The best video editing is invisible.

You have the power to shape a viewer's experience through video editing. The best way to do this isn't with flashy effects or non-stop cuts – the best video editing is the kind you don't notice.

So, what do I mean by invisible editing?

It means the editing is so seamless that the audience becomes fully immersed in the content. They aren't distracted by the editing but are fully engaged in the story or information.

Why Strive for the Invisible?

There's a common misconception, especially among newer editors, that good editing equals lots of graphics, transitions and sound effects. While these can be fun, they don't always serve the content or the client!

A client's videos are part of their brand. When you come in and completely change the editing style, it attracts a new audience. An audience that likes your style. That might not align with the client's vision for their channel or with their fans.

Let's get philosophical for a moment.

The Three Ideologies of Client Editing

There are three main approaches you can take with your video editing:

1. Full-on Your Style: You bring your signature style and apply it to their content. This can work well if the client and audience absolutely love what you do.
2. Mimic Their Style: You analyze the client's existing work and replicate their editing style. This lacks your personal touch, but it guarantees they'll be happy with it since it's what they're used to.
3. The Hybrid Approach: A blend of your style and theirs. This collaborative approach often leads to the best outcomes. You bring fresh ideas, they bring their preferences, and together you make something great.

The Key to All Three: Invisibility

Regardless of the approach you take, the most crucial thing is that the editing feels invisible to the viewer.

Real World Examples

Let's look at two extremes:

• Sam Sulek: His videos are a prime example of success with minimal editing. His style is simply him engaging with the camera, yet he's built a massive audience. This authentic approach suits his brand perfectly.
• MrBeast: His videos are the opposite. High energy, explosions and fast cuts. It's pure chaos, and viewers love it! The editing mirrors his over-the-top personality, making it invisible in that it's precisely what his audience expects and enjoys.

Each of these editing styles if valid. What's important is that people get sucked into watching the video so much so that they forget they're even watching it. It's about immersion.

How to Enhance Without Distraction

The most important metric for growing a channel is watch time. If you can keep viewers hooked, even with subtle editing choices, your clients will flourish.

Here's how to nail the invisible edit:

• Analyze the Client's Work: Dive deep into their existing content to understand their style and what's currently working.
• Experiment and Collaborate: Don't be afraid to test new things, but always get feedback from the client to ensure you're on the right track.
• Enhance, Don't Overshadow: Focus on ways to subtly improve what's already there. For example, better sound design can be incredibly impactful without being distracting.

Remember, it's their content, not yours. Your job is to serve their needs and help them reach their goals.

If you follow these guidelines, your editing skills will stand out without actually standing out. It's a win-win. Tour clients will be thrilled, and they'll keep coming back for more!

Let me know what you think! Do you agree with this approach to video editing?