Competitor analysis paper used for benchmarking competitors
1 November 2023 Video Marketing Strategy

The Basics of Competitor Benchmarking in Video Marketing

Unlock the secrets of competitor benchmarking in video marketing to refine your strategy and outshine rivals.

At its heart, competitor benchmarking is a systematic process of comparing your video marketing strategies against those of your rivals. It’s a bit like a secret shop where you peek into the toolboxes of those in your niche to see what’s making their gears turn so smoothly.

Identify Your Rivals

First things first: pinpoint who your competitors are. And they’re not just the other businesses vying for the top spot on the sales charts. In the world of video marketing, your competitors are also fighting for views, engagement, and subscribers.

Analyse Their Content

Once you’ve identified your rivals, it’s time to play detective with their content. Analyse their video marketing across various platforms. What’s their storytelling style? How do they hook the viewer? What kind of visuals do they lean towards? This isn’t about copying—it’s about understanding the playbook of the playing field.

Engagement and Reaction

Dive into the murky waters of likes, shares, comments, and reactions. These are gold dust in understanding what resonates with your shared audience. Pay special attention to the videos that have sky-high engagement—what’s the secret sauce there?

Frequency and Consistency

How often do your competitors post videos? Is there a pattern you can discern? Maybe they’ve got a rhythm going with Tutorial Tuesdays or Feature Fridays. Consistency breeds familiarity, and frequency keeps the audience hooked.

Production Quality

The devil’s in the details, and in video marketing, those details are in the production quality. Compare the nitty-gritty of your competitors' video production values to your own. Are they using special effects, animation, high-quality graphics, or 4K resolution?

Calls to Action

What are the calls to action in your competitors’ videos? Are they subtle or overt? The way they guide their audience post-viewing could offer insights into effective strategies for audience retention and conversion.

SEO and Visibility

Don't overlook the behind-the-scenes hero of video marketing: SEO. How do your competitors fare on search engines? What keywords are they ranking for? Analyse their titles, descriptions, tags, and even the transcripts to understand their SEO strategy.

Innovate and Differentiate

With all the intel gathered, it’s time to innovate. How can you differentiate your video content? Perhaps it’s a unique angle on a common topic, higher production values, or a more engaging call to action.

Implement, Monitor, and Iterate

Armed with insights, tweak your video marketing strategy. But don't just set it and forget it—monitor the performance and be prepared to iterate. The digital landscape is ever-changing, and so should your approach.


Competitor benchmarking in video marketing isn’t about reinventing the wheel. It’s about understanding the wheels your competitors are driving on and then pimping your ride accordingly. By dissecting their strategies, you can fine-tune your approach, ensuring that your video content isn't just part of the noise but a signal that stands out in the crowded digital spectrum.

Remember, in the race for audience engagement, knowledge is more than power—it’s strategy. And with a solid benchmarking strategy, you’re not just running the race; you’re leading the pack.

Take our video marketing scorecard to see if your video marketing is ready for the new year

Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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