The fact that YouTube is the second-largest social media platform shows how engaged our society is with video content. People averagely spend 30 minutes every day watching one YouTube video to another. Meanwhile, as of January 2022, YouTube has 2.56 billion users around the world. No wonder, businesses see that as a big opportunity.
More and more businesses have been investing in video productions as part of their marketing strategy over the past few years. For big companies, following the trend is not a big deal since they can team up with video production companies whenever they want.
However, solo enterprises and small businesses may overcome the greater obstacle as working together with video production companies requires quite a budget. One of the ways out available is to make or edit videos by themselves or within their internal team.
Making videos requires editing skills and technical support, including editing tools. There are massive options available in the market that can be overwhelming for some reasons. If you’re looking into one, we have your back! Keep on reading to find out some of the best recommendations on video editing tools.
But before that, let’s take a brief look at what you should keep in mind before creating videos for your business.
Things to consider before creating a video for your business
Every business owner must be careful in making any decision, including when it comes to creating videos for their products or companies. Several things need to take into account for creating a powerful and successful video for your business, as follows:
Companies without goals are impossible. It’s a sure thing that every company around the world has its own goals. Whether to be well-known, to get high sales, to bring wellness to humankind, or a mix of all of them. Whatever goals they hold on to, those will help them to work strategically to make the business grow.
However, when it comes to making videos, the most possible purposes for companies are to market their product or to introduce their company. Video has both visual and audio aids which are powerful weapons to reap people’s attention. That’s why businesses love it.
All your effort and budget will go in vain without the right strategy, and that’s definitely a thing every business owner doesn’t want to happen. Here is a checklist to develop a strategy before creating a video for your business.
Research your audience
Researching the target audience is a must step to do. Several aspects you can consider while researching are the audience’s age, gender, education, income, and region. Knowing your target audience’s background helps you shape your video styles.
For example, if you target the younger generation, you may avoid creating formal tone videos. Meanwhile, if you target a high-income audience, a simple and luxurious video vibe will be a good option. The point is, to match your video styles with your target audience.
Choose the right video style
There are many video styles you can choose from. The most common ones are live-action and animation videos. The difference between the two is the objects in the video. Live-action videos use real actors doing actions and promoting products.
Whilst animation videos use picture illustration and motion effects. It has been rising in popularity for the past few years as it is considered time and budget effective. However, when things get boring, you can always mix both of them to create a more interesting video.
When goals and strategies have been set, now you have to come up with a plan. Most importantly you have to allocate a budget for video production. If you have no worries about it, you can team up with video production companies and just wait for the product to be ready.
However, smaller businesses may struggle to work with video production companies. Worry not! You still have another way out by making or editing your videos by yourself or with your team. To arm you well, take a look at some recommended video editing tools below.
Video Editing Tools to Help You Grow your Business
1. Final Cut Pro
Final Cut Pro is a popular software among Mac users. It provides an easy interface and all the basic tools to edit videos. The software is suitable for beginners to creative professionals, that’s why it’s worth purchasing. Here are some of the winning points of Final Cut Pro
- Easy and intuitive interface
- Provides free effects
- Provides great transitions
- Quick rendering
- Great layout for editing
- Exports to all necessary video format
- Works fast
Moreover, Final Cut Pro is well-known for seamlessly editing videos, but it’s only exclusive to Mac users. Therefore, Windows and Linux users have to find other similar video editing tools to create videos. Check out more below!
Launched in 2014, Animaker doesn’t take long to be recognized by the world. It’s a cloud-based online editing app that’s easy to use, even for beginners. If you plan to create an animation video, Animator can be a good program to work with.
It has all the basic tools to edit videos and provides wide options for animated characters, stock images, templates, properties, icons, backgrounds, and more. However, Animaker is a free app, but you have to do monthly or yearly subscriptions starting from $20 – $30 to unlock certain features.
Here are some features of Animaker
- Multi-user collaborations
- Easy interface
- Has the biggest property stocks (animated characters, images, templates, etc)
- Customize everything
- Character builder
There are many more features of Animaker, such as providing hundreds of templates that are suitable for enterprises. Moreover, the app is suitable for all systems, including Mac, Windows, and Linux.
Another video editing app that’s suitable for businesses of all sizes is iMovie. The app is exclusive to iOS and macOS users only. It allows users to edit videos and photos and create logos. Another plus point for iMovie is that it supports 4k resolution video.
It has basic features for editing videos, such as crop and rotates, import files, color settings, effect and transitions, automated video editing, auto and music editing, and some others. It has some winnings points, such as:
- User-friendly and intuitive interface
- Effect and enhancement
- Custom elements
- Easy sharing
Compared to Final Cut Pro, iMovie is simpler and easier to use for beginners. Moreover, the features aren’t as deep as Final Cut Pro. For iOS and macOS users, iMovie can be downloaded for free. There is also a premium version available.
If you’re looking for a free video editing tool, Biteable is one of the best options out there. It claims to have 1.8 million stock images, clips, and animations to use for free. With its intuitive interface, Biteable is suitable for users at all levels and many purposes, including marketing.
Bitebale also provides free video templates and royalty-free music for audio, which makes editing video feels so much easier and more efficient. There are more features that Biteable offers, such as:
- Text overlay
- Brand overlay
- 3D video editing
- Merge Video
- HD resolution supports
- Social sharing
Some features may only be available for subscriptions. There are two subscriptions available, which are Biteable Plus which costs $19 per month, and Biteable Ultimate for $49 per month. However, both subscriptions are billed yearly.
Filmore is another great option for video editing. According to their websites, they claimed to be best suited for individuals, freelancers, and small businesses. You get all the tools needed to edit videos. Besides Filmora also has some other winning features, as follows:
- Available in 11 languages (Arabic, Chinese, Deutsch, English, French, Italian, Japanese, Korean, Portuguese, Russian, and, Spanish
- Auto reframe
- Automatic synchronization
- Ready to use templates
- Stock images
- Pleasing and easy interface
- Fast rendering
Filmore offers three types of pricing types: a monthly subscription, annual subscription, and lifetime payment. Subscriptions start from $28.98 – $36.96 per month and $117 for lifetime payment. It also provides a money-back guarantee within 30 days.
Lightwork is a web-based video editing program. It takes part as an editing program for several Hollywood movies, such as Hugo, The Wolf of Wall Street, Pulp Fiction, and LA Confidential. That being said, its features are more than enough to edit videos for your business. Here are some main features of Lightworks
- Drag-and-drop interface
- Video routing
- Rendering effects
- Color correction
- Keyframe effects
- Blend modes
- Edit Multicam sources
- Boris FX plug-ins
- Boris FX and graffiti
- Direct export to YouTube
Boris FX plug-ins in Lightworks allows users to create graffiti and graphics, or to add transitions and filters to their works. To use the app, there are three types of subscriptions available: a monthly license starts at $24.99 per month, a yearly license starts at $174.99 per year, and an outright license starts at $437.99. Moreover, Lightworks also offers a free trial before purchasing.
7. Pinnacle Studio
Pinnacle Studio is designed for people who are quite experienced in editing videos. For beginners, it has a steep learning curve, but still bearable to learn. It has all features needed for basic editing and is also equipped with motion-tracking, titling, and audio editing. Here are some of the winning features of Pinnacle Studio:
- Intuitive and well-organized interface
- Fast rendering
- Wide options of effects and filters
- Powerful title editor
- Multicam editing
- Detailed masking tools
- 360-Degree VR video editing
- Mask motion tracking
- Standard motion tracking
Pinnacle Studio is available to purchase on their website or Amazon. The price may vary depending on where you buy it. In Pinnacle Systems, it costs $99.95, whilst it’s slightly more expensive on Amazon, which costs $121.99.
Ways to maximize your video performance
After deciding what video editing app to choose, the next task is to make your video stand out in the midst of increasingly fierce competition among businesses.
No matter how good your video is, it won’t thrive well unless you maximize its contents. Check out several vital points to maximize your video so it reaches as many eyeballs as possible.
Choose the right keywords
When publishing a video, you need to include the right keywords within your niche. If your business is relatively new, it’s recommended to use long-tail keywords. This way, you have a higher chance to compete, even with bigger competitors.
Long-tail keywords are usually in the form of phrases or short sentences to target more specific audiences. For example, rather than just using “vacuum cleaner”, you can go with longer keywords such as “noise-free vacuum cleaner”. Keywords are also important to strengthen your SEO.
Tell stories and make a clear topic
Every video needs a good storyline and a clear topic to appeal to audiences. Even though there’s no rule of thumb to creating a storyline, you never go wrong with restating problems and offering a solution. Restating the problems of your audience is a good strategy to catch their interest.
While you put your feet in their shoes, as well offer a solution by mentioning your products. State the main features and benefits of your products. Also, tell how your products can be the best solutions for your audience. If possible, you can also include some reviews from previous customers to build trust.
Roam around social media
Most importantly, leave traces on social media. Post your video on every social media platform you have. As we are all aware, people spend much of their time scrolling over Instagram, Twitter, TikTok, and YouTube, especially the younger generation.
If you have a YouTube Channel, make sure to input keywords on your title, tags, and video descriptions. You can also add subtitles and transcription to maximize your video’s overall performance. Whereas, you can add compelling captions and include CTA when posting on Instagram and Twitter.
In addition, add a link to your website in your post, so audiences are a click away if they are curious about your brand. This way, you have a higher chance of getting higher traffic and conversion, which is what you need to make your business grow.
Those mentioned above are several video editing options that are suitable for business purposes. All of them have intuitive interfaces and basic video editing tools to help you develop compelling videos for advertisements or company profiles. There are still a lot more that don’t make it to the list, but the chosen ones are those on top of the list.
After a long discussion about video production for the sake of the company’s growth, there are several things to keep in mind. In order to achieve your goals, sometimes making extra efforts are necessary, including purchasing editing apps and learning new skills. Whatever efforts you make, just be sure that hard work will pay off one day.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro