Youtube has already been determined as the victor in the world of user-generated video. This isn’t news. However, the relatively recent addition of insights in Youtube reveals something that all marketers fear. What if your content is attracting the wrong audience?
Let me give you an example. You are selling lingerie, and your target audience is women from ages 20-40. You find models who make your product look very good, or vice a versa, and you post your video on youtube. Within a week you have over 1,000 hits, and a 10,000 within a month. While you are excited about the virility of your campaign, you don’t understand why it is not generating traffic to your website or any signicant sales increase. Then you look at Youtube Insights at demographics, and find that 80% of the viewers were men, ages 14-24.
The Takeaway:
Remember, segmentation and product placement are not enough alone. You have to generate content based on the values of your target segment. Using themes like pricing and value, or improved body image, could better focus this campaign. While Youtube gives you only basic segment data, this is enough to know if your framing of content is seriously flawed.
