As marketers incorporate video into their content marketing plans, they must keep local in mind.

Video content is stepping into the spotlight among marketers. They understand that what started as a social media phenomenon with viral user-created-content has become a strategic way to spark brand engagement and reach target audiences. A study by Nielsen reports that when companies create video content, they must also bring local consumers’ preferences and behaviors into the mix.

Brafton recently reported on data from the Interactive Advertising Bureau, which found that consumers are watching more video. Between 2011 and 2012, people upped their video content consumption from 17 minutes per day to 24┬áminutes. This overarching increase doesn’t necessarily mean marketers should expect their prospects to embrace every type of custom content uniformly.

Think about local audiences when creating video content

Nielsen’s recent Local Watch Report reveals that audiences in certain designated market areas (DMA) have varying habits where type and quantity of media content are concerned. For instance, consumers between the ages of 25 and 54 in Detroit, St. Louis and Pittsburgh view more live TV, while those in San Francisco and New York make the most use of over-the-top streaming channels for video content.

To ensure online content types and messages reach the right prospects through the correct channels, brands must use target marketing. Listening to social chatter and paying attention to users’ activities on websites and social networks will instruct marketers whether video ads will be effective for their consumers in southern California or Washington, D.C. Moreover, they can determine if certain DMAs are warming up to video viewing on Facebook, YouTube or brand websites, and then launch campaigns around verticals┬áto achieve better engagement and conversion rates among their online followers.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.