Brands are constantly discovering and exploring new ways to tell a story through a video. Video is 50 times more likely to appear on the first page of search results than a traditional web page.  

You must be thinking then what does video editing have to do with video creation. Its the last step in the process. Doesn’t that have to do more with the script?.

Video editing is not just about Premiere Pro, Final Cut Pro or Avid Media Composer. It has immense power to tell the storys emotion (humour, drama, thriller). The cuts and transitions can make or break the emotion in your story.

Lets find out how to engage your viewer with effective video editing techniques.

#1 Cut the right emotion

Each script has a penny-drop moment, or that emotion or a big reveal moment. For instance, when the single father finds out that the blender is sent by his teenage daughter to ease his cooking routine. Or, when the grandparents finally meet their grandkids.  All the scenes build-up for this one penny-drop moment

Ensure that the transition and pace of this moment are mastered. How this particular scene pans out will justify the entire script.

#2 Let your opening shot hook every viewer

The first 10 seconds matter – a lot. Make sure your opening shot is the hook for your entire video. 

Options have been rising by the day. Online traffic analytics have been surging ever since. 45% of people are watching more than an hour of videos on Facebook or YouTube per week. This also increases the chances of audiences tuning out if they don’t find the content interesting or useful – right from the first shot. 

Its good to drop a hint of what they can expect from the video: is it a fun story, thriller tale or emotional piece. You can also present a problem-solution-type story wherein the first shot reveals the problem/pain point being faced by your customer (Do you want to protect your familys health?) then present them with the best solutionyour product or service. 

#3 Make it easy to consume by using motion graphics

Theres a ton of stuff to spice up a video – transitions, effects, and titles. Placing it smartly is the key.

For instance, in a video interview, if the interviewee refers to a book in a conversation. You can split the screen and put an image of the book. If a link is mentioned, you can use an arrow to point to the description below or have a pop-up that is hyperlinked. 

Another way in which graphics help is that they break down complex tasks, processes and explanations. For instance, when the interview speaks about a phased- insurance plan, you can use a whiteboard animation segment to break down each phase. 

#4 Size Matters? So does pace!

While you may be a connoisseur in aspect ratios, 

dont forget to work on the pace. Just like each brand has a brand book, it also has a pace book. 

Understand the brand, its language and pace. For instance, Nike holds an energetic pace almost always. KLM has a regular-toned pace that is heavy on emotion. Make sure to cut your video based on the brands pace. 

#5 Deliver amazing production quality (achieved from your edit suite)

 Theres more power in an editing suite than you can think.

  • Leverage the movement magic. You can move your camera to the suite. Say, minimal movement for an interview/ b-roll frame. Temporal parallel (walk and talk with the camera following you) for a documentary. 
  • Explore zooms for a scene that requires energy. 
  • Work on colours, saturation, exposure.
  • Render high-resolution 720p or 180p HD.
  • Get all your keyboard shortcuts at the tip of your fingers. Experienced editors whove been long enough in the business know that every second counts.
  • Negate noise from audios. Make use of sound effects and follies
  • Set the export formats exactly as per the medium of release (social media or television) to avoid red flags later. 

And lastly, make sure YOU will like to share it. Only then will, others share it. 

Think about this which are the videos that are being shared a lot? Dog videos? Emotional stories? Informational videos? 

All in all, they come from three main pools extreme, cute or funny

Work on the edit to see if you can bring about this emotion. Say, undo the sequential norm of intro-chase drama-bumper moment. How about you give a sneak peek of the bumper moment (say the protagonist attempting a proposal on his knees) then start the story. The audience will be waiting to know if he finally managed to dive down or got cold feet?

At Twisted Frame, weve been working on a myriad of video editing styles. Do you want to educate, reinforce or entertain your audiences with revised consumer patterns and kick-start business? 

Lets chat as to how your business can leverage the different video types through our Toronto video editing, production and motion graphic services.