“What do your audience like most about your content?”,
It should’ve been an easy question to answer but for this client she went completely blank. This told me everything I needed to know about her strategy or really a lack thereof.
I have always said that you have to approach video marketing strategically but how can you if you don’t know anything about your audience? You have to know why they’re watching or not, which means you need to audit your video content.
A video audit reflects the videos you’ve already shared; it examines and reviews important metrics, structure, and the storytelling arc. It helps you understand your videos and your audience better. Knowing this will help you grow a more loyal following with your video marketing.
This allows you to make videos that speak directly to your audience. If you really want to be successful with your video marketing then you need to make videos that not only speak directly to your viewers but also anticipate their needs. This automatically makes you stand out in your industry and establishes you as the go-to person.
But I think there is some confusion about what a video audit actually does. It’s not only about looking back also how to improve your future content.
That’s why a video audit is indispensable.
If the prospect of conducting your own video audit seems daunting, fear not—I’m here to lend a helping hand. As an experienced professional, I offer a comprehensive video auditing service tailored to your unique needs. With my expertise and attention to detail, I can thoroughly assess your content, pinpoint areas for improvement, and provide actionable recommendations to optimize your video marketing strategy. Book your spot today!
Why is a Video Audit Important?
Think of a video audit as a check-up to your content and your strategy. It allows you to see how everything is working.
Here’s why it’s key to your strategy:
- Spot Your Hits and Misses: When you audit, you find out which videos are stars and which ones didn’t shine. This tells you what topics or styles your viewers love, so you can make more videos like that.
- Understand Your Audience Better: Audits show you who’s watching your videos. Maybe they’re mostly teenagers or parents. Knowing this helps you tailor your future videos to the right crowd.
- Boost Your Video Quality: If some videos aren’t doing well, an audit can help you figure out why. Is the sound quality bad? Is the video too long? You can then fix these issues and up your video game.
- Align Videos with Goals: Your strategy has goals, like getting more subscribers or selling a product. An audit checks if your videos are helping you meet these goals. If not, you know it’s time to tweak your plan.
- Save Resources: Making videos takes time and money. By auditing, you avoid spending these on content that doesn’t work. Instead, you can focus on videos that get you closer to your goals.
- Stay Current: The world of online videos changes all the time. What worked last year might not work now. Auditing keeps your strategy fresh and relevant.
- Measure Success Over Time: An audit isn’t just a one-time thing. Doing it regularly lets you track your progress and see if your strategy is leading to success over weeks, months, or years.
In essence, auditing your video content gives you the insights to steer your video strategy in the right direction.
So how can you audit your own video content?
STEP 1: Inventory of Videos
To kick off your video content audit, focus only on the videos you posted, no need to worry about videos that never made it out of your drafts.
Here’s how to get started:
Gather Your Videos: Pull together all your video content from TikTok and Instagram. Ignore any videos that haven’t been posted; we’re only interested in what your audience has seen.
Sort by Topic: Organize your videos based on their themes or main ideas. This will help you later when you’re trying to figure out which topics engage your audience the most.
Track Performance Metrics: Look at the analytics for each video. Take note of the number of views, likes, comments, and shares. These numbers are super important because they tell you how people are interacting with your videos.
Categorize Content: Now, put your videos into different buckets like tutorials, testimonials, product demos, or promotional material. Knowing the type of content helps you understand what kind of videos your followers prefer.
By doing this inventory, you’ll have a clear view of the content you’ve put out there and be ready to dive deep into the analytics. This is a crucial step in figuring out what’s working, what’s not, and where you can improve.
STEP 2: Analyze Performance Metrics
To really understand how your videos are doing, you’ve got to dig into the numbers and examine what’s working and what’s not. I’m a big proponent of making data-driven decisions when it comes to video marketing, but that means you have to understand the numbers you’re looking at.
Engagement Metrics
Engagement is a key indicator of how involved your audience is with your videos. Tracking metrics such as likes, shares, comments, and watch time for each video provides valuable insights into their performance.
- Likes: A high number of likes suggests that viewers appreciate your content. It’s a straightforward measure of approval and satisfaction.
- Shares: Shares are even more telling, as they indicate that viewers find your content valuable enough to recommend to others. Shared videos have the potential to reach a wider audience and increase your content’s visibility organically.
- Comments: Comments reflect direct interaction from your audience. A high volume of comments suggests that your video is sparking conversations and engagement. Pay attention to the nature of the comments—are viewers asking questions, providing feedback, or sharing their own experiences?
- Total Watch Time: This metric shows the cumulative amount of time viewers spend watching your videos. A higher total watch time indicates that your content is engaging enough to keep viewers watching.
- Average Watch Time: This is crucial because it reveals whether viewers are sticking with your video from start to finish or clicking away after a few seconds. A high average watch time suggests that your content is compelling and well-paced. Conversely, a low average watch time may indicate that your video fails to maintain viewer interest, prompting a need for changes in content structure or delivery.
All of these measures how engaged your audience is with your videos. High engagement metrics generally indicate that your video content is resonating with your audience, prompting them to interact, discuss, and share. Low engagement metrics, on the other hand, can be a sign that your content isn’t hitting the mark.
Conversion Metrics
Are people just watching your videos, or are they taking the next step, like buying your product or signing up for your newsletter? Conversion metrics are specific data points that measure how effectively your videos persuade viewers to complete a desired action. These actions, known as conversions, can include making a purchase, signing up for a newsletter, or even commenting.
Conversion metrics tell you more than just the number of views; they reveal the effectiveness of your videos in driving tangible results. To gauge the success of your video content, compare the number of conversions against the total number of views to calculate your conversion rate. This percentage gives you a clear indication of how persuasive and effective your content is. A high conversion rate means that your videos are compelling and successfully encouraging viewers to take the desired action. Conversely, a low conversion rate suggests that while people are watching your videos, they aren’t motivated to follow through with the action you’re promoting.
Analyzing these metrics during your video content audit is crucial because it provides you with actionable insights into your content’s performance.
STEP 3: Assess Content Quality and Consistency
After taking an inventory of your videos and analyzing performance metrics, the next step in auditing your own video content is to assess the quality and consistency of your videos. This step is crucial because high-quality, consistent content can significantly enhance viewer experience and engagement, helping you build a strong and recognizable brand presence.
Review Video Production Quality
Start by examining the technical aspects of your videos. High-quality production is essential to keep viewers engaged and portray a professional image.
- Lighting: Ensure that your videos are well-lit. Good lighting enhances the visual appeal and clarity of your content. Poor lighting can make your videos look amateurish and hard to watch. To learn more about lighting your videos check out this blog post.
- Sound: Check the audio quality of your videos. Clear, crisp sound is crucial as poor audio can be distracting and lead to viewers abandoning your videos. Consider using external microphones if necessary. To learn more about how you can get clear and clean sound read this blog post.
- Editing: Review the editing quality. Smooth transitions, appropriate pacing, and clean cuts contribute to a polished final product. Overly abrupt edits or excessive use of effects can be jarring to viewers. To learn more about how edit your videos read this blog post.
- Overall Production Quality: Consider the overall aesthetic of your videos. Are they visually appealing? Do they look professional? High production values can significantly affect how your content is perceived.
If you need more tips on how to make high quality videos, download our FREE guide, Film Yourself Like a Pro. This will teach you how to make high-quality videos without hiring a professional.
Ensure Consistency in Branding and Style
Consistency is key in building a recognizable brand. Assess whether your videos maintain a uniform look and feel that aligns with your brand identity.
- Branding Elements: Check for consistent use of branding elements such as logos, color schemes, and fonts. These elements should be present in all your videos to reinforce brand recognition.
- Visual Style: Ensure that the visual style of your videos is consistent. This includes the type of graphics used, the overall color palette, and any recurring visual themes.
- Tone and Voice: Your videos should consistently reflect your brand’s tone and voice. Whether your brand is fun and playful or serious and professional, maintaining a consistent tone helps in establishing a clear brand identity.
Evaluate Content Structure and Clarity
The structure and clarity of your videos are vital for keeping viewers engaged and ensuring your message is effectively communicated.
- Clear Structure: Each video should have a clear beginning, middle, and end. Start with an engaging introduction to grab attention, provide valuable content in the body, and conclude with a strong call to action.
- Message Clarity: Make sure your message is clear and easy to understand. Avoid unnecessary jargon and keep your content focused on the key points you want to convey.
- Engagement Elements: Include elements that keep viewers engaged, such as questions, prompts, or interactive segments. These can help maintain interest and encourage viewer interaction.
Maintain a Consistent Posting Schedule
Consistency isn’t just about the content itself; it also involves your posting schedule. Regularly posting new content helps build anticipation and keeps your audience engaged.
- Content Calendar: Use a content calendar to plan and schedule your videos. This helps ensure that you post consistently and don’t miss any important dates or trends.
- Regular Updates: Aim to post at regular intervals. Whether it’s daily, weekly, or bi-weekly, consistency in posting frequency helps build a loyal audience who know when to expect new content.
By thoroughly assessing the quality and consistency of your video content, you can identify areas for improvement and ensure that your videos not only attract viewers but also keep them engaged and coming back for more.
STEP 4: Identify Content Gaps and Opportunities
After assessing the quality and consistency of your videos, the next crucial step in auditing your own video content is to identify content gaps and opportunities. This involves analyzing your current content library to determine what’s missing and discovering new areas that can attract and engage your audience more effectively. By doing so, you can create a more comprehensive content strategy that meets the needs of your viewers and aligns with your business goals.
Analyze Your Existing Content Coverage
Begin by thoroughly examining the range of topics your videos currently cover. Identify the key themes and subjects you’ve focused on and evaluate whether they align with your brand’s objectives and audience interests.
- Content Topics: List all the topics your videos address. Are there recurring themes or subjects that dominate your content? Ensure these topics align with your brand’s core messages and audience interests.
- Content Types: Evaluate the variety of content types you produce (e.g., tutorials, behind-the-scenes, product reviews, vlogs). A diverse content mix can cater to different audience preferences and keep your channel dynamic.
- Audience Engagement: Check which topics and types of content receive the most engagement. High engagement can indicate strong audience interest and a successful content strategy in those areas.
Conduct Audience Research
Understanding your audience’s needs and preferences is critical to identifying content gaps and opportunities. Conduct research to gain insights into what your audience is looking for.
- Social Media Insights: Analyze comments, likes, shares, and direct messages on your social media platforms. These interactions can highlight topics your audience is interested in and areas where they seek more information.
- Competitor Analysis: Look at what your competitors are doing. Identify successful content they produce that you haven’t explored yet. This can help you discover potential opportunities and areas where you can differentiate yourself.
Identify Content Gaps
Based on your analysis and audience research, pinpoint the areas where your current content falls short. These gaps represent opportunities to expand your content library and better serve your audience.
- Missing Topics: Are there relevant topics you haven’t covered yet? Ensure your content addresses all important aspects of your niche or industry.
- Underrepresented Formats: Are there content formats you’re not utilizing enough, such as live videos, Q&A sessions, or interactive content? Experimenting with different formats can attract new viewers and engage existing ones.
- Seasonal or Trending Content: Consider seasonal themes or current trends that you haven’t tapped into. Timely content can boost engagement and keep your channel relevant.
Explore New Opportunities
Once you’ve identified the gaps, brainstorm potential new content ideas that can fill these voids and seize opportunities for growth.
- Expand on Popular Topics: Take your most successful videos and expand on them with deeper dives, series, or related content. This can keep your audience engaged with topics they already love.
- Collaborations: Consider collaborations with other creators or influencers in your niche. Collaborations can introduce your content to new audiences and add fresh perspectives.
- Innovative Content: Don’t be afraid to experiment with innovative ideas or emerging content trends. Pioneering new content types can set you apart from competitors and capture audience interest.
Plan and Prioritize
Finally, create a plan to incorporate these new content ideas into your strategy. Prioritize the most promising opportunities that align with your goals and audience needs.
- Content Calendar: Integrate the new content ideas into your content calendar. Schedule them strategically to maintain a balanced and engaging content mix.
- Resource Allocation: Ensure you have the necessary resources (time, budget, tools) to produce the new content. Planning ahead can help you manage production effectively and avoid overextending yourself.
Do Video Marketing Differently
Video marketing should be easy, and that’s exactly what our Video Marketing Bundle aims to achieve. We understand the complexities and challenges that come with creating, editing, and optimizing video content. That’s why our video marketing bundle is designed to streamline the entire process, starting with a detailed video audit. This service is your all-in-one solution to transform your video marketing efforts, ensuring your video content not only stands out but also delivers tangible results.
Why You’ll Love It
Confidence in Your Strategy: Knowing that your video content is backed by a thorough audit and a customized strategy will give you the confidence that you’re on the right path. You can focus on your message and creativity, assured that every video is crafted to meet your goals.
Peace of Mind: With our expert team handling the planning, scripting, editing, and posting of your videos, you can rest easy knowing that every aspect of your video marketing is in capable hands. This allows you to concentrate on other important areas of your business.
Consistent Growth: Our ongoing performance assessments ensure that your video marketing strategy is continuously optimized for success. This means you’ll see steady and consistent growth in your audience engagement and conversions.
What You’ll Get
- In-Depth Video Audit:
- Comprehensive analysis of your existing video content.
- Identification of strengths, weaknesses, and areas for improvement.
- A detailed report with actionable insights to guide your strategy.
- Custom Video Strategy:
- A tailored plan designed to meet your specific marketing goals.
- Clear, step-by-step actions to effectively implement the strategy.
- Planning and Scripting Support:
- Assistance with brainstorming and developing engaging video ideas.
- Help with writing and refining scripts to ensure your content is compelling and on-brand.
- Professional Video Editing:
- High-quality editing services to enhance your videos’ visual and audio appeal.
- Includes trimming, transitions, color correction, and sound design to ensure your videos look polished and professional.
- Content Calendar and Planning Tools:
- A custom content calendar to keep your video marketing efforts organized and consistent.
- Tools to plan, schedule, and align your content with current trends and events.
- Posting and Performance Assessment:
- Regular monitoring and analysis of your video performance.
- Detailed feedback and insights to refine and optimize your strategy for better results.
Our Video Marketing Bundle is designed to simplify and enhance your video marketing efforts. With a thorough audit as the cornerstone, followed by a custom strategy and continuous support, you’ll have everything you need to create high-quality, impactful videos that drive real results.
LETS TRANSFORM YOUR VIDEOS
BOOK YOUR SPOT
STEP 5: Review and Update Your Content Strategy
After completing a thorough audit of your video content, it’s time to put all your findings to use by refining your content strategy. This step is crucial for ensuring that your future videos are aligned with your goals, resonate with your audience, and capitalize on identified opportunities.
Reassess Your Goals
Start by revisiting your content goals. Ensure they are still relevant and align with your overall business objectives. Whether your goals are to increase brand awareness, drive engagement, or boost sales, having clear and updated goals will guide your content strategy effectively.
- SMART Goals: Make sure your goals are Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of saying “increase engagement,” set a goal to “increase engagement by 20% over the next three months.”
Align with Audience Insights
Integrate the insights you’ve gained about your audience from your audit into your content strategy. Understanding your audience’s preferences, behaviors, and needs will help you create content that truly resonates with them.
- Target Audience: Clearly define who your target audience is. Consider factors such as demographics, interests, and online behavior.
- Content Preferences: Use the feedback and data gathered to tailor your content to what your audience prefers. If they enjoy tutorials, focus on producing more how-to videos.
Content Calendar Planning
With a refined strategy, it’s essential to plan your content calendar. This ensures that your content production is organized, consistent, and aligned with your strategic goals.
- Schedule Content: Create a detailed content calendar that outlines what videos will be produced, their topics, and when they will be published. This helps in maintaining consistency and allows you to strategically plan for seasonal or trending topics.
- Balance Content Types: Ensure a mix of content types to keep your channel dynamic. For instance, blend educational videos with entertaining ones to cater to different audience preferences.
Implement Identified Opportunities
Capitalize on the gaps and opportunities you identified in Step 4. This might include exploring new content formats, covering underrepresented topics, or tapping into emerging trends.
- Innovate and Experiment: Don’t hesitate to try new ideas and formats. Experimentation can lead to discovering what works best for your audience and keeps your content fresh and engaging.
- Collaboration: Consider partnerships or collaborations with other creators to expand your reach and bring fresh perspectives to your content.
Monitor and Adjust
A content strategy is not static; it needs continuous monitoring and adjustment based on performance and changing trends.
- Performance Tracking: Regularly review your performance metrics to see how your content is doing. Use analytics to track key metrics such as views, engagement, and conversion rates.
- Feedback Loop: Create a system for regularly gathering audience feedback. This can be through comments, direct messages, or surveys.
- Adjust Strategy: Based on your performance data and audience feedback, make necessary adjustments to your strategy. This iterative process ensures your content remains effective and aligned with your goals.
By reviewing and updating your content strategy, you ensure that all the insights and learnings from your video content audit are effectively utilized. This step is crucial for maintaining a strategic approach to your video marketing efforts, ensuring continuous improvement and growth on platforms like TikTok and Instagram.
Conclusion
Conducting your own video audit is an essential step towards optimizing your video marketing strategy. By taking the time to inventory your videos, analyze performance metrics, assess content quality and consistency, identify content gaps and opportunities, and iterate on your strategy, you can ensure that your video content is engaging, effective, and aligned with your goals. Remember, a video audit is not a one-time task but an ongoing process that should be regularly revisited to adapt to changing trends and audience preferences. With the insights gained from your video audit, you’ll be better equipped to create compelling videos that resonate with your audience and drive results. So, roll up your sleeves, dive into your video content, and let the audit process guide you towards marketing success!
Comments +