People today watch videos on their phone all day. They find videos on social media or YouTube to either show them how to do something or to make them laugh. There are videos on just about everything, and you can make one for your company, too.
Making a video requires a lot of time, effort, and money. However, the good news is that a majority of marketing experts believe that video production offers the greatest ROI, despite the cost. Of course, you want to make sure that you create an effective video. To do this, you need to have killer content, and you need to edit it properly. Here are 5 video editing tips to drive more sales.
1. Cut, Cut, Cut
Some people seem to think that people have the time and want to spend the time watching long, detailed videos when it’s not necessary. The fact of the matter is that shorter videos are better.
If it’s an informational video, people want to get the information they need as quickly as possible. They are probably using that video to resolve a problem in their lives, and they don’t have time for extraneous information or pleasantries.
So what do you cut out? Well, you can make the intro and sign off extremely simple and quick and get straight to the meat of the situation.
You can also get rid of most of the personal touches added to the video. Your audience is watching the video to learn something. They don’t need the extra personality taking up their time. Even when it comes to humorous entertainment videos, most people watching videos on their phone don’t have the time or the attention span for something more than a couple of minutes long.
You do not want to cut any of the important information, though. You should still be detailed and give the viewers everything they will need. If you do have too much information for a small video, try dividing the information into smaller videos. Be specific about what people will see in each video to help people access the exact information they need.
2. Kinetic Typography
A video that uses kinetic typography incorporates dynamic text against a colorful background. The text is constantly updated, forcing the viewer to stay focused as they read the information. This is a great option when you want to keep people engaged.
However, you need to be careful about the speed you choose. Think of the general reading ability of your audience and set the text at a pace that isn’t too slow or too fast. While you can’t please everyone, go with the consensus if you get a lot of comments that the text should come slower or quicker.
3. Color Grading and Color Correction
Color can greatly affect the experience viewers have when watching your video. If the color is inconsistent, it can be distracting or encourage the viewer to look up a different video. Be sure to correct color and make it consistent throughout the video, especially if you used multiple cameras during shoot.
4. Include Call to Action
You need to be direct in your video and end it with a clear call to action. A call to action is a way of asking the viewers to take the next step – optin for your list, subscribe to your channel, etc. You can use just text on the screen, but it’s best to verbally make your call to action as well. The end of the video is the most common placements for a call to action, but you can weave them into the video as well.
Just like written messages, editing is often the difference between a decent video and a great one. In future posts, we’ll dive into some of the more sophisticated techniques that we’ve found to work “in the field”, but the basics here should start you off on the right foot.
More to come.