Audit of Your Videos
A video audit is very important in a couple ways. Is it possible to have more video content than you need? Yes! If you have spent the past year focused on creating compelling company videos, your library may be starting to get a little overstuffed. Performing a video audit is a helpful way to ensure that you are not standing still. Progression matters so much with video marketing – and running an audit will help you clean house, understand neglected areas, and refresh your video content. Here is a quick guide on how to run an audit for your videos.
Is Running a Video Audit Useful?
The goal of running a video audit is to identify the videos in your library that could be doing more harm than good. For instance, YouTube videos with many dislikes, Facebook videos with very low view counts, and videos on your site that are not performing up to the mark of other content.
An audit can also help you discover content that may have made a bigger impression than you imagined. Perhaps a low budget, rushed video generated more buzz than some of your carefully curated content. You could learn from the success of that video and shoot other content with a similar style.
Finally, a video audit is useful in identifying certain video types or topics that you may not have covered sufficiently. Your audit may show that you have almost no behind the scenes videos or live streams. You could work on those types of videos in the next few months.
Step 1: Listing Inventory
The first step to a successful audit is to list out your video inventory. Ensure every video is documented in the same format, with information including its title, date of release, topic, category, platform, budget, total views, average attention span and other relevant details.
Step 2: Evaluate Assets
Now that you have all your videos listed, you can begin analyzing them in more detail. Are you surprised at the high or low attention spans for any of your videos? Did some low budget videos generate more views than high budget videos?
Both your marketing and sales teams should be involved in this process. For instance, your sales team could help analyze all your product page videos and their conversion rates.
Step 3: Identify Gaps
As we mentioned earlier, your audit may reveal gaps in your video inventory. You can see how many videos you produced about different topics, whether certain platforms had more videos generated for them, types of videos, and the ratio of high, mid and low budget videos.
If the video types, topics or platforms that got less attention are also your worst performing ones, determine the cause of that relationship. Did you spend less time and money on those areas because they are low performing – or did they perform poorly because they were neglected?
Step 4: Set Future Goals
Based on your analysis, you may decide to remove some videos from your inventory. You may even re-promote high performing videos to see if they can be given a second life. And then you can begin to set future goals for the videos you will produce in the next six months.
By running a video audit, you can analyze how your videos performed in the past one or two years. You can also better understand areas within video marketing that merit more focus in the coming months. Need something more? Contact us!