Relevance critical with video marketing as 70 percent ignore poorly targeted content

Published on
by Brafton Editorial
A report from Vibrant Media suggests that audience targeting is especially important with video content marketing.

A report from Vibrant Media suggests that companies planning to make video part of their content marketing strategy must focus on targeting, as 70 percent of consumers said they ignore videos they perceive as irrelevant to them.

Developing material that hits the pain points and other concerns of a target audience is the cornerstone of a successful content marketing campaign – video or otherwise. Brafton recently conducted a poll and found 68 percent marketers and defining and targeting the prospects they want to sell to is the most important – and difficult – element of their content campaigns.

According to the Vibrant Media survey, female users are even more sensitive to poor targeting practices in video content. Sixty-two percent said content that effectively speaks to their interests and needs gives them a favorable attitude toward the company. Additionally, 56 percent said they more seriously consider businesses that they believe deliver quality content and product information via videos. Another 21 percent said targeted videos increase purchase intent.

56 percent said they more seriously consider businesses that they believe deliver quality content and product information via videos. Another 21 percent said targeted videos increase purchase intent.

Pairing video marketing with written website content can also be an effective way to target any subset of web users and build SEO value around the visual content. Sixty-nine percent of respondents said they are more likely to pay attention to video content that is relevant to an article or blog post they are reading. Moreover, sites that use news content marketing or any other website articles can augment their readership and the value of their marketing efforts by adding engaging video content.

Aside from on-site video marketing, companies looking to create video content should focus on targeting if they plan to use YouTube. Pre-roll ads are increasingly common, and Americans are viewing them more than ever. Brafton recently highlighted data from a comScore report that found Americans viewed more than 10 billion video ads in May, and more than 180 million Americans watched some form of web video in the month. With a newly rolled out paid video ad feature that works much like Google AdWords, marketers can ensure that content is delivered to the right users, which is critical to driving relevant traffic from video.

In general, video content is a rapidly growing format on the web, and the consumption habits of mobile web users likely indicate this trend will continue its ascent. Brafton recently cited data from the Online Publishers Association that found 94 percent of tablet owners’ primary activity on their devices revolves around accessing web content. A large portion of this content is video. 

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