How to Decide if Old Video Content is Still Effective for Your Business

In today’s fast-paced digital landscape, businesses often find themselves questioning the value of their old video content. Is it still serving its purpose, or is it time for a refresh? Evaluating your video library can help you maximize your marketing budget and ensure that every piece of content effectively represents your brand. Here’s a guide to assessing your old videos to determine whether they still support your goals or if they need an update.

1. Analyze Viewer Engagement and Retention

To start, take a look at how well your videos are engaging your audience. Platforms like YouTube, Vimeo, and social media offer analytics on metrics like average watch time, drop-off rates, and completion rates. A low play rate or short watch duration could suggest that your video no longer captures attention effectively. Consider re-editing or replacing videos with high bounce rates to better engage your audience.

2. Review Content Relevance and Messaging

Relevance is key in video content. An old video may still look good, but does it align with your current brand message and goals? As your business grows, shifts in target audiences or market position can make older videos less effective. Take a closer look at the messaging and branding in each video. Is it still relatable for your audience? If not, a refresh or a new video may be needed.

3. Evaluate Visual and Production Quality

Even if the content is relevant, visuals can make or break its impact. Production quality expectations are always rising. What looked modern a few years ago may appear dated now. Assess whether your video has high-resolution visuals, quality sound, and a polished look. If your visuals feel outdated or low quality, your audience may view your brand as behind the times. Consider investing in updated visuals or editing for a more contemporary look.

4. Assess Conversion Rates and Call-to-Actions (CTAs)

Ultimately, video content is effective when it drives your audience to take action. Whether your video’s goal is to generate leads, encourage sign-ups, or close sales, an effective Call-to-Action (CTA) is essential. Evaluate whether your old videos are still converting. If they’re not, consider updating the CTA or experimenting with different messaging to increase conversions. Adding an updated CTA at the end of an otherwise valuable video can make a big difference.

5. Analyze Competitor Content

Taking a look at your competitors’ recent video efforts is a great way to understand where your videos stand. Assess the quality, messaging, and engagement levels of their videos. Are they visually more appealing or more aligned with current trends? If your videos feel less engaging or outdated by comparison, it’s time to strategize on how you can modernize your video approach. Competitive analysis helps ensure that your content is relevant and engaging for your target audience.

When to Refresh vs. Retire Video Content

After evaluating these factors, you’ll likely find that some videos are candidates for a refresh, while others need to be retired entirely. A refresh may involve updating graphics, adding new voiceovers, or editing for a shorter, punchier format. If a video’s message or quality is too outdated, however, investing in new content might be the best option.

Conclusion and Call-to-Action

Keeping your video library fresh, relevant, and effective is crucial to staying competitive in today’s digital environment. By assessing viewer engagement, messaging relevance, quality standards, conversions, and competitor content, you can make informed decisions about whether to keep, refresh, or replace your video content.

Need help evaluating or updating your content? Get in touch with one of our producers today to learn how we can enhance your video production strategy for Pittsburgh and beyond.