Top Tips for Video Marketing – part 3 – Editing

You’ve put together awesome content and shot all the footage for your promo video, but now what? Whether you are editing the video in-house or outsourcing, there is still plenty to consider while editing and producing your video. Here are our top tips for video editing. Create an atmosphere with music Music can evoke a range of emotions and can be used as a powerful tool in video content. Make sure that the music you use in your video fits the mood and message of the video. Add a stimulating title In order to grab your viewer’s attention, the title of your video needs to be stimulating and eye-catching. Furthermore, the video is likely to show up on the search engines when viewers search for the topic if you use relevant keywords in the title. Think: What keywords are directly related to your video content? Use them, and your video will be searchable. Add captions 85% of Facebook videos are watched without sound, and this is increasingly common on other platforms too. Without captions or subtitles you’re really limiting the number of people you reach with your video content. Pay attention to language When preparing your content consider the language. It needs to be appropriate for your target audience, make sure it is comprehensible and characterised with keywords. You can put focus on specific terms by highlighting them, and draw attention to key points with visualisation and symbols. Create a strong call-to-action When editing your videos, keep in mind what your aim is, and therefore your call-to-action (CTA). The last memory the viewer takes away from your video is the end screen (if they watch to the end), so create a memorable one with a good reason to visit your website. You may also want to add an unobtrusive watermark with your logo, website and phone number in the bottom corner, that displays throughout the playback. Make it mobile friendly It’s imperative that corporative videos are mobile friendly as more and more people are using mobile devices to get online. According to YouTube, mobile video consumption increases 100% every year. Therefore, your marketing videos need to be able to be downloaded on mobile devices. Create awesome thumbnails The small, clickable pics that represent each video visually are called thumbnails. You need to make sure your thumbnail attracts people to click and then continue to watch the video all the way through. It’s always a good idea to pair your thumbnail with the first 10-15 seconds of content. Your thumbnail should match closely with the beginning of your video so that the viewing experience is seamless, and people aren’t wondering whether the right video is playing. If you have a really interesting image from later on in your video, you can take a chance on using it – but make sure it is actually a frame from the video. This way, it acts as a teaser and/or reward to keep people watching. Prepare some snippets Be ready for sharing and social media by preparing some short snippets of your video. These are great for using as teasers before you launch your video campaign. Remember also, that some social media platforms have a limit on the length a video can be, so this is worth remembering too when you are creating your video snippets.

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