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How to Tailor Your Business Video to Your Ideal Audience

  • Writer: Laurence Scott
    Laurence Scott
  • Apr 11, 2023
  • 3 min read

When it comes to any kind of marketing, we always like to start right at the very beginning with a simple but powerful question: Who are your dream customers, and where are they?


Understanding exactly who you are speaking to is the secret to making a film or video that truly grabs their attention.


  • What are their wants and needs?

  • What are they interested in?

  • (And most importantly) How does your product or service solve their unique problems?


Let’s take a look at how to get inside the mind of your audience and create a video they’ll absolutely love.


A Local Case Study: Injecting Personality with GC Fabrications

To show you what we mean, let's look at a project we filmed for a fantastic local business, GC Fabrications, affectionately known as "The Car Drop."


https://vimeo.com/786870595
GC Fabrications talk about the extreme forces in a car crash - showing the damage that can occur and why customers need to install roll cages.

The team at GC Fabrications knew their core automotive audience inside and out.


They knew that car enthusiasts appreciate entertainment, character, and a bit of fun.


There’s a reason shows like Top Gear and Fifth Gear have been so massive over the years—they don't just show a car; they bring an element of storytelling and spectacle to their product demos.


Building Story and Tension

Instead of just filming a standard product review, we dug into the history of roll cages, why they were introduced, and some of the controversy that came with them. We then built real tension around the big spectacle of actually dropping a car! Understanding the complex forces involved in a collision can be really abstract. So what better way to show people the result of the forces involved. Making it relatable to the audience - and entertain them whilst we do it.


Taking Your Viewers on a Journey

Think about how you can take your own audience on a journey. What is your unique story? If your product or service is a bit hard to quantify on paper, film is the perfect medium to show people exactly how it works in a dynamic, memorable way.


https://vimeo.com/1099712411?share=copy&fl=sv&fe=ci
RSPCA use the story from a lady who nearly had to give up her beloved dog. With the Support of RSPCA Suffolk central, she didn’t have to.

Speaking the Right Language (Literally and Figuratively)

When you're planning your video, pay close attention to the language you use.

  • Is it relatable? Is it the natural language your audience uses every day, or is it bogged down in industry jargon?

  • Does it add value? Will your content teach them something new, entertain them, or solve a quick problem?

  • Is it personal? How can you frame your service so that the viewer feels like you are speaking directly to them and their specific situation?


Choosing the Right Platform for Your Film

Once you’ve tailored your message and proved why your business is the one to trust, you need to make sure your video actually lands in front of your ideal customer. Different platforms have different rules and vibes, and your content should reflect that.


Instagram and Social Media

Platforms like Instagram are fantastic for visual storytelling and lifestyle content. Here, you want to show how your product or service fits into a certain aspirational lifestyle. Keep it snappy, visually gorgeous, and quick to engage.


LinkedIn and B2B

If you are aiming for a business-to-business (B2B) audience on LinkedIn, your content should focus heavily on adding professional value, demonstrating efficiency, sharing case studies, and showcasing your industry expertise.


The Power of Planning: Maximising a Single Shoot Day

Planning is the ultimate key to marketing success. When you work with Offset Films, we don't just think about the main video—we look at how we can maximise your investment.


https://vimeo.com/786869026
The East Coast Adventures crew show a corporate team the power of team building. through lots of adventurous activities and team building exercises.

One Shoot, Multiple Videos

A single shoot day can yield an incredible amount of content. From one main promotional film, we can often craft several shorter 15-to-30-second "micro-videos" perfectly formatted for your social media reels, stories, or Shorts.


Track Your Success

To make sure your video is working hard for you, try adding a specific discount code or custom landing page link to the description. This allows you to track the performance of your content across different platforms, so you can see exactly where your results are coming from!


Ready to find your audience?

We'd love to help you map out your story and get it in front of the right people.






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