Optimizing Video Production For Diversity

Over the past several decades, video production has become an essential marketing tactic for all types of companies from Utah to the East Coast. The harsh reality of consumers today is that they’re becoming lazier, and more difficult to persuade into a purchase. To put it simply, any given consumer would rather watch a commercial or a brief product review video than read a lengthy article or sales piece. As such, video production offers plenty of opportunities to inform and entertain in a way that text alone cannot. 

Consumers have acquired the ability to pick and choose which advertisements they actually pay attention to. This is due to the excessive and sometimes obnoxious amount of advertisements that are placed about on any given day. 

In order to differentiate yourself from the herd, various video production techniques are suggested to reach a larger demographic without ruling any potential consumers out. Even if your product or service targets a specific group, there is always potential to make the content more diverse. 

If your company is introducing a new type of medicine, try to steer clear of confusing medical terms. Sure, if you were pitching a video to hospitals and pharmacies this type of vocabulary would be appropriate, but be sure to avoid specialized terms when trying to market to the general public. 

A good rule for companies in Utah and nationwide is to target your messaging so it can be understood by those with only a high school education. This does not mean make your video production sound uneducated, but a certain level of neutrality is preferred. 

In addition to achieving neutrality for different educations and intelligence levels, successful modern marketing is evolving around gender and racial diversity. Obviously there are certain products that are catered specifically to men or women, but many gender-neutral products are still being marketed toward one sex or the other. 

For a sense of gender neutrality in your video production, consider casting an equal number of men and women and feature both of them utilizing the product or service in a similar manner. The media in Utah and across the country places a lot of emphasis on gender equality, as do consumers. This same concept goes for race. Keep this in mind when advertising to ensure that your content reaches the largest possible demographic.  

For more video production tips or personal help with your company’s content, contact an agency in Utah or a location near you. 

Broc Waring writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well.