Tutorial: Audio-Visual Content Creation & Reaching Your Target Audience

00:00 Hi previously, we discussed what to expect in this course 00:03 including understanding the power of social media, 00:06 the different types of content 00:08 that we could use in social media and content creation versus marketing 00:12 And now in this video, we'll discuss how to define your audience, 00:15 how to set strategic goals and create messages, 00:18 how to choose your platforms and channels and know what works best 00:22 And lastly, the branding, how to brand your project or organization 00:41 A common mistake that a lot of organizations do is to try 00:43 to widen their campaign in hope of reaching everyone. 00:47 Honestly, that could work with some companies like McDonald's, for example, 00:50 because they want to reach everyone 00:52 However, when it comes to a specific project or initiative, 00:55 it's all about reaching your specific audience 00:57 with a targeted and clear message to better resonate with the right people. 01:01 So first let's define your audience 01:03 It is essential to perform a smart research in order to form your content 01:07 in a way that would align with your audience's background and interest 01:12 by understanding who they are and what they want 01:14 and knowing how to serve and reach them, 01:16 you can do so by putting yourself into space, spend a lot of time with them 01:20 to understand their behaviors and expectations, 01:23 and to know what type of content that would resonate with your audience 01:26 and what would make them engage and share your content. 01:29 So after defining your audience, now we need to create your Viewers Personus 01:34 since your project might have different audience with different demographics, 01:37 backgrounds, and interests, it's important to create audience profiles 01:41 or personas to better decide on which content style or approach 01:45 that will be more effective to produce. 01:47 Keep in mind that you can create more than one persona 01:49 that reflect specific groups of people. 01:51 You would have to define who when, what, where, when 01:55 as it will help you create a framework 01:57 that would help plan your campaign and set priorities with your decision at every stage 02:02 For instance, Erasmus wants to promote their application for university scholarships 02:07 The persona could be students between the age of 16 and 25 02:10 who are applying for a university, about to graduate from high school 02:14 and interested in traveling 02:15 That could be the persona 02:17 Having persona type in mind will help you produce tailored content 02:20 and unique tone when approaching them 02:23 Thus when you want to boost your content on Facebook, for example 02:25 the persona of your audience is a lot clearer and easier to reach 02:29 Lastly, you could use your content to focus on one persona, 02:32 however, your general campaign could be targeting more than one persona 02:36 Moving on to setting strategic goals and creating campaign messages 02:40 But the question is why should you set goals for your content marketing? 02:44 A lot of organizations create content that get lost 02:47 And their audience would never see 02:48 Following the guidance of my specific marketing strategy 02:51 would help increasing the chance for your audience to consume your content 02:54 to help achieve your goals 02:56 Generally, there are two types of goals that you should focus on 02:59 ongoing goals and campaign goals, 03:02 ongoing goals, measure results that you need to accomplish on regular basis 03:06 like likes on the post engagement, comments 03:10 However camping goals measure results after a period of time 03:14 for example, encouraging people to join your activities, 03:17 raising awareness on specific topics 03:20 or promoting signups for youth project volunteers 03:23 Moving on to one of the most asked questions, 03:26 which platform should I start using? 03:28 Now, there are many platforms available like Facebook, Instagram, YouTube, 03:32 and it could be very confusing to know which platform to start with. 03:36 Each platform has its own benefits, constraints, and cultures 03:39 that we should be aware of. 03:40 Thus my advice for the best results is to show up on different platforms 03:44 and then optimize your content accordingly. 03:47 The problem when choosing one platform is that you miss out on reaching 03:51 a lot more of your audience because not all of them are based on one platfrom 03:55 As discussed in the previous videos, platforms has its own culture. 03:58 For example, YouTube people would like to spend more time on it. 04:01 Instagram people just want to quickly swipe through the pictures and videos. 04:06 Facebook people would engage more and comment and share. 04:09 We should understand that our target audience 04:11 wouldn't be just using one of these platforms. 04:13 So for better results, we need to show up in different platforms, 04:16 but how could you optimize your content for different platforms? 04:19 For instance, if you're producing an interview that is 20 minutes long 04:23 you would naturally post it on YouTube, 04:26 but in order to optimize this specific content on different platforms, 04:30 and since people are okay with one minute videos on Instagram, 04:33 then you could take the 20 minutes video and cut it into short snippets. 04:37 There would maybe answering one of the questions on the interview 04:41 and then post some of these answers on Instagram separately, 04:45 and then on Facebook people don't spend 20 minutes on one video. 04:48 Usually it's between two minutes and four minutes for example 04:51 then you could create shorter version of the interview 04:54 to fit the Facebook community. 04:56 That's how you diversify and create one piece of content 05:00 and then reproduce it to fit more than one platform. 05:04 Thus you would increase the possibility of reaching a lot of your audience? 05:07 So the most common mistake that a lot of organizations do 05:10 is that they decide to focus on one platform 05:13 and then they plan to expand later on different platforms. 05:15 So normally if you're starting out, 05:17 then maybe you would want to choose two or three platforms. 05:20 And then later on you could work your way out for being present on other platforms 05:24 like TikTok for example. 05:26 Now, moving on to the fun point, the branding. 05:29 What is social media branding? 05:31 Social media branding is to present your project or initiative 05:34 through consistent voice, style, content, structure, colors, logos, and fonts 05:41 and general impression, we'll call it the look and feel, 05:43 the branding of the project. 05:45 You should start by choosing a tone of voice that you want to use 05:48 while addressing your audience. 05:49 It could be shown in the way you write your posts. 05:51 It could be shown under general language. 05:53 Is it too formal or is it semi-formal? Is it friendly? 05:56 and then have consistent visuals across all your channels 06:00 Make sure that the Facebook look and feel would look like Instagram and YouTube 06:04 and it should also match the look and feel on your website 06:06 and your branding and your books and your flyers. 06:09 They should all be consistent and to easily identify your project 06:12 and differentiate you from the competition in your audience's eyes. 06:15 Now how to design your project's branding. 06:18 If you're not part of our organization that has its own branding and look and feel 06:22 then you would want to take a step in creating your branding 06:24 to form the look and feel of your project. 06:27 This would include the logos, the colors, the branding, the styles 06:30 that you would use, the fonts. 06:32 And then you would add all this into something called the brand book, 06:35 which you could always give to a new graphic designer to help guide the creator 06:39 on using the same look and feel. 06:41 So if you're not a graphic designer, then you should consider it 06:44 to look for someone who would volunteer and help you create your posts, 06:47 your logos, the colors, and everything that you would use on social media and print. 06:52 And if it's difficult to find someone who could be available on weekly basis, 06:55 then you could hire a graphic designer online for as low as $5 for a logo. 07:00 For example, fiverr.com. 07:02 I've used this platform for ages and this website is full of freelancers 07:07 and I've worked with a lot of them in creating my posts, designs, 07:10 and copywriting and voiceovers. 07:12 And if your organization has a brand manual, 07:15 then voila, they made your life a lot easier, 07:17 then you could use it and follow the guidelines in the brand manual, 07:20 which would help you create content and designs. 07:23 So far, we've learned about defining your audience, setting strategic goals 07:27 choosing the right platforms and channels and creating your brand. 07:30 And in the next video I'll discuss how to produce videos online, 07:34 including the types of content, tips for successful storytelling, 07:38 optimizing videos for silent play and filming preparation, 07:42 including the setup, the cameras to use the lighting, 07:45 how to record sound and a lot more. 07:47 So make sure to tune in and watch the next video. 07:50 Thank you and see you in the next one.