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Are you creating the right kind of video for your brand?

The number one thing that you need to know before marketing your brand or business is who your audience is.

A word cloud to represent "market research" in the shape of a lightbulb.
Researching your audience is the key to marketing success.

All marketing stems from this important demographic data. You need to know how old your audience is.

And before you say, "I serve all ages," then stop and take a deep breath.

Of course you would like to serve all ages, all sexes, all nationalities, etc, but the reality is that you can only expect a certain audience demographic to be the right mix for your product.

For example, if you have great hair product but the price point is more than a teen makes in 3 months, you might need to re-think your demographic and market to someone who has a more stable cash flow.

A perfect example of how this works is a recent study that came out from inmobi which looked at different user groups based on age to determine where they consumed the most videos. Their report reveals the following datapoints:

  • Gen Z watches user generated content (UGC) significantly more than other content types. 61% of Gen Z prefer user generated videos over other professionally produced and branded videos, followed by Music/Podcasts, then Gaming, with TV coming in fourth.

  • Younger Millennials have yet to settle on their favorite content. Gaming, UGC, and TV ranked closely. UGC tops the list followed by TV.

  • Older Millennials are TV enthusiasts. TV was the most popular content choice (67%) with UGC being their 2nd most popular choice.

This shows that each platform matters as well as UGC content is frequently viewed on apps such as Instagram (Reels), TikTok, Snapchat and on their mobile devices.

Market research groups like this would be a valuable asset to utilize before launching a new brand or business. Other options might include something like what System1 offers with their "Test Your Idea" program.

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