The Problem: Your competitors' video strategy is a public playbook revealing their priorities, messaging, and perceived customer pains. Most marketers watch these videos; elite marketers dissect them.
The Solution: This tool is your strategic framework for systematically analyzing the competitive landscape. Use it to uncover what's working, what's missing, and where your brand can create videos that stand out and win your category.
First, identify the key players in your video landscape. Don't try to analyze everyone. A focused audit of 3-5 competitors is more effective than a shallow scan of 20.
| Competitor Name | Type | YouTube Channel Link | LinkedIn Page Link | Notes |
|---|---|---|---|---|
| [Competitor 1] | Direct | Our main rival; we compete in 50% of deals. | ||
| [Competitor 2] | Indirect | Solves the same problem with a different approach. | ||
| [Competitor 3] | Aspirational | The market leader we admire. Their strategy is our 2-year goal. |
This is your intelligence-gathering hub. For each competitor, log every significant video asset you can find from the last 12-18 months. Go beyond their YouTube channel—check their website (homepage, product pages, blog), LinkedIn feed, and key landing pages.
| Video Title | Link | Platform | Funnel Stage (TOFU/MOFU/BOFU) | Video Type | Target Persona (Inferred) | Core Message | Production Quality (1-5) |
|---|---|---|---|---|---|---|---|
| Example | [Link] | YouTube | TOFU | Animated Explainer | Marketing Manager | "Stop wasting time on manual tasks." | 4 |
Pro Tip: Sort each competitor's YouTube channel by "Most Popular" to quickly see which topics have resonated most with their audience. This is a direct signal of market interest.
This is where the patterns emerge. After logging the assets, tally the counts for each competitor in this table. The cells with the lowest numbers are your biggest, most immediate opportunities.
| Competitor | Awareness (TOFU) Videos | Consideration (MOFU) Videos | Decision (BOFU) Videos |
|---|---|---|---|
| Competitor 1 | (Count of TOFU videos) | (Count of MOFU videos) | (Count of BOFU videos) |
| Competitor 2 | (Count of TOFU videos) | (Count of MOFU videos) | (Count of BOFU videos) |
| Competitor 3 | (Count of TOFU videos) | (Count of MOFU videos) | (Count of BOFU videos) |
| Total Market | (Combined TOFU Count) | (Combined MOFU Count) | (Combined BOFU Count) |
Analyze the Heatmap: Is the entire market over-invested in Top-of-Funnel brand videos while completely ignoring Bottom-of-Funnel case studies that actually help close deals? That's your gap.
This is where intelligence transforms into your action plan. Use the prompts below to brainstorm specific, high-impact video projects that will set your brand apart.