The Actual Importance of EDITING - HQ Videos, B-Rolls, Thumbnails | #BrandLytics

Key Takeaways

what you're about to watch is a clip from my brand Linux training where I get together with entrepreneurs thought leaders who want to build their brand using YouTube and making data driven decisions to blow up their Brand This Year enjoy welcome everybody uh so this month we're doing a a topic breakdown and the theme was importance of editing slash high quality video and b-roll Etc that was uh posted by Andrew so that's we're gonna have a quick discussion on here and I thought I'd pull up some channels and talk about it too the key thing that we want to think about here all that matters in terms of editing and b-roll is attention are you keeping people's attention so the two things that we need to focus on is can we get people to click on our video and clicking on the video is a function of what do we calling it what's the title what's the thumbnail so that we're showing up and then people it's an attractive thing that I want to click on and go see once they're on the video then it's about retention are you keeping people how much are people sticking around and watching a video and this is where editing slash b-roll slash whatever else goes into production of the video matters what I found over and over and over again is inside education the b-roll especially if we address that first like b-roll almost doesn't matter you can and we have some on ours but it's not a it's not a big deal like why are people coming to watch your video they're coming to learn you know if I mean Andrew specifically if Andrew who's doing Fitness videos or recipe videos if you're going to be showing off uh b-roll of the the food or your biceps or you know whatever the thing is cool but if it's b-roll of somebody else like just some guy working out in the gym then it's probably not going to have a big impact and for the most part it takes a lot of time to do unless you're hiring an editor which you could but I'm here for education so what are people here to watch they're here to watch education just like when you're going to watch a movie you're going to go watch it for different reasons you're going to watch it for a laugh you're going to watch it for uh the special effects like there are some movies that you don't really care that much about the plot or the drama because these special effects are just so epic and you're going for that's why you're going you have to go watch it on the IMAX to see the crazy special effects so inside thought leadership why are people coming they're coming for the education they're coming for the learning right uh so that's my quick thoughts on B1 we can dive in deeper if you want to maybe be real of yourself doing something but for me it's always cost benefit you know if that has a tiny tiny like if it's a one percent Improvement versus you spending more time on the education or you making an extra long-form video it's it's not even close like go make the video um I was talking to somebody who's a movie makers and she spends you know a couple out in her in her videos she spends a couple hours um planning and filming the videos and then four hours editing the videos it's like it's just not a good use of time unless you unless you love editing and you want to learn how to be an editor spending four hours editing a video is just not a good use of time what's better is to train yourself to be a better speaker and that first minute really really matters most of you are probably good once you're in the video at holding attention so if you're doing an interview you know if Lydia's doing an interview with somebody or Andrew's going through his workout routine or sharing something on your iPad or whatever like once you're into the content you're probably pretty good at doing it it's the first minute that really really matters and we default to thinking about like b-roll and such um in thought leadership it has almost no impact uh Dana says what about a splashy intro video as long as it contributes so the intro really matters think about somebody's experience so they're trying to learn how to write a book right in Dan's case I want to I want to learn how to write a book I want to write my book in a Flash I've got a message in me I want to get it out there the scroll mindset is definitely there at the beginning because I'm trying to justify why should I spend time on this video instead of somebody else's video and I'm making a judgment call in the first 30 seconds as to do I want to keep watching this video or not we've tested so many different things and we still test and it's probably one of the most frustrating things that I go over with my team um especially Ivan who's been with me for so many years is like okay but we've tried that before we've tried that there's like there's not stuff that does struggling to find new things to try and whether it's our own ideas or you know we're modeling a Mr Beast video or something else um we've tried theatrical intros with crazy music and motivation we've tried showing words on the screen and flashing it in we've tried like massive Super Cuts so like boom boom boom boom boom boom boom boom and the thing that still has the biggest impact that we cannot beat is just going right in with a powerful opinion in education because I am watching your video why I'm not watching your video for uh entertainment I mean maybe you guys are really funny I'm not you're not coming and watching me for my jokes [Laughter] learn you're coming to learn you're coming to get to to get better so if somebody's in that education mindset you have to lead with with teaching me something that I don't believe so what do you believe that I don't believe and you could add some visuals and think of anybody here you know Andrew's probably the most visual person right because if he's talking about how to get killer biceps I want to if I'm coming on the video say here's how to get killer biceps and I'm not showing off the killer biceps it's like who's this guy who's to tell me about a workout routine where everybody else here I think is more just about like what's in your mind right if Dan's gonna teach me about how to write a book I can't I can't make a judgment call like what's the set gonna be maybe there's a ton of books behind him it doesn't really matter though like I'm trying to get the sense of what's in his brain for all of you like how how do I know if Phil's a good lawyer or not is there a lawyer of the Year award that he can hang on his what you know like I don't know I can't make a judgment call until I hear you speak for most of you so then the most important thing that hook attention is to hear you speak so what are you going to share with me that's going to make me stop the scroll so if I want to if I want to write a book I'm going through videos I see Dan's okay I'm giving people like 10 seconds 15 seconds 4 seconds 30 seconds I'm scrolling through videos before I decide to go and watch that 20 minute video and so you've got to capture my attention in that first 30 seconds to minute and if you can and keep them then they're much more likely to stick for the whole video and then having b-roll and stuff in the middle of that video has little to no impact because it's an education Evan yeah hey Pablo um sorry guys I'm in in the God but if one time you mentioned that um one of the things that it can be good is when we use two cameras and you show one of your videos you can this is like incremental improvements so if you have a second camera or a higher quality camera it's incremental improvements um but I would always default to making more videos than production quality of videos quality of thought really really matters quality of thought is the most important thing because you're a thought leader because the thought leadership kind of video so quality of thought really matters production quality is not what they're coming to your channel for so if you're already at Maxi pass in terms of making bit if you're making daily videos already then we can start worrying about production quality otherwise like I'm I'm here I'm I'm selling my place where I bought a new home I'm selling my place so it's being staged right now Lydia says I like the colors but this is not my usual kind of vibe and environment um but whatever I can make videos from here it's not going to make a big difference you know it would not impact my retention um as long as it doesn't impact how I show up because if I show up and I'm insecure and I feel like oh my gosh why am I this is not my usual microphone you know it's not my anything that you know does it matter for you guys you know no I was like that's it I'm dropping out of analytics I haven't changed his background he's not in this fancy microphone I'm out screw this guy right no because you're not here because of my background or the microphone I use you're here because hopefully I've got something that I can teach you from all the stuff that I've I've learned and tested so that's all like minor minor minor improvements if I'm learning if you're going to teaching Pablo how to negotiate then all I care is that I'm going to learn how to negotiate and having a second camera again go Prove It Go prove it wrong you know it's not that you can't do it they're just usual it's usually minimal improvements for most thought leaders and the amount of effort goes through the roof the amount of effort to then especially if you're doing it yourself right if you had a team or somebody coming in and filming you cool then that let them do their thing if it's you now having to set up two cameras and then go find b-roll and then edit that all together then that usually that that um that equation doesn't work out and the better solution is spend all that time you're researching cameras and setting it up and adding b-roll spend that time to make a third video or a second video or fourth video or spend the time being a better speaker training yourself to not need editing so that the first minute is punching because if you spend for my movement Maker's friend who spent four hours editing the video if she spent four hours practicing the speech or practicing what she was gonna say so that she doesn't need editing that's a that's a better skill that will serve her forever because you guys will have to whether whether YouTube is still around in 30 years or not the skill set of communicating to a camera is never going to go away when we're all Holograms and beaming into uh Michael's living room having a session it's still talking a bunch of cameras right and so that's a skill set that's worth learning instead of if you're interested and you're passionate about it cool yes go for it but if if it's just a strategic move like hey I think this is really going to help my channel then I would default to making you better instead of making the production quality better quality of thought definitely definitely definitely um yeah you can go prove it wrong like go go try a second camera and see and show that the retention is better um but every time I've seen production quality go up you hope like this is it now I'm big time you know now I'm ready to go and then like oh it's the same if you want to see this full video as well as trained live with me twice a month to blow up your brand join the brand Linux training program there's a link to join right there next to me continue to believe I'll see you there