Getting on Board the Video Revolution – Part II

As a marketer, can you afford to ignore this a powerful medium?

As a marketer, I have long been an advocate of using video to supplement written content. Video marketing has found its niche. Yet many firms that have put it on the back burner has become discouraged by cost or its technical nature.

I decided to build my own home editing suite to expand my marketing abilities.  Short, high-quality video content is another tool to use across multiple channels. Businesses are finding that video is a major asset for:

  • delivering high marketing quality content via multiple channels
  • recruiting new employees
  • training existing staff
  • delivering messages internally from management
  • “how to” videos for consumers purchasing their products.

Part I covered off on what you will need to build a quality editing suite. Part II of this guide looks at selecting the right editing software. Part III will close out with tips for selecting a quality video camera. In Part I, the options I have chosen for my build of the editing suite come to $3420, of my $5000 budget. There are options for any budget.

Selecting Video Editing Software

According to PC Magazine, “Digital video tools get more powerful and easier to use every year, and that’s especially true when it comes to the video editing software that targets non-professional enthusiasts. There are always new formats, new techniques, and new capabilities that trickle down from professional-level software.

That’s a good thing because higher-quality video content produced by non-professionals is exploding in volume, thanks to phones that record in 4K, DSLRs, mirrorless cameras, drones, and action cams that can capture motion-picture quality video. And, given how cheap storage media is, the only limit on how much you can shoot is how tolerant your subjects are and how much time you have.”

Most of the leading editing products today do a good job of letting you join, trim, and split video clips. They also offer special effects such as animated transitions, picture-in-picture (PiP), chroma-key (the technique that lets you place a subject against any background, often known as green screening), and filters that enhance colors or apply creative effects and distortions.

Two capabilities that I am looking for in my editing suite are titles that reach out and grab the viewer and 4K HD editing capabilities.  Titles add a new dimension to your content. It is a great way to reinforce points made during the presentation. They also break up a talking head clip, adding variety to someone just sitting there speaking.

Choices, choices, choices….

Variety is the spice of life. Whoever coined this phrase may have been searching for video editing software. There are many, many programs ranging from basic beginner to make your own movie pro quality. My strategy is to look for one where the basics are easy and intuitive. But it must have advanced features that I can grow into later. This will provide the best of both worlds. To maximize my investment in the editing suite, I must be able to learn and command the software tool.

The video editing application you choose will depend on your budget, the equipment you’re using, and how serious you are. We will look at video editing software that is available via:

  • Software as a Service (SaaS)
  • Retail Purchase
  • Freeware (Open Source)

Software as a Service (SaaS) – Software as a Service (SaaS) – Software as a Service can be a more affordable option initially. It will allow me to spend more on building the editing suite and purchasing the camera. Why is it a cheaper option? Well, SaaS allows you to rent the software by the month. This is a great way to try it out first and see if it is for you or not. This option accesses the application via the internet, like Office 365. One practical advantage is that SaaS editing software does not reside on my machine, taking up valuable storage space.

The best of the SaaS offerings is by software leader Adobe. Adobe Premier Pro CC is available for just $19.95 per month or paid annually at a discount. As Adobe states on its site – “From YouTube to Hollywood, TV to the Sundance Film Festival, Premiere Pro has transformed the way we create film and video.” It is compatible with both PCs and Macs.

The Bottom Line – Is it easy to learn and use. There are a myriad of “how to” videos on the both the Adobe site and YouTube. These will guide you step by step through the process. Also there is an online course offered by, a part of LinkedIn. It allows you to enhance your Premiere Pro skills with expert-led online video tutorials. You can learn anytime, anywhere. The first month is free. Then you pick one of two plans -$19.95 or $29.95 per month.

Purchasing a Retail Editing Software PackageCorel Video Studio Ultimate X10 offers a wide selection of fun video-creation tools. Clear, simple interface. Support for 360-degree VR, 4K Ultra HD, and 3D media. Motion tracking. HTML5 video page creation. Stop-motion tool. The downside of this tool is that it is slightly slower in rendering than some competitors. It has no search for effects or media and accommodates just 20 video overlay tracks.  Corel continues to offer one of the most feature-packed consumer video editing packages around. Support for 360-degree VR content, masking, and time-remapping debuted in the latest version. This package has a list price of $99 but is reasonably priced at Amazon for $79.

Best Freeware Open Source Editing Tool –  Open source software, or more commonly referred to as “freeware”, can be found online.  Freeware applications can do the job as well as a purchased tool. They often do not include all the bells and whistles that purchased software offers. However, they can be quite adept at getting the job done without them. Best of all, you can’t beat the price!

Open Shot Video Editor is an easy to use, quick to learn, and surprisingly powerful video editor. This cross-platform tool works on PC, Mac, and Linus equally well. It features a simple user interface that could be the easiest and friendliest editing tool ever.  Drag and drop video, audio, or images right from your file manager into OpenShot. The package has some great video effects, title editor, and audio waveform tools. It even does 3D animations.

The Hank Moody School of Creative Writing – Relax. Video marketing is not going to put us copywriters out of business. If anything, we will be needed more than ever. Planning is more important than ever.  You will learn how to tell your story in an interesting, concise manner. You will learn to cover off on the important and interesting notes in a quicker and more direct fashion.

Famous Last Words – “Write drunk. Edit Sober.” – Ernest Hemmingway

The Big Kumbaya in CyberSpace – The Big Kumbaya in CyberSpace – Humans are incredibly visual. They usually are much more comfortable learning visually. Delivering information through video can keep your audience’s attention longer. It also can make your message more easily understood, and significantly more memorable.

Thank you for taking time out to read this piece. To hear the rantings of other voices on the same topic, try these two out:

How to Choose the Best Video Editing Software Based on Your Needs by Lance Carr


How to Choose the Best Video Editing Software by


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    Gerry Nason Written by:

    Gerry Nason is a Senior Content Copywriter for HiP B2B. He also has extensive experience with generating high quality executive leads. Gerry worked for six years as the Producer & Director of a weekly music show, appearing on cable access TV in New England. During those six years, In Tune won 18 awards for video excellence.

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