
11/12/2023
This is what I think most people face when they hire the cheapest video editor. Just because they show you an awesome portfolio for a cheaper price, they can provide you with the same service. Editing is not only about cuts, zooms, and graphics, it's about VISUAL STORY, RETENTION, and of course, RESULTS.
I have been doing this for over 7 years and I want to share my 3 RULES when it comes to editing.
Hook: If the script is strong enough, do not overpower the graphics and effects. The audience will miss the script because of the overstimulation of visuals. But if the script is weak, that's where you should put 100% of your creative juices in the first 3 to 5 seconds if it's short form, and mostly 1 minute tops if it's long form.
Pattern Interrupt: This keeps the retention going. The very basic example is b-rolls, images, etc... You can notice this if you watch your own video and you feel it's dropping or getting boring (mostly happens in the middle to end), think about what you can do visually to make it entertaining or interesting.
The Brand: Your video editing represents the person of the video you edit. Yes, "follow what's working" is good and all, but people should remember the person as he is, not the person he copies.