“How do I engage my audience?” Video Answers. Episode 35.

You know how important audience and message are. But how do you engage the right audience with the right message?
That’s the subject for this Video Answers.

The goal of great video is never to just share information, but to connect and engage your audience. Only the right audience, engaged with the right message, can be moved to the right action.

So, how do you do that?

Here are five keys to help you engage your audience:


Focus is about having a clear objective and destination. Focus begins with a strong Creative Brief. A Creative Brief helps you map out your objective, message, and audience. A good creative brief always provides clarity. It provides focus.


Alignment means you’re speaking to the right audience. To engage the right audience your message must be aligned with your audience. When it comes to audience, there’s a temptation to speak to “everyone”, but when you try to speak to everyone, you end of speaking to no one and you lose alignment.


Simple is a single, clearly expressed idea. Simple can turn complex ideas into interesting and compelling stories. But simple is hard.

Ken Segall, in his book, Insanely Simple: The Obsession That Drives Apple’s Success says it this way, “the simpler way isn’t always the easiest. Often it requires more time, more money, and more energy…But more times than not, it will lead to measurably better results.”

Remember, if you want to engage your audience, keep your message simple.


Invaluable content is practical and useful to your audience. To connect the right audience with the right message, you have to provide content that is indispensable, vital, and necessary. You have to provide value.


Priority means your message is immediately actionable. Your message has to have a beneficial Call to Action for your audience. If there’s no action, there’s no engagement. It’s only when your audience feels a sense of urgency to act that your message becomes a priority.

Engagement requires:

  • Focus
  • Alignment
  • Simple
  • Invaluable
  • Priority

Remember these five keys to engage the right audience with the right message.

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Comprehensive Media is an video communications company that brings businesses perspective through ideas, messages and stories.