Section 1: Burning Problem Solved in the Video
How to choose the right social media platform for video influencing?
How to choose the right social media platform for video influencing?
How to know your audience persona?
Section 2: Summary of the Video
- You must choose the right platform and know your target audience to become a successful video influencer.
- YouTube, Instagram, Facebook, LinkedIn, Twitter, and Pinterest are the most popular video-sharing social media platforms which you can use for video influencing.
Section 3: Main Content of the Video
Choosing the right social media platform and knowing your target audience is very important for a video influencer.
For example:
- When you want to book your train ticket, you first decide the destination and date of travel.
- Thereafter, you reach the platform on the date of traveling and board your train.
- The train is the journey of you as a video influencer.
- Booking detail is like the detail of your audience.
- Platform indicates social media platforms.
- You must choose the right platform to pick the right train.
- Similarly, you should choose the right social media platform to get success in the world of video influencers.
You must be thinking about the logic behind this example. This example will explain the following three things:
This video will explain to you the purpose to know and recognise your audience, and how to choose the right platform.
Key Note #1: Who is Your Target Audience?
To identify your audience, you should not believe in your feelings but facts.
Every brand does extensive research to make the right customer persona. Similarly, you should make a description of your target audience.
While making the description, you have to take the following steps:
1. Know your ideal viewer
- You should know for whom you are creating the content -- whether they are women, children, old men, or youth.
2. Define characteristics
You should define the following characteristics of your audience:
- What is the age of the viewers?
- What is their gender?
- What is their relationship status?
- What is their profession?
- What is their income bracket?
- What are their hobbies?
3. Know the platforms used by your customer persona
- Maybe your customers/audience are present on three or four social media platforms.
- You should know on which platform they spend most of the time and that should be your primary platform.
4. Check profiles of competition
- If you want to become a video influencer in cooking or gaming, then you should see the content of already established video influencers in that area.
- You should make your profile like theirs; you will also get an idea of your viewers.
5. Use analytics
- There are some free analytic tools on every social media platform whether it is Facebook, Instagram, or YouTube.
- You get information about data by using analytics and know the people who are seeing your videos.
- You will also know the number of audiences from a specific location and their gender.
- By using analytics, you can easily make your content and you can easily get likes and views.
6. Comfort language
If you want to make a very specific "upmarket" brand image, then obviously, English content would be better.
If you want to connect with the common man and talk to them in the local language, then you should use "Hinglish" or "Hindi. " It will increase your connectivity.
The important thing is who you want to be your viewer.
For example:
- Suppose you want to create content on make-up.
- In this case, you should have answer for these:
- What your audience like?
- How do they want to be looked at?
- What type of make-up vertical do they like?
- What is the age group of your audience?
- Which platform do they use most?
Key Note #2: Choose the Right Social Media Platform
After knowing the audience persona, you have to decide on the social media platform. Before choosing the social media platform, you have to answer some questions:
1. Which channels your target audience is using?
2. What do your fellow influencers use?
3. How many channels can you manage?
Golden statement:
"Content वो दो जो Audience को भाये,
और Platform वैसा हो जिसपे आप छा जाए।"
- If you are targeting Gen Z or millennials, then you can use Instagram, Pinterest, or YouTube.
- If your audience is mature, then you should use Facebook.
- If your target audience is mostly business executives or professionals, then LinkedIn is the best platform for you.
- You should remember that it is okay to use more than three platforms, but you will not be able to manage them well.
- You should focus only on relevant platforms that most of your audience use.
Key Note #3: Types of Social Media Platforms
1. YouTube
(How to choose your YouTube Specialisation?)
- YouTube is the second largest search engine after Google.
- The graph and reach of YouTube are exponentially increasing.
- Six out of 10 people prefer online video platforms and YouTube is their first choice.
- Every day about 1 billion hours of videos are watched on YouTube which is more than Facebook and Netflix combined.
- By 2021, an average person would be seeing 100 minutes per day online video.
- Today everyone likes to watch YouTube, this includes all age groups.
- You can upload any type of long format content on YouTube -- tutorial, songs, and motivational videos.
- Nowadays short format videos or vlogs have become extremely popular.
- YouTube has an added advantage as it is a part of Google, and Google search prioritised YouTube videos.
- You can also arrange your content and create a playlist.
- There are some more popular video influencers on YouTube.
For example:
- Komal Pandey is a fashion vlogger/influencer.
- Kabita Singh has a food channel named Kabita's Kitchen on YouTube.
- Shenaz Treasury makes travel videos on YouTube.
- Akash Banerjee makes political satire videos on YouTube
2. Instagram
- Instagram is mostly used by young/Gen Z/millennials - people below the age of 35.
- The number of Instagram users above the age of 35 is slightly less.
- As of July 2020, India is on the second number in terms of Instagram users.
- About 100 million Indians use Instagram.
- On Instagram, there is a lot of engagement and you can easily get likes.
- On Instagram, good content brings more followers.
- Initially, Instagram was a photo-based platform, but seeing the popularity of videos, Instagram gives you the option to upload videos also.
- If your video is short -- less than 1 minute -- then it can be seen in the Instagram feed.
- You also have an option of an Instagram story.
- If you have long videos, then you can upload them on Instagram TV (IGTV).
- Instagram is good for beauty, make-up, food, travel, shopping, fashion, health, and fitness.
3. Facebook
- The number of Facebook users has tripled since 2012.
- As per a report, 71% of Indians between 18 to 34 years use Facebook.
- Some Facebook users’ age is more than 65 years.
- Facebook has very well managed branded content tags or brand collaborations.
- Facebook closely targets its audience.
- Facebook initially was famous for text and pictures, but it has now focused on videos.
4. LinkedIn
- LinkedIn is used for strong business connections.
- It can be very effective for B2B marketing.
- LinkedIn users' focus is only on business.
- 94 percent of business influencers use LinkedIn and post their ideas and videos.
- There is a disadvantage of LinkedIn that its video experience is not so vast as YouTube, Facebook, and Instagram.
- On LinkedIn, mostly posts and articles are shared.
For example:
- Ankur Warikoo is the founder of nearby.com and an investor.
- LinkedIn profile Ankur Warikoo
- When he started his video series, he posted those business-focused videos on LinkedIn.
- The name of the video series was #warikooWednesdays, which became very famous.
There are many other social media platforms like Twitter, Vimeo, and Snapchat, but they are not popular for videos.
Twitter is popular for news and others' opinion. Your videos may not get special traction.
Pinterest is a photo-sharing social media platform.
Key Note #4: Tool To Choose the Right Platform
1. Define: First, you should define your audience, then decide on platform and content.
2. Direct: Content direction should be relevant to your audience.
3. Demand: You should check the demand for your content among people.
Section 4: Key Outcomes of Video
- Identify your target audience
- Use analytics to get data about your viewers
- Choose the right social media platform for your videos