My best video is slowing down. Is it the script or the market?

The problem

The winner is not winning any more. Same video, same product, but this month it earns about half of what it did last month for every thousand views.

The creator wants to film a new angle. The brand wants to know if the product is dying. You need to tell them which before anyone spends a day on it.

You tell them apart by looking sideways. Put the winner next to every other video on the same product over the same weeks. If the winner fell and the others held, it is the idea. If they all fell together, it is the environment.

The example

The winner and its neighbours: how much each one’s earnings per thousand views changed, recent weeks against the weeks before.

So the creator was right. She should film the new angle, and leave the old one up, because half of a winner is still more than most videos earn.

The other version of that chart, all four down hard in the same month, is not four tired ideas at once. It is the product, and a new angle is the wrong week’s work. Someone looks at the page, the price and the competition before another video is made.

Do this in Verdict

1. 1
   Open Fatigue. Everything earning less than it did in the window before is listed with its change, and the ones falling hardest lead. That is the “is it tired” half.
2. 2
   For the “is it the market” half, open the Leak Finder filtered to the product. When the whole product has dropped, a banner above the list says so, and the app holds off blaming any single video.
3. 3
   No banner means the drop belongs to the video.