What many people don’t realize is much of the work of creating a great video happens after shooting is done with video editing and sound mixing during post production.
The best videos and films make it look easy – invisible, even – just like every great artist makes their own work look easy to do. But the seamless quality of a great video doesn’t happen without a lot of careful work, much of which happens behind the scenes well after the cameras are done rolling.
Bad editing choices, such as awkward cuts, stilted timing or poor choices for music clips, can distract the viewer from the message you’re trying to convey. This means your video is not doing the job you created it for, whether that is to demonstrate a product, generate support for your world-changing mission or train employees. No matter what your goal is, good video production is an investment in success.