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How to Use Video to Build Your Audience

By Courtney Rosenfeld, Contributing Author, founder of

For over a decade, savvy business owners have been harnessing the power of video marketing to engage their audience and increase brand awareness. Are you thinking of using this strategy to grow your brand? If so, follow our quick guide and start creating excellent visual content to educate and entertain your followers:

women in 3 different outfits
User Persona- Who is your Target Audience?

1: Researching Your Target Audience

When you run a small business, you often have to wear many hats (especially in the beginning months). On top of everything else, marketing your products often falls squarely on your shoulders. If you work in fashion, chances are your customers are visual people, so creating videos is an excellent strategy to promote your business. Your first step is to create a buyer persona: think age, gender, demographics, and location, but also lifestyle and values, to define your ideal customer. That knowledge will help you develop content that resonates with your target audience.

2. Creating Valuable Video Content

Once you have a handle on your target audience, you can start tailoring video content specifically for that customer segment. For example, suppose you're a fashion designer. In that case, you have many options: high-quality videos of models wearing your creations, tutorials, and how-tos for styling your outfits, vlogs, behind-the-scenes, or Q&As about your creative process… the sky's the limit. But first, establish a reasonable budget for your project, thinking about what kind of ROI you're expecting for it. Next, develop a storyboard and a script to give it direction. Then, hire a videographer, or tackle this fun project yourself!

Video Storyboard template
Story Board Image from

3. Adding Relevant Information to Your Posts

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Fashion Design Process Infographice

If you want to add stats and facts about your business and make your posts more readable, valuable, and shareable for your viewers, an infographic maker can come in handy. And you can design your own for free in just a few minutes by selecting a template and customizing it with your text, icons, and images. Using a dynamic graphic to present information to potential customers as they scroll through their social media channels is a great way to capture their attention. And if they like what they see, they'll want to know more about your brand.

4. Publishing Your Videos on Social Media Platforms

Offering a visual representation of your business on your social media channels will boost brand recognition and improve your reputation as a professional in your field. Post your videos on YouTube, Facebook, and your Google business listing to share your brand's story. Strive for authenticity, as this is what most consumers are looking for, and make sure to add keywords and tags to your videos so that they can easily be found with a quick online search. Then, create a social media calendar and schedule your videos to be posted when your audience is online to improve engagement.

CLickminded Social Media Content Calendar

5. Monitoring the Effectiveness of Your Video Marketing Strategy

Once your videos are posted online, you can measure their performance by looking at different metrics, such as view counts and watch time. This will give you an idea of the most effective content for your target audience. From then, you can adjust your strategy accordingly. For example, if shorter clips perform better, you can repurpose your longer videos and add new graphics. And if you notice your followers turning to you for your tutorials, consider live streaming or offering webinars and establishing yourself as a real pro.

A creative business deserves creative marketing strategies, and video is a great medium to promote art and fashion. Once you've figured out your target audience, developing video content that will engage, educate, and entertain them is much easier. So, tap into data analytics to gain more followers and increase your sales!

Are you passionate about fashion? Then subscribe to, a global resource designed to inform, inspire, empower, and connect creative thinkers, makers, and brands like yours.

Thank you Courtney for contributing! Check out her website at:

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I'm a 25+ year fashion industry design professional, and I'm passionate about supporting conscious designers, ethical makers, and sustainability. I believe that fashion can be a powerful force for good, and I'm committed to helping aspiring fashion industry pros make their mark in this exciting and ever-changing field. 


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About the Book

"Conscious design is a philosophy used at the Peterman Design Firm. We use it to create brands and products that restore and sustain our planet. The Peterman Method for conscious design is the culmination of Ian’s 15+ years working in product development and Jessica’s 20 years in working as a healer and studying regenerative technologies and tools for both people and our planet. Together, we’ve written this book to lay out a culmination of our combined experiences. Our goal is to help other people start looking at the world, and design, in a more conscious way."