2D Animation Examples for Business (+ Cost)
October 23, 2026
If you're a VP of Marketing at a SaaS company, running a video content audit isn't just a nice-to-have — it's the single most revealing exercise you can perform to uncover gaps in your pipeline, identify wasted spend, and benchmark your video strategy against competitors. Yet the vast majority of SaaS marketing leaders skip it entirely, relying on gut feeling instead of data to decide where video dollars go. The result? Chronic underinvestment in the formats that actually move revenue, and over-investment in vanity content that collects dust on YouTube.
A proper video content audit for SaaS goes beyond counting how many videos you've produced. It's a systematic evaluation of every video asset across your funnel — from top-of-funnel brand awareness pieces to bottom-of-funnel demo videos and customer success stories — scored against performance benchmarks, competitive intelligence, and strategic alignment. In this guide, we'll walk you through exactly how to conduct one, give you a scorecard template you can use immediately, and show you how to benchmark your video library against your competitors' efforts.
The SaaS landscape has shifted dramatically. According to Wyzowl's 2025 State of Video Marketing report, 91% of businesses now use video as a marketing tool, up from 86% just two years prior. But here's the catch: having video doesn't mean having the right video. Nor does it mean your video content is performing anywhere near its potential.
A video content audit forces you to answer uncomfortable questions:
If you can't answer these questions with confidence, you need an audit. Let's break down the process.
Before you can evaluate anything, you need a complete inventory. This sounds simple, but most SaaS companies have video assets scattered across multiple platforms, hard drives, and team folders. Here's where to look:
Create a master spreadsheet with columns for: Video Title, URL, Platform, Publish Date, Video Type (explainer, demo, testimonial, etc.), Funnel Stage (TOFU/MOFU/BOFU), Duration, Views, Engagement Rate, and CTA Destination. This spreadsheet becomes the foundation of your audit.
With your inventory complete, categorize each video along two dimensions:
Now comes the revealing part: create a simple matrix showing how many videos you have in each category. Almost every SaaS company we audit shows a dramatic imbalance — typically too much TOFU content and almost nothing in BOFU or Post-Sale.
Use this scorecard to rate each area of your video program on a 1–10 scale. Be honest — the goal is to identify gaps, not to feel good about your current state.
Score each category 1–10. Green (7+) = strong. Yellow (4–6) = needs attention. Red (1–3) = critical gap.
Numbers don't lie — but they can mislead if you're looking at the wrong ones. Here's how to evaluate each video's performance based on its funnel stage:
For each video, assign a performance grade: High Performer, Average, or Underperformer. This grading system will inform your action plan in Step 5.
This is where most audits stop, and where yours should accelerate. A competitive benchmark reveals not just what you're doing, but what your market expects. Here's how to conduct one:
Choose competitors your sales team encounters most frequently in deals. Focus on companies at a similar stage or slightly ahead of you — these are the ones whose video strategy you should be matching or exceeding.
For each competitor, document:
Map your video program against competitors across six dimensions to identify gaps.
Your audit has revealed the truth. Now you need to act on it. Here's a framework for prioritizing your video investments:
Any area scoring 3 or below on your scorecard demands immediate attention. The most common critical gaps we see in SaaS companies include:
Where are your competitors outperforming you? If they're publishing weekly and you're quarterly, you need to increase cadence. If they have professional testimonials and you have none, that's a priority.
Before creating new videos, look for quick wins with existing content:
Consistency beats intensity. A sustainable publishing cadence of 2–4 videos per month is better than a burst of 20 videos followed by six months of silence. Your calendar should include a mix of video types across all funnel stages.
Let's talk about the elephant in the room: what happens when you don't invest adequately in video? The costs are both direct and indirect.
There's no universal answer, but here are some benchmarks from our experience working with SaaS companies at various stages:
These budgets should cover production, distribution, and optimization. If you're spending less than these ranges, your video content audit will almost certainly reveal underinvestment.
Having conducted dozens of video content audits for SaaS companies, we've seen the same mistakes repeated. Here's what to watch out for:
An audit without defined goals produces data without direction. Before you start, clarify what you want to achieve: reduce churn? Shorten sales cycles? Improve brand awareness? Your objectives determine which metrics matter most.
Your sales team interacts with prospects daily. They know which questions come up repeatedly, which objections are hardest to overcome, and which competitor features get mentioned most. Their input is invaluable for identifying content gaps.
Repurposing and optimizing existing content is often the highest-ROI activity you can undertake. A well-edited cut of an existing webinar might outperform a brand-new video at a fraction of the cost.
A customer testimonial and a social media clip serve different purposes and should be evaluated against different benchmarks. Don't compare apples to oranges.
A video content audit isn't a one-time exercise. Schedule quarterly reviews to track progress against your action plan and adjust strategy as needed. The best SaaS marketing teams treat their video program like a product — continuously iterating based on data.
The audit reveals the current state. But lasting change requires a shift in mindset across the organization. Here's how to build a video-first culture:
Present your audit findings to leadership with clear data on competitive gaps and revenue impact. Frame video not as a marketing expense but as a revenue investment. Show the correlation between video engagement and deal velocity, churn reduction, and NPS scores.
Create repeatable processes for each video type. A customer testimonial shouldn't require a project plan from scratch every time. Templates, checklists, and pre-approved vendors accelerate production. Consider partnering with a dedicated video production company that understands SaaS.
Video shouldn't live solely in marketing. Sales needs video for outreach and follow-up. Customer success needs video for onboarding and education. Product needs video for release announcements and tutorials. When every team has access to video resources, the ROI multiplies.
Create a monthly video performance dashboard that tracks key metrics across funnel stages. Share it broadly. When people see the impact of video on business outcomes, they become advocates for continued investment.
To give you a sense of what a typical video content audit reveals, here are anonymized findings from recent SaaS audits we've conducted:
Here's a quick summary of the steps to take immediately:
The companies that dominate their markets in 2026 won't be the ones with the biggest budgets — they'll be the ones who understand their video landscape best and invest strategically. Your audit is the first step toward that understanding.
A thorough video content audit for a mid-size SaaS company typically takes 1–2 weeks. The inventory phase takes 2–3 days, performance analysis takes 3–5 days, and competitive benchmarking adds another 2–3 days. Smaller companies with fewer assets can complete the process in a week.
We recommend a comprehensive audit annually, with quarterly check-ins on key metrics. If you're going through a rebrand, launching a new product line, or entering a new market, trigger an ad-hoc audit to ensure your video content aligns with the new direction.
At minimum, you need: a spreadsheet for tracking (Google Sheets or Airtable works well), access to your video platform analytics (YouTube Studio, Wistia, Vidyard), Google Analytics or your web analytics platform, and a website crawler like Screaming Frog to find embedded videos. For competitive analysis, manual research combined with tools like Semrush or SimilarWeb can provide insights.
Both approaches work. In-house audits benefit from institutional knowledge — your team knows the history behind each video. External audits bring objectivity and benchmarking data from across the industry. The best approach is often a hybrid: have your team compile the inventory and initial scoring, then bring in an external partner to validate findings and provide competitive context.
The audit itself is an investment of time, not money (unless you hire externally). The ROI comes from the actions you take afterward. Companies that follow through on audit recommendations typically see 20–40% improvements in video-influenced pipeline within 6 months, driven by better alignment between content and funnel stages, improved production quality, and more strategic distribution.
Present the audit findings with three data points: (1) your current gaps scored against benchmarks, (2) competitor comparison showing where you're falling behind, and (3) projected ROI based on industry averages for video-influenced pipeline. When leadership sees concrete data rather than abstract arguments, approval becomes much easier. Our guide on corporate video production can help frame the conversation.
Plan your video content strategy for the next 12 months with our free SaaS Video Calendar template — pre-loaded with content ideas for every funnel stage.
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