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Part of a series on what is going to happen with online video in 2019. Sign-up now to make sure you don’t miss out.

Why Audience Targeting Matters?

One of the first questions you need to ask when starting any video project or campaign is who your audience are?

It may sound basic to point out but I am always amazed how often this step is missed out.

marketing to a targeted audienceThe ability to target your audience when producing any form of content, not just video, is at the heart of online business. It is behind the business model of almost every web-based giant. Amazon, YouTube, Google, Facebook, Twitter etc. all use the information you supply to offer advertisers targeted opportunities.

“Marketing in general, was all about mass audience. Now, it’s much more about communication to niche targeted audiences.” – Chris Gee, Head of Digital Strategy and Content, Burson-Marsteller

It makes logical sense that if you make a video or piece of content for a specific audience that audience will respond better to it.

Although the principle will remain that same in 2019. The new year will bring some opportunities and approaches to targeting that you should be prepared for.

Ad blockers rule supreme

Ad blockers have been around for a long time but 2018 marks the year that a default browser (Safari) was released with ad blocking automatically enabled.

30% of internet users will be using ad blockers by the end of the yearAccording to Business Insider 30% of internet users will be using ad blockers by the end of the year. This is nearly a third of possible target audience members suddenly unavailable to marketers.

A 2015 Nielsen study put ads near the bottom of a list of trusted sources.

So what does all of this mean for online video?

Social platforms want to keep users on their channel. This means providing users with interesting, relevant content. Facebook has received much criticism this year for downplaying business’ organic reach. This is a trend however across the board that will continue to be more prevalent in 2019.

Targeting your audience will rely more heavily on creating engaging content that is shareable. If your ad, video, case study or ‘how to’ is shared with someone by a friend it is more likely to be prioritised in their feed and more likely to convert that viewer.

Successfully targeting your audience will rely more heavily on creative shareable content and partnerships with influencers who your target already trusts.

Voice search targeting

The now infamous prediction that by 2020 50% of online searches will be performed by voice was originally made by Andrew Ng at Baidu. His actual quote was:

“At least 50% of all searches are going to be either through images or speech.”

The two things to note are that he included image search in this statistic that he said this in 2014.

50% of search may not be the actual figure we reach in 2020 but there is no question it is becoming something that people expect more and more. John Hall beautifully demonstrates this in this video.

The content you create for the future therefore needs to accommodate this. So here are some things to bear in mind:

  • Conversational titles – write your video titles and descriptions to match the way people speak.
  • Answer questions – when people use voice search instead of typing single keywords they use full questions. Make sure you create content to answer these questions and title it clearly. Voice search will always prefer answers that don’t require further clicks.
  • Tag your location – voice search currently has a tendency to highlight local answers and businesses. Use this to your advantage by tagging your location in your video or posts.

Remarketing & retargeting

This is not new technology or even a fresh tactic but worth paying attention to.

There is an increasing trend of retargeting ads and content. The effect this has is that the competition you face in getting people to watch your video is getting more specific.

It is not just about targeting the right audience but also where they are in your sales funnel. Make sure that your content is optimised for this.

If not your video is more likely to get lost amidst other more relevant and specific content.

Prices going up

I have already mentioned that Facebook are downplaying a business’ organic reach. The effect this will have is to increase the cost of ads on the platform.

As online marketing channels get closer to saturation platforms will start increasing costs, making targeting more expensive.

There are tactics (relevant content, influencers etc.) to get around this but you should be prepared for prices to increase.

For example there is a trend at the moment for bumper ads (short 6 second adverts) on YouTube and Google. The more people that produce this type of ad the greater the competition for playtime will be. As such driving prices up for this ad type.

Summary

Targeting your audience through relevant content, long form and conversational keywords is going to be a strong way to approach 2019. Build your relationships with relevant influencers and increase the specificity of your content and targeting.

Finally plan to increase ad budget slightly to achieve the same results you have been.

Next in the ‘Future of Online Video 2019’ series will be ‘Will you need to pay to play in 2019?

For more information about Smarter Video take a look here.

Please get in touch and let me know what you would like to learn or read about.

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