An overview of who is watching web series, the characteristics and roles they can play to help the creators and how to begin to identify, find & "design" the audience for your web series.

1. Web Series Audience Design

2. Who is the WEB SERIES
audience?
(characteristics)

3. GROWING
(more people watching
original digital video every year)
Who is the WEB SERIES audience?
(characteristics)

4. ON DEMAND
(want what they want ANY time,
EVERY where & on ALL devices)
Who is the WEB SERIES audience?
(characteristics)

5. SOCIAL
(want peer connection,
validation & shared experiences)
Who is the WEB SERIES audience?
(characteristics)

6. EMPOWERED
(by choice & control)
Who is the WEB SERIES audience?
(characteristics)

7. LOOKING FOR
SOMETHING DIFFERENT
(unique, innovative,
edgy, mobile)
Who is the WEB SERIES audience?
(characteristics)

8. FRAGMENTED
(by platform/device
& by niche/segment)
Who is the WEB SERIES audience?
(characteristics)

9. Who is the WEB SERIES
audience?
(behaviours/roles)

10. Who is the WEB SERIES audience?
(behaviours/roles)
• SPECTATOR

11. Who is the WEB SERIES audience?
(behaviours/roles)
• Spectator
•CUSTOMER

12. Who is the WEB SERIES audience?
(behaviours/roles)
• Spectator
•Customer
• PUBLICIST

13. Who is the WEB SERIES audience?
(behaviours/roles)
• Spectator
•Customer
• Publicist
•COMMUNITY

14. • Spectator
•Customer
• Publicist
•Community
• COLLABORATOR
Who is the WEB SERIES audience?
(behaviours/roles)

15. • Spectator
•Customer
• Publicist
•Community
• Collaborator
•PATRON/INVESTOR
Who is the WEB SERIES audience?
(behaviours/roles)

16. Who is MY audience?

17. •How do they behave?
•What do they like?
•What makes their hearts sing?
•Where are they?
•What technology do they use?
•How do they consume content?
Who is MY audience?

18. NOT
everyone
18-34
Who is MY audience?

19. Who is MY audience?
NICHE

20. Who is MY audience?
The power of niche audiences…
•Mass vs niche (media, market, audience)
•Power in specificity & global niches
•Easier (& more affordable) to target
•Easier to plan the audience journey
•Easier to make personal, passionate connections
•“Go small to get big”

21. Who is MY audience?
The smaller & more specific the niche the better
SEGMENT
SEGMENT
SEGMENT
SEGMENT

22. Who is MY audience?
Example Project: Modern Dark Fairy Tale Web Series
Book Lovers
Genre fiction fans
Genre romance fiction fans
Paranormal romance fiction fans
Paranormal romance fanfic writers & fans

23. How do I DESIGN my audience?

24. How do I DESIGN my audience?
Start with niche market research…
•Demographics & psychographics
•Who are the influencers?
•Where are the online communities?
•Where are the online conversations?
•Who is the online “competition”?

25. How do I DESIGN my audience?
Niche market research sources…social media

26. How do I DESIGN my audience?
Niche market research sources…social media

27. How do I DESIGN my audience?
Niche market research sources…keyword research

28. How do I DESIGN my audience?
Niche market research sources…industry research sites

29. How do I DESIGN my audience?
Niche market research sources…competitive intelligence

30. How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Project: Modern Dark Fairy Tale Web Series
Demographics
• 15 year old female
• Lives at home with parents
(middle class)
• City dweller
Identifiers
• Writes fanfic (2-3 stories per year uploaded to FanFic.net)
• Big content consumer (books & online video)
• Loves paranormal romance & fantasy stories
Information sources
and influences
• Friends
• GoodReads
• YouTube
• Netflix
• Goes everywhere
with smartphone
• Digital native

31. How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Values & Goals
• Wants to be writer
• Likes to collaborate with friends on
creative projects
• Is an academic high achiever
Pain Points
• Socially shy and a bit of a
techno-phobe, but loves online
community that speaks to her
passions (i.e. GoodReads &
FanFic.Net)
Project: Modern Dark Fairy Tale Web Series

32. How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Project: Modern Dark Fairy Tale Web Series
Persona Backstory
Sally is a grade 11 student in Vancouver who loves to read & write (esp
anything romantic). She is shy and not particularly tech savvy, except
when it comes to her smartphone which she uses for texting friends,
music & writing. She has a part time job tutoring & is thinking of taking
an English/Psych degree close to home at the UBC.
Audience Role(s)
Spectator, Community, Collaborator

33. How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Project: Modern Dark Fairy Tale Web Series
Marketing Message
Dark romance fills the air in these twisted classic fairy tales where witches, princesses
and fairies look like you and magic is just around the next street corner.
Elevator Pitch
Explore the world of dark fantasy and romance in these modern twisted fairy tales
and submit your own story for a chance to see it as part of season 2!

34. THANK YOU!
You can find me at:
annelise@veria.ca
@veriatweet
www.veria.ca
www.StorypreneursUnite.com