Use Video Editing to Boost Your Marketing Performance

In an age of digital saturation, video content has emerged as one of the most compelling mediums for connecting with audiences. 

Marketing departments across sectors are well aware that video can be an incredibly effective tool for achieving various objectives. From brand building and audience engagement to lead generation and conversion. 

However, simply churning out videos isn't enough; it's critical to refine them to perfection through thoughtful video editing. 

This blog post will delve into the nuances of video editing for marketing. Discuss how videos can improve your performance metrics, and offer strategies to optimize your ROI.

Why Video Editing Matters in Marketing

Storytelling: Every brand has a story, and a well-edited video can tell it more powerfully. Raw video must first be cut to deliver the story in a comprehensive state. The story is directed through the cut and then enhanced with stimuli such as music and sound effects to bring more emotion to the narrative. Let the story work for your marketing needs by engaging the viewer.

Higher Engagement: Edited videos have a more professional look and feel, which leads to higher viewer engagement. It could be as simple as cutting out the "umms" and "ahs" or as advanced as incorporating special effects.

Improved Focus: Editing helps in streamlining the video content, so the core message is delivered clearly and concisely, keeping viewers interested and leading them to a specific action, like clicking a link or making a purchase.

Brand Consistency: Incorporating brand elements like logos, color schemes, and typography can be easily done during the editing process, which help to maintain brand consistency across various forms of content.

Optimized for Platforms: Videos may need to be adjusted based on where they will be published. For example, social media platforms like Instagram might require shorter, more visually stimulating content, while a video on your website can be more in-depth.

How Video Editing Can Improve Video Marketing Performance

Analytics and Metrics: Use analytics to determine what type of content your audience prefers. With this data in hand, you can edit your videos to match the specific preferences, thereby increasing engagement.

A/B Testing: Create two versions of the same video with slight variations in elements like CTA placements, color schemes, or background music. Use these for A/B testing to find out which version performs better. Read our article on A/B Testing to learn more. 

Quality Over Quantity: A few well-edited videos can outperform a dozen mediocre ones. Focus on delivering quality content that adheres to high production standards, and you'll likely see better engagement and conversion rates.

Strategies for Improving Video Editing to Increase ROI and Performance

Planning is Crucial: Before diving into production, have a clear plan. Know your target audience, the message you wish to convey, and the action you want viewers to take. 

Prior to filming, it’s important to create a storyboard and understand which shots you want to capture. By knowing what angles you want and having a clear understanding of the final output in your mind, the editing process is much simpler. Lack of upfront organization can lead to more chaos during the editing process.  

Craft a Strong Intro: The first few seconds are critical for viewer retention. Use intriguing visuals, compelling narration, or interesting statistics to hook your viewers immediately.

Use Professional Software: Tools like Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve offer advanced functionalities to help the editor. A more efficient workflow cuts down on editing hours and increases ROI.

Add CTAs: Don't forget to insert call-to-action (CTA) elements at strategic points in the video. Use text overlays, voiceovers, or even direct appeals to guide the viewer to the next step.

Outsource: If video editing is not your forte, consider outsourcing it to professionals. The investment can be justified by the improved ROI on well-crafted video content. Learn more about Viostream’s video production services.

By understanding your audience, leveraging analytics, and implementing strategic edits, you can transform ordinary video content into powerful marketing tools that deliver substantial ROI. Book a time to connect with the Viostream team to learn more about how we can help you to improve your video content for your marketing needs.