What are the J-cut and L-cut techniques for improving video flow?

J-cuts and L-cuts can also be used in the editing process where you want to emphasize or cut away to something other than the characters, like an insert of an object with the audio from another clip.

Imagine you're at a fancy dinner party (a.k.a. editing your video), and you're subtly trying to introduce the topic of your incredible vacation (or, say, a brand you're featuring) before showing off the photos (the visuals). That's a J-cut for you—where the audio from your next scene starts teasing the audience before they've even left the current visual feast. It's like hearing the sizzle of the steak before it even hits your table. Then there's the L-cut, which is like lingering over the last bite of dessert while already reminiscing about how good it was. Here, the scene changes visually, but the audio from the first scene hangs around, giving that extra bit of flavor.

You see and hear J-cuts and L-cuts all of the time when watching films and TV shows. They are great for controlling pace and flow in an edit. One of the best for script-writing tips I ever read was to get in and out of your scene as quickly as possible. In the edit, J-cuts and L-cuts really help to do this, by reducing and eliminating irrelevant detail or 'fat' by diving straight into the meat of your scene.

Why sprinkle these techniques into your video editing recipe? Because, my friends, life—and storytelling—is all about the smooth transitions. It’s about keeping your audience hooked, making them lean in with a "Tell me more" expression. In the myriad ads I've conjured up for brands, J-cuts and L-cuts have been my secret sauce to keep the brand in the spotlight just a tad longer, ensuring the message marinates in the viewer's mind like a fine wine. It's about guiding your audience through the story with the grace of a world-class butler, where they hardly notice the seamless service of moving from scene to scene.

Make sure to check the audio fade in and fade outs for a continuous and seemless flow of visual and audio. Edit out breath sounds between talking as well.

For a J-cut, start by letting your audio sneak into the room before the next visual scene has opened the door. This approach is perfect when you want to hint at the next course of the story while still savoring the current one. It's like telling your audience, "Wait till you see what's next," and works wonders for extending a brand's cameo without making it feel like a hard sell. This technique is your go-to when you want the dialogue or mood to stick with your audience, even as their eyes move on to the next scene. It keeps the narrative thread intact, making for a storytelling tapestry that's as rich and detailed as the plot of your favorite soap opera.

When editing corporates/commercials, I've always found that clients are hugely confused by J and L-cuts... denying that they've ever seen or heard one on a film or TV show they've ever seen! (Probably a compliment to how effective the technique is!) Just be aware of that if you are editing corporates or commercials yourself, no matter how well the technique works, your client may ditch it.

J-cuts and L-cuts are also a creative way to deal with bad footage, you can keep a continuous story line with these kind of cuts and even use inserts from coverage which can add to the comedy, drama or suspense of the story.

While wielding the power of J-cuts and L-cuts, remember, subtlety is your best friend. These techniques should enhance the storytelling, not distract from it. Think of them as the seasoning that brings out the flavor in a dish, not the main ingredient. Keep experimenting, but always with the viewer's experience in mind. The aim is to craft a video so smooth that your audience glides from start to finish, fully immersed in the narrative journey, and maybe, just maybe, gives that brand an extra moment in the limelight, making your video not just memorable, but unforgettable.