Top 5 Video Editing Tools for Novice Video Marketers

Professional Development Series

Innovative Marketing Resources:

If you want to post your own video content for your personal business, start a vlog, or learn about the innovative user-friendly video editing tools, here are a few great resources to start with.

  • Nutshell

Nutshell is a very interesting automated video editor that is a free app for the iPhone, iPad, and Mac computers. The steps for creating short teaser videos are to 1) snap 3 photos, 2) select animated text options 3) add graphics to embellish each photo, and then woohlah! Your content is ready to share and send on your social media platforms.

  • iMovie- Apple

This tool is only helpful if you have a Mac computer, but is great for beginners that are just learning the video editing basics. iMovie has a mobile app where projects and editing tools are at your fingertips. iMovie also uses AirDrop to seamlessly integrate any video content from Apple products such as your iPhone or iPad, onto your Mac computer. iMovie also integrates with iTunes and Garage Band so that you can use any music or audio sound effect in your video content. While iMovie provides an integrative approach, it still lacks in certain design capabilities such as having professional looking video themes, texts, and captions. If you want to delve into more technical editing tools that go into graphic design and animations, Final Cut Pro X for Apple is another great resource for Apple products.

  • Lumen 5

Lumen 5 is an automated editing tool that uses AI technology to summarize blog post content by inserting relevant photos, videos, and music. This tool provides a great opportunity to turn traditional blog posts into fresh and innovative content. There is a basic version of the tool that is free, and other versions at different pricing scales that offer various additional features.

  • Filmora from Wondershare

If you are looking for high-quality professional level editing software, look no further. Filmora is free editing software that offers FilmoraGo (mobile editing) and Filmora Scrn (screen recording and editing). Filmora has many audio, motion, transition, and caption tools to vamp your video content. There are even gif support and boilerplate editing features. Filmora offers a beginners editing mode called “easy mode” that allows users to use a basic version of their editing capabilities.

  • Magisto

This automated editing tool is compatible with iPad, iPhone, iPod Touch, Android, and Windows. Magisto has very simple steps where you 1) select photos and videos from your personal video clips and camera roll, 2) select an editing style, 3) select a soundtrack from Magisto’s library of licensed audio, 4) add editing touches, 5) any remaining editing will be automated through Magisto software. Magisto allows you to create interesting and professional level content in a matter of minutes. Magisto offers free software for basic editing capabilities.

Q&A with Andrew Hickey: Ten Top Tips on Linkedin Marketing

Professional Development Series

Interview Spotlight:

Andrew Hickey: Director of Marketing Communication – Willamette University MBA

  1. What’s the main difference between using LinkedIn over other social media platforms? What are the benefits of using LinkedIn over other social media platforms?

There are several differences between LinkedIn and other platforms, but there are two that I find most important. First is tone. As an individual or brand, your audience on LinkedIn might be the same people you reach through other social channels, but they expect a more professional, informative tone. People use other social platforms for a wide variety of reasons – to stay in touch with family/friends; to keep up with the news; to argue about politics. So, it’s hard to tell what mindset they are in when on the platform. But people using LinkedIn are all basically in the same mindset – to work on or otherwise develop their career or professional life. Speak to them knowing that’s their mindset. The second big difference is the pace of LinkedIn. People aren’t on LinkedIn all the time. How do we know this? Because it’s information that LinkedIn guards closely. They don’t really release daily active user numbers. So, you’d have to assume it’s because those numbers aren’t really that impressive. Pew Research did a survey a few years ago about frequency of social media site use and LinkedIn came in dead last in every way imaginable. So, you don’t have to post frantically on LinkedIn like you might on Twitter or Facebook, where content gets stale a lot quicker. The need for quality over quantity is especially pronounced on LinkedIn.

One of the benefits of using LinkedIn is that it’s relatively quiet compared with other platforms. Most brands still largely ignore LinkedIn, so it’s still kind of a green field of opportunity. It’s also a relatively drama-free environment where conversation mostly remains civil. That’s becoming harder to find across platforms.

2. What are some of the features that are unique to LinkedIn or are of interest to you?

The ability to find people on LinkedIn is powerful. Whether you’re an individual looking for a job or a company marketing a product or service, LinkedIn allows you to search and target their user base with helpful precision. LinkedIn also has a lot of valuable economic data they collect and can seemingly analyze quicker than typical sources like government agencies. They produce some valuable reports that show economic trends based on user data.

3. How would you want to brand yourself or a company page?

This will vary wildly depending on who you are; what your goals are; and what resources you have available. But there’s one thing I think holds true no matter your situation: Be authentic. Don’t push your personal or organization brand into a shape or form that isn’t consistent with who you are.

4. How do you create leads with the LinkedIn company page?

You could spend some money on advertising. LinkedIn, relative to other social platforms, is expensive when it comes to advertising. But if you know your audience and understand what your performance metrics need to be to achieve positive ROI, it can be super effective to advertise via your company page. Otherwise, you could try to generate leads organically. Be active on LinkedIn via your company page – post regularly and answer questions or acknowledge comments. Engage with your audience as authentically as possible. You can use SEO tactics to increase the visibility of your company page. And you can create “showcase pages” that highlight certain aspects of your product or service. There are ways you can position the messaging on your company page to facilitate lead generation, as well.

5. If your target audience consists of both prospective employees and prospective customers; how would you want to portray the company page for these dual audiences?

True, company pages on LinkedIn can speak to several audiences. The same general set of tactics you would apply to transform your company page to a lead generation machine apply here, as well. Tweak your messaging and any applicable calls to action to play to your audience. For example, if you are a consultant or small business owner looking for clients, pitch your value up front on your company page.

6. What are the challenges in posting content on LinkedIn versus other social media platforms?

LinkedIn’s algorithm for determining what shows up in an individual’s feed is very much still a wildcard. All social platforms guard their algorithm, but LinkedIn’s seems like they’re still not sure what’s in their own black box. Engagement seems to be a big factor – the more engagement your posts get, the more visible they will be. But that’s not been a consistent outcome in my experience. I have a good-sized following on LinkedIn – nearly 90k people – and I do a lot of experimentation with posting at different times of day or week. I look at past posts that got a lot of engagement and try to post similar content. But there doesn’t appear to be any rhyme or reason to what works and what doesn’t. Also, LinkedIn doesn’t let you edit posts on company pages after you post them. That is wildly annoying.

7. What are some of the metrics that you think are important for posts on LinkedIn either on your personal account or on a company page?

Engagement. How much of your available audience are you reaching and how many of them are liking/commenting/sharing your stuff. If I had to pick one form of engagement I think is most valuable, I would say sharing content. That is when you have the best chance of organically growing your network. A share is, in some ways, the highest indicator that someone likes your content. They are willing to put their name or their brand behind an idea or thought you had. Comments are great too because they offer an opportunity to have a discussion. And that helps to keep your existing network warm.

8. Where would you rate LinkedIn in terms of transparency of insights information when compared to other platforms for a company page?

LinkedIn gives a good amount of data to company page owners about their audience and how content is performing. You can learn about visitors to your company page; engagement with the content you post; and about your existing group of followers. My only issue with LinkedIn company page data is that the data can sometimes be inconsistent. For example, I posted something from a company page the other day and it got a few likes. But none of those are showing up in the Company Page analytics dashboard. I think they have some work to do, but the data is helpful.

9. What are some changes that you look forward to on LinkedIn?

Supposedly LinkedIn Groups are undergoing a bit of a revival and refresh. I’m looking forward to that. Groups on LinkedIn can be a good way to really interested people around distinct topics and generate organic discussion. LinkedIn just got into supporting video content directly in the feed. I’m not a fan of how most people are using that new functionality, but I think it will get better as people figure out what works and what doesn’t with video. So much of it right now seems poorly planned, poorly executed, or some combination of the two.

10. What are some tips on posting social media content on any platform?

Find your voice. It’s not easy. I don’t have any magical tricks for finding your voice. But establishing a unique and authentic tone for yourself or a brand is key to connecting with the different audience on social media. It doesn’t matter what the medium is (written, audio, video, infographic) if you make that connection.

Other Posts Within the Professional Development Series:

The Future of Paid Social Media Marketing: Kinda Creepy, but also Smart


The Future of Paid Social Media Marketing: Kinda Creepy, but Also Smart

Professional Development Series

Interview Spotlight:

Nick Footer: Founder and CEO of Intuitive Digital 

We had the pleasure of interviewing Willamette MBA alumni Nick Footer about the continuously emerging market of paid social media advertising, how he got to where he is and where he thinks it’s going.

Tell us about your previous work experience and how you got to where you are at today.

So, way back in the day – by this I mean 2006 – when I was in college, Facebook was the new shiny object. I just geeked out on it; I thought it was the coolest thing since sliced bread. Along with a few other networks you might have heard about, like Myspace, I spent as much time trying to figure out and learn how a business could use these networks to get in front of consumers. Obviously, during that time the networks weren’t designed or optimized for this, but I still did a bunch of my undergrad work on social media, then went to agencies and did everything I could there.

Advertising really started on a lot of the channels like Facebook when they realized they’d need to make money to go public. They started focusing on ad capabilities and all of it was terrible. FB ripped off the same model forum sites had been using, just a bunch of banner ads down the side. The entire strategy was: get a bunch of eyeballs and people will pay. Paid advertising was pretty shitty when it started. It’s gotten better, but in large part, all they’ve done is a better job of hiding the fact you’re looking at an ad, coupled with better targeting. Actually, Facebook has bought a bunch of different companies just to feed in consumer data to improve targeting accuracy. It’s kinda creepy, but also smart.

Like IBM did by buying insurance companies to feed the health records data to Watson? Yes, exactly like that.

What’s changed from an agency perspective?

Five or six years ago, I wouldn’t recommend paid social to any of our clients. But I was also working with small businesses with small budgets so there were better places to spend their marketing dollars. Today I recommend paid social to almost all our clients. It still has problems, but with the additional targeting capabilities, you can get a good return on investment.

When would you not use paid social?

Facebook sometimes isn’t the best for super B2B. LinkedIn has gotten better but you need a large target audience both geographically and in volume to eventually get to the right people.

What challenges do you face in posting quality content within your field?

The biggest challenge is what used to work 6 months ago doesn’t work today and what’s working today won’t work in 6 months. The industry is evolving faster than it ever has and I think this will continue for at least the next couple of years.

Can you give us an example of this?

Sure, let’s stick with Facebook as an example. Content posts where you’re just sharing linked content with a blurb to drive web traffic specifically is dying.

What’s working now is content that’s literally engaging with or trying to get responses with your audience. So actual comments back and forth. This increases its edge rank and helps it show up organically in people’s feeds.

Does that work when you’re asking consumers to engage with a brand?

 It’s definitely more difficult as a brand. We’ve seen some success with letting people know who the social team behind the brand are. It’s not faceless IBM, it’s these three people managing IBM’s Facebook account.

Other than the obvious mechanic differences, what other important ways do you think paid social differ from organic?

The difference for us is that is that we do all our testing organically. Once we find the most engaging content, that’s the stuff we then use in our paid campaigns. This has a lower cost for our clients because we’re cherry picking the best.

Also, you always need to think about who you’re targeting. Targeting your potential customers is what paid content is for. With organic, you’re targeting people who’ve already liked your page.

Let’s talk about the difference in B2B and B2C.

In B2C providing specific offers, usually, a discount code or coupon continues to work well. We have an online pet store that’s just murdered it on Facebook. In large part, it’s because they’re offering 10% discounts to people who’ve liked their page.

B2B isn’t rocket science either. It’s normally trying to provide thought leadership and content. We’ve done a lot of white papers and also had great success with getting people signed up for video drip campaigns. You’ve got to make it easy to engage with the content. We make sure we have a really low risk for signing up; all that’s required is an email and these are short videos, 90 seconds and you’re out. We’re also doing Youtube and other remarketing based on them.

 What do you think is coming with paid social?

For me, I hate interruption marketing, but that’s still really the only way that we’ve been able to do it. I see a continuation of that through in-stream video, specifically geotargeted and very specific to content. So, if someone snaps a video and says, “I’m outside of this club!”, people who open that up will get a specific ad from that club. It’s going to get creepier in terms of AI knowing what we’re saying, where we are and who’s viewing it through crawling the voice content or the image. To me that’s really going to get pushed is our line of privacy.

Obviously, there are also other smaller platforms. If you have a specific demographic or psychographic which aligns, these can be really effective. There’s probably going to be more of those as Facebook trends down. This opens up some places in the future.

What’s your favorite thing about social media marketing?

What I love most about social media is the ability to communicate directly with your end consumer. Prior to social, you had to pay hundreds of thousands (if not more) to have the type of communication you can now have organically through the internet.

If you liked Nick’s Q&A Interview Check Out Other Posts in the Series: 

Q&A with Andrew Hickey: Ten Top Tips on Linkedin Marketing