How to Find Your Target Audience for Video Marketing

It’s pretty simple. Any marketing, whether it be video marketing or otherwise, we’ll miss the mark if you have no idea who you’re trying to reach with your message. So, the critical first step when you’re getting started with video marketing for your business is to clearly identify your target audience, and that’s what I’ll be helping you do in this article.

So, if getting clear on your target market is so important when marketing a product or service, then why is this part still surprisingly often overlooked by so many businesses? Sure. A business will usually say that they know who their customers are, but when examined more closely, I often quickly uncover that perhaps they don’t really understand their customer properly on a deeper level. To really uncover your target audience, you need to be putting yourself in your customer’s shoes and consider what might be going through their heads at the key touch points that they could potentially have with your brand.

The fact is that the more you can know your customer, the deeper you understand their needs, the more effective your video strategy can be. Building a deep understanding of your audience is critical to understanding not only how you’re going to be talking to them through video, that the language you can use and so on, but also what sort of content they’re likely to engage with. Your target audiences’ age, gender, interests, habits, geographical location, and more. They all influence their online viewing engagement behaviours and are one of the most important elements to consider as part of an effective online video strategy. Now, there are three levels to this in order to really understand your target audience:

  1. Demographics
  2. Psychographics, and
  3. Behaviour profile

Now let me break down each one of these with some questions that you can ask in each section.


So, first up you need to be clear on their demographics. This is the surface level stuff, such as age, gender occupation, family situation, household income and so on. The trick here is to be super clear and aim to identify specifics, not wide generalisations, such as:

“There are 30 to 50-year old male in a professional job, earning 80 to a hundred thousand dollars a year.”

That’s too generic. You need to be more specific. Instead make it a description of a potentially real person, such as:

“He’s a 32-year old male, who’s a secondary school maths teacher making $72,000 a year and so on and so on.”

So we’re being clear on the demographics and making them specific. You’re starting to paint a picture of a potentially real customer, not some vague representation of a faceless audience.


After demographics, it’s time to go inwards and consider the psychographics of your target audience. That is the stuff that’s going on between their ears, whether they’re conscious of it or not. You need to consider questions such as:

  • What goals, aspirations or desires does your audience have?
  • What pain or frustrations are they feeling?
  • What emotions are they feeling that motivates them to buy from you?
  • What fires them up?
  • What makes them excited or makes them mad?

By getting to the heart of your target audience with these types of questions, you’ll begin to really understand how to show up for them, with your video content and importantly, how to hold their attention and move them to take action.

Behaviour Profile

And finally, we need to be taking some time to profile our audiences behaviours online, so that we can be strategic with our video marketing and reach them in the right place at the right time. Behaviour profiling then is about getting clear on things like:

  • How do your ideal customers interact online?
  • What platforms or types of content do they engage with?
  • What time of day or day of the week is best for engaging with those people?
  • What action are they likely to take after engaging with your content online?

Properly understanding your target audience is an often overlooked, but hugely important aspect of your video marketing strategy. By taking the time to really get to know your audience and develop an intimate knowledge of that needs, their desires, their pains and motivators, you’ll have an understanding of what language to use when communicating with them. You’ll also get insight into what stories to tell or information to share that will cut through the fog and allow your message to speak directly to them.

The truth is people buy from people, your audience are real people and it’s important never to forget that when defining a strategy. So I hope that’s been helpful for you, my friend, and I want to hear from you in the comments – Who’s your target audience and how well do you know them?

You May Also Be Interested In:

Your Video Production Toolkit To Grow Your Business

This eBook outlines the framework I’ve learnt and have  implemented for hundred’s of our video agency clients  over the last 7 years… and I want to share it with you.

Your Video
Production Toolkit To Grow Your Business

This eBook outlines the framework I’ve learnt  and have implemented for hundred’s of our  video agency clients over the last 7 years…  and I want to share it with you.

This field is for validation purposes and should be left unchanged.

We will only send you awesome stuff!

Privacy Policy

Who we are

Our website address is:
What personal data we collect and why we collect it

When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.

An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: After approval of your comment, your profile picture is visible to the public in the context of your comment.


If you upload images to the website, you should avoid uploading images with embedded location data (EXIF GPS) included. Visitors to the website can download and extract any location data from images on the website.

Contact forms

If you leave a comment on our site you may opt-in to saving your name, email address and website in cookies. These are for your convenience so that you do not have to fill in your details again when you leave another comment. These cookies will last for one year.

If you have an account and you log in to this site, we will set a temporary cookie to determine if your browser accepts cookies. This cookie contains no personal data and is discarded when you close your browser.

When you log in, we will also set up several cookies to save your login information and your screen display choices. Login cookies last for two days, and screen options cookies last for a year. If you select “Remember Me”, your login will persist for two weeks. If you log out of your account, the login cookies will be removed.

If you edit or publish an article, an additional cookie will be saved in your browser. This cookie includes no personal data and simply indicates the post ID of the article you just edited. It expires after 1 day.

Embedded content from other websites

Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.

These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracing your interaction with the embedded content if you have an account and are logged in to that website.

Who we share your data with
How long we retain your data

If you leave a comment, the comment and its metadata are retained indefinitely. This is so we can recognize and approve any follow-up comments automatically instead of holding them in a moderation queue.

For users that register on our website (if any), we also store the personal information they provide in their user profile. All users can see, edit, or delete their personal information at any time (except they cannot change their username). Website administrators can also see and edit that information.

What rights you have over your data

If you have an account on this site, or have left comments, you can request to receive an exported file of the personal data we hold about you, including any data you have provided to us. You can also request that we erase any personal data we hold about you. This does not include any data we are obliged to keep for administrative, legal, or security purposes.

Where we send your data

Visitor comments may be checked through an automated spam detection service.

Your contact information
For any concerns about your privacy or information please contact Ben Amos on directly.