Video sells. There’s no doubt about it.
But as much as a good video can seal the deal for a potential customer, a bad video can send them flying.
And these 7 video editing mistakes are some of the biggest culprits. So check them out and learn if your videos make the cut.
Why Video Editing Matters
Here are some statistics from Biteable that demonstrate why good video editing is worth the investment:
- 74% of marketers report that videos are more profitable than static images.
- 68% report that video marketing provides better returns than Google Ads.
- Videos are predicted to comprise 82% of all online consumer traffic by the year 2022.
- Audiences who watch a video retain 95% of the message compared to just 10% retained by audiences who read text.
- 72% of consumers prefer a video to inform them about your products and services.
7 Common Video Editing Mistakes
The stakes are clearly high. So let’s take a look at the top video editing mistakes that could be ruining your chances of actually connecting with viewers and landing sales.
#1 Bad Audio Syncing
Perhaps the biggest possible thing that can go wrong with video editing is actually an audio issue. Poor audio syncing is about as unprofessional as it gets. It’s especially jarring when an actor’s voice and lips are out of sync.
For many viewers, the effect can be almost nauseating. Even if they manage to watch till the end, they are probably not going to be left with a good impression of your company or whatever you are selling.
Best case scenario: people share your video to make fun of it. But that’s probably not ideal.
#2 Bad Audio Mixing
Poor audio mixing is almost as bad as poor syncing. Not quite, but almost.
When your audio isn’t mixed well, the background music might drown out the voices. Or the sound effects could be unnaturally loud or just overdone.
These sorts of inconsistencies will make viewers feel uneasy. They might not be able to pinpoint what’s wrong, but they will know that something is off.
The end effect is a poor impression about your product or service.
#3 Missing Or Faulty Closed Captions
Viewers are 80% more likely to watch all the way to the end if a video is closed captioned, and 85% of Facebook users prefer to watch videos while muted.
So closed captions are pretty much a necessity. Otherwise, you are losing so many potential viewers. Way more than the cost of captioning is going to set you back.
And try not to settle for auto-generated captions without giving them at least a light editing job.
They don’t need to be perfect, but they should be accurate. Make sure your captions aren’t spouting gibberish and that they actually communicate your core message.
#4 Uncontrolled Pacing
Most videos are made up of multiple cuts. And pacing is the art of choosing just the right length for just the right cut.
Every cut needs to work together to tell your story. If you cut too short, then viewers will feel like they missed something important. If a cut is longer than it needs to be, viewers will get bored.
Pacing isn’t easy. There aren’t hard and fast rules to follow. You’ve got to watch your video over and over again, trying to sense the rhythm of the scene as it unfolds.
Since effective pacing relies so much on the audience’s reaction, it can also be helpful to get feedback from a few people before making your videos go live.
#5 Unnatural Transitions
Have you ever sat through a PowerPoint presentation in which the presenter went way overboard with the bells and whistles?
Slides are rotating one second, fizzling away the next, and sliding in and out in every direction.
It’s jarring, confusing, and tacky.
And the same can happen in your videos. Even if the transitions aren’t quite so over-the-top, it doesn’t take much to make them more than the audience can stand.
Use transitions sparingly, when there is an important reason to mark the shift from one scene to the next in a unique way. And when you do use them, make sure they fit the feeling you are going for.
#6 Mismatched Colors
If you are editing a scene recorded from multiple cameras, you may struggle with color variance. Differences in lighting, angles, and camera settings can lead to wide color ranges among your various shots.
During the editing stage, you’ve got to correct the color on the shots that are off so that there is unity from one to the next. Otherwise, the discontinuity will draw the viewer out of the scene so that they are thinking more about the color mismatch than they are about your message.
#7 Ineffective Match Frames
When you cut from one frame to the next, you want to ensure that the angles are distinct from one another. A match frame occurs when they are too similar.
Why does it matter?
The whole point of a cut is to give the viewer a new perspective. When the camera angle doesn’t change dramatically enough, they won’t get the full effect of this transition. The cut will feel unnecessary to them.
If you really do need to use two shots with similar angles, consider breaking them up a bit. For example, insert some other very short clip between them that isn’t a match frame. This will go a long way towards providing a smooth watch for your viewers.
No Video Editing Skills? No Problem!
Some of the video editing mistakes we covered are fairly straightforward. Others, like match frames and color correction, may not have even been on your radar.
The good news is that you don’t need to be a wizard at all things video editing in order to publish awesome videos.
When it comes to running a business: Do what you can. Do what you have time for. Outsource the rest.