoy 60% retention. 5-10 minute videos (which is just about the cutoff for video marketing purposes) still see over 50% viewer retention halfway through.
In other words, humans are still smarter than goldfish, and your viewers base how much of your video they watch on how long they think it will take them to get the gist of it. This means that you don’t have to overload your production queue with Vines, Instagram videos, and 30-second shorts.
In other words, 100% viewer retention is not the goal. Neither is virality. The goal is engagement from your target viewer.
Except this still doesn’t really answer one important question: How effective is video marketing?
Examples of niche video marketing
Niche video marketing has some interesting manifestations. At a basic level, ones experience of niche marketing that is not aimed at you, will generally be boring or not of any interest. Sometimes, niche video marketing (that is not aimed at you) can actually be considered as controversial.
The following video, for example, is aimed at teenagers in an effort to encourage them to attend school (and not play truant). Anyone younger than the target market for this video probably wouldn’t be legally allowed to watch it. Many adults have reacted with outrage at how extreme the video is. However, given that many teenagers like to be different, edgy and controversial, this video appeals to the very audience it is aimed at.
There are plenty of other examples of niche video marketing that are less controversial. They are videos that would go over the heads of any outsiders to niche, but that carry great value and meaning to those within the niche. Children’s toys are a good example. An advert that might go over the head of an adult, will completely hit the spot with a child who knows their toys, and will be impressed by new and exciting features.
Of course, children are an interesting target market – because they generally won’t be the ones spending the cash. So toy advertising needs to also speak to the adults responsible for the children. The Lego example above is great as visually, it shows the variety of Lego in action. The narrative however, is more likely to appeal to parents who value quality time between parent and child.
This video from Google Analytics is targeted at businesses that sell online. It highlights what an online shopping experience can feel like for a customer when it goes wrong – or when the business hasn’t put the correct structures in place to make it a comfortable journey. The clever thing about this particular video is that it gets the message across perfectly to the target audience, but at the same time it is entertaining to other viewers (therefore perpetuating a positive image of the Google brand).
You may never be able to restrict the target market of your business to a more niche audience, but when creating online marketing videos, it might be that targeting a niche for those purposes is exactly what you need to do to gain more exposure. For example, maybe you manufacture skater gear, but rather than try to appeal to all skater types with your next video, you could target female roller derby players who regularly need new wheels for their skates.
I hope you have enjoyed reading and gathered some good ideas for future video campaigns. If you have any questions about targeting your specific niche using video then please leave them in the comment box below.