How to Hire the Best Video Editor to Boost Your Brand

If a picture paints a thousand words, you can triple or quadruple that with moving images! These days, marketing is all about telling a story, so whether you’re demonstrating your latest whiz-bang product or sharing a peek behind the scenes, video is where it’s all at.

But before you rush off to sign up to TikTok (or wherever…) this type of marketing needs a whole lot more than just cobbling a few clips together and expecting it to perform. If you want it to work for you, your content needs to mirror your brand – and appeal to your audience.  This is where video editors come in.



We’d go so far as to say that your choice of how your editing is done is likely to mean the difference between success and failure!  So in this article, we’re sharing a few tips on how to make this choice the right one.

1. Define Your Needs First

Before you crack on, it’s time to hit pause and figure out what kind of video you want and what you want it to do. For example, are you looking to gain awareness, educate folk or sell stuff? This will determine the type of footage you need whether that’s an explainer, a promo reel or testimonials from staff or customers. Why is this important? When you start looking for an editor, being clear about what’s required will ensure you find the best person for the job and streamline the process - i.e, “we’re a startup looking for a killer call to action” or “we’re a niche business seeking social media followers”.

2. Study Portfolios Like a Creative Director

When you start putting feelers out for an editor, you need to look beyond the bells and whistles and dig deeper. This means donning your Creative Director hat in order to properly evaluate the individual or agency’s portfolio. Here are some things to look out for:

• Authenticity - Does the work have a natural and organic feel?
• Pacing - Do the videos have a logical flow that leads the viewer to the call to action?
• Audio - How well are music and sound effects used?
• Engagement - Does the work grab and hold your attention without silly gimmicks?
• Identity - Does the whole kit and caboodle fit with your branding and message?

Where possible, ask to be shown a selection of work including short promos and longer videos to give you a better idea of creative talent and storytelling - and don’t be shy about asking who they work with.

3. Work with a Local Expert Who Understands Your Market

Here’s where it gets specific: for example, if you’re in Melbourne, Australia, partnering with a video editor in Melbourne gives you an edge.

There are some really good reasons for choosing a local company for local people and the first of these is pretty simple - convenience. When your agency is round the corner rather than the other side of the world, you can actually sit down with them face to face rather than playing phone and email tag. This makes for better communication and helps you to forge a relationship with your editor.

Just as importantly, a local expert will be super-familiar with your patch - and therefore your audience and so will be perfectly placed to create cracking content that resonates in all the right places.

We’ve talked mainly about teams and agencies, however, don’t overlook the option of freelance video editors - often this is a really cost-effective and flexible way of getting your raw footage turned into content (just be sure to check their credentials as you would with a fancy agency).

4. Ask the Right Questions Before You Hire

OK, so you’ve done your research and trimmed down your shortlist - fabulous. It’s now time to get up close and personal with the chosen ones and here are some must-ask questions to help you sort the wheat from the chaff:

• Process - Can you take me through your editing process? This will give you an idea of the kind of structure involved which speaks to timeframes and efficiency.
• Collaboration - How important is direction and feedback in your work? This one is really telling as a sniffy response about not interrupting the artistic flow will be an immediate red flag.
• Experience - Who have you worked with in my industry? Here you’re looking to make sure that the editor gets your audience and what you’re trying to achieve.
• Talking the tech - What type of equipment do you use? It goes without saying that if they’re plodding along with outdated kit, they may not be the best choice.
• The nuts and bolts - Can I see your timeframe and pricing schedules - and how fixed are these? This is super-important in managing expectations and avoiding any sneaky hidden costs.

As we mentioned above, locality is really helpful here as it allows you to have a proper bums-on-seats meeting with the chosen few in order to not only work out what they’re about but also to get a feel for their passion and professionalism.

Bonus Tip: Test Before You Commit

What you must avoid here is signing a long and inflexible contract with an editor without knowing if they’re a good fit. Insist on starting with a small sample project to evaluate their skills (you might even want to flex your haggling muscles here to get a discount or even a freebie).

By doing this, you can see the editor’s vision for your brand including audio, tone, creativity and production without being massively out of pocket if it all goes pear-shaped. It also lets you get a bead on how they communicate with you during a project.

Final Words

Your video editor isn’t just another supplier - he or she is a partner who should become an integral part of your brand long-term. For this reason, it’s incredibly important to get someone who gets you and your brand and has the time, talent and vision to put your ideas on screen.

So take your time, do your research, and find someone who understands your vision so they can bring it to life with precision and artistry.

You won’t look back!