Video editing for social and ads: what makes people watch to the end
You have the footage and the video still does not work. It happens a lot. The same raw material can become a video people drop after two seconds or one they watch to the end, and the edit is what makes the difference.
Cuts and pace
Vertical video has no room for pauses. Silences, filler words and slow starts get cut. Every few seconds something on screen has to change: a shot, a zoom, a line of text. The point is that there is never a moment when scrolling past is the better option.
Subtitles
A lot of people watch with the sound off. If the video makes no sense in silence, you have lost them. Subtitles go large, a few words per line, and inside the area the app's buttons do not cover.
Music and sound
The voice comes first. Music supports it: if you have to strain to hear the person speaking, it is too loud. And one detail that often gets forgotten: the music you use in an organic reel cannot always be used in an ad.
The format
Vertical for Reels, TikTok and Shorts. Horizontal for YouTube or a website. Going from one to the other means reframing, so the person and the product stay centered and the text does not get cropped.
The versions
Several pieces come out of the same material: the video with a different opening, a short cut, another with a different CTA. In paid media that is worth a lot, because you test variants without reshooting. It all starts with the script.
When it pays to outsource editing
When you shoot often and editing slows you down. When you have hours of footage from an event or a shoot and not a single video published. Or when your creators shoot well but each one edits differently and the brand looks uneven. You send us the raw files and we send back content ready to publish. The pack is built around the number of videos you need.