Over the last decade the marketing world has embraced a variety of new video-related technologies to enhance communication between suppliers and buyers and shorten the time from interest to purchase.
Video editing is the process of manipulating and rearranging video shots to create a new work. Video editing is usually considered to be one part of the post production process — other post-production tasks include titling, colour correction, sound mixing, etc.
The Goals of Video Editing - There are many reasons and ways to edit a video and the video editing approach will depend on the desired outcome. Before we begin the video editing process you will have completed our Production Briefing form to clearly define your video editing goals, which could include any of the following:
Remove unwanted footage - This is the simplest and most common task in video editing. Many videos can be dramatically improved by simply getting rid of the flawed or unwanted bits.
Choose the best footage - It is common to shoot far more footage than you actually need and choose only the best material for final video editing. Often you will shoot several versions (takes) of a shot and choose the best one when editing.
Create a flow - Most videos serve a purpose such as telling a story or providing information. Video editing is a crucial step in making sure the video flows in a way which achieves this goal.
Add effects, graphics, music, etc - This is often the "wow" part of editing. You can improve most videos and retain the viewers attention by adding extra elements. Footprint Productions has an outstanding visual effects team member that can achieve almost anything required.
Alter the style, pace or mood of the video - A good video editor will be able to create subtle mood prompts in a video. Techniques such as mood music and visual effects can influence how the audience will react. At the end of the day, video editing is an art form, no two editors will cut the same footage the same way.
Give the video a particular "angle" - Video can be tailored to support a particular viewpoint, impart a message or serve an agenda.
What makes video such an effective marketing tool? By connecting with viewers on a variety of levels, video can bring brands, products, services and solutions to life in a way that other marketing materials can’t. These levels include:
Visual - Visuals enable a connection between words and images giving the viewer a better understanding of the concept relayed in the video.
Textual - Text emphasizes the key points within a video and helps the viewer retain important information.
Audio - Audio incorporated within a video will improve viewer’s experience by complementing the images on screen, offering a greater understanding of the material presented.
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