How To Decide if Old Video Content Is Still Effective

Nov 15

Deciding whether your old video content is still effective involves evaluating its ongoing relevance, performance, and alignment with current goals. Here’s a process to assess whether your old videos are worth keeping or updating:

1. Review Video Performance Metrics

Engagement: Look at metrics such as views, likes, comments, shares, and watch time. High engagement rates suggest that the video still resonates with your audience.
Retention Rate: Check if viewers are watching the video through to the end. High drop-off rates early in the video may indicate that it's no longer compelling.
Conversion Rates: If the video had a specific call-to-action (CTA), check if it generated conversions (sales, sign-ups, leads, etc.). Low conversion rates might indicate the video no longer aligns with your audience’s needs.
Traffic and SEO: Check if the video still drives traffic to your website or landing pages. Use tools like Google Analytics to see if search engine rankings for the video have dropped, which could signal that the content is outdated.

2. Assess Relevance of Content

Current Trends: Does the video reflect current trends, issues, or developments in your industry? If it feels outdated or irrelevant to today’s market, it might need an update.
Changing Brand Messaging: If your brand has evolved (new products, services, or values), the video might no longer align with your current messaging. In this case, updating the video or creating a new one may be necessary.
Audience Needs: Consider if the video still addresses the needs and pain points of your target audience. If your audience has changed or their problems have evolved, the content might need to be reworked to remain effective.

3. Check Visual and Audio Quality

Video Quality: Is the video’s resolution and overall production quality up to modern standards? Poor video or audio quality may make the content feel less professional and less engaging.
Aesthetics and Branding: Does the video reflect your current branding (logo, color scheme, etc.)? If not, it may feel out of place with your more recent materials and need a visual refresh.

4. Evaluate the Competitive Landscape

Competitor Content: Are your competitors creating better or more up-to-date content on the same topic? If so, it may be time to update your video to stay competitive.
Newer Content Performance: Compare the performance of older videos with newer content. If newer videos are performing significantly better, it may indicate that the audience’s preferences have shifted, and your older content needs to be refreshed.

5. Analyze Comments and Feedback

Audience Feedback: Look at the comments section to see if viewers are still engaging with the video and offering positive or constructive feedback. If viewers are still commenting, asking questions, or sharing insights, it’s a sign that the video is still valuable.
Relevance to Questions/Concerns: Are people asking questions that are still relevant, or are they mentioning that the information is outdated? If comments reflect outdated info or express confusion, consider updating or replacing the video.

6. Check for Technological Changes

Platform Updates: If your video discusses products or platforms (like apps or tech tools), has there been a significant update or change since the video was made? If the video no longer reflects current features or capabilities, it may no longer be effective.
Changing Best Practices: In fields like digital marketing or SEO, old advice may no longer be valid. Verify that any advice or strategies mentioned in the video are still relevant in today’s landscape.

7. Consider the Type of Content

Evergreen Content: If the video covers timeless topics (like basic tutorials, "how-to" guides, or foundational industry concepts), it might remain relevant for years without needing much updating.
Trending Topics: If the video was created around a trending topic, its relevance might diminish over time. For these videos, consider refreshing or reworking the content to align with current trends or future events.

8. Test with Your Audience

Audience Polls/Surveys: Ask your audience directly through surveys, social media polls, or email about the usefulness of older videos. If they indicate the content is still helpful, great! If not, consider updating or retiring it.
AB Testing: If you're unsure, you can A/B test old videos against newer versions. See which one performs better in terms of views, engagement, and conversions.

9. Brand Consistency

Tone and Voice: Does the video still match your brand’s voice and tone? If your brand has shifted in terms of style or communication (e.g., becoming more casual or formal), an older video that doesn’t align with that shift could feel disconnected.
Call-to-Action: If your video includes a call-to-action, check if it’s still relevant. An outdated CTA (e.g., directing to an old product or feature) can lead to confusion or frustration.

Conclusion

To determine if your old video content is still effective, analyze its performance, relevance, quality, and alignment with current trends and audience needs. If the content is still providing value, keep it. If not, refresh or rework it to ensure it continues to serve your goals. In many cases, updating an older video can bring significant improvements in engagement and performance without the need to create entirely new content.