Once you're in the post-production stage, these tips can help you create a video that looks like it came straight out of a Hollywood production studio.
60% discount on marketing books
Use code MARKET2021 until 04/03/21 to save on our marketing book collection.
5 min read
The opinions expressed by the entrepreneur's contributors are their own.
The following excerpt is from Jason Rich's book Ultimate Guide to YouTube for Business. Buy it now on Amazon | Barnes & Noble | iBooks | IndieBound or click here to buy it direct from us and SAVE 60% in this book if you use code MARKET2021 by 04/03/21.
Virtually every video you produce requires at least some amount of editing and post-production, even if you prefer a basic, low-budget look. Allow plenty of time to edit and re-edit your videos until every second of the scene and recording work together to achieve your goals, maintain your company's image, and engage your audience.
Editing a video is both a technical and a creative process. Before you begin, back up all raw data and preproduced items to an external hard drive or cloud-based file sharing / storage service. When you have finished editing each scene, save and save your work. Because you are working with extremely large files, it is not uncommon for your computer or software to crash regularly. In this case, you don't want to lose more than a few minutes of work.
Related: 5 Social Media Rules Every Business Owner Should Know
First, start your editing software and import your raw video and other multimedia assets. Make detailed notes of what you recorded and where each component is stored. Catalog how often a scene was recorded or whether you used multiple cameras during the recording. So as you edit each scene, you can review all of the footage and choose the best settings.
Refer to your storyboard and script as you assemble and string each scene together. Start editing the raw video using the software's tools and features. You can trim sections of the video, divide and rearrange footage into scenes, and start designing your production. After editing the raw video, import and insert other multimedia elements such as PowerPoint slides, digital photos, or graphics. Then add video effects and filters, and insert animated transitions as needed.
After assembling the main components, create an initial title sequence and any final credits, and add captions or other text-based elements throughout the video. Make sure that your message and your call to action are clearly and skillfully integrated and that the near-finished product appeals to your target audience.
Related: 10 Laws of Social Media Marketing
13 machining strategies for a more professional production
Make sure that each scene in your video blends well into the next visually, acoustically, and contextually. Make sure that overall audio levels are consistent throughout the video. Avoid static pictures or recordings with a "talking head". When you use them, keep them short and switch camera angles or shooting perspectives frequently. If you've forgotten to use the "Rule of Thirds" when shooting your footage, use the software's cropping and editing tools to reposition your main subject off-center. Take different shots and camera angles as you edit each scene, be careful however, make sure you use appropriate transitions to allow the video to flow. Most editing programs have dozens or even hundreds of scene transitions that you can drag and drop into a scene to merge two video clips. A jump cut – when one scene abruptly cuts into another – is the most commonly used. However, switch to animated transitions so your video doesn't get too choppy. Two of the most common editing mistakes are overusing elaborate transitions and repeatedly using the same transition in a relatively short video. The goal of a transition is to let one scene flow smoothly into the next – and not to distract the viewer. Make text-based titles, credits, and captions short and concise so your viewers can easily read them even on their smartphone's smaller screen. Move the text slowly and evenly in the horizontal and vertical directions. Avoid using visual effects and filters too often. While they can make your videos more visually appealing, too many can distract your audience from your core message and encourage action. Choose your background music wisely. It can create a mood, keep the momentum going, or just be entertaining, but most of the time it can help get your message across – or detract from it. Think about which genre, which volume, which tempo, which lyrics and of course which piece of music are best suited and, if you are sure that there are no copyright issues, choose when and how you want to integrate it best. Keep the production elements simple and simple. Your message and your call to action are the main components of your video, not the visual or audio bells and whistles that you can use as an eye catcher or an earwig. Remove extra content. You're much better off with a short, cohesive video that gets to the heart of your goals than a long-form masterpiece that's full of snazzy production elements that your editing software can so easily add. View animated slideshows of photos or PowerPoint presentations in Don't be afraid to promote your company's website, Facebook page, Twitter account, blog, and other social media activities. Your URLs can be quoted by the host of the video, announced in a voice-over, and shown in the credits and captions. You can also include these links on your YouTube channel page and in the description of a video. In the videos themselves, this information can be included in maps and end screens. Once the visuals have been edited and you have a rough cut of the video, start mixing the audio components such as background music, sound effects and sync recording. Each audio component should be placed on a separate audio track so that you can control and adjust each one individually.
Did you like your book preview? Click here to get a copy today – now 60% off if you use code MARKET2021 by 4/3/21.