Marketing research company Wyzowl reports that at least 89% of marketers using video marketing believe that it helps drive better ROI, while 83% believe that videos are excellent for lead generation. The fact is that almost 85% of your competitors are using videos, not just as a marketing tool but across departments. For example, another report says that 32% of businesses are using videos for sales generation; 29% of businesses use videos in administration-related work, and 27% of businesses have their HR department using videos.
These statistics reveal the growing popularity of video as a tool, with more and more businesses using it comprehensively and not just limiting usage to the marketing department. Reasons enough for your business too to start with creating your video strategy at the earliest!
Unfortunately, many businesses are still not ready to utilize the tool’s power because they lack trained manpower in-house or they outsource editing, which works out to be expensive. Thankfully, things have changed a lot in the past few years, with many top-of-the-line downloadable or online video editors making an appearance. But, with the video editing software market becoming crowded, you need to spend some time considering various factors.
Here is a guide to help you select the best video editing tool.
What is a video editor?
First questions first – it is important to understand what a video editor is. The editor is nothing but a software tool that helps you edit raw footage captured using a camera, smartphone, etc. As mentioned, you would come across many video editors when you sit down to select one. When you analyze, you will find some that meet your requirements upfront, some need a bit of tweaking, and some that seem far from what you expect. Few others like InVideo, a versatile online video editor, synergistically work well with almost all kinds of verticals and departments within your organization.
The first criteria for choosing a video editor is to determine if they have features that help you create impactful videos. Therefore, the right way to start is to shortlist features that you are looking for and expect from the editing tool.
Should you go in for an online video editor or a downloadable form?
There are typically two broad categories of video editors. As the words clearly state, the downloadable format offers the tools you can download onto your computer or even a smartphone and use the tools live. The edited tasks are all stored on the local hard drive. If you are a team that works remotely or across different regions, you might want to reconsider choosing a downloadable video editor. This editor is good when working independently but not successful when team members need to collaborate and work together, or you need to change devices while editing the video.
In such cases, online video editor like InVideo enable online working. As a result, the progress of your project or editing task is stored on the cloud, which means that the task or the project is shareable across the world. The best part is that your hard drive does not get filled up, and you can log into your registered account anytime, from any place on the planet, to start working right where you left off.
Thus, the online editor is superior to the downloadable one in terms of convenience and ease of use.
Paid versus free video editors
There are many free editors online, and there are innumerable ones that are paid for. The paid ones usually come with a free trial. Ideally, the paid versions have advanced features that help create professional videos more effectively. That does not mean that pros do not use the free software programs. You would need to focus on the features of the tool before making a choice. Also, if it is a paid software tool, you should first try out the free trial period before signing up for the paid tool.
Features that you need to focus on
- Adding textual content to the videos
Many in your target audience might see the video with the sound switched off, especially if they are viewing it on social media. Therefore, one of the smartest moves is to add text to the video – especially for this crowd. Add titles and subtitles, listing key takeaways or adding a footnote, etc., as a feature. In such cases, ensure that the editor gives you greater control over the presentation of the textual matter – font type, size, effects, color, etc., should be features that you should look out for.
- Aspect ratio
Videos appear in the vertical or the horizontal dimension across different channels. For example, you get better clarity on the horizontal mode on YouTube, while on Instagram, the vertical mode is more popular. The video editor that you pick should have the flexibility to change the aspect ratio.
- Transitioning scenes
Ensure that the tool allows you to get the right transition effect between the previous and the next scene. Sometimes, you might want the video to move from one scene to another, while you would want a fading effect or a sweeping effect in some other cases. Transitions help gain traction from your viewers, adding a new dimension to your video.
- Audio and video library
A good online video editor will have a sound stock of background scores and sounds because videos are more impactful with music. Having access to royalty-free sounds and videos means that you do not need to pay copyright fees or have your videos involved in legal tussles.
- Pre-made templates
The presence of preset templates is a big help, especially if you are just starting out and not quite experienced as a professional. Look for a video editor that offers unlimited access to multiple formats and template types. With such ready-to-use templates, you can stay focused on the content quality of the video and deliver on time rather than utilizing the time to create a relevant theme and background.
- Filters and overlays
Colors and effects play a crucial role in the success of your video. In most video editors, the effects and colors can be found under Filters. You can use this segment to enhance colors and the feel and effect of the video. You can also distort an aspect of the scene. With overlays, a film reel effect comes into play. Your video could appear to be shot on a vintage camera etc.
Choosing the right video editor is the first step to create some of the most memorable videos for your organization. It could be used across different departments and channels to reach out to maximum people. Ensure that you follow these steps mentioned here to find the one that is best suited for your business and requirement.