While COVID-19 has restricted or put a halt to many activities, it has also highlighted the importance of remote activities that deliver results. Speaking of the video production industry, video editing has witnessed an overwhelming need more than ever before. 

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 While many brands will be patting their backs for doing their job right for the previous years – they must have shot many ads and videos which they can simply edit now.

Is it? 

Heres something very important you may have missed your customer isnt the same person for whom you had initially created that ad or video be it 6 months ago. Your customer has almost taken a rebirth with new behaviours, routines, purchasing choices in barley 3 months. 

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

In these times, no. The last step has to be foreseen, and a lot of the script has to be crafted on the edit table due to shooting restrictions. To add, 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.

So, lets find out how to engage your viewer with reshaped behaviours with #top 8 video editing techniques.

#1 Make sure your establishing shot is a bulls eye shot.

A reality is that you may need to pick from a lot of previously shot footage to make your next video. Make sure your opening shot is the hook for your entire video. The first 10 seconds matter a lot. 

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 most apt solution—your product or service. Typography is the tool to pick here. 

The options in content have been rising by the day. Online traffic analytics have been surging ever since the lockdown. 45% of people are watching more than an hour of videos on Facebook or YouTube per week. This also increase chances of audiences tuning out if they dont find the content interesting or useful right from the first shot. 

#2 Cut the right emotion.

Each script has a penny-drop moment, or that emotion or 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 is mastered. As to how this particular scene pans out will justify the entire script.

#3 Size Matters? So does pace!

While you may be a connoisseur in aspect ratios, and know how brilliant can 1:1 work for Instagram. 

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 which is heavy on emotion. Make sure to cut your video based on the brands pace. 

#4 Smartly integrate B-rolls.

This is very important for product videos. There can be a host/ influencer talking about a product. But, to engage users- they need to see the product too and not just hearabout it. Integrate B-rolls of the product from various angles, close-ups. This definitely breaks monotony. But also helps viewers remember the product. The next time they see it on a shelf or online, they can recognise it quicker.

#5 Engage viewers by including 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 breakdown 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. 

#6 Deliver amazing production quality achieved from your edit suite. 

While an absence of shoots might make one feel, how to go about ensuring good production value. Theres more power in an editing suite than you can think.

  • Leverage the movement magic. You can move your camera on 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 medium of release (social media or television) to avoid red flags later. 

#7 Make sure the video is tempting all to be shared. 

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 peak of the bumper moment (say the protagonist attempting a proposal on his knees) then start the story. The audiences will be awaiting to know if he finally managed to dive down or got cold feet?

#8 Add in Subtitles and captions.

While online uploads didnt have a lot of boundaries even earlier, its further dissolved. 

Now with businesses too dissolving geographical boundaries: good content is working very well in this global village. Hence, having subtitles in popular languages such English can increase the reach of your video to audiences in most countries. Statistics show that YouTube videos see 40% more views with captions/subtitles

Engage viewers by ending the video with a question caption to begin interactions and conversations. 


Take spaced breaks. Editing requires meticulous focus. However, taking small breaks can help you return with fresh perspectives and ensure you dont miss any details. 

 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 have a chat as to how your business can leverage from the different video types through our Toronto video editing, production and motion graphic services. Reach out for a free chat at (416) 619-1116.