Target audience, buyer personas and why they matter in animation

When marketing, you'll often hear the word buyer personas as a buzzword, shortly after target audience. Everyone will telling you that you need to build one, or three. Firstly, they're right. But what are they and how does this apply to animation? Your target audience is the people you are marketing to. Who do you want to hear your message, consume your content, and take action? An example might be, Sarah, a yoga instructor, is running an educational workshop on bladder control. Her target audience for that is potentially women over 40, with kids, disposable income and bladder issues.

A buyer persona is a fictional representation of your ideal consumer. As an exercise, you build a fictional character based on your target audience. For example, Sarah's first buyer persona might look like this:

Name: Jessica Matthews Age: 52 Kids?: Two teenagers, Rick (15) and Arya (11)

Occupation: Stay At Home Mum Household income: £72k Hobbies: Yoga, Tennis and browsing farmers' markets. Problem: Leaky Bladder post-natal Country: England

Social Media preferences: Facebook and Instagram, can't get her head around TikTok yet and never got into Twitter.

You can then use this when creating your content for a more precise breakdown of how your consumer looks at content, where to promote your content, and what that content should look like. Jessica probably scrolls through Facebook whilst waiting for dinner to cook, and likes flicking through reels. Knowing this, means Sarah knows that a small snippet of her educational animation for reels, leading to her full Youtube video on bladder training and recovery post-natal, would be an effective way of getting Jessica's attention. She also knows more about the type of person Jess is, so that impacts the style of the animation and maybe impacts the ratio of filmed video footage to graphics and animation. Animation is a fantastic tool for getting your message across. It has a higher information retention rate than blogs, images, or even filmed video. It's important that such a powerful tool is aimed at the right audience, in a way that they consume content to maximise its effectiveness. We are trained to consider who your audience is, and can work with you to build buyer personas and an aesthetic style that works best for them. If you want more information or even a free consultation call, contact us today. clarissa@honeycomb-media.com