From Drab to Fab - Our Three Best Video Editing Tips

You find yourself stumbling nervously through the dark stormy night as thunder rolls across the sky and the heavy rain lashes at your back, searching for a reprieve from the weather, and more importantly - answers. 

You continue trudging across the windswept landscape and you feel as if you’re losing hope when suddenly a light appears in the distance - salvation. You thrust open the doors to the editing suite and walk through to behold, me, the editing lord, sitting on the rolling office chair throne. 

“My child,” I speak, “what is it you seek?”

You stutter nervously, your emotions are a mess, this is the moment that you’ve worked so hard for. 

“My lord…” you steel yourself, “I, I seek… Three tips to improve my video editing.”

“Well you’ve come to the right place, I’ve actually got a blog about it so have a read.”…

Video editing is an artform, as much so as painting or drawing. In written art forms, you start with a blank canvas and then from that you add elements with the artistic tools at your disposal until you’re left with something emotionally evocative. Video is the exact same. And more.

Any Joe Blow can throw a bunch of clips together into what then becomes simply a longer clip. Video editing takes more finesse than that, and to deliver professional results it requires skills that are honed over time and practice. 

That being said, there are a few things to keep in mind when editing that will drastically help you improve the outcome of your video. Let’s have a closer look at three of them.

Use the right tools

Depending on what project an artist is working on they will have a different set of specific tools for the job. Fine line work requires finer brushes, large watercolour canvas pieces need watercolour pencils, body art requires a special kind of paint. There is no ‘one solution that fits all’, and the same goes for video editing. 

When editing, you need the right software for the job (this is your canvas), sometimes that’s professional video editing software, sometimes it's audio editing software and sometimes you might need some animation software as well. Every video is going to have different needs and to accommodate these needs you will require a variety of tools. 

Software is just the beginning. Once you get that down you need to think about transitions, music, colour grades, titles, animatics, and so much more. 

There are a large number of factors to consider when editing that make a video look more professional, but having the right supplementary tools like those listed above is important. Pick and choose which will have the most effect, and which will drive the point of your video home. 

If you have a super dramatic and slow moving video then you won’t have fast paced transitions, it wouldn’t make sense to confuse your audience with slow dramatic shots and then fast energetic transitions. 

If your video is fast paced and super high energy then you wouldn’t use a slow orchestral piece for the music, once again this would confuse your audience. 

In the instance you create a series of short videos for social media, you wouldn’t tack a bunch of long credits on the end or a lengthy outro because these would interrupt the flow of the video, but for something like YouTube these elements would make more sense. 

I know a lot of these things sound very self-explanatory but I cannot stress enough how important it is to firstly use the right software and secondly use the right element at the right time. Select the right music, the right colour grade, the right transitions, etc. 

Just throwing music or transitions into a video with no real purpose behind them doesn’t make your video look professional, it makes it look messy and distracting. 

Tell a story

This one might also sound a bit silly but bear with me here. 

They say a picture speaks a thousand words, well imagine how many words a sequence of moving images can speak. Film is an artform and is used to evoke a response in your audience. So when you are editing be sure to keep that emotion or response in mind before creating your piece. 

It’s important to tell a story or express your point in the edit, not simply choose the prettiest or coolest images and then throw them together. Sometimes the coolest images will be the ones that express your point the best, if that’s the case then great, throw them in, if not, save them for later. 

Cut footage that doesn’t add to your story, don’t add elements that might confuse or overstimulate an audience and select the right shots to evoke the response you’re looking for in your audience. 

Essentially, make sure your video (and every element within your video) actually means something, ensure that it serves a purpose otherwise you’re not truly creating a video, you’re just creating clutter. 

Watch your footage before you edit

Don’t just start throwing footage into a timeline and chopping it to pieces as soon as you get a hold of it. Be sure to take the time to look through the footage you have and determine what shots will be the best fit for your video. 

Similarly to elements, each shot is going to evoke a different response in an audience. Your job as an editor is to ensure that the right shots are in the right position within your video to evoke that desired response. How are you supposed to do that if you yourself haven’t watched the footage back to see how each clip makes you feel? 

Your video will come together far more smoothly if you already know what shots you are dealing with, as opposed to searching through and having to find something that fits every single time. 

Basically it all comes down to knowing what you have at your disposal, so that you can create the most effective finished product. 

Bonus Round

Okay, I promised only three tips but here are a few quick ones that’ll help improve the quality of your video edits. 

Shot variation is a good thing to keep in mind. Basically just changing what types of shots are in your footage, if you have a lot of shots that look very similar then throw something a little different in there to spice it up (only if the other shot makes sense though).

When cutting away be sure to cut on an action, this is called a match on action cut and it makes more sense to your audience as opposed to cutting when there isn’t much movement in the frame.

Colour grade your videos. Colour grading is an art in itself but a simple dash of saturation can go a long way when your finished product is distributed. Try and select a colour grade that matches the mood of your video. 

Normalise your audio if you have anyone speaking or any background noise. Be sure that all the audio for your video is consistent and your audience doesn't need to change the volume of their output device to listen to your video. 

Finally, edit to music if you can. If your video is set to a backing track be sure to edit to the beat of the music so that none of the transitions feel jarring or jumpy, and your video has a clear rhythm. 

“I hope this information shall serve you well young Squire, now go out there into the wide world of video editing and make me proud. Oh, you have something to say? Please just leave a comment below and I’ll get back to you.”

Everything to know about video content - whats best for your brand

Okay, so if you’ve read any of my other blog posts like ‘Lights, camera, action: Your visual marketing strategy’, or ‘How to bring your brand to life with video content’ then you’re already aware that video is the undisputed king of content for your brand. 

Despite knowing this, you might still have some questions, like “What sort of video will work best for my brand?’. Well, to answer this I’d need to know a bit more about your specific brand and more importantly your target audience. 

There are however a few categories of video content that are commonly utilised in the marketing sector that can help lift your game, so whilst I can’t say which will help you directly (without knowing your exact need) I can explain what effect each distinct type of video will have on your audience. 

Educational video

The most common (if not the first that comes to mind) is educational video content.

Educational video is massive on platforms like YouTube, or even when directly embedded into websites. Generally educational video is a longer form of content, with in-depth dives into topics such as how to use a product or the benefits of owning it. This content can generally be easily adapted to short form content for socials as well. 

Some examples of educational videos are; demonstration/instructional videos, explainer videos, corporate training videos, and Q&A videos. All of these videos serve the purpose of informing and instructing your audience. 

This type of content shows knowledge and authority as a brand, it displays to your audience that you are capable and trustworthy and should any issues arise they will feel more comfortable knowing that you are equipped to remedy them. 

Promotional 

Promotional video content does exactly what it says, it promotes your brand. Videos such as; brand films, highlight reels, product/service videos, and reviews or testimonials all fall under this category.

Without promotional content how are consumers supposed to know you exist? Promo video is all about showing what you offer and drawing audiences to your brand, creating engagement and growing your reach. 

Promotional content generally finds its way onto social media in some form, but it’s often utilised as part of a larger offering, eg; material for websites, comprehensive marketing campaigns, event summary packages, etc. Promotional video is also the type of video you would see on television, commonly referred to as TV ads. 

Promotional video is a call to action, it exposes your audience to your brand and shows them how they would benefit from your product or service. It is a tool for selling and high quality promotional video creates a feeling of authenticity and trustworthiness between your consumer and your brand, as they feel more inclined to purchase from you after seeing content that makes you look and feel professional. 

Entertainment

Generally speaking all content your brand publishes should aim to entertain, it does no good to have your audience falling asleep halfway through any of your marketing material but some content should be geared more towards sparking fun in your audience rather than trying to push a brand message. 

Evoking joy and humanising your brand is a massive part of today’s business to the consumer marketplace, people don’t like to buy from businesses anymore, people want to buy from people. Utilising video as a transparent medium to showcase a bit of the fun side of your brand is always going to benefit your bottom-line. 

Some examples of these entertainment pieces are; behind the scenes video, skits for socials or recurring social segments, vlogs, and once again brand films - depending on the messaging a brand film could fit more snugly in one category or another. 

These types of video offer your audience a chance to connect with your brand and the people who make it function. Often it is the entertaining videos that can help give your business that strong brand recall as consumers will enjoy and remember these videos even more than the promotional content you produce. 

Additionally, having a spokesperson or brand representative to ‘put a face to the brand’ can do a lot to help with your brand image and engage your audience with these types of videos.

But which type of video should I be using?

Combining all these various formats of video from the three categories above is a solid strategy. To start with, get some brand awareness with promotional video, maybe a brand film distributed via socials. 

Follow that up and grow your relationships with entertainment video such as behind the scenes to humanise your brand and strengthen the bond between you and your consumers. 

Finally ensure you have some how-to or tips and tricks videos to create some educational content and lend your business that extra authority and trustworthiness that consumers are looking for. 

This is just one suggestion of how to make different types of video content work for you, but the possible mashups of different forms of content are endless. 

Basically if you’re looking to grow brand awareness, focus on promo content like highlight reels, reviews and brand films. If you want to strengthen relationships with an existing audience, create entertaining content such as behind the scenes, vlogs or skits. 

If a more authoritative position is what you’re chasing then educational content like instructional or Q&A videos that show you know what you’re talking about is what you need. 

Knowing what type of video and the purpose it serves means you will know exactly how to engage and interact with your target audience, so using the knowledge of how different videos affect audiences is critical to utilising video as a tool in your brands marketing strategy. 

Want more? Come in and have a chat and we can help work out what types of video you can use to boost your business or I’ll see you in the next blog, until then adios amigos 😉

How to bring your brand to life with video content

As the ladies always say to me, your personality is your point of difference. I have often found myself described as having a big personality. 

Whether that’s a good thing or not I have yet to discover, but one thing is for sure, I know how to communicate it (generally with sit-com quotes and terrible karaoke renditions). 

Every business has a point of difference and a personality that aligns with their mission. The same is applicable for your brand. 

Finding the right way for you to communicate is a major player in business success and yes, if you want to then karaoke is a viable strategy here. 

If you aren’t one to stand up and belt out some Backstreet Boys like myself then let me champion another medium for your brand - video. 

Video is a surefire tool that can assist you in bringing your brand to life and showcasing what you’re all about, which ultimately is what your audience wants to see. 

Video is like the main vocals for your performance, carrying your message across to your audience and keeping them entertained while you do it. 

And so onto the main event - how does video bring your brand to life? 

The face behind the brand

Video is a transparent communication method, which means it cannot be greatly altered or changed in comparison to other types of media. 

This is a winning ticket for branding, because as we all know your vibe attracts your tribe, so utilising video to convey brand messages and your brand personality offers a window of transparency to your audience and builds trust. 

This communication transparency means that your brand communications are more likely to hit home with your intended audience, meaning that the individuals and groups you will attract to your brand are going to have personal values that compliment your brand values.

Building this community that shares similar beliefs and attitudes as your brand will lead to a more stable and successful business. 

Communicates your brand message

The greatest power of video is the ability to tell stories. They say a picture is worth a thousand words, and video is even more potent. Imagine the stories you could tell with thousands upon thousands of words at your disposal.

The biggest challenge associated with telling that story would be finding an audience committed enough to read the entire thing, but a visual medium like video eliminates that stress on the consumer by presenting that story in a time sensitive and engaging manner. 

This allows you to effectively distribute your desired communications to your audience without them having to read an essay on what you’re all about.

This is what makes video perfect for communicating your brand message, the ability to disclose things such as brand values, mission, goals, or service offerings in a powerful, time sensitive and honest way that audiences can engage with. 

Add value for your audience

Authenticity is one word I use when describing video marketing. Video feels authentic and makes it difficult to communicate anything but the truth, no hiding behind a keyboard or a still image. Your audience will see and appreciate this. 

Every time a member of your current audience opens a video communication from your brand they are going to feel rewarded and encouraged. 

Viewers in your wider audience will feel more persuaded to try your product or service or at the very least engage with your brand to a greater extent. 

This authenticity makes video communications feel like they are more targeted and specific for your audience, they feel that the content you provide for them is adding value to their lives.

In addition to this, it all comes back to video content being fulfilling and engaging. A viewer who spends five minutes watching a video promotion is going to feel more fulfilled than they would if they instead had to spend twenty minutes reading a text post which conveyed the same information. 

Alternatively, that individual may not even read all of the information presented to them in the text as it likely wouldn’t keep them engaged for that period of time. 

Strengthen relationships with your audience

Finally, the ability to cultivate and foster relationships with your audience is an integral part of what makes video content so effective. 

Humans are social creatures, we crave interaction and video allows brands and business owners to put themselves in a position where they can interact with a large number of individuals at any one time. 

Video allows an audience to see right into the soul of your business, no smoke and mirrors and no flashy sales tactics, just the meat of your meal. 

The transparent nature of video, the engaging and time sensitive means of communicating and the value added through authenticity all work together to create meaningful and fulfilling interactions for your audience. They help build a more intimate and trusting relationship. 

So, if you’re looking to create an environment and brand culture so infectious that your audience is hooked (and you aren’t prepared to give open-mic night a try), then video is the way to go. 

Get out there and get started. Your brand’s personality is going to be as unique as yours, so be sure to take every step possible to convey that to your audience. Remember, it's absolutely true, your vibe attracts your tribe.

Have you ever seen a video that stopped you in your tracks, wanting the same for your brand? Let us know in the comments.

Lights, camera, action: Your visual marketing strategy

Are you wondering why you should choose video as a weapon to utilise in your marketing arsenal? Here’s a better question: why shouldn’t you?

Now, I may be a bit biassed but the facts don’t lie, video advertising is one of the most powerful tools that a business can have at its disposal when trying to communicate and actively engage with an audience. If you aren’t taking full advantage of video content for your business then you aren’t operating at your full potential. 

Even I myself, as a videographer, must shamefully admit that I am susceptible to video advertising. Have you ever seen a stunning video for a product or service and thought “wow, I have got to have that!”... I know I have. 

A recent example would be my new lifting straps for the gym (for those who aren’t gym literate - a lifting strap is a completely unnecessary piece of gear that relieves some of the pressure on your gripping muscles when you hold heavy weights). I have never used lifting straps before, I have very rarely seen them used and I have never needed to use them, thus, I had absolutely zero intentions of ever purchasing lifting straps, but when the big buff guy on the pretty video advertisement told me that these ones would help me take my gains to the next level I didn’t even hesitate. 

Incredible that all it took was some cool shots of a muscled bloke in a way too small singlet and some way too short-shorts picking up some really heavy things and putting them down again to make me buy this product which I still, to this day, have not used (they’re pretty awesome to look at though).

Now, after hearing that little gem of an impulse purchase you may be thinking “how did they do that to Aaron’s, obviously genius, brain?”. Well, let me give you three reasons why video marketing is so effective.

Video marketing increases engagement

For starters, absolutely nothing increases engagement the way that video content does. Everybody loves watching video, especially if it’s visually appealing content, so by adding video to your socials or websites you are thereby increasing the amount of time that any consumers or potential consumers are spending engaging with your brand. 

No simple text post or photograph could possibly entertain an audience for upwards of several minutes, but with video this feat can be achieved with a little bit of planning and a reliable distribution platform. 

This increased engagement in your brand translates directly into sales and a more successful business. 

Take the lifting straps for example, if everything that shredded guy on the advertisement spoke about had been a text post then I can guarantee you I would’ve scrolled straight past it without a second thought. Instead I spent four and a half minutes watching and engaging with that gentleman’s brand, and at the end of the experience I ended up making the purchase. 

Video marketing educates your audience and builds trust

Video is without a doubt the best medium for storytelling and with video marketing that’s exactly what you’re doing, telling a story, the story of your brand. The nature of video marketing means that customers can relate more to your brand and that allows you to forge stronger connections and foster greater trust and loyalty amongst your consumer base. 

Additionally, video allows you to SHOW an audience, rather than just TELL them. You can read all day about the benefits of a product or service but it’s an entirely different experience when an audience can see for themselves what your brand is offering them through a medium that is more transparent than traditional forms of marketing.

Once again, this brand trust translates into sales which translates to business success. 

Video marketing increases your exposure

Lastly, video content is all about exposure. Not the indecent kind that bloke with the really small singlet was getting in the advertisement for lifting straps, the business kind of exposure. 

In regards to the online world, video content is as much as fifty times more likely to rank on website searches than text posts or still images. Did you need to hear that again? As much as fifty times more likely. Whilst you’re picking your jaw up off the floor I’ll also add that social media algorithms love video too, the majority of the promotional content you see on daily scrolling is almost always video. 

As many as fifty-five percent of online users claim that they consume video content daily on the web, and this trend is looking to grow more and more in the future as the distribution and consumption of video content becomes more advanced and accessible. With an increase in content consumption by audiences, video has become a tool with a massive reach and impactful position within the marketing game. 

So, video generates greater exposure, and what does exposure lead to? You guessed it, business success. 

I have to say if you aren’t already utilising video content as part of your marketing strategy then I hope you are now considering the benefits, because there are plenty. Adding professional video to your business’s toolkit will grow your brand. Get in contact with Your Brand Crew and we’ll prove it. 

The Importance of Perfect Audio: How’s that sound?

The Importance of Perfect Audio: How’s that sound?

Video production is one of the exciting corners of digital marketing. So often when talking about video in marketing it’s all about the Who, What, When, Where, and the Why of filming. What’s being advertised? Who’s going to be on camera? What’s the ‘vibe’? There’s a reason you never hear anyone talking about whether or not the audio is important for your video, because if it involves any filming whatsoever, the answer is always a resounding yes.

What Difference Does It Make?

We’re glad you asked!
Unprofessional audio sticks out like a sore thumb no matter how good your footage is. If someone is outdoors speaking to the camera and you can hear everything around them from the birds above to their feet on the ground below, rest assured that you won’t come away thinking about whatever it is they’re advertising. Instead, the video will have no true focus, and essential sounds and dialogue will be fighting to break through the wall of intrusions surrounding them.

However, good, clean, perfected audio neatens up the entire viewing experience subconsciously and provides valuable cues as to what part of the video should be your main focus. Most importantly, good audio is loud and clear enough to understand with zero extra
effort on your part as the viewer.

How Do You Capture Good Audio?

Audio in video comes in two forms: on-site audio and sound design.

On-site Audio is the sound directly recorded on site, when video is being recorded. This is the ideal way to capture all audio where possible, and it especially needs to be perfect when capturing audio of people delivering dialogue that is essential to the final product ie. an entrepreneur speaking directly to the camera about their business.

How Do You Capture Good Audio?

Audio in video comes in two forms: on-site audio and sound design.

On-site Audio is the sound directly recorded on site, when video is being recorded. This is the ideal way to capture all audio where possible, and it especially needs to be perfect when capturing audio of people delivering dialogue that is essential to the final product ie. an entrepreneur speaking directly to the camera about their business.

To guarantee good results, high-end microphones are connected to the camera in lieu of the in-built camera mic. These can be lavalier mics clipped to the subject’s chest/collar, or boom microphones positioned above their heads, just out of frame. Closing that distance between the microphone and the subject however possible and being able to adapt to any conditions (such as applying a wind-guard to the microphone when shooting outdoors) is the best way to absolutely minimize the chance of any foreign sounds crowding up the audio.

Sound Design is what you’re hearing when a logo shows up on screen accompanied by a whoosh, and it’s the answer to when you’re left wondering how they possibly recorded the sound of a T-Rex roaring for Jurassic Park. It is the magic that gets worked in the editing room when you just can’t create the desired effect with what you have on set, and used correctly it can elevate the visual element of your content with nothing more than a well timed ding! In this day and age, online libraries are plentiful, and you can browse pre-recorded sound effects to your heart's content. Sound design can be invaluable if you know when to use it.

But don't worry! You can leave it to Your Brand Crew

At Your Brand Crew we have already taught ourselves everything one needs to know about audio and it’s importance in video production, and we happily offer that service to you. But that’s just one of the tools our team can’t wait to provide to you on your business’ digital marketing journey! We also offer graphic design, marketing strategy, social media content and management and way, way more! For anything digital marketing, Your Brand Crew can’t wait to
meet you.

How’s that sound?