3 Questions You Should Ask To Define Your Audience
August 1, 2013
•Digital Media Production, IADT General
• 0 Comments
Can’t find your audience?
The Internet is a big place. As a Digital Media Production student, you know it can be difficult to find the right people on the Web. But, you have to. If your project is going to gain traction, it has to bring in viewers and potential consumers. You’re probably asking yourself: Where do I start? How do I find these people?
At IADT, we want to make the process a little easier for you. Following are three questions to ask yourself to make sure you are drawing your target audience to your Web pages:
1. What do the social profiles of my buyers look like?
In today’s social networking age, you can use online media to understand and connect with potential consumers – you just need to make sure you’re reaching out to the right viewers.
Begin by defining your social media audience, suggests Mana Ionescue of Light Span Digital. This is similar to the business technique of creating a customer persona. You want to create a profile for your customer – or, if you are designing a website or creating content for someone else, you need to profile their customer.
Brainstorm the qualities and characteristics of your customer. Consider what they are interested in or what their hobbies might be. In regards to their social media networks, ask yourself:
- What’s in their bio? Though they may not list it on their social network, include their socioeconomic factors in your social media persona.
- What do they post?
- What do they like, retweet, share, or pin?
- What do they buy online?
- Where do they spend their time off-line? Consider both their geographical location and where they spend their time: school, work, home, public spaces?
According to Phil Mershon’s report on a 2012 study of consumer behavior, consumers spend the most time on Facebook. But, in 2013, we’ve seen increased traffic to sites like YouTube, Twitter, Instagram and Pinterest – so you may want to take all of these sites into consideration as well.
2. Where do they spend their time online?
Active Internet users spend anywhere from 16 percent to 25 percent of their online time on social networks. Users also spend time playing online games, emailing and watching videos. As smartphone applications continue to develop, those percentages continue to rise.
Where is your user spending their time online? As a Digital Media Production student, you can focus on individuals who spend their time looking at videos, listening to music and using social networks to communicate. These are your ideal viewers. If you are designing a website or content for someone else, you must consider their ideal viewers and where they might be spending their time online.
3. How can I create meaningful content for my viewers?
Whatever your Digital Media Production product might be, you must create meaningful content if you want to draw viewers in and create viewer loyalty.
Mershon reports that more than ever, viewers are multitasking while watching video. Often, they are checking their email, surfing the Web or visiting social networking sites. In today’s technology-driven world, people want to be constantly engaged.
If you want to truly engage your viewer, your content must be meaningful. It must resonate with your viewers – and connect with their interests in real-time. If your target audience is interested in the news and you believe they watch it every morning, why not share content that is directly related to each day’s news report? In this way, you can engage your viewers in real-time. When they are multitasking while watching the news, they can use your Web page as a source for feedback, further information, or related content.
This is just one way to make your content more meaningful to your viewers – can you think of any others? Discuss this topic, and other ways to define your target audience, with your Digital Media and Production classmates and instructors.