People think of editing as a ‘cherry on the cake’ type scenario. They will edit to apply the finishing touches to their creations.
However, the editing process should begin early and create the framework for your video marketing project. Editing offers many benefits, including allowing you to create a unique piece of footage and make it more professional.
The process also begins long before any footage is shot or before cartoons are animated. Editing encourages you to develop the correct mindset; perfection can only be achieved by steadily reworking your material.
Editing is also often underestimated too. In cinema, there are at least five ways it helped save the Star Wars franchise, for instance. In the end, it is at the core of all things video creation and must be taken seriously on that basis – especially if you are using the medium to market your business.
There are finer points to why editing is so important to creators when developing video marketing content. Each one is worthy of further analysis. Read on for our insights below.
Valuing Customer’s Time
While it might be tempting to develop an artistic short film for your firm, people today do not have the time to sit through twenty-minute marketing videos. Even if they did, they would likely refuse. Editing can keep you grounded in this reality without compromising on the message you are trying to convey.
Insightful guides on testimonial videos attest to this, advising readers to keep their creations short and sweet. Once they feel their time is being respected, they are more likely to:
- Watch your content in its entirety, and comment and rate the video if there are options to do so.
- Rewatch the video if it made an impression on them and appear in their feed again. They may even tap replay or search for it themselves for a repeat viewing.
- Recommend the video to their personal network and repost it online.
Tightly edited company videos can stand the test of time more than longer ones can. Keep track of consumer trends and play by their rulebook, and your content will resonate with a wider audience.
Create an Impact
Everything you create in the video marketing arena needs to be impactful. If you can communicate an idea in five words instead of fifty, that is the option you should pursue.
The most famous quotes of all time tend to be concisely delivered, broad ideas communicated in a moment. That same understanding should be applied to your video marketing. Effective editing techniques will leave viewers filling in the so-called ‘gaps’ themselves, encouraging them to think about your marketing long after the video has played.
In this sense, you can use editing as an interactive tool. Viewers will invest themselves more deeply into the content. Instead of being spoonfed every last detail of information, they feel compelled to find out more. Video marketing is a jumping-off point, not a full-circle experience with your company.
This process can begin during your video content’s scripting and storyboarding phase. Can you cut lines?
Introductions to New Tools
Like many other areas of business, editing is evolving all the time. New technologies and tools constantly redefine the process and help firms heighten their efficiencies. If your company does not take these developments seriously, it risks missing out on opportunities and underperforming as competitors excel.
For example, there are many free subtitle editors are useful tools that can support you with quick and advanced editing needs in your video content. Many are beginner-friendly and can help you adjust the size, font, and color of the text you feature and make them easier to synchronize with the video displayed. Your video content will be more accessible accordingly.
Additionally, other video editing tools enable you to play with aspect ratios for different social media channels and use a selection of music without paying royalties. If you are hoping to appeal to a younger crowd on social media, this software might help with that.
Other optional tools automatically analyze your footage to find key moments and can even add digital effects or musical synchronization on your behalf. It could be a viable route to explore if your video content is informal and for frequent social media updates.
Avoiding Sloppy Mistakes
Not everything about editing is enormously profound. It can be about resolving minor quibbles, too. That said, even these instances can save a firm’s reputation more than one might expect. Therefore, it is important not to underestimate even editing’s most basic uses.
For instance, there are many instances of simple mistakes costing big-name businesses financially and reputation-wise. Typos can lead to embarrassing gaffes that overshadow the message you are trying to convey. Viewers can also interpret production errors as apathy, as they assume the company did not have the time or care to present content with basic competence.
Use the editing process as a way to iron out these creases. That way, even if you do not create something world-shattering, your video content will at least be competent enough to preserve your firm’s dignity.
Establishing Discipline
It is worth thinking about how editing can mold your attitude and appetite as a creator. While it is a useful tool to have, it is also a discipline in its own right that many experts have spent lifetimes mastering. Like other areas of business and art, the world of editing keeps on growing, too.
Editing can be a humbling experience and subject your work to scrutiny. It can be a lifeline, turning mediocre video content into perfect campaigns with subtle tweaks and changes. Having that safety net may prevent stress and build confidence, too.
That said, if things get out of control, the editing process can become a convoluted distraction. It is vital to manage the process well so that it does not overwhelm you and your content creation team, too. Listening to the team around you during the editing process will prevent you from making constant changes that add little or no value.
Of course, there are many reasons why discipline is such a valuable trait for entrepreneurs to have. The lessons you learn as you edit your video marketing projects can be applied to other aspects of your career. The ability to scrutinize and refine your work and heed feedback, for example, will serve you well in other business areas.
As this article has highlighted, editing is a key part of creating high-quality video content that will enrich your brand. Use these tips to get started and improve your editing skills.