How to Optimize Your Videos to Reach More of the Right People

Want to ensure that your videos are relevant to your target audience? Looking for tactics to retain viewers at various stages of the customer journey? 

In this article, we’ll explore how to optimize your videos to reach the right people.

Why Videos Tend to Underperform

In today's digital age, video has become an essential tool for marketers and content creators looking to connect with their intended audience and drive results. However, simply creating videos is not enough—to truly maximize the impact of your video content, it's crucial to optimize your videos to reach the right people and keep them engaged.

Ben Amos, founder of Engage Video Marketing, says many videos don't perform well for businesses because they lack a clear plan or effective video marketing strategy. People create videos just to have videos but don't think carefully about what they should achieve. It's like driving a car without knowing where you want to go—you might get lost or run out of gas.

In 2023, the Content Marketing Institute asked around 400 marketers in North America what they needed to be more effective or successful with their video marketing efforts. Sixty percent said they needed a successful video marketing strategy, which shows that people know they are missing something important.

Understanding Video Optimization 

Before diving into specific optimization tactics, it's essential to understand what “video optimization” means. As Ben explains, optimization today is about more than just tweaking your titles and tags for search engines. Instead, it encompasses everything you do in and around your video to ensure the right people see it, click on it, and watch it all the way through. 

When we optimize videos, we should focus on making them work well for the people watching, not just for algorithms. The good news is that algorithms these days are designed to give people the best experience anyway. So, if you make videos that humans like, the algorithms will probably like them, too.

Before you start optimizing your videos, you need to have a clear strategy. This means:

• Knowing exactly who your target audience is
• Deciding which platforms you'll post videos on
• Understanding what you want to achieve with each video

Once you have this foundation, you can make better choices about how to optimize your videos.

A common mistake Ben sees businesses making is chasing views from anyone instead of focusing on their ideal customers. Getting lots of views from the wrong people won't help your business. It's better to have a smaller audience of people likely to buy from you than a huge audience that will never become customers. Significant view counts don't automatically mean big profits.

Suppose a video made for just one potential client brought in over $100K of work. The number of views was tiny, but the results were massive because it reached the right person.

When setting goals for your videos, think about the actions you want people to take. You can break down video goals based on the customer journey:

• Top of the funnel (awareness): Making more people aware of your brand. This is more about content marketing.
• Middle of the funnel (engagement): Building trust and showing your expertise. The goal is to get people to engage more with your content.
• Bottom of the funnel (conversion): Getting people to take specific actions, like clicking through to your website or making a purchase.

So, instead of just focusing on view counts, think about what you want your audience to do after watching your videos at each stage of their journey.

Rather than gaming social media algorithms, true video optimization is about understanding your target audience and using all the available tools to deliver an engaging, relevant experience that moves them to take action. With that foundation in mind, Ben offers a three-step framework for optimizing your videos.  

How to Optimize Your Videos to Reach Your Target Audience

#1: Grab Your Ideal Viewers’ Attention From the Start

The first and most critical step in optimizing videos is grabbing your audience's attention in the opening seconds. If you can't get the right people to stop scrolling and click play, the rest of your video doesn't matter. Ben breaks down attention-grabbing tactics into four key areas: Audio, Visual, Textual elements, and “The Promise.”

Audio

One of the most effective ways to grab your audience's attention is using audio hooks. Even if people view your video on platforms where they watch with the sound off, audio can still make a big impact when used well. 

Start your video with an unexpected sound effect, voice, or music clip that immediately catches the viewer's ear and makes them want to know more. Any audio that breaks the usual pattern can serve as a “pattern interrupt” and make people take notice. Think of a dog whistle—a sound designed to make people look up and pay attention. This could be anything from a startling noise to a catchy beat or a recognizable quote. For example, a mosquito repellent brand might use a buzzing sound to get the attention of people who hate being bitten by the insect. 

You can also incorporate trending audio clips that your target audience will instantly recognize and associate with a particular meme, theme, or cultural moment. You can find sound effects and audio clips in royalty-free libraries, like the large collection at Myinstants. Adobe also offers sounds to use with its creative tools.

Background music or musical transitions also signal important moments and add energy. You might notice podcasters using music in their ads or YouTubers adding sound effects to punctuate key points.

By strategically using audio hooks, you can create a sense of intrigue and anticipation that draws viewers in and keeps them engaged.

Visuals 

In addition to audio hooks, visual elements in the first few seconds of a video can be powerful attention-grabbers—even the very first frame matters, especially on some social media platforms. Winning or losing viewers' attention happens very quickly.

One of the most powerful visual hooks is showing human faces, especially close-ups showing emotions like pain or disgust. People connect with people, so featuring a compelling human element can be a great way to create an instant connection with your viewers.

Another effective tactic is to feature interesting locations or surprising situations that pique people's curiosity. This could be anything from a stunning natural landscape to a chaotic city street or an unexpected twist in a story. Opening on someone in an unusual situation, like standing on a cliff edge, makes people want to know what's happening. For example, YouTuber MrBeast often manufactures outlandish scenarios to hook viewers.

Finally, using unexpected camera angles, like a view from the ground or a high overhead shot, breaks the usual eye-level pattern and creates a sense of visual interest and dynamism. Using colors or anything that visually pops can also work as an eye-catching thumbnail for videos that don't autoplay. An intriguing still image can determine whether someone chooses to watch.

The goal is to show something people don't expect as they scroll or click. Cut to the action right away—don't let your first frame be a blink or glance away.

Text 

While audio and visual elements are important, don't overlook the power of text in your video's opening seconds. One effective tactic is to overlay big, bold text in the opening frames that immediately communicates your video's main message or theme. This could be a provocative question, a surprising statistic, or a bold statement that makes people want to keep watching to learn more. 

Another textual hook uses dynamic captions and subtitles to enhance the message and create a sense of visual interest and engagement. This is especially important for viewers watching with the sound off or relying on captions for accessibility. Instead of plain white subtitles at the bottom, use captions that move, change color, and include emojis. Alex Hormozi is known for this engaging caption style in his videos.

Finally, don't forget the importance of writing compelling post text/descriptions that entice people to click and watch your video. On some social platforms, like LinkedIn, people often read the first few lines of text posted with a video. The text you use should act like a dog whistle, calling explicitly to your ideal viewer and making them want to watch more. Use strong, action-oriented language and highlight the key benefits or takeaways that viewers can expect from your video marketing content.

Note: This isn't a strategy you'll always use. It depends on the platform, your audience, and the specific video. The key is understanding how text can be an extra tool for grabbing attention when it fits your goals.

‘The Promise’

Perhaps the most crucial element of grabbing your audience's attention is communicating “the promise” of your video. This means clearly and compellingly highlighting what viewers will get from watching your content and making it relevant to their interests, desires, and pain points. “The promise” is often conveyed through the video's title, thumbnail, or opening words. 

Lead with a strong, benefit-driven headline or opening statement that immediately communicates the value proposition of your video. For example, MrBeast's “Stop This Train, Win a Lamborghini” promises an entertaining spectacle for viewers. 

The creator immediately clarifies what viewers can expect to see and why it will be worth their time. He tailors “the promise” to his specific audience's interests.

A strong promise answers the question: “How will this video improve my life if I watch it?” It taps into your audience's emotions and offers education, inspiration, entertainment, or something valuable to your target audience. This could be anything from promising a good laugh to offering practical tips for solving a common problem or providing a fresh perspective on a topic they care about. 

The key is to make your promise specific, relevant, and compelling enough to overcome any hesitation or skepticism and convince viewers that your video is worth their time and attention.

With all of these hooks, your aim should be to do something unexpected that jolts people out of passively scrolling and makes them want to see more. It's also about knowing your ideal audience intimately and using hooks that resonate with them, like an insider reference or emotional trigger.

Ben says you're failing right out the gate if you can't capture attention. But grabbing attention is just the first step—now, you need to keep them watching.

#2: Maintain Viewer Retention Through Relevance

If attention is about getting the click, retention is about maintaining relevance so viewers keep watching until the end. A video that hooks people in with an extraordinary claim but then fails to deliver is just clickbait. For your video to make an impact, you must understand what your specific audience wants to see and optimize the viewing experience accordingly.

Ben identifies four key aspects of relevance to consider:

Relevance to the Human

To keep viewers engaged with your video, your content must be relevant to their interests, desires, and goals. It should also help them improve their lives in some way, whether through entertainment, education, or inspiration.

For example, let's say there's a 30-minute workshop video about video marketing. As a video marketer, you'd likely watch the entire thing eagerly because it's highly relevant to you and your work. The content would hold your attention because it matches your needs.

However, if I showed that same video to a speech therapist, they would probably lose interest within the first 30 seconds. The topic simply isn't relevant to them, so it wouldn't maintain their engagement.

It is key to understand your target audience's preferences and create content that speaks directly to their wants and needs. When viewers feel like a video is made just for them and their unique interests, they're more likely to stick around until the end.

Relevance to the Context

To keep viewers watching, your video should be relevant to their context when they press play. This means considering where and why someone is seeking out your content.

For instance, imagine you're looking up a video on how to change a tire. You might be stranded on the side of the highway with a flat and need a quick solution. In that situation, you don't want a 30-minute video—you need concise, actionable instructions to get back on the road ASAP.

The same principle applies if you're watching a tutorial while doing the task, like replacing a light switch. You'll likely pause frequently as you work, so the video should focus on clear steps, not background stories. The creator's personality matters less than the practical information.

However, the ideal format changes if the context shifts. Say the tire shop makes another video called “Which Tire Is Best for Off-Roading?” The viewer is probably researching options, not stuck with an immediate problem. They have more time and interest to hear details and see the tires in action.

It's the same audience but in a different context, so the approach to maintaining engagement should adapt. Putting yourself in the viewer's shoes helps you give them the viewing experience they need at the moment.

Relevance to the Platform

To maximize viewer retention, your video should also align with the norms and expectations of the social platform you're posting on. People interact with content differently depending on where they find it.

For example, the tactics you use to keep people watching on YouTube will vary from those that work on TikTok. YouTube viewers might expect longer, more in-depth videos, while TikTok users anticipate snappy, fast-paced content.

To adapt, you could:

• Use pattern interrupts: Add unexpected cuts, transitions, or scene changes to recapture attention. For example, a cooking tutorial on TikTok might jump between ingredient close-ups and the chef's reactions.
• Leverage platform features: Take advantage of TikTok's green screen effect, Instagram's polling stickers, or YouTube's end screens to make the video more interactive and engaging for that specific audience.
• Mix up the production style: Switch between different shot types, like talking head segments, screen recordings, and animated graphics. This variety helps maintain interest throughout the video.

The key is understanding what works for your target platform and tailoring your approach accordingly. A tactic that keeps people hooked on one app might fall flat on another. Focus on matching your chosen platform's viewing habits and expectations to maximize viewer retention.

Relevance to the Funnel

Your video retention strategy should also consider where viewers are in the customer journey or sales funnel. Depending on their stage, people want different things from your content, affecting how long they'll watch.

At the top of the funnel, your goal is typically brand awareness. You're reaching cold audiences who don't know you well yet. To retain these viewers, focus on making an emotional connection quickly. Keep videos short and engaging since they may not stick around for long.

For example, a social media ad introducing your eco-friendly clothing line could hook viewers with a heartwarming story about sustainable fashion in under 30 seconds. The brevity matches the awareness stage.

In contrast, viewers are closer to making a purchase at the bottom of the funnel. They're more invested and willing to watch longer videos to get the information they need. If someone is about to spend $2K on your online course, they'll likely sit through an in-depth webinar or product demo. For example, a 20-minute case study video showcasing your course's success stories would work well here. The length aligns with the buyer's mindset at this stage.

Adjust your retention expectations and tactics based on the viewer's relationship with your brand. The key is giving people the viewing experience they need to take the next step, whether learning more or making a purchase.

Ultimately, keeping people engaged is about being hyper-relevant to who they are, what they need, where they are (literally and figuratively), and what experience they expect. The more you can customize your video to resonate in the moment, the more effective it will be at holding attention and driving action.

#3: Prompt Action to Drive Business

The third and final step in Ben's optimization framework is driving meaningful action. He points out that if your video strategy doesn't ultimately lead to business results, it's just entertainment. To avoid this pitfall, you need to be crystal clear on what you want people to feel, think, and do after watching your video—and optimize accordingly, making it the focal point of your video and reinforcing it at every touchpoint.

Driving a Feeling, Action, or Behavior With Your Video

First, define your primary goal for the video:

• Is it more of a feeling, like being inspired or entertained?
• Is it planting an idea or shifting a belief?
• Is it prompting a specific behavioral action?

Action could be experiencing a feeling. For example, your video may evoke empathy and inspiration if you're a nonprofit organization.

The action could also be a thought, like seeing your product as a solution to their problem. If you sell a productivity tool, your video might highlight the pain points of a disorganized workflow and position your tool as the answer.

Or the action could be a direct behavior, like clicking through to your website or making a purchase. This is the most tangible type of action, often the ultimate goal for businesses.

While a video may do all three, having a focus will dictate your approach.

Creating Your CTA

As you define the action for your video, be clear on whether you want the call to action (CTA) to be soft or hard.

A soft CTA is a low-barrier action that signals interest. It is about building engagement and capturing leads. Soft CTAs are a good fit for top-of-funnel videos where viewers may not be ready to buy. You might ask the viewer to like the video, leave a comment, subscribe to your channel, follow you on social media, or sign up for your newsletter.

Also, consider indirect actions as gentler transitions to the next step—a bridge between stages. They guide people to take a smaller step forward, like signing up for your email list or reading your blog post. They might say, “Learn more” or “Download our free guide.” These calls to action offer something of value without demanding a big decision immediately. 

Hard CTAs, on the other hand, are much more direct. They push for an immediate purchase or commitment. Hard CTAs are appropriate for bottom-of-funnel videos when you've primed the viewer to act. The key is ensuring your video content has built enough knowledge, likes, and trust to earn that level of commitment. It's about driving a specific, high-commitment action. Hard CTAs include things like “buy now,” “call today for a free consultation,” “click here to get 50% off,” “sign up for our paid membership,” or “donate to our cause.”  

3 Ways to Optimize Your Video for Driving Action

Once you've defined the action for your video, you can optimize it in a few key ways:

What You Say: The words you use, especially at the end of the video, are crucial for driving action. Verbally tell people precisely what you want them to do next. Make the ask crystal clear and actionable. For example, instead of a vague “Check out our website,” say, “Click the link in the description to get your free trial now!” Use strong, direct language that compels people to act.

Video Elements: Reinforce your CTA with visual cues within the video itself to help the action stand out and give people an extra nudge. This could include:

• Text overlays that reiterate the next step 
• Arrows or other graphics that point to key information
• Clickable links in the video player 
• End screens that display your website URL or special offer
• Verbal and text-based reminders to comment, like, and subscribe

Surrounding Elements: Think beyond the video player and use all the real estate you have to drive action. Depending on the platform, you might have:

• Video titles and descriptions 
• Buttons or forms beneath the player
• Comment sections
• Pop-ups or email captures
• Related recommended videos

For example, pin a comment with your unique offer link or add an eye-catching button below the video.

The key is to align everything toward that end action. Think through the entire user experience and remove any friction. If you want people to sign up for your webinar, make that the only CTA. Don't clutter the experience with mixed messages or competing offers.

Before you hit record on your next video, take a step back and think strategically. Define your purpose, understand your audience, and craft an experience that will resonate long after your audience clicks away. Because when you optimize for humans first, everybody wins.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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