A lot of people underestimate the importance of quality editing. No matter the cameras it was filmed on or A-list actors that starred in it, if the editing is sloppy and straight-up bad, the whole project is going to suck. On the contrary, a good editor can often salvage a botched production, almost like breathing new life into it. This is why it is necessary to learn as much about video editing as you can and then practice what you learned in your work.
Here are some tips and tricks you can follow to create the best video content:
All forms of sound, be it music or SFX, are an integral part of any video production. There is a lot that can be done when it comes to sound design that will definitely raise the quality bar. Choose a soundtrack that fits the tone you are aiming for and integrate it dynamically.
The only thing to keep in mind is to not overdo it. It is really easy to go overboard with sound effects and loud music, but nothing kills the vibe of a video faster than a loud song blasting in the background, overshadowing everything else. Remember that a good sound design compliments the video element of the production, not take away from it.
Play with speed:
A video with constant passing and speed will often work just fine. But if you want to spice it up a bit, you can utilize the speed element of the footage. Modern footage is usually filmed at higher frame rates just for the purpose of having speed control in post-production. You can speed up or time-lapse some longer bits or slow down on a bit you want to focus on. This dynamic editing will help in retaining audience attention and will also give a more creative control on the project.
The same thing from the previous point also applies here, and that is to not overdo it. Too many slow-motion shots or time-lapses can feel exhausting and unprofessional. But if utilized in the correct frequency and density, the results can be phenomenal.
Know when to use B-roll:
B-roll footage, especially in marketing video production, is one of the most significant tools an editor has at their disposal. Videos that demonstrate products, or explain their use/benefits, are an excellent contender for b-roll usage. Cutting to relevant footage of the product when it is mentioned or methodically cutting back and forth between the person explaining something and the thing they are explaining makes all the difference in the world.
A product showcase where the explainer is overlaid with high-quality b-roll footage is much more professional looking and pleasing to watch than a person holding the product in front of the camera and showing it to the viewers. However, keeping a delicate balance and ample negative spaces between b-roll usage and other content is very important in maintaining the qualified feel of the marketing content you are making.