Did you know that over 500 million hours of video are watched on YouTube each day? A sizeable chunk of that comprises branded video content, views of which have increased by 99% since June 2017. Understandably, video creation has become more ingrained in every brand’s marketing strategy. And if marketers are building a world that not only includes a lot of reading but watching as well, as a video creator you can’t afford to lag behind. You may have a creative content team and high-quality camera equipment at your disposal, but if your footage is badly edited the entire effort will be futile. So here are some basics of video editing that you need to ace:

1. Always segregate the footage

To create a flawless big picture, it is essential to first organise your footage in the editor. The first assembly is crucial when editing a video because it acts as a foundation for making the right selections.

Creating a storyboard before editing helps to trim out bad takes and places the usable footage in a desirable sequence. B-roll footage or extra shots also need to be segregated and appropriately arranged, based on the video’s need.

2. Create the ‘rough cut’ on your own

Once the clips have been segregated, the process of editing proceeds to the next stage: storytelling. Creating the rough cut or the first true edit on your own is more than just a technical exercise. This second stage of editing allows the video editor to use their discretion to lay a foundation for the video. You can play with the duration of the video, extend pauses, and initiate your strategy for establishing a connect with the audience.

3. Rework the first cut before adding effects

An editor is like a storyteller who has the opportunity to take their audience on a visual journey. But even minor hiccups can detract from that experience. One way to avoid this is by ensuring that the first cut is seamlessly edited.

Remember that the first cut is not the final version of a video. By revisiting and fine-tuning at this stage, you can finalise trimmed footage, synchronise it, and finally achieve a smooth playback. Putting these nuances in place and minimising the scope of error means a smoother journey when tackling filters, colour tones, and effects to enhance your video.

Reworking the first cut is essentially a second chance to fix small errors in the video and help create a compelling piece of work.

4. Video editing does not go well with multi-tasking

What is the secret sauce to making a good video? While a lot of elements go into creating one, the most important of them all is a focused and organised video editor.

Multitasking is a great skill. But when practised with more creative requirements such as this, it can be detrimental to ensuring a cohesive and structured flow of content. Since every client is different and every project has different requirements, the trick to being effective lies in working smarter – not harder.

So always focus on one project at a time and measure productivity by the quality of results.

5. Match the music with the mood 

There is nothing worse than watching slow-paced footage with high tempo music playing in the background. When you sit down to edit your video, make sure you pick background music that complements the mood of the film.

The bottom line

Brands today are focusing on producing quality video content that is relevant to their personality and requirements, and with good reason. Brands that use video marketing tactics generate 41% more web traffic than those that don’t.

This makes the task of a video editor more daunting than ever. But with these five basic video editing tips – and a little practice – you can be assured of delivering a polished piece.