COMU3150 Hanyang Zhang 47184624 promotional culture

47184624 Hanyang Zhang

Your Objectives

What are you hoping to achieve through this video? For example, comments, likes, shares, click-throughs, views, etc.

With this video, what I wanted to achieve included but was not limited to presenting in the data, I wanted to do it in an interesting way so that people who like or are interested in music can see this video in a way that can give a superficial understanding of how an average musician makes a song. In terms of numbers, I hope to reach 30 to 50 views, no less than 15-20likes, comments and retweets, and a 50% click-through rate would be good enough.

Target Audience

Who is the target audience for this video?

For this video, it has three main categories of audience groups. The first group is those who are interested in the music that is popular at the moment (especially the Chinese music segment). The second category is people who are curious about how a song was created. It’s those who are interested in the day-to-day of musicians, similar to how they find inspiration and such. The third category is some independent musicians who also like to create music. Through this video, the target audience will learn about the real music creation process, including some of the difficulties encountered during the creation process. If other musicians view the video, they will find resonance, for example, they will analyze the main genres of the music, the creative ideas and the techniques used in recording, or they will have better suggestions. All these things that are reflected in the video are the key to increase the number of views and likes.





What is your communication and creative tactic to reach and engage this target audience?

Generally speaking, videos that cover music production in general cover some particularly specialized and out-of-the-way terms, and these proper nouns can be a deterrent to viewers who want to learn about the field but don’t know much about it. Most music production videos on the market are aimed at musicians who want to learn about professional production, while my videos are aimed at enthusiasts who are curious and want to learn about the “day in the life of a musician”. So in my videos there are not a lot of detailed production techniques, but rather a macro presentation of how to make music, so that the viewer can visually see how the producer writes the song. And to prevent it from being boring, I will add a lot of funny elements to the video, to make sure that every part of the video has some laughs that can attract the audience, to control the direction of the video and try to manipulate the emotional ups and downs of the audience.





What are you trying to get your target audience to do or think?


The purpose of this video was never to show what a professional thing making music is. Of course making music requires professional knowledge and a professional attitude, but the prerequisite for mastering this is that you need to be passionate enough about music. So the goal of the video is actually to let more people who watch my videos and are curious and interested in music production find out that making a song is actually not that hard and that making a song is a lot of fun. When a song is made, your inspiration is complemented by the melody and rhyme and the accompaniment, you will feel that it is a very fulfilling and satisfying thing. Secondly, it is also to promote my new song.



Evaluation Metrics

How will you measure the effectiveness of this video? For example, how many comments, likes, or shares etc.

I believe that the number of views and click-through rate are the two most visual measures of my video’s revenue and response. To attract more people to click on my video, I need a good promotional copy, a sentence that is eye-catching enough to make people want to click into my video after seeing it. And the beginning of the video should also have enough eye-catching content to make people want to continue watching, so that they can be pulled down step by step by my progressive content and information to get the message I conveyed in the video. I think the number of views is the most basic and intuitive way to show the response of my video, how many people have watched my video, and then by comparing the number of views of the video producers who sent their videos at the same time as me, so that I can judge and measure the quality of my video. And click-through rate is also a way to measure the quality and attractiveness of my video, if ten people saw my video, five people clicked in, then my click-through rate is 50%, which means that my video in ten people attracted five people, then I think this is a good data. And the likes and comments and retweets are actually to get feedback from the audience on the video I made, if the audience thinks it’s okay, they might like it and comment some of their thoughts, and if they think the video is worth sharing with their friends to watch, that’s a higher rating.