Using Demographic Segmentation To Refine Your Video Marketing Campaign

Quality video content that truly connects with your audience is the key to a winning video marketing strategy. If viewers relate to your brand, they’re much more likely to trust it. Plus, they’ll spread the word to others! This is where demographic segmentation comes in.


What is demographic segmentation?

Demographic segmentation is splitting up the market for your product or service into specific groups. So this can be by age, gender, occupation and country/region.

Identifying your main audience demographic will allow you to predict your audience’s online preferences. For example, their preferred content, social media platforms and devices. This means you can then plan, create and share video content that really your audience really wants!


Classifying your audience demographic

In demographic segmentation, each segment is usually identified by shared traits. Some of the most common are…

  • Age:
    • Generation Z: 15 to 20 year olds
    • Millennials: 21 to 34 year olds
    • Generation X: 35 to 49 year olds
    • Baby Boomers: 50 to 64 year olds
    • Silent Generation: 65+ year olds
  • Gender
  • Occupation/Income:
    • A: Higher managerial and professional
    • B: Intermediate managerial and professional
    • C1: Supervisory, clerical, junior managerial
    • C2: Skilled manual workers
    • D: Semi-skilled and unskilled manual workers
    • E: State pensioners, casual workers
  • Country/Region

However, there are drawbacks to many of these classifications. Firstly, they’re very broad. Not all members of a specific group have the same interests and online behaviours!

Despite this, it does give you a starting point for demographic segmentation. And, you’ll gain a more accurate picture by continuously monitoring your online presence and measuring the success of your video marketing. And most importantly, engaging with your audience online.

So, what can you use to measure your online presence and the success of your video marketing?

Using analytical tools to define your audience demographic

Very few online companies will be able to understand their audience and the success of their online marketing without tools like Google Analytics.

Google Analytics is completely free and collects valuable data about your website visitors, including:

  • Demographics. The age and gender makeup of your website audience.
  • Interests. The main interests of your website visitors segmented by affinity and marketing categories.
  • Geo. The languages and locations of your viewers.
  • Behaviours. The browsing behaviours of your website visitors. For example, how often return visits occur, how long visitors usually spend on your site, etc.
  • Technology. Your website visitors’ browsers, operating systems and networks. Plus, devices they use.
  • Referrals. How users found your website. This is particularly useful for seeing which social media platforms your audience like the most!

Plus, Google Analytics will allow you to monitor the success of video content on your website. And, you’ll be able to track clicks from your published videos on YouTube or Vimeo, or social media platforms.

Google Analytics is a hugely effective tool – but be prepared that fully understanding and using its benefits will take time. To get you started, here’s a quick and easy Google Analytics installation guide.


Audience segmentation by looking at your customer base

Possibly the most valuable data you have for understanding who your audiences are, which many businesses forget about, is your customer base. By segmenting your current or past customers by industry, location and even the products they purchase, you can build up a clear picture of the type of companies who and how you need to target.

A good place to start is to filter your customer base by industry. This will take time… It’s useful to have a ‘master list’ of, say, 15 industries to work from (otherwise you could end up with a hundred different industries with just a few customers in each one). Then, add each customer to the industry that they fit best.

Example industries to filter be might be ‘manufacturing’, ‘retail’ or ‘online services.’ These are quite broad, but depending on the product or service you’re selling, will allow you to accurately and effectively tailor your marketing.

Then, segmenting your customers by location may allow you to tailor your marketing to them in terms of language – right down to the terminology you use.


How will this affect your video marketing?


So, what does demographic segmentation mean for your video marketing?

There are two ways you can target these specific audiences extremely effectively with video. The channels you use, and the content you create.

Video is hugely versatile tool in that one ‘core’ video can be edited to create several videos. That means that you can choose the edits you use for different channels based on what’s going to be most appealing to that audience.

Want to know more about demographic segmentation and fine-tuning your video marketing? Here are a few recommended articles.

This blog post explains how you can tailor video marketing content to different buying personas.

This Facebook blog post explains why you should tailor video content for different audiences.

As well as your audience, you need to think about your objectives, too. This LinkedIn blog post explains further.


If you need help with defining and targeting your audiences with video, speak to Stada Media. And, if you want to get started with effective video marketing, check out our video production services

We’re a video agency based in Wakefield, West Yorkshire – and we deliver ‘WOW!’ for every client!

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