No marketer can deny that in 2021, video is important. From baby boomers to Gen Z, the vast majority of consumers are spending hours every week on YouTube, TikTok and Instagram, getting their entertainment, advice, and education from watching videos.
But what does this mean for brands? Most have been producing video content for the better part of a decade, and in that time they have accumulated reams of video that is now distributed across their website and social channels. So it’s not surprising that at my corporate video production agency, we are increasingly being asked by our clients to help them get on top of all of this content.
Enter the video content audit, a quick way to catalog and analyze all of a brand’s videos, and use this as the basis for building a video strategy.
So we’ve developed a process that helps us quickly get a good overview of the data and make recommendations that will have the most impact. Here’s our secret to conducting a video audit, broken down into seven easy steps:
Step 1: Analyze your goals
To make sure you get the most out of your video content audit, you need to get a clear understanding of why you are doing it. So, sit down with your team and write out:
- The wider company goals for the year
- The goals for the marketing department (usually in support of the above)
- The general goals for videos the company produces
- And the goals for this specific video content audit.
Step 2: Create your video inventory
A video inventory is a list of all the video content produced and published by your company. You will find this content on your YouTube channel, your website (you can use a crawler like Screaming Frog for this), your social feeds, and your intranet. Get every single video into your spreadsheet, including the video title and the URL.
If you find at the end of this step that you have an unmanageable number of videos to deal with (more than a few hundred), then you might need to reduce the number by just focusing on the 20% of videos that have received the most traffic/views in the last year. After all, you don’t want your video content audit to be so time-consuming and burdensome that it cripples your marketing team.
Step 3: Gather data
As well as the title and URL, you now want to populate your database with information, including:
- Date published
- Produced by
- Type – e.g. brand video, case study video, explainer.
- Keywords targeted (if available)
- Marketing funnel stage
- Relevant product/service
- Persona targeted
You might also choose to populate with video metrics, such as
- Play rate
- Click-through rate
It’s worth doing a thorough job here as this will underpin the next steps.
Step 4: Watch your videos
You’ll need someone with a good eye to do this, as they will be looking at factors such as:
- Production value: low, medium, high
- Brand relevance: on-brand, off-brand
- Excitement point: a measure in seconds of when the video starts to get interesting (we’re trying to identify if the intro is too long)
- Currency: dated, current
- Target audience relevance: relevant, not relevant.
Pro tip: save time if necessary by doubling your playback speed.
Step 5: Chat to your team
Now’s a great time to sit down with your team and discuss anything that cropped up while you were watching the videos.
Step 6: Categorise your content
We use this system to categorize videos based on the results:
- Retain: Good content that is doing well and should be left as it is.
- Retire: Content that you don’t need anymore that is damaging the brand. This needs to be removed.
- Refresh: Good content that needs an update.
- Redo: Important content that needs to be remade entirely.
- Relocate: Important content that isn’t getting the attention it needs.
Use colourful backgrounds to make your videos more engaging.
Step 7: Create your video strategy
Using the work done to date, you are now in a position to outline your video strategy. This would include videos that need to be refreshed, redone and relocated, as well as any new content that might be required to fill gaps identified by your audit (e.g. personas or products not covered).
Turn this into a timeline that can be delivered within your resources and get started!