Do you know this? You’ve created a great explainer video, but somehow the message isn’t really getting across. Why is that? Because the story is not exactly tailored to your target group. This is exactly where persona-based storytelling comes in – the key to making content truly relevant and effective.
Why persona-based storytelling works
Our brains love stories – especially when they have something to do with us. As soon as we recognize ourselves in a character, our minds switch from passive consumption to active empathy. Persona-based storytelling uses exactly that. It helps us not only to understand content, but to experience it.
Studies show: Content with high relevance and an emotional connection is better remembered, shared more frequently and has a measurable influence on purchasing decisions. This is worth its weight in gold, especially when it comes to complex topics – as in many explainer videos. What is explained rationally hardly sticks. What touches emotionally stays in the mind.
What is a persona?
In marketing, a persona is a semi-fictional, detailed description of your ideal customer. It is based on real data and market analyses and helps you to create targeted content.
A persona goes beyond age, profession and gender. It also describes:
Behaviors
Values
Motivations
Decision patterns
Media use
Why is this so important? The better you know your target group, the more targeted you can place your message. This saves budget, increases relevance – and improves conversion.
Marketing rule: Content that speaks for everyone doesn’t really reach anyone.
Persona example: Marketing Martina
Name: Marketing Martina
Age: 38 years
Profession: Marketing Manager in a medium-sized tech company
Personal life: Lives in an urban, city environment, is tech-savvy and attaches great importance to sustainability. Married with two school-age children. In her free time, she enjoys yoga and healthy cooking.
Goals: Efficient communication of complex products, lead generation, shorten time-to-market
Challenges: Limited budget, too little time for long training sessions, many different target groups in view
Communication style: Loves clear, understandable language, appreciates visual explanations and short videos
Media use: LinkedIn, specialist blogs, webinars
This persona helps you to develop content that appeals to Martina exactly – instead of just “Marketing Manager” in general.
Persona-based storytelling in explainer videos
Explainer videos are ideal for getting to the heart of complex topics. But without a clear target audience, you will quickly miss the tone, tempo or visual appeal.
A well-defined persona helps you:
strike the right tone (formal vs. informal)
show relevant problems and solutions
use visual elements in a targeted manner
Tailoring the story and dramaturgy to specific needs
4 steps to the right persona
Research: Talk to real customers, analyze existing data and feedback.
Use interviews, surveys, Google Analytics, CRM or sales data. The more concrete your database, the better your storytelling will work.Create a profile: Age, job, goals, challenges, media use – write it all down.
Also include psychographic characteristics: What drives your persona? What values are important to them? How do they make decisions – rationally or emotionally?Customize the story: Phrase your video script as if you are speaking directly to this persona. Speak their language, address their problems, offer solutions that are relevant to them.
Test & optimize:
Show first versions or storyboards to people who are similar to the target persona. Get feedback and make targeted tweaks.
Practical example: Two videos, two personas
We produced two explanatory videos for a medical project – with the same core message, but told differently.
Video 1: For patients
Persona: 62-year-old pensioner, not very digitally savvy, slightly unsettled by medical terminology.
Storytelling: calm, empathetic, simple. Images from everyday life (GP practice, waiting room), slower pace, no technical details.
Video 2: For medical specialists
Persona: 45-year-old senior consultant, lots of experience, high need for information, little time.
Storytelling: quick introduction, clear advantages of the new tool, visually clear, without long explanations.
Conclusion: Same information – two completely different approaches. And both worked.
Persona storytelling in content marketing
What applies to explainer videos can be applied to any content:
Whether it’s an email campaign, blog post or LinkedIn post – content performs better when it is targeted at the right persona.
Persona-based storytelling allows you to avoid wastage, strengthen your brand loyalty and strike the right chord with your target group.
Common mistakes when using personas
Even though personas are a powerful tool, typical mistakes often creep in in practice. Here are a few pitfalls that you should avoid:
1. too superficial – or completely made up:
A persona is more than just “35, female, marketing manager”. If it consists only of assumptions and is not based on real data, it remains pale and is of little help to you. Depth instead of cliché!
2. too many personas at once:
Sure, your product appeals to several target groups. But don’t try to fit them all into one video. Better: a separate content approach for each persona or a clear focus per video.
3. persona created – and then forgotten:
Many teams create a great persona at the start of a project, but don’t take it into account later during implementation. Stay consistent and use it as a real compass for tonality, imagery and story.
Conclusion: Relevance instead of coincidence
Persona-based storytelling makes your explainer videos more effective. Instead of appealing to as many people as possible, you hit exactly the right people – with the right content, at the right moment.
If you really understand your target group, your content won’t just be viewed – it will be understood, shared and remembered.
Schedule a free consultation with our video experts.
Together we simplify your communication.
Illustration Credits: Juan Diaz
