Target Audience And Berger

Running Head: TARGET AUDIENCE AND BERGER’S SIX STEPPS 1

Target Audience and Berger’s Six Stepps

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TARGET AUDIENCE AND BERGER’S SIX STEPPS 2

This week’s module I checked out the most ten videos that went viral in 2017. Out of the

ten videos that went viral, I chose the following two videos; Ping Pong Trick Shots 3 | Dude

Perfect and ED SHEERAN – Shape of You | Kyle Hanagami Choreograph.

Target Audience

These videos, the first step to building a successful marketing campaign is defining its

target. Since it is impossible to reach everyone at once to a core audience; It helps you to develop

an effective marketing strategy. These videos have the target in the audience because they also

contain good and engaging content that always come within the first minute of the videos. These

videos are able to hook the audience early on before they lose interest. This doesn’t necessarily

mean making the entire video short, but it means capturing attention from the start so that the

targeted audience feels motivated to watch all the way to the end.

In these videos it is also more cost-effective to refine your audience, because your

campaigns are run on a smaller and more focused scale. Rather than sending direct mail to every

local household, you will receive a better return on investment by targeting consumers who may

already have an interest in your type of products or services.

In these videos, positive emotions do have the potential to increase shares if they are high

arousal positive emotions. Also, they contain high arousal emotions that are negative that can

also increase shares! These videos are timely because they tend to have the idea that is related to

current events that are already being talked about. This allows the videos to ride the wave of

content that people are already motivated to discuss.

TARGET AUDIENCE AND BERGER’S SIX STEPPS 3

Berger’s Six STEPPS

In Berger’s Six STEPPS, Social currency is the idea that, when you know about cool

things, it makes you seem cool too. Products or ideas that make people feel like they have a

symbol that they can show and share with others thus tend to do better in terms of spread. These

videos contain emotions that are very effective in inspiring people to share ideas.

These videos are creating ideas that people can be seen engaging with which makes it

easier to share. They contain products or ideas that make people feel like they have a symbol of

quote or status that they can show and share with others thus tends to do better regarding spread.

These videos went viral because they are creating ideas that people can be seen engaging with

which makes it easier to share.

Alternative theories covered compared to Berger’s six STEPPS

In the Alternative Theory #1 - Ilya Pozin the videos are short and sweet hence the idea

here is that your good, engaging, content should always come within the first minute of your

video. In these videos the audience gets involved; the idea is that a creator should be responsive

and engage with their audience.

For me, Berger’s six STEPPS makes more sense to me compared to the alternative theory that

makes less sense to me.

Social media and technology have changed our life because most of us spend a lot of time

there as compared to other daily activities.

TARGET AUDIENCE AND BERGER’S SIX STEPPS 4

References

Ping Pong Trick Shots 3 Ping Pong Trick Shots 3 | Dude Perfect

ED SHEERAN – Shape Of You | Kyle Hanagami Choreograph.

http://time.com/5049496/top-viral-youtube-videos-2017/

https://www.youtube.com/watch?v=UeG1ftTmLAg

https://www.youtube.com/watch?v=Kl5B6MBAntI

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