One of our clients, Ouidad, has ventured into the world of web video with a trio of hair care tips for the terminally curly. Each video has a different focus — beauty & empowerment, hair care on the go and 4-minute curls — which means each video also (presumably) has a different audience, despite the fact that they’re all coming from the same source.
Since Ouidad and her daughter, Sondriel, are so comfortable being themselves and sharing their insights with the camera, we knew they’d represent their business better than any hired hosts possibly could. But they also realized that Sondriel’s expertise may sound more authentic to a teen or young adult audience than Ouidad’s would, because not every audience perceives “authority” the same way.
If you (or a client) are creating original media for the web, you need to be consistent in your branding, but don’t be slavishly insistent on a single point of view. Your audience is multifaceted; let your messaging be, too.