Understanding Audience

Videos take a lot of work. Sounds like an obvious thing to say really, but all too often people rush the process and are left with a video that doesn’t make the impact they thought it would. Researching the target audience is an often over-looked step. Often times the first thing people ask for is drone footage and lots of interviews. That’s all great but if you’re spending money on a video the emphasis should firmly sit on the message and how it is communicated. As strange as this sounds coming from a filmmaker, when it comes to reaching your audience, visuals are secondary to story. If you have a powerful story that you know can engage, interest and move your target audience, it doesn’t matter that there isn’t a single aerial shot in your video. In order to craft an effective story, you have to be inside your audience’s head, understand who they are, what they need, and how best to communicate with them.

Here are a few tips that can go a long way to helping you hone your message and craft a video that truly makes a difference to your business.


This is the first question we ask clients and you’ll be surprised how often people can’t answer that question. Video content and video marketing have become an essential cog in the marketing machine, however a lot of businesses drive forward without taking the time to understand how a video will impact on their target audience. If you don’t understand your audience you’ll find it hard to reach them and communicate with them.

Before you decide on the story or tone of your video, take the time to research people who currently use your product or service. Do they use social media and if so, which platform do they use? Looking at content you’ve produced before - what got the most traction and attention? What didn’t work? By asking these questions, you’ll begin to create a picture of the person you’re trying to communicate with. You’ll likely find that the audience infact dictates the tone and the message of your video, and by speaking to them directly, you are more likely to make a connection with them.


A lot of corporate video production is ineffective because it usually involves people talking at the camera about what they have achieved, or what they think is great about their company. If you’re going to use video as an effective tool to recruit new customers and increase sales, your message has to go beyond showcasing your achievements. It has to address a client’s needs. What is it about you, your service, your brand, that can make someone’s life better or easier. If you’re reaching out to a niche market then understanding what drives their decisions and what they care about is especially important.


Once you’ve identified who your audience is, what they care about and how they engage with your brand, it’s time to think of creative ways to communicate that message. Try to afford script and idea development as much time as possible and it will help you to imagine new and original ways of communicating your core message. Could you give your video a humorous slant? Can you make complex information easier to understand? There are a number of questions you should ask yourself and your creative team before you even pick up a camera.

If you’d like to know more about the video production process and working with Candle & Bell you can read about it here or contact us today.