Video editing is a crucial skill for creating engaging and effective content for social media platforms. Whether you want to showcase your products, share your stories, or educate your audience, it's important to know how to edit videos for social media. In this article, we will cover some basic tips and best practices for video editing for social media.
Different platforms have different requirements and preferences for how your video should look and fit on the screen. For example, Instagram supports square, vertical, and horizontal videos, but vertical videos tend to perform better on stories and reels, while horizontal videos are more suitable for IGTV. Similarly, YouTube favors horizontal videos, while TikTok and Snapchat prefer vertical videos. Research the optimal format and aspect ratio for each platform you want to post on and adjust your video accordingly.
With any luck your footage is wide enough, but high enough resolution that you can crop in to fit multiple different aspect ratios for all the platforms you're posting to. Keeping that extra bit of space and those crucial extra pixels gives you flexibility to zoom in for effect, as well as to tailor it to whatever output format is required. Interestingly when in a pinch, tools like Photoshop's Generative Fill and Content Aware Fill can help you 'expand' shots if you ever need a shot to be wider (for example a vertically shot video that you want to post horizontally without letter/pillarboxing with black or a blurred border) - they may be able to fill in new detail around your frame to give you a cohesive look.
Are you looking to repurpose your horizontal content for Reels or TikTok? Converting your horizontal videos into a vertical format may seem overwhelming, but it can be done creatively. Despite the difference in aspect ratio, there are various ways to adjust your wide footage to fit a vertical display. One way is to stack multiple videos on each other, while another is to add a blur effect behind the original content. Your social media video editor will take care of selecting the right aspect ratio for your video content on social media. It's something we know like the back of our hand!
Depending on your goal and message, you may want to create a short and snappy video or a longer and more detailed one. However, keep in mind the attention span and behavior of your audience on different platforms. For example, Facebook and Instagram users tend to watch shorter videos, while YouTube and LinkedIn users are more likely to watch longer videos. Vary the pace and rhythm of your video to keep your viewers interested and engaged. You can use transitions, cuts, music, sound effects, and text to create contrast and emphasis in your video.
In my experience, there needs to be a hook/cut/point made in the first 5-8 seconds of a reel. While my instinct had been to sync to music and ramp up to the CTA, analytics showed that my audience often only had a 10-second attention span. Shortening the reels’ overall length and getting to the point quickly has increased views, shares, and conversions for the better.
No two social media platforms are the same - but to regularly produce a suite of content that's tailored to each one can be a lot of work. One solid approach is thinking about the edit in the scripting process and being involved if you can be. Otherwise it's up to you to be creative in the edit - how can you pull TikToks from a 10 minute YouTube Video? Or how can you trim out a quickfire 15 minute cut of a 1 hour livestream or vodcast for another site without losing the key points of the piece? This is a growing challenge for social media editing, but is what gives each platform a wealth of seemingly 'tailored' content, all at different lengths and formats, but made from one single batch production.
You want to create a video that reflects your personality, voice, and values, as well as your brand identity and image. Use consistent colors, fonts, logos, and filters to create a cohesive and recognizable look and feel for your video. Use elements that appeal to your target audience and match the tone and mood of your video. For example, if you want to create a fun and playful video, you can use bright colors, animations, and emojis. If you want to create a professional and informative video, you can use neutral colors, graphs, and icons.
Since the 90s primarily, the world has gone nuts for graphics. So much can be communicated in so little time - more than ever before due to our greater exposure to graphic design and motion graphics in our daily life; we can read them quicker than ever before. Socials have been hit the hardest - with drastically shorter windows for viewers to consume the content, and a necessity to catch the eye as much as convey information, in the current industry learning Photoshop graphic design principles, and a bit of motion graphics with After Effects or Motion is all but essential for any social/digital marketing content role.
There are many options available for different levels of skill, budget, and preference. You can use online tools — such as Canva, Animoto, or Lumen5 — to create simple and quick videos with templates and stock footage. You can also use mobile apps — such as InShot, Splice, or Adobe Premiere Rush — to edit videos on your phone or tablet with more features and flexibility. Additionally, you can use desktop software — such as Final Cut Pro, Adobe Premiere Pro, or DaVinci Resolve — to edit videos on your computer with more control and customization. Choose the tool that most effectively suits your needs and goals, and learn how to use it effectively.
As the article states, It’s VITAL to find the software that fits your goals and suits your needs. I’ll add these qualifiers as well: - Make sure it’s fun: do you feel creative when editing? Nothing so frustrating when trying to create video content working with a tool that feels boring, clunky, or complicated! - Make sure it’s adaptable and evolves quickly: how easy is it to change the video into different formats and sizes? Does the software show continuous advancements without extra costs? - Can you edit as easily on your mobile device as on your computer? These are just a few of many more things to consider when looking at editing software. Bottom line: try several out with their free trials and see what’s right for you.
Software is only as good as the person operating it. The only thing you need to do is make sure it's versatile enough to be able to do all the things you want to do with it! ...And with any luck it'll be in your price range too!
Often times the social media and marketing side of 'video editing' branches deeper than traditional editing due to the nature of the role and turnaround times - you may find that post sound, colour grading and titles and graphics are all lumped into the 'editor' title - which in professional film production the role would traditionally be standalone from these. As an editor, it's great to pick up some skills in all of these areas to set you aside against other applicants, and to give you some authority and autonomy in producing things as a one-man-band.