Video Editing Techniques to Enhance Your Brand

Video editing can often be overlooked as one of the most important parts of finalizing the production work on your marketing materials. Many people believe that the content of the videos should be the sole focus of the efforts made to finalize videos before they are used for promotion. However, without quality video editing your video might not seem professional and could be unenjoyable to interact with.

Video is one of the most effective means of accessing consumer interest these days. The number of YouTube ad users grows exponentially every year, and there is a 40% increase in nearly every single annual period. If you are not advertising with the use of video, you are missing out on connecting with many valuable conversion opportunities.

Video editing is a key part of the marketing process, and you will need to consider this a priority when you are budgeting and planning your video marketing efforts. But don’t worry, you’re video production pros can walk you through it and help you plan. 

What Can Video Editing Do To Enhance my Brand?

If you have a brand that needs to get some more promotion behind it, you will need to look at the way that you are using video to capture conversions. Effective marketing video is visually interesting, to the point, and offers enough information to generate clicks and engagement. 

When you do not use video editing correctly, you will be missing out on valuable opportunities to create conversions for your brand. Sales and interactions with your business online often come down to out-competing other companies in your niche by capturing the interest of customers readily.

If your videos are not performing the way that you want them to, you will need to look long and hard at the editing that you are using. Oftentimes, the edits that are applied to a video can make a big impact on its overall communication value. Connecting with consumers is easy when you are using the right video editing skills to generate interesting content.

1. Capture Attention

Motion and color are great ways to capture the attention of people who might be looking for what your company is selling. You will want your video editing to use motion and graphics as well as the right colors to capture interest right away. Ads that are flat, boring, or just show text rather than action are much less likely to capture the interest of consumers looking to buy a product.

You will need this motion and interest capturing activity to happen within the first few moments of your video ads as well. This part of the hook for the video needs to be delivered in the first 5 seconds, or people will likely scroll right by your ad or post. Motion and color are some of the most effective ways to create a noticeable ad that will get people to click on it or to keep watching.

Titles and calls to action can also make a big difference in people’s engagement with videos that you have made. Leveraging movement and a call to action right away at the start of your video can lead to much better engagement and interaction with your ads every time they are shown to consumers.

2. Use the Right Video Length

The length of your videos is also really important, and this comes down to correct editing. You will want to be sure that your videos are brief and that they communicate all the information that is needed to make them effective. You will need to remember that people will be watching your videos when they are on their breaks at work or while they are waiting for the bus. They will not have time to watch a very long video. Longer videos have their place but we’re mostly dealing with attention getters in this article. 

The most ideal length of video for most social media platforms is 60 seconds or less. You might want to aim for about 45 seconds if you are just trying to generate interest and clicks. Videos that are meant to be more informative will need to be a little longer, but you will still want to keep things as condensed as possible. People have time for short bits of information, and you will need to meet this need if you want your video ads to be effective.

As a rule of thumb, Facebook video ads need to be about 20 to 90 seconds. Twitter metrics show that less than 15 seconds is ideal. Sometimes you can use longer videos for stories or for informational messages to those who are already invested in your product. Influencer videos are often far longer than this, but they are speaking to a committed fan base, and they do not need to try to grab attention quickly.

The type of video that you are making will dictate the length, as will the place that it will be displayed. When these two factors line up, you will get optimal results from your editing efforts.

3. Use Captions and Subtitles in Videos to Enrich Your Brand’s Message

To be inclusive, you need to offer subtitles and captions in your videos. People might also prefer to watch your video with the sound off because they are in a public place or riding public transit. You will make your video much more accessible and much more useful to a whole variety of consumers if you offer captions and subtitles in the finished product.

This upgrade will require some simple video editing skills, but there are plenty of tools out there that can take care of this for you as well. It is not a tough job to make your videos inclusive and easier to access when they are being watched under certain circumstances. You will bring much more attention to your company and your products by taking the time to edit this part of your finished video correctly.

Captions and subtitles are an important way to deliver interest to the viewers of your ads and to make them easy to understand and easy to engage with. This is one of the most effective video editing techniques that you can use to benefit your ad campaigns.

4. Avoid Jump Cuts

“Jump cuts” occur when two images are edited together in a way that makes an object or person in the frame ‘jump’ unnaturally from one area to another. For instance, if you have two shots of a person and in one the person is on the left side of the room and in the other they are on the right side. If you cut to something totally different in between the two images then it’s a smoother edit. If you edit them together, it will look unnatural and be distracting. People will not need to have much lead in to get from place to place within your message, but you do need to edit the transitions in your video correctly to keep people engaged. However, if used sparingly and intentionally, they can be a useful tool in your toolkit to have some fun and keep it interesting. 

You can also use display information like transition cards to help you to communicate that a new topic is being discussed. This is more common in longer videos that are used to train or inform, but it can be effective for shorter videos as well.

Whatever transitions you opt to use, they need to be smooth, and they need to keep the pace of your ad moving. Slow or overly artistic transitions might actually annoy some people and lead to them scrolling past your video ad. You want to always make sure that your editing between topics and informative slides is clear and communicates a change of pace readily and without distractions.

5. Focus on the Story

Video ads used to be fairly spammy and noisy, and they were not focused on a story arc being displayed. Now, people expect polished and complete videos that tell you what the ethos of the company is and what the story involved in the ad is about. This means that you need to plan what you are trying to say and develop a script and a cohesive plot for the whole video to follow.

Plotlines are not that difficult to develop, but they often depend on having a concept of the best branding message style for your company. As an example, if you are focused on sustainability related to the products that you are making, you will need to tell this story as well as show what your products are and can do.

This means that you will need to show the products but also make it clear that part of the proceeds from your sales go to causes that you stand behind. This is actually very easy to do with quality video editing and production. You will be surprised at just how easy it is to show all of the values of your business as you display products and services that are offered for sale.

The story of your business is central to your branding efforts, and you will need to have both ideas in mind when you are producing your videos. You want people to know what you stand for, what you sell, and what you can offer them right away through the story that your video is telling.

6. Think About Enhancing the Tone When Editing Brand Videos

Video styles are often associated with feelings and emotions. To illustrate this, just think about the horror movie film style and the way that jump cuts and surprise moments create fear and worry in those that are watching what is happening on the screen. The tone and the overall mood of the way your video is shot will tell people how to feel about your products and your company.

If you want to offer comfort and confidence to consumers, or you are trying to convey excitement and energy, different filming styles will need to be involved. There are standard ways to film for every kind of mood and communication style, and you need to get this right if you are trying to convey the right tone.

Sometimes it’s a matter of choosing the right music. This is so important because music can change everything and you need to work with the editor closely on this. Most editors have pretty decent-sized libraries to choose from and music can be a game-changer. 

Tone is surprisingly important when you are creating video ads, and you will want to make sure that you are striking the right balance of being informative and showing the emotion behind your products if you want to get access to really effective engagement. Engagement is just as much about communicating the tone of your message as it is about showing what you can offer to consumers. 

7. Use the Rule of Thirds

Hopefully the director of photography utilized the rule of thirds while filming, but the editor can make sure to choose the right images that are most appealing to the eye as well as create graphics utilizing the rule of thumb. This is a standard video rule that makes it easier for people’s attention to be drawn to the things that you want them to focus on.

When using this technique, you will mentally divide the frame into thirds, both across and up and down. This allows you to center items within the frame to make them the most interesting part of the composition. This controls where people look and what they see first when your final video is shared.

This is a common technique in film-making, but it can be very useful for ad editing as well. You will be able to control what people see and interact with in the field of their vision. This can impact their reactions to your videos and their interest in the content of the video. This is a great rule to use at the beginning of your video to get people’s attention locked on your content right away.

Video Editing Can Make a Big Difference in Your Brand’s Video Ad Results.

Making video ads can be costly, and running these ads can be more expensive than displaying regular ads with text and images. You will want to get the most out of these videos as far as engagement and conversion, so you will need to be sure that they are effective and edited correctly. There is no substitute for taking the time to edit your videos correctly, and you will get much better results from properly produced videos than ads that are not correctly edited.

If you need help making your video ads work harder and more effectively for your business needs, we can provide you with the support that you need! We are experts at creating effective and engaging videos that deliver big results for our customers. There is no better company to work with for your video production and editing needs, and you can trust us to deliver conversions and engagements with ease every time we work with you.