Editing Your Marketing Video - dummies

Editing Your Marketing Video

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

Part of Video Marketing For Dummies Cheat Sheet

Editing a marketing video (or any video) is much more than just cutting out the unwanted scenes. The editing process is as important for telling a story and getting your message across as writing the script.

Take the following steps to edit an effective marketing video:

  1. Organize your footage.

    Import all your footage to your computer and organize your clips in folders to group clips that belong together. Then watch all your footage and take extensive notes. Make sure to discard clips that are clearly unusable and to mark the very best clips.

  2. Revisit your script.

    Go back to your original script and check to see if you have all the footage you need to convey your story. If you need to reshoot something, now would be the best time to do that.

  3. Collect additional material.

    Your video might need photos, graphics, and sound effects. Collect all these additional assets and prepare them for editing.

  4. Make a rough cut.

    Assemble your footage in sequence to create a first-draft version of your video. To do this, go through your script, find the best clips for each scene, and put them on the editing program’s timeline in the right order.

  5. Start refining.

    Go through your video several times and make improvements to the timing of your edit by cutting your clips more tightly or rearranging the order of clips. Be patient — finding the right rhythm for a video is a process that takes a few iterations.

  6. Polish your edit.

    Once your video’s timing is solid, add transitions to make scene changes more visually appealing. Fill gaps with b-roll footage. Use color correction to get the best out of your footage.

  7. Add bells and whistles.

    Add music, sound effects, and a voiceover narration track if you need one. Append titles to the beginning and end of your video. If you need more complicated visual effects, put them in at the end when your edit is already perfect. This will save you a lot of time.

  8. Get feedback.

    Make sure to get feedback before you release your video. You will be surprised by what other people see in it. The most useful feedback comes from people who are as close to your target audience as possible.

Video editing is a fairly time-consuming process. If you don’t want to spend the time yourself, you can always use a professional video services firm that will edit your video footage for you.