Using Demographics To Refine Your Video Marketing Campaign

In business, video marketing by Alice Tucker

Creating quality video content that truly resonates with your audience is the key to a winning video marketing strategy. If viewers relate to your brand and the vision you’re presenting, they are much more likely to trust you with their business — and to spread the word to others!

Identifying your main audience demographic will allow you to predict your audience’s online preferences — the kind of content they enjoy, the social media platforms they browse, the devices they use — so you can plan, create and share video content that really generates interest!

Classifying your audience demographic

Demographics are usually identified by various shared traits. Let’s take a look at some of the most commonly used categories…

  • Age:
    • Generation Z: 15 to 20 year olds
    • Millennials: 21 to 34 year olds
    • Generation X: 35 to 49 year olds
    • Baby Boomers: 50 to 64 year olds
    • Silent Generation: 65+ year olds
  • Gender
  • Occupation/Income:
    • A: Higher managerial and professional
    • B: Intermediate managerial and professional
    • C1: Supervisory, clerical, junior managerial
    • C2: Skilled manual workers
    • D: Semi-skilled and unskilled manual workers
    • E: State pensioners, casual workers
  • Country/Region

It’s important to note that there are drawbacks to many of these classifications. To begin with, they are very broad. Not all members of a specific generation, gender or occupation have the same interests and online behaviours!

It does, however, give you a starting point.

You will gain a more accurate picture of your audience demographic by continuously monitoring your online presence, measuring the success of your video marketing efforts and, most importantly, by engaging with your audience online.

Using analytical tools to define your audience demographic

Online analytical tools can seem overwhelming, but they will prove to be an indispensable tool for planning and measuring your video marketing efforts!

We recommend Google Analytics. It’s completely free and will collect valuable data about your website visitors, including:

  • Demographics: The age and gender makeup of your website audience.
  • Interests: The main interests of your website visitors segmented by affinity and marketing categories.
  • Geo: The languages and locations of your viewers.
  • Behaviours: The browsing behaviours of your website visitors — how often return visits occur, how long visitors usually spend on your site, etc.
  • Technology: The browsers, operating systems and networks of your website visitors and a breakdown of devices used to access your website.
  • Referrals: How users found your website. This is particularly useful for analysing which social media platforms your audience like the most!

Here’s a quick and easy Google Analytics installation guide.

If you want to find out more about effective video marketing, check out our video marketing service.