.png)
How Often Should You Update Your Video Content? (An Honest Answer)
- Laurence Scott
- Dec 31, 2022
- 4 min read
We’re going to be completely transparent with you right out of the gate. As a video production company, we would obviously love to tell you that you need to update and replace your video content every few months. More videos for you means more work for us!
But we promised to always give you our honest, unfiltered advice.
The truth is, video is a significant investment, and the longer a video can work hard for your organisation, the better your Return on Investment (ROI) will be. So, how do you know when a video has run its course.
Let’s look at the typical shelf life of different types of videos, and how you can refresh your content without breaking the bank.
The Typical Shelf Life of a Video
Not all videos are created equal. Some age like fine wine, while others have a very clear expiration date.
This RSPCA advert is a clear example of a video with an expiration date- This video was a key part in raising the £20,000 required for the dog sensory garden. But once the funds are raised the video is no longer something that in needed to shared to raise money. Though it can help in archives, it can be used to celebrate milestones. But using it to drive the goal of raising funds is no longer viable.
Business Overview Videos (1–3 Years)
When we create a core business overview film, we design it to stay relevant for at least a year. In fact, many of our clients happily keep their main overview video on their website homepage for a solid two-three years.
However, around the two-year mark, things naturally change. Your internal practices might evolve, your branding might get a facelift, or key staff members might move on. When that happens, it’s usually time for an update so your public face matches your current reality.
"Forever Videos" (How-Tos and Testimonial Guides)
Some videos almost never need to be replaced.
How-To & Fitting Guides: Once you show a customer how to install or use a product, that video remains accurate for as long as you sell that specific product. The way it fits doesn't change!
Customer Testimonials: A glowing review from a happy client never goes out of style. Instead of replacing old testimonials, you can simply keep adding new ones to your collection to build an undeniable wall of social proof.
This Video testimonial is something we can use to build trust for our future clients forever. Showcasing what it is like to work with us. On the other side, the videos we created about restoring The George Pub are Historical assets. They will have value telling the story of the Pub and its history - potentially for the next 500 years.
Smart Ways to Refresh Content (Without a Full Remake)
If your video does need a little update, you don't always have to pull out the cameras and start from scratch. There are a few clever ways to get a fresh result for a fraction of the cost.
1. The Quick Fix: Editing from the Archive
Here at Offset Films, we safely archive all of our finished projects, keeping the raw assets and files secure for up to a year after completion.
Why do we do this? Because life happens! If a staff member featured in your video leaves the company, or you change a minor service, we don't need to reshoot the whole thing. We can simply open up the archive, swap out a few shots or update the text, and fix it with just a few hours of editing work. It saves you time, money, and a whole lot of inconvenience.
Or in the case we do need to re-place some content, (someone new moved into the post) you can utilise our refresh package to save money on just fixing targeted clips.
2. Remix and Repurpose Unused Footage
During a typical shoot day, we capture a massive amount of beautiful footage (called B-roll) that doesn't actually make it into the final cut. That extra footage is a goldmine.
Instead of commissioning a brand-new film, you can use that archived footage to create something fresh. By overlaying a new voiceover, conducting a quick new interview, or changing the core message, we can piece together a completely different video using assets you’ve already paid for.
The Golden Rule of Video Longevity
💡 Our Advice: As long as your video stays relevant, represents your current standards, and brings genuine value to your customers—keep using it!
Don't feel pressured to replace a video that is already doing its job perfectly. Focus your energy (and budget) on adding new and original content to sit alongside it. But if you do begin to suspect that a video is starting to look a little dated, remember to ask us about editing or repurposing your footage before you jump into a full remake.
Got a video that needs a quick refresh? Drop us a line—we're always here to help you figure out the most cost-effective solution!
Comments