Videos are the rave of the moment. Everyone is using them in one way or the other. Okay, maybe not everyone. But according to a study by NogenTech, at least 91% of marketers are using video content in 2023.
Whether you’re a content creator, social media manager, or digital marketing specialist, you want to create compelling video content for social media. And to ensure top-notch quality, you need to know how to edit videos for social media.
Does that sound overwhelming?
Relax; I’ve got you covered.
In this post, I’ll walk you through how to create and edit videos for social media to grab attention and drive engagement.
Let’s get started.
Before You Edit a Clip
Editing a great video requires some creative direction beforehand.
- Know the purpose of the video and who it’s for. Are you aiming to promote a product, educate your audience, or entertain them? Use that to guide your video. For example, if your target audience is young and trendy, you might opt for dynamic edits, vibrant colors, and catchy music.
- Develop a video script that conveys your message and brand effectively. If you don’t have a brandkit to refer to, use an efficient brand kit generator to create one. Your video script and storyboard should align with your brand and overall marketing strategy.
Image via Visme
How to Edit Videos for Social Media
Anyone can edit videos for social media if they watch a tutorial on YouTube. However, editing scroll-stopping, customer-attracting videos requires a bit of mastery.
In 6 steps, you’ll be able to edit amazing videos for social media.
Step 1 — Choose the Right Video Editing Software
With so many options out there, choosing the right video editing software can seem like a necessary evil. But I assure you, there’s a method to the madness.
For one, consider your budget—video editing software can definitely get pricey. Next, evaluate the options that make the budget-cut based on features offered and ease of use.
It can be helpful also to choose video editing software that incorporates artificial intelligence to save you money and time doing repetitive tasks (such as editing out mistakes).
- Once you’ve got a shortlist of software options that meet your requirements, compare them side by side.
- Consider reading reviews and testimonials from other users to gather insights about their experiences with the software.
- Also, many video editing software offer free trial periods or demos. Take advantage of these opportunities to test the software firsthand.
Ultimately, the best video editing software is the one that empowers you to bring your creative vision to life efficiently and effectively.
One popular option that stands out to me is Movavi Video Editor, an AI-powered video suite that is so comprehensive, it claims to turn you into a content guru. Then you have popular options like Apple iMovie, and other video tools that help you get better results.
Step 2 — Master the Editing Process
Marketing is all about presenting your business in the best possible light. To edit videos for social media, you must master the art of editing. A well-executed edit blends clips to create a visually appealing video.
A typical editing workflow looks like:
- Importing raw footage
- Trimming and arranging clips
- Enhancing visual appeal
- Fine-tuning audio elements
Import: Choose your video editing software and import your raw footage, including video clips, images, audio files, and other media assets. Organize your footage logically using folders or bins for easy access during editing.
Trim and arrange: Arrange your clips on the timeline to create a compelling narrative. Select the best moments and cut out unnecessary sections. Create a cohesive flow with smooth transitions and consider pacing and visual transitions to engage social media viewers.
Enhance visual appeal: Elevate your video’s visual appeal with transitions, effects, and graphics. Use transitions like fades, dissolves, or wipes to create seamless transitions between clips. Explore effects and filters to add creative touches and adjust visual tone.
Fine-tune audio elements: For videos that will be distributed via social media, it’s always a good idea to use trending sounds, music, and audio elements.
For example, TikTok’s Creative Center shows trending and breakout sounds.
Image via TikTok
Opting for a popular sound increases the chances of your video going viral on social media.
Step 3 — Optimize Your Video for Social Media
Now that your video is taking shape, it’s essential to optimize it for social media platforms. For starters:
Customize Video Length for Each Platform
Different social media platforms have varying limits on video duration. Shorter videos are favored on platforms like TikTok, Instagram, and Twitter, while long-form content is suitable for Facebook Watch and YouTube.
By adapting video length to fit each platform, you increase the likelihood of capturing and retaining your audience’s attention.
Grab Attention with Your Video Intro
As per the visual below, the average attention span of a human in 2023 is less than that of a goldfish.
Image via Muck Rack
As you edit videos for social media marketing, you must keep this in mind. Crafting a compelling intro is key to snagging your viewers’ attention. Here’s how to do that:
- Use bold fonts and exciting colors to create a thumbnail that raises questions or highlights the best parts of your video
- Inspire emotions with “shock value” information that keeps your viewers hooked
- Use top-notch visuals and crisp clear shots. Try to shoot and upload in the best quality of video possible
- Tell stories from a first-person point of view. This makes viewers care more about the information you are passing across.
- Get to the point. Offering value within the first few seconds will make your viewers want to stay until the end.
If you’re going to edit videos for social media, keep inclusion in mind. You want the content of your videos to be understood by all, not just those with good hearing or eyesight. To do this:
- Add image descriptions or “alt text”
- Use concise text overlays to convey messages and highlight key points
- Make sure your videos have open and closed captioning
- Write your hashtags in sentence case. For example, #LikeThis and not #LIKETHIS
Boost Visual Impact
Explore filters, effects, and branded graphics to take your videos on social media to the next level.
With a variety of options at your fingertips, you can experiment and create a captivating visual style.
Incorporating branded graphics like logos and watermarks reinforces your brand identity, ensuring viewers connect the video content with your brand.
Optimize for Social Search
Social media channels like YouTube and Pinterest double up as search engines. To get your videos found by searchers, add keywords into your descriptions and any other spot where you can add text.
Conduct keyword research for your video using tools like Semrush, Keysearch, and Semrush. Semrush also provides a host of other tools for aiding your search visibility. This Semrush review post by Attrock is a good read if you want to consider this tool for your brand.
Step 4 — Polish and Refine Your Video
To give your video that professional touch, take time to polish and refine it. Make sure you:
Adjust Color, Brightness, and Contrast
Use color correction tools available in your editing software to achieve the desired color grading and tone. Pay attention to the brightness and contrast levels to ensure that your video is well-balanced and visually pleasing. A polished and consistent look will help captivate your audience and leave a lasting impression.
Optimize the Video Resolution and File Size
While high-resolution videos provide excellent visual quality, they can be slow to load on even the best social media channels, leading to viewer frustration. Use a video compressor like VEED or Clideo to compress your video files. Don’t compromise too much on the quality, but strike a balance between file size and loading speed.
Include Cear Calls to Action (CTAs)
Whether it’s directing viewers to visit your website, subscribe to your channel, or engage in a specific conversation, CTAs provide a clear next step for your audience. They’re a must if you want to monetize your videos.
Use on-screen graphics, text overlays, or voiceovers to let your audience know what to do next.
Step 5 — Export and Share Your Video
Once your video is perfected, it’s time to export and share it with the world. I’ve got a few tips to help you.
Choose the Right Format and Settings
Select the appropriate video format, resolution, aspect ratio, and file size for each social media platform to ensure optimal playback and compatibility.
For example, Facebook recommends an aspect ratio of 4:5 for videos. For YouTube, it’s 16:9. Although YouTube and most other social media platforms support multiple aspect ratios, using the recommended ratio is a good idea.
Upload Directly or Use Third-Party Tools
Share your video by uploading it directly to social media platforms or use third-party tools like Buffer, Hootsuite, Sprout Social, and others to schedule and upload to multiple platforms.
Craft Compelling Descriptions and Tags
Draw viewers into your video with captivating descriptions that provide context and entice viewers to watch. Also, use relevant tags and hashtags to maximize discoverability and engagement. These tags help categorize your content and increase its visibility to users who are searching for related topics or browsing specific tags.
Step 6 — Analyze Performance and Iterate
Calculating social media ROI is not always easy. With video content, it’s crucial to monitor key metrics to evaluate its performance. These provide valuable insights into the success of your videos.
Use social media analytics to track engagement metrics such as:
- Click-through rates (CTR)
By monitoring these metrics, you can determine the effectiveness of your video in achieving your marketing goals and make data-driven decisions for future video campaigns.
Go Win Business with Video Marketing
Social media provides a great platform for you to create and publish video content, grow your audience, generate new business leads and get more clients. With the right video marketing strategy in place, you can be on your way to start scaling your business through social media videos.
So, go ahead and get started with video marketing now.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.