The Objective:
Edit a long-form video for the newly launched YouTube of a digital style & culture magazine.
Utilize editing skills to cultivate a brand image on YouTube that matches the one cultivated on the brand’s website with their readers.
The Process:
Draft and finalize video outline with the client.
Sort the raw footage into story beats.
Create a preliminary draft of the footage for approval.
Source audio effects & music to use in the video.
Add title cards & finalize video edit.
Make 2 thumbnails to test for video.
Schedule video to go live, A/B testing each thumbnail & 2 different titles.
The Role:
I worked as the lead video editor for this project.
Create a video outline.
Work closely with the company’s decision maker to establish the tone of the video.
Design video elements like title & ending cards to align with the company’s established design style.
The Outcome:
The video was for a new channel so it performed well, but with less views after a week than the company desired, as most views came from cross posting the video on their various social media pages.
Using the video analytics on YouTube & with research into what others in the market were doing, I was able to create a strategy for their next 4 videos that would capture more views & entice more engagement.
What’s Next?
I have continued working with brands on their video strategy, be it on YouTube directly or on their social media channels.
I am particularly drawn to working both on the front end intital production team as well as the back end editing side of things to establish a fluid process throughout.