Video is a powerful marketing tool. It's the fastest-growing advertising and content marketing format, according to Forrester. Moreover, video ensures greater reach on social platforms, improves search ranking, and meets growing consumer expectations for video content.

However, video has a relatively short shelf-life.

Marketers are familiar with the pattern: After a surge of initial interest when they're first published, videos begin to decline in views or become outdated. The average YouTube video gets 40% of its total views in the first three weeks and then views gradually decline over time, according to video marketing platform Pixability.

However, video is a dynamic asset that can be edited, tweaked, and optimized over time; so, by iterating on existing video content, marketers can continue to generate interest for their videos without breaking the bank.

Here are a few painless ways to keep your video content current and engaging.

1. Update the metadata

One of the easiest ways to bring renewed energy to a video is to update its metadata—that is, its title, description, and tags. When you upload a video to platforms like YouTube and Vimeo, you can go in at any time and update that information to make your videos more discoverable.

In fact, YouTube's Creator Academy explains that "dramatically changing the metadata on an existing video can signal the systems behind YouTube search and suggested video results that they should take another look at your video, and this can change your video's placement."

So, if your video views have waned, try changing things up to include more robust metadata. Keep in mind that the top-performing brands on YouTube maintain twice the number of video tags than other brands, according to Pixability's research.

Note, however, that both your video thumbnail image and metadata should be relevant to the content of your video, otherwise you run the risk of confusing or misleading your audience.

As your business evolves, different keywords become relevant, and it's important to keep them updated for the videos you have already published.

2. Swap out outdated content and branding

Enter your email address to continue reading

Extend Your Marketing Video's Shelf Life: How and When to Iterate

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

image of Brad Jefferson

Brad Jefferson is the CEO and a co-founder of Animoto, which makes it easy for anyone to create powerful, professional video. Some 10 million users around the globe create over 1 million Animoto videos each month.

LinkedIn: Brad Jefferson

Twitter: @bradjefferson