Why Your Videos Aren’t Reaching Anyone

Creating video content is one of the most effective ways to engage your audience, but its success depends on more than just great visuals or a compelling message. To truly connect, you need to meet your audience where they are. Understanding their preferred platforms and tailoring your video strategy accordingly is the foundation of impactful marketing(1204 (2)(2)).

Here’s how you can develop a video strategy that resonates with your audience and drives results.

Step 1: Identify Where Your Audience Spends Their Time

The first question to ask yourself is, “Where are my customers?” Knowing their online habits will guide the type of videos you create and how you distribute them. Are they scrolling through Instagram, engaging with email newsletters, or searching for answers on Google? Different platforms call for different styles of videos.

Examples:

• Social Media: Quick, attention-grabbing videos designed for Instagram Reels, TikTok, or Facebook.
• Email Marketing: Informative and concise videos embedded in newsletters to nurture leads.
• Search Engines: Explainer or tutorial videos optimized for YouTube or Google search results.

Step 2: Create a Video Funnel

Once you understand where your audience is, you can design a video funnel that addresses every stage of their journey—from awareness to action.

1. Attract Attention

At the top of the funnel, focus on creating short, eye-catching videos that introduce your brand or product. These should be visually appealing and provide immediate value to your audience.

Example: A 15-second Instagram ad showcasing your product’s main benefits.

2. Engage Your Audience

Mid-funnel videos should deepen engagement by addressing your audience’s specific needs and pain points. These could be tutorials, testimonials, or behind-the-scenes looks that build trust and familiarity.

Example: A YouTube video explaining how your product solves a common problem.

3. Retarget for Conversions

At the bottom of the funnel, use retargeting videos to re-engage viewers who have interacted with your content but haven’t converted yet. These videos should highlight offers, answer lingering questions, or provide a sense of urgency.

Example: A Facebook ad offering a limited-time discount for viewers who previously visited your website.

Step 3: Match Video Style to Platform

Each platform has its unique preferences and formats. Tailoring your video style to match ensures better performance and engagement.

• Social Media: Short, mobile-friendly, and fast-paced with subtitles.
• YouTube: Longer, detailed, and educational.
• Email Marketing: Personal, conversational, and to-the-point.

Benefits of Platform-Specific Video Strategies

1. Higher Engagement Rates: Delivering videos where your audience already spends their time ensures more views and interactions.
2. Better ROI: A targeted approach minimizes wasted effort and maximizes impact.
3. Stronger Connections: Meeting your audience’s needs builds trust and loyalty.

Final Thoughts

The key to an effective video strategy lies in understanding your audience’s behavior and creating content that meets them where they are. Whether they’re scrolling through social media, opening emails, or searching online, the right video delivered on the right platform can turn passive viewers into loyal customers.

Take the time to identify your audience’s preferences, build a tailored video funnel, and craft content that resonates. When you do, you’ll see how a strategic approach transforms video from just another marketing tool into a powerful engine for growth.