Look, I'm gonna be straight with you. Most video editing guides are bullshit.
They'll tell you to "use transitions wisely" or "match your cuts to the beat" like that's some groundbreaking advice. After editing 500+ videos for YouTubers (including some with 550K+ subs), I can tell you the real difference between amateur and pro editing has nothing to do with how many plugins you own.
It's about understanding why people actually watch videos. And more importantly - why they stop watching.
Why 90% of Videos Suck (And It's Not What You Think)
Here's what nobody talks about: The best edited video in the world won't save boring content. But mediocre content with strategic editing? That shit can go viral.
I learned this the hard way. When I started, I'd spend hours adding fancy transitions, thinking I was creating "cinematic masterpieces." Then I checked the retention graphs. People were dropping off after 15 seconds. My beautiful transitions meant nothing if nobody stuck around to see them.
The real problem? I was editing for myself, not for the viewer scrolling through YouTube at 11 PM on their phone.
My Weird Process That Actually Works
Alright, so here's where things get unconventional. Before I even open Premiere Pro, I grab a pencil and paper. Yeah, actual paper.
I sketch out the entire video flow. Not because I'm trying to be artsy, but because it forces me to think about the story without getting distracted by effects libraries.
Here's my actual process:
1. I Stalk the Audience (Legally)
Before cutting anything, I spend like 30 minutes reading comments on similar videos. Reddit threads. Twitter replies. I'm looking for:
For a finance creator I work with, I noticed people kept saying "explain it like I'm 5." So now every complex concept gets a stupid-simple visual metaphor. Compound interest? It's a snowball rolling down a hill. Derivatives? Pizza slices being traded before the pizza is even made.
2. The Hook Isn't What You Think
Everyone obsesses over the first 3 seconds. But here's the thing - the hook actually starts with the thumbnail and title. Your edit needs to immediately deliver on that promise.
If your thumbnail shows a shocked face and says "This Changed Everything," your first shot better not be a slow fade-in of your logo. Start with the thing that changed everything. Then explain context.
I call it the "Netflix Preview" approach. You know how Netflix shows you the most intense scene first? That's what we're doing.
3. Pattern Interrupts (But Not the Annoying Kind)
Every 45-60 seconds, something needs to change visually. But here's where most editors fuck up - they add random stock footage or meaningless transitions.
Pattern interrupts should:
Example: Talking about market crashes? Don't just throw in generic stock footage of Wall Street. Show a simple animation of dominoes falling. It's cliche? Maybe. Does it work? Every damn time.
4. Sound Design That Nobody Notices
The best sound design is invisible. If people notice it, you've probably overdone it.
I layer:
Room tone (super quiet, just to avoid dead silence)
Subtle music that matches the emotional arc
SFX only when they add meaning
Quick tip: Download Epidemic Sound or Artlist. YouTube's free library is... fine. But it's like wearing the same shirt as 5 other people at a party.
5. The Figma Secret
Here's something most video editors don't do - I design key frames in Figma first. Why? Because it's faster to iterate on design when you're not worried about keyframes and rendering.
I create:
This also gives clients something to react to before I spend hours animating.
YouTube's algorithm cares about one thing: watch time. Not views. Watch time.
So every edit decision should answer: "Will this make people watch longer?"
The First 30 Seconds:
Hook (3 sec)
What they'll learn (10 sec)
Why they should care (10 sec)
Tease the best part (7 sec)
Middle Section Hacks:
Use chapters, but make the titles curiosity-inducing
Add visual callbacks to earlier points (makes people feel smart)
Save the BEST tip for 70% through (fights the mid-video drop)
Endings:
Don't say "thanks for watching" until the very end
Give them a reason to comment (ask a specific question)
End screen starts at -20 seconds, not -5
Shorts/Reels/TikToks
Completely different beast. Forget everything above.
I edited a Short about credit cards that got 2M views. Why? Because I used the "Wait, they don't know" trending audio and timed reveals perfectly to the beat drops. Cringe? Maybe. Effective? Absolutely.
LinkedIn Video
LinkedIn is weird. It's professionl but also... not?
What works:
Start with a controversial statement (but business-related)
Clean graphics, but not TOO polished
60-90 seconds max
Subtitles in Arial (I know, I know, but it works)
The Stuff They Don't Teach in Tutorials
Managing Client Expectations
Clients will ask for "something viral" or "make it pop." Here's how I handle it:
Show them examples: "Is this the vibe you want?"
Explain why their 15-minute ramble can't all fit
Give them 2 options: Safe vs. Bold
Always do a 30-second test edit first
The Revision Hell Loop
We've all been there. Version 37 and the client says "can we go back to version 3 but with the music from version 15?"
My solution:
Max 2 rounds of revisions in the contract
Screen record myself explaining edits
Save EVERYTHING (learned this the hard way)
Pricing Your Work
Stop charging per minute of edited video. It's stupid.
I charge based on:
A 5-minute talking head video might take 3 hours. A 1-minute motion graphics explainer might take 15 hours. Price accordingly.
Technical Stuff (The Boring but Important Part)
My Actual Setup
Premiere Pro for cutting (tried DaVinci, always come back)
After Effects for anything that moves
Figma for design (Illustrator is overkill for most stuff)
27" monitor (4K is nice but 1440p is fine)
Decent headphones (audio is 50% of video)
Workflow Optimization
The unsexy stuff that saves hours:
Folder Structure:
Project Name/
├── 01_Raw_Footage/
├── 02_Audio/
├── 03_Graphics/
├── 04_Exports/
└── 05_Project_Files/
Keyboard Shortcuts I Actually Use:
Q/W for ripple trim (game changer)
Shift+D for default transition
M for markers (use them religiously)
J-K-L for playback (duh)
Proxy Workflow: If you're not using proxies for 4K footage, you're wasting time. Period.
The Psychology Stuff That Actually Impacts Editing
Retention Graphs Don't Lie
That brutal YouTube Studio retention graph? It's your best teacher.
Common patterns I see:
Huge drop at 0:30 (hook wasn't strong enough)
Gradual decline after 50% (pacing too slow)
Spike at random moment (something interesting happened - do more of that)
The Curiosity Gap
Every section should open a question that gets answered... right before opening another question. It's manipulation? Kinda. But it's also how good stories work.
Example structure:
"The strategy that grew this channel 500%..."
Explain part of it
"But that's not even the crazy part..."
Reveal the twist
"Which leads to the biggest mistake people make..."
And so on.
Real Talk: What Separates Pros from Everyone Else
It's not the technical skills. Any 15-year-old can learn After Effects from YouTube.
The difference:
Thinking like a marketer - Every cut serves a business purpose
Understanding platforms - What works on YouTube fails on LinkedIn
Speed without sacrificing quality - Pros work FAST
Knowing when to say no - Not every project is worth taking
Building systems - Templates, presets, workflows that scale
The Future of Editing (And Why I'm Not Worried About AI)
Yeah, AI can cut videos now. Auto-captions, scene detection, even basic editing. But here's what AI can't do:
Understand context and nuance
Make creative leaps
Read the room (audience mood)
Build trust with clients
Know when to break the rules
AI is a tool. Use it. I use Descript for rough cuts sometimes. But strategy? Storytelling? That's still human territory.
Mistakes I Made So You Don't Have To
Overdelivering on free work - They won't value it
Not backing up projects - Lost 3 weeks of work once. ONCE.
Saying yes to every project - Burnout is real
Not tracking time - You're probably undercharging
Ignoring the business side - Contracts matter, folks
Final Thoughts (Or Whatever)
Look, video editing in 2024 isn't about making pretty videos. It's about understanding attention, psychology, and platforms. It's about turning someone's rambling thoughts into something people actually want to watch.
The technical stuff? You'll learn it. The creative stuff? That comes with practice. But the strategic thinking? That's what separates the pros from everyone else drowning in the sea of content.
Start with WHY someone should watch. Edit with HOW they actually watch. End with WHAT they'll do next.
Everything else is just details.
Want to see this stuff in action? Check out my work at jayshivam.com. Or don't. But if you're a creator who's tired of editors who just cut and paste, maybe we should talk.
P.S. - If you made it this far, you're probably serious about this stuff. The real secret? There's no secret. Just lots of practice, fucking up, and getting better. Now go edit something.
