Articles
A freelance video editor can
By Carsten Bjerregaard, Marketingcapacity.dk (Link to the article. Copying/publishing without agreement is not allowed)
A video editor was originally someone who edited video footage, audio and signs together. But technological advancements have pushed the boundaries, so many video editors now create movies from scratch. From scripting to shooting to editing. Depending on a company's moving image needs, a skilled freelance video editor can go a long way.
What is video editing all about?
There are many processes in video production before you get to the editing stage. And as we see with some of the successful influencers, a single person, with the right talent and craftsmanship, can make it all the way through the process.
In broad terms, the process can be described as a series of stages consisting of both deliberation and decision-making:
- Strategy - what is the overall purpose of the communication? And why video?
- Tactics - how should we use the videos we develop?
- Topic - what is the substance of what we want to say?
- Concept - how exactly should we formulate our message?
- Form - What type of video will we use?
- Explainer film or dramaturgical?
- Animated movies or real images?
- Still images or moving images?
- Presenter, play, documentary or something else?
- Fresh footage or footage?
- Voice over or dialog?
- ... to name a few of the options, which you can mix and match as you see fit
- Manuscript
- Casting - who should be in our movie?
- Location scouting - where to shoot?
- Contracts - as a business, it's wise to have contracts in place when you start using videos. What are you allowed to use the videos for? For how long? In what contexts? What do you have to pay? You can safely assume that it's cheaper to get the permissions up-front.
- Pre-production (In a professional video, EVERYTHING is considered in advance. What's on the windowsill in the living room that the main character just walked through? Is the interviewer wearing a plaid or striped shirt?) This is all decided at the pre-production meeting, where decisions are also made about color, sharpness, mood, etc. in the footage and the final video.
- Recordings
- Instruction
- Lys
- Audio
- Photography
- Study and/or location
- Catering
- Actors
- Extras
- Scripting (an extra doesn't wear a wristwatch in a movie about Vikings, right?)
- Editing
- Mowing
- Music (remember to clarify rights)
- Voice over
- Signage
- Synchronization
- Avid cut approval of the first rough cut
- This is where you as a potential customer approve the 'story' as told
- Finishing/post-production
- This is where the geeks take over with grading (color saturation) of the film, animations and other after effects. Precise editing down to the individual frame. How the signage comes in, what typography, color and size it is. How long will the sign stay up?
For now, take modern, full commercial production in full lengths of wood. Obviously, there may be variations, just as some may want to chop a heel and cut a toe.
But beware; if you represent a large company and you want to use your video for commercial purposes, your video will come under scrutiny. Not only from the public, who will mercilessly judge dramaturgy, production value, casting and credibility. But also from potential rights holders who will assess whether their rights have been violated - or even be the object of legal claims.
Are there other names for the video editor?
As mentioned, the evolution of technology has led to some industry and professional drift. So if you want a video, you can also look for videographers or video producers. As a buyer, you need to ask what exactly each potential video supplier can and can't do.
How does a video editor create value?
Video - or film - is one of the most powerful commercial media. The film medium can:
- Create interest
- Get involved
- Convince
- Create preference
- Create emotions
One of the strengths of film is that it's a medium you consume without doing anything. After all, it takes effort to read a book, decode a still image or actively listen to a radio. You watch a movie and absorb its messages almost without thinking about it. That's why social media sites like Facebook, LinkedIn and Instagram can measure how users scroll less and slower past videos than past images or text.
So a skilled video editor can benefit a business at all the classic stages of marketing:
- Awareness
- Interest
- Desire
- Action
And beyond the purchase. A lot of customer service today can be done independently of humans by making short instructional videos for customers to use: How do you set your microwave oven? How to check your gas grill before calling customer service? The possibilities are endless. Just think about how many instructional videos you've watched on airplanes. It would have been prohibitive for the flight attendants to tell you everything.
What types of video editors are there?
They are more or less specialized. Some work in post-production companies and are very specialized. They bring in films from all kinds of production companies and take care of their finish. Along with sound people, animation people and special effects people. They can make a tennis ball fly in a different direction or make a desk shine so you can see yourself in it and spot a troll behind you. Nothing is impossible.
At the other end of the scale, there are many one-man-armies. Freelancers who actually know how to do a lot of things. Typically, they can:
- Writing a script
- Recording
- Low reverb sound
- Fly with drones
- Incorporate stock footage
- Signs
Depending on your task, you can get a lot of bang for your buck by working with a skilled freelance video editor.
What should a video editor do?
There are a wide range of requirements for a video editor. These can be divided into three main areas: Project Management, Communication and Technology.
Project management, the ability to:
- Understanding a briefing
- Being able to develop projects that fit within the financial, resource and brand framework (is it Hollywood or Holstebro?)
- To plan
- Anticipating problems
- Troubleshooting
- Managing projects
- Dealing with objections positively
- Managing time and budgets
- Orchestrating the entire team behind the movie (from A-Z)
- Delivering on time
Communication, the ability to:
- Understanding how people decode images and sound
- Storytelling
- Understand and have access to develop dramaturgy and narratives
- Thinking in scenes
- Being creative in the way you communicate messages
- Being open to new ways of storytelling
- Understanding the time and environment in which communication must work
- Having an understanding of audio branding
- Assess the aesthetic expression and value of a film
Technology, mastering techniques and, not least, digital tools:
- Cameras
- Lys
- Animation equipment
- Editing equipment
- Sound design, from jingles to ambient real sound and professional speak
- Drones, cranes, dollies and whatnot
- Adobe primers pro
- Pinnacle studio
- Filmora
Film is a complex business. There are many details that you need to keep track of. At the same time, as a video editor, you need to be able to rise above the details and see the films as communication. Take casting as an example. You could make the exact same movie in terms of location, story, music... everything.
But the movies would be completely different just by changing the cast. You can do the same exercise with music. A famous example is how you can turn a trailer for Stanley Kubrick's horror film "The Shining" into a romantic comedy by adding uptempo music and a happy voiceover: The Shining as romantic comedy.
No one can do everything. So the best thing to do when evaluating a video editor is to look at the productions the video editor has worked on - or been responsible for. And then ask about the details. For example, you can start with these simple questions:
- What 3 things about this movie are you most satisfied with?
- What 3 things about this movie are you most dissatisfied with?
The answers will give you insight into what 'type' of video editor you are dealing with. Is it someone who is more concerned with production value, or perhaps someone who assesses the overall qualities of the film in relation to the communicative task.
Why a freelance video editor?
In the past, most people might have thought of freelancers for one-off projects. However, many companies have now realized the benefits of working with freelancers on a long-term basis:
- You can cover needs that don't justify a permanent position
- In periods when you don't need it, you don't pay for the skill
- In a long-term relationship, the freelancer gets to know the company almost as well as a permanent employee
- Compared to buying the desired skill set from an agency - such as an advertising agency - working with freelancers is usually much cheaper
- You have the flexibility to rethink the overall competency profile of the person responsible for an area
- More and more really talented people prefer to work freelance
- A freelancer can still look at your business 'from the outside' - which is a valuable thing when thinking about creative
- Freelancers can bring fresh, outside inspiration to your business
How do you find a good freelance video editor?
Finding the right freelancer can be difficult. And above all, it can take a long time. Because there are many freelancers within the same field, and even if they boast the same skills, there can be a big difference when it comes to the way they work and the work they deliver. When you ask Marketingcapacity.dk to help you find a freelancer to work with, the process is simple:
- You describe your needs to us (either in writing or verbally - we'll confirm in an email)
- We screen the thousands of profiles on Marketingcapacity.dk and, if necessary, the market through our channels
- We nominate a list of candidates and talk to them according to your needs
- You will be presented with 3 candidates that seem to meet your needs
- During the 3 meetings (at your location or digitally) you can ask questions and see examples of their work
- You choose the freelancer you would like to start working with
- We set it up in our systems with time tracking etc. so you have an overview and full control
In other words: After describing your needs, simply set aside 2 hours to meet with 3 hand-picked and screened candidates. That's your guarantee of a good result with reasonable effort.
