Define the message before the edit
Write one sentence describing the point of the video. Identify the intended audience and platform. If the source footage includes several unrelated ideas, consider separate edits instead of squeezing everything into one clip. A focused message makes it easier to choose the opening, sequence and closing frame.
Share usable source files
Provide the original footage where possible, along with the logo, colours, approved text and any required pronunciation or wording. Tell the editor which clips are essential and which should not be used. Avoid repeatedly compressing footage through messaging applications when a better-quality source is available.
Plan captions and framing
People may watch with sound off or on small screens. Keep captions legible, accurate and positioned away from interface controls. Check that faces, products and important text remain visible in the intended aspect ratio. Captions should communicate the spoken content clearly rather than cover the screen with unnecessary decoration.
Use effects with a purpose
Transitions, speed changes and motion graphics should support the story. Too many unrelated effects can make a useful message harder to follow. Check audio levels and ensure that music, fonts and stock elements are licensed for the intended use. A polished edit includes these practical details as well as visual style.
Agree the deliverables and review
Specify the required formats, lengths, caption versions and delivery files before editing starts. Collect feedback with timestamps and distinguish a correction from a change of direction. Review the final export on a phone, including its opening frame and ending. Keep the approved version organised so it is easy to publish later.
A quick checklist
- One message and a defined audience.
- Original footage and approved assets.
- Check captions, sound and final exports.