Five ways to target specific audiences using digital content marketing

March 25th, 2015

Last week, the Content Marketing Association hosted their monthly Digital Breakfast at The Church of London offices – near the Silicon roundabout, an apt location to match the topic of the breakfast: ‘bloggers, vloggers and social media personalities’.

The three speakers were: Siobhan Freegard, founder of Channel Mum, Nic Yeeles, founder & CEO of and James Stafford, VP Europe, StyleHaul all providing different outlooks on the world of YouTube.

Here are five things we learnt from the breakfast on targeting specific audiences using digital content marketing:

1. Millennials are fast becoming the audience to target

The Millennial generation have grown up with video, with digesting short snippets of information quickly and are very selective in the brands they chose the engage with. With Millennials set to make up 17 million people of the UK’s population by 2019, they are the first truly digital generation and brands need to take advantage of their thirst for new content.

2. Don’t underestimate the power of video

With 500 years of video being watched on Facebook every day, watching videos has become embedded in our daily lives. It’s been predicted that video traffic will be 79% of internet traffic by 2018 so it’s a medium that’s here to stay and brands need to act on the influence video can have on their target audience.

3. Blogging and vlogging is the #1 career choice for children

As children become more advanced in digital as well as spending their evenings and weekends watching videos on the internet, they are growing up to see how powerful the internet can be for individuals. But YouTubing isn’t just for children – 35% of ‘Millennial Mums’ plan to set up a YouTube channel and they are also six times more likely to make and post video clips than rest of UK adult population.

Using social media platforms like YouTube give you the flexibility to engage with your target audience at any time of the day. If consumers love something then they’ll want to receive as much information as possible during their free time. They won’t be engaging with a brand that only offers them selected irregular content.

4. Consider the platform you are using

Many brands have made the mistake of paying successful vloggers to appear on their own YouTube channels in the hope of gaining as much traffic as the said vloggers. What they need to remember is that vloggers have worked hard to establish a dedicated, targeted audience but they won’t necessarily engage with a brand that has used that vlogger on a different platform. What is more worthwhile is trying to partner with the vlogger to feature your brand on their platform – a platform that has a developed audience that is likely to listen to what the vlogger endorses. Brands must remember that they can’t treat vloggers as products and that their own channels must establish their own presence on YouTube first before they can start making viral-quality videos.

5. Metrics are still being debated

When it comes to social media the measurement debate is still ongoing with how relevant followers and mentions are, and what that means for your brand. On YouTube in particular, the amount of subscribers you have does not necessarily correlate with the level of interactions, so it is more important to measure engagement levels such as view counts.

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