Understanding User Preferences for Video Content

We may be witnessing the “Tiktokification” of everything, as 64% of Gen Z use TikTok as their search engine ahead of Google. In a recent study by Adobe, encompassing different generations, TikTok emerges as the favored search engine for - discovering new recipes - exploring music - obtaining DIY tips - seeking advice on fashion, beauty, and workouts. The top 10 reasons provided for using TikTok over traditional search engines include: The short-video format is more informative and digestible. “I enjoy the storytelling aspect of TikTok videos.” The content is more personalized. The information is more current. I enjoy the interactive and immersive experience. It's more integrated into my social-media browsing habits. It curates diverse perspectives and unique ideas. It offers a sense of community and interaction. It provides more user reviews and experiences. I can see products in the real world. What resonates with this is that it’s no longer business as usual. The old ways are gone. Here are some takeaways businesses can adopt from these developments: 𝐀𝐝𝐚𝐩𝐭 𝐭𝐨 𝐜𝐡𝐚𝐧𝐠𝐢𝐧𝐠 𝐮𝐬𝐞𝐫 𝐛𝐞𝐡𝐚𝐯𝐢𝐨u𝐫𝐬: User preferences evolve. Stay attuned to trends and be flexible in adapting to meet the needs of your target audience. 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐞 𝐰𝐢𝐭𝐡 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚 𝐡𝐚𝐛𝐢𝐭𝐬: Let’s face it; social media is the new public square. Consider how your products can seamlessly integrate into users' daily routines and social media behaviour. 𝐄𝐱𝐩𝐥𝐨𝐫𝐞 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐯𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫𝐦𝐚𝐭𝐬: Experiment with formats that resonate with your audience, keeping in mind the evolving landscape of digital media consumption. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐢𝐬 𝐤𝐞𝐲: Personalized content is a driving factor behind TikTok's popularity. Invest in understanding your audience's preferences and tailor offerings accordingly to create a more personalized user experience. 𝐄𝐦𝐛𝐫𝐚𝐜𝐞 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠: Consider incorporating storytelling into your marketing and communication strategies, creating compelling narratives that engage and resonate with your audience. 𝐒𝐭𝐚𝐲 𝐜𝐮𝐫𝐫𝐞𝐧𝐭 & 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭: Users value the currency of information on TikTok. Prioritize staying current and relevant in your industry.   𝐄𝐧𝐜𝐨𝐮𝐫𝐚𝐠𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: TikTok offers a sense of interaction. Foster a community around your brand, encourage user engagement, and create a sense of belonging among your customers. 𝐌𝐨𝐧𝐢𝐭𝐨𝐫 𝐚𝐧𝐝 𝐢𝐧𝐭𝐞𝐫𝐩𝐫𝐞𝐭 𝐫𝐞𝐬𝐮𝐥𝐭s: Regularly monitor the performance of different strategies, including short-format videos, and interpret the results. This data-driven approach helps startups refine their tactics based on what resonates most with their audience. While TikTok still has grounds to cover to fully challenge Google as a search engine, it has shown its abilities with the generational shift. The Tiktokification of everything beckons.

Do you want a simple and actionable playbook to become more empathetic towards your audience? I got you! No one wants to see their content fall flat; disengagement is the last thing on a creator's wish list. This is why you should make empathy your content creation superpower. Here's your playbook to adopt empathy in your GTM plan: 1. Survey Your Audience [Why]: Run targeted surveys to understand your audience's pain points and preferences. [Example]: Noticed a dip in engagement? Ask your audience what topics they'd love to see—craft content based on their responses for an instant engagement boost. 2. Create Audience Persona [Why]: Create detailed personas for different audience segments to tailor content more precisely. [Example]: Develop personas like "Busy Professionals" or "Tech Enthusiasts" based on demographics and interests. Craft content that directly speaks to each persona for a more personalized connection. 3. Engagement Analytics [Why]: Analyze engagement metrics to identify what resonates and what falls flat. [Example]: Use platform analytics to track the performance of different content types. If short tutorials get more views and comments, prioritize that content style for increased engagement. 4. Active Listening on Social Media [Why]: Monitor social media conversations related to your content niche. [Example]: Engage in conversations, respond to comments, and join relevant groups. This active listening provides insights into trending topics and audience sentiments. 5. Storytelling with a Purpose [Why]: Share personal stories that align with your audience's experiences. [Example]: Narrate a personal challenge you overcame related to your niche. This not only establishes a connection but also inspires your audience. 6. Interactive Content Elements [Why]: Incorporate your content's polls, quizzes, or interactive elements. [Example]: Create a poll asking for preferences or opinions. It not only gathers valuable data but also boosts engagement through direct participation. In a nutshell, Empathy isn't just a buzzword; it's a series of actionable steps that can transform your content game. Start implementing these tactics, and watch your audience connection and engagement levels soar!

As the owner of a marketing agency, I've noticed a distinct difference between clients who achieve good results and those who achieve great ones in content marketing. The key? Clarity. Firstly, our most successful clients have clarity about who they are. Authenticity isn't something you put on; it's who you are. Don't fall into the trap of imitating others online, creating a persona that feels forced. People can spot inauthenticity from miles away, and it's a turn-off. Secondly, they know their audience inside out. This means understanding their pains, problems, and what they genuinely want to see in content. It's not about chasing viral hits; it's about consistently addressing your audience's needs and interests. Another crucial aspect is knowing where your audience spends their time. It's not just about getting views on platforms like Instagram, TikTok, or Facebook. It's about ensuring that your content reaches the right people, in the right place. At the end of the day, content marketing, especially video marketing, is all about being at the right place at the right time for your audience. If you're spreading yourself too thin across various platforms, with inconsistent messages and personas, you'll be forgotten. Focus on clarity in who you are, who your audience is, and where to find them. That's the recipe for great, not just good, results.

Allowing buyers to decide HOW and WHEN they want to consume content is gold. Whether it's through reading, listening, or viewing: The choice of medium can be just as significant as the content itself. Brutally honest insights from Joseph Carson, Chief Security Scientist (CSS) & Advisory CISO at Delinea. Why is this important? A one-size-fits-all approach to content can alienate potential buyers. By offering a range of content formats, you can appeal to your audiences preferences for specific scenarios and constraints, enhancing engagement and building trust. After I learned this insight from Joe, I did the following: 1. Regularly gathered feedback from my target audience to understand their content consumption preferences - topic and format. 2. Recycled content formats I knew I could create at scale from one core piece of content (podcasts) - short form content on social media and videos. 2a. Ensured content was SUPER prescriptive. No theoretical stuff. There's enough of that already. 3. Used analytics and qualitative feedback to monitor the effectiveness of different content types to refine the content strategy accordingly. This insight doesn't only apply to demand gen marketers or content marketers. It can apply to: - Product marketers who want to ensure that content is aligned with the product's value proposition across formats that resonate with their buyers. - Sales professionals who want to make sure that content is aligned with value creation during the evaluation process. - Founders who want to empower buyers and display authenticity and trust throughout the relationship building process with buyers. I'm eager to get your feedback on this content format. Does this insight and visualization work for you? #b2b #contentmarketing #cybersecurity #audience1st