{"id":3057,"date":"2014-03-24T00:00:00","date_gmt":"2014-03-24T04:00:00","guid":{"rendered":"http:\/\/sproutvideo.wpengine.com\/?p=160"},"modified":"2022-01-27T14:03:01","modified_gmt":"2022-01-27T19:03:01","slug":"use-viewer-personas-to-drive-video-engagement","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/use-viewer-personas-to-drive-video-engagement.html","title":{"rendered":"How to Understand Viewer Personas to Drive Video Engagement"},"content":{"rendered":"

Ever spend a ton of time and money producing a video, only to get a lackluster number of plays, and zero engagement from your viewers?<\/p>\n

Clearly, you missed the mark somehow. We all have at some point. The\u00a0key is to learn how to avoid falling flat with your video content.<\/p>\n

By researching your audience, and understanding your target viewers, you can ensure you only create engaging content they’ll return to time and again. Here is how to get to know your audience, build targeted viewer personas, and use that knowledge\u00a0to improve your video marketing strategy.<\/p>\n

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Understand Your Audience<\/h3>\n

A great way to understand why people visit your website, and to find some inspiration for video topics, is to examine your search terms report.
\nYou can look at your search terms report in either Google Analytics, Webmaster or Adwords.<\/p>\n

To access this report in Google Analytics<\/a>, go to your main website profile, and open the Keywords report under the Acquisition section, and look at the Organic Keywords report. Sort them by Total Visitors, New Visitors, Conversions or Conversion Rate to get a sense of what different people are looking for when they click on your page.<\/p>\n

In Adwords<\/a>, go to the Keywords tab for your campaign, click on Details, and select \u201cAll\u201d instead of \u201cSelected\u201d to see all the search terms that are triggering your ads. Sort by Clicks, Click Conversions or Conversion Rate to get a sense of what is working and what is not.<\/p>\n

With Google Webmaster<\/a>, under Search Traffic, click on Search Queries, and review total Clicks and Click Through Rate, as well as your site\u2019s Average Position for different terms. If possible, use all three tools to get a clear picture of how your website is performing against different search terms.<\/p>\n

This type of insightful analysis can help guide your content optimization strategy. You can take a deeper dive by also looking at behavior by traffic source rather than just search terms.<\/p>\n

The key questions to answer include the following:<\/p>\n