Video marketing: you’ve got the idea, you’ve got the content but how do you create great videos? It’s actually pretty easy. Depending.
I try to be very platform agnostic when it comes to making recommendations but this week that’s not going to be the case at all as everything I’m about to recommend comes from one company: Apple. I realize I just lost a lot of you here but the fact is, Apple makes fantastic video editing tools.
So, for those of you still with me let’s start on the iPhone and with an application called Clips. This is an Apple product specifically designed to create and edit very short videos on the fly. The app is only on the phone and only works with the phone and only makes short videos. And it’s free!
Let’s say you have a product announcement or a quick event happening or something new at the shop. Clips will let you create a short-form video in a very very short amount of time. I created this video using Apple Clips and it took me no time.
One of the things I’ve found is that, when you’re making longer videos you need to shoot much, much more footage than will ever appear on the screen in the final product. Editing is as much an art form as a science but it is something the average person can do in my opinion.
With Clips on the iPhone; however, this isn’t about a highly edited product that could win an award. It’s more about a short video that’s not heavily produced that sends a quick message. There are plenty of fun stickers and titles and goofy effects you can add with Clips and it’s a free app on the iPhone so the big barrier to entry is the iPhone itself.
If you’re doing more serious videos, and I’ve started a travelogue type video series, then you’re going to want to move to iMovie. Again, this is an Apple product and only works on Apple hardware but my gosh it’s a terrific product and, again, is included in the price of Apple hardware. Which hardware, you ask? Everything they make.
Apple’s iMovie works on the iPhone, iPad and the desktop Mac line. You can start by literally shooting and assembling your videos on an iPhone and then graduate to an iPad to do some editing. As you would expect it does titles, transitions, picture-in-picture, edits sound for quality and video for quality and more.
Yes, there are better tools out there but the fact the iMovie works on all of Apple’s hardware and is included in the price of that hardware is a big bonus. I also am very satisfied with the quality of tools it includes and the quality of product you can end-up with.
The fact that it works on a phone and a tablet and a desktop and notebook computer is another big plus. I have personally found my favorite platform for editing video is my iPad Pro with the Apple Pencil - it’s really an intimate and effective tool for putting video together that comes across as very professional.
I usually migrate those videos to my desktop computer where I have a large monitor and can double-check the work before releasing it to the world.
Again this might sound like an advert for Apple products but the fact is, these two video editing tools are exceptional and really have opened a lot of doors for me. They’ve enabled me to do a lot of video and saved me time and money. There may well be tools on Android and Windows that are equally effective but the seamless integration between Apple’s iPhone and iPad and Mac series just makes the creation and editing process such a pleasure.
I haven’t even mentioned Garage Band yet which allows for creation of music soundtracks that don’t have royalty or copyright issues and also works across the entire Apple ecosystem. I’ve used that to record sounds on my phone and then edit them into soundtracks - for example recording engine sounds and using that in a musical intro for an automotive podcast.
Have you done video editing for your business? If so what tools have worked for you?