man behind computer
Two years ago, I was hired to help Digital Platforms translate their brands to various platforms such as Tiktok, Instagram and more. During my application, I was asked how I thought I could contribute to that. My answer: by emphasizing the importance of strong video editing.
The result? In my first year, my video’s together reached more than 15 million views.
A machine works as well as its worst component. The same principle applies to visual storytelling. Every component of a video must be right and right editing is often underestimated in this regard.
Rhythm and pacing
There are many elements that are important for conveying a story in video form, but perhaps the most important is rhythm and pace.
A video often has no two seconds to capture a viewer's attention. Therefore, the story you are telling must be clear from the very first second.
For example, compare these two openings:
“Hi, my name is Job. I work at Mediaminds and today I'm going to tell you about…”
or
“Getting more views with video editing? Then these are three tips you can apply right away.”
In the second example, you'll make it immediately clear what's in it for the viewer and why it's worth continuing to watch.
Nice, you got the attention. But now what? Is your video interesting from beginning to end? Do you bring the story in a logical order? Why should people keep watching?
Cuts and emotion
You've now laid the groundwork for your video. Time to add flavor to it.
In addition to content, a video must also be pleasant to watch. Pace plays a big role in this. If there is a long silence between each sentence, the viewer quickly loses interest.
Visualization also helps tremendously in holding attention.
Do you talk about a sports hack? Show a shot in which you apply this hack.
Are you giving a cooking tip? Show the process.
In addition, credibility essential. If you tell without passion why people should find your product or idea interesting, viewers feel it immediately.
The greatest influencers are popular because they combine a strong personality with compelling storytelling. This is a skill that every creator needs to develop.
Pronunciation and audio
You can make a beautiful video and put a lot of time and energy into it but how well can you actually be heard?
Articulation is crucial for getting a message across. Do you talk extremely fast, swallow words or have a lot of background noise? Then it becomes difficult for a viewer to follow.
Even with good articulation, bad audio can undercut a video. Recording in a room with a lot of echo or noise simply makes your video not pleasant to listen to.
- Today there are many tools that can help with this. Programs such as Adobe Podcast, for example, have features that can automatically enhance audio. Capcut can easily split audio paths so you can edit each sound in a clip separately. Within Première Proa lot is also possible, with the app happy to get you started with useful presets.
How editing amplifies the message
Editing is ultimately the glue that holds everything together. It sets the pace, emotion and clarity of your story.
Creating social video's may seem simple, but in reality, there is often a lot of thought, timing and sense of storytelling behind.
A good edit ensures that the message is not only told, but also is felt and understood. And therein lies precisely the power of video storytelling.
