A video is meant to communicate a message from your brand to the consumer. 

But, how exactly is this message communicated? With effortless ease or leaving confusion in the mind of the consumer. 

Right from writing a relatable script to editing the video, every stage of video-making contributes to how simple or complicated the message will be for any viewer. 

Editing hasn’t ever been about piecing footage together. It’s about speaking to the viewer through a seamless unity of views expressed in clips, brand objectives, colors and music. 

Good editing does help the brand gain an edge. A well-edited video can go a long way to well-communicate brand messages to their target audiences. How you may ask? 

Every transition can connect or disconnect with the viewer in unimaginable ways. Let’s see how.

  • Play with tempo to drive emotions

Have you experienced the below emotions while watching a video?

The adrenaline surge while someone jumps off a cliff in a travel brand’s ad, or the relaxation-evoking thought while watching a family relaxing in a resort’s walkthrough video. 

You’ll know that speed and music work hand-in-hand. Experimenting with tempo is the game here. 

For instance, sudden transitions with speed in the same video are common for music or travel videos. Similarly, videos aimed to bring about an emotional connection play on a toned-down and even tempo. For instance, Christmas reunion videos. 

  • Slower pace to communicate reliability 

What’s one of the main emotions to elicit towards a finance brand/ financial institution?

Reliability and trust.

If you notice the editing style in most videos by finance brands – most may come across formal and easily legible. Fonts stay safe and easy-to-read. But what about the pace of clips?

Overall, the pace of the video stays slow. The idea is not to rush up the narrative or interview between a finance expert and layman. Slower paces subtly convey that as a brand, you’re attempting to make things as clear and transparent without hushing/ covering anything up. This can of course apply to narratives for varied brands such as real estate, food and beverage, retail clothing etc. 

Slow-motions help in:

  • Establishing reliability
  • Emphasizing on core-emotions. For instance, capturing the moment of pursuit when a man buys his first home through the loan sanctioned by the brand. His expressions can be emphasized by pacing down the speed of that clip. 
  1. 9:16 version to stop the scroll

There are no brownie points for guessing that online traffic has been on a surge in the last two years. Be it in the cab, on a train or flight, people are addictively scrolling on their social media accounts.

More than 75% of video content is being viewed on the mobile screen. Due to this consumption pattern, brands also prefer to present their content in the 9:16 upright vertical fashion. Best fit for the mobile. 

The idea behind 9:16 stays that it is ‘striking sans distractions’. The shot fills up the entire screen with one point of focus. 

It simply negates any distractions or options to click anywhere else. 

  • And lastly, don’t underestimate the power of text

There’s no doubt that a segment of the population is ‘offer-conscious’. A certain hormone surge is experienced when they hear of a sale or promotion. 

While ‘text’ is catchy and quite a popping message in itself, here’s something more that it does. It tickles the ‘third sense’. 

What’s that? 

While watching a video, a person is of course ‘seeing’ and ‘hearing’. Two senses are completely in action. Text gives rise to the third sense of ‘absorbing’. A text line of ‘up to 50% off’ re-emphasises what the visual and audio are already saying, and helps store the idea in memory for a longer duration. 

While many may think that it’s mainly the job of the writer and campaign creator to slice up the brand brief and dive into their objectives. This understanding is equally important for editors. It’s crucial to understand what ultimately is the brand trying to communicate to its target audience to be able to cut a beautiful and impactful video. 

We’d love to hear how you’ve been incorporating video production to drive business in 2022. Let’s explore how you can communicate with your target audience and boost leads and conversion through our Toronto-based video solutions.

If you’re looking for a top-rated video editing company in Toronto, look no further than Twisted Frame. We have the experience and expertise to help you create stunning videos that will impress your audience. Visit our website today to learn more!