I recently had the opportunity to quote on a large video project for a business in the allied health industry. After discussing some of the usual aspects of the project such as duration, how many camera angles required, who will be talking on camera, what b-roll footage may be needed and so on, I then asked the key question 'who is going to be the audience for this video?'
To my surprise, the client answered 'everyone'. Now that may well be true, but given that the nature of the content is quite technical and include information only medical practitioners will likely understand, I would have thought that the audience is more likely to be other medical professionals in their field of health, which happens to be audiology.
This got me thinking about how important it is to know who your audience is for all forms communication, and not just video. By really knowing your audience, you can zero in on what the key points to cover are, what style of language to use and even considering what is the best platform to communicate this message or information. Is it email, Facebook, Instagram, YouTube, Tik Tok, LinkedIn or a link to a page on your website.
Of course you can use any number of these to communicate with your audience, or just one. But make sure you know who your audience is, what is likely to appeal to them and what their attention span is likely to be! No point creating a 25 minute highly technical overview video if the average attention span of the chosen audience is under one minute (eg those who prefer to consume their information via Instagram and Tik Tok.
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