Video editing refers to the motion footage processing techniques by refining, merging, and synchronizing it to a compelling and understandable narrative. Professional-grade video editing impacts a business’s video marketing goal, SEO, brand building, and reputation, creating a loyal clientele.
There are different video editing types, including linear video editing, non-linear video editing, offline editing, online editing, montage editing, narrative editing, among others, all of which are categorized into four: technical video editing, purpose-based video editing, specialized video editing, and platform-based video editing. Popular video editing techniques include continuity editing, J cut and L cut, match cut, jump cut, wipe, fade in/fade out, freeze frame, stacking techniques, cutting to music or sound effects, etc.
According to a 2025 research paper published in Mordor Intelligence titled Video Editing Market Size & Share Analysis – Growth Trends & Forecasts (2025 – 2030), global video marketing is projected to reach $4.78 billion by 2030. Professionally edited videos are used in all industries including the e-commerce industry, the media and entertainment industry, the gaming industry, and the service providing industry, to fulfil organizational marketing goals.
What is Video Editing?
Video editing is the post-production work to create a high-quality, compelling narrative by cutting, synchronizing, and adjusting multiple footage, adding elements, effects, and colors to enhance video quality, appearance, and deliver a complete message. Quality videos contribute to building brand reputation, driving traffic, boosting engagement, and sales for brands. Videos get published at different marketing channels, such as e-commerce businesses’ product listings, company websites, and social media video marketing. Expert photo editors apply versatile editing styles and manipulation techniques to create a powerful and well-explained narrative.
What are the Types of Video Editing?
The types of video editing are linear editing, non-linear editing, offline editing, online editing, montage editing, narrative editing, documentary editing, etc, categorized based on purposes, applied techniques and audio and video, publishing platforms, and specialization as follows.
1. Technical Video Editing Styles
2. Purpose-Based Video Editing
3. Specialized Video Editing Services
4. Platform-based video editing
1. Technical Video Editing Styles
Technical video editing style is a fundamental type of editing that includes footage assembling, synchronizing, and finalizing to yield organizational efficiency, improved visual quality, and scalable output. The process is distinguished from other types through professional standards and applies to all types of videos used in video marketing.
Linear Editing
Linear editing is to edit videos in a chronological and pre-ordered way. It is the traditional tape-to-tape editing style, which includes footage selection, in and out point setting, A/B roll editing, transition and effects adding, recording videos from source tape to master tape, etc. Linear video editing is used in analog tape decks, archival film editing, film splicers, live broadcasting, etc.
Non-Linear Editing (NLE)
Non-linear editing (NLE) is a non-destructive digital video editing where videos stored in drives, hard disks, or servers are revised and arranged in any order, such as online video content, commercials, documentaries, etc. Opposite to linear editing, NLE is usable on mobile. The technique includes multi-track layering, keyframing, timeline editing, and audio synchronization.
Offline Editing
Offline video editing is the first process of editing where the video’s structure and output are decided by creating a proxy low-resolution file. It works as a base for online editing to decide the video sequence, pace and mood without much computer resources. Offline process includes rough cutting, timeline assembly, marking in/out point, arranging scenes, etc, which contributes to minimizing cost and error and maximizing blueprint creation for high-end editing. TV series, films, and animation mostly receive offline editing.
Online Editing
Online editing is the final stage of video editing that creates a final cut. The process involves applying color correction, adjusting audio, and other basic to advanced-level editing to meet technical standards, and submitting it for distribution. Online editing is used for every type of video available in the media.
2. Purpose-Based Video Editing
Purpose-based video editing is the type to create engaging video content that aligns business’s objective, intended function, purpose, and effectiveness. This editing type is differentiated by style and clarity to craft brand-specific messages, which is effective for e-commerce brands, content creators, and advertisers to set themselves apart from the competitors.
Basic Editing
Basic editing of videos is the fundamental editing method of arranging, resizing, and refining raw clips that create coherent and synchronized narratives. It encompasses the core tasks for all types of video-post production and works as a base for high-end video editing. The process starts with footage importing, removing flaws, cutting, arranging, synchronizing audio and video, colors, effects, and transition techniques etc. Basic video editing is used for personal vlogs, live event recording, social media content, family videos, educational presentation, corporate projects etc.
Montage Editing
Montage editing is the video editing technique of creating videos by condensing time, space, and data of multiple short clips. The process includes fast-paced cutting, using visual motifs or recurring elements, and adding music, sound, and voiceovers to deliver the change or summary efficiently. Montage editing is used for product launch teasers, event highlights, fitness videos, etc.
Narrative Editing (Continuity Editing)
Narrative editing is the type of editing that arranges shots to develop a cohesive and logical story structure to engage viewers with space and time. It assembles scenes in chronological order and includes the application of different continuity rules such as 180-degree rules, eyeline matches, match cuts, etc. Narrative editing is used for scripted web series, educational and instructional videos, explainer videos, etc.
Documentary Editing
Documentary editing is video editing that creates compelling and informative narratives of interviews, real-life footage, events, etc. It involves reviewing a large volume of raw clips, selecting key interviews and B-rolls, structuring the story arc, and applying audio, video, and graphics—all to develop factual accuracy. Documentary video editing is used for non-profit advocacy videos, wedding videos, case studies, event recaps, etc.
3. Specialized Video Editing
Specialized video editing is the editing type that includes advanced-level video post-production methods on raw clips to create impactful and purpose-driven narratives. These types of editing differentiate brands with enhanced and engaging storytelling, resulting in attracting the target audience and strengthening brand value.
Color Correction and Color Grading
Color correction and color grading are visual enhancement editing techniques applied to exposure, hue, saturation, and white balance to maintain color consistency and creative color combinations in the videos. While editing footage from different cameras and lighting conditions, color correction, followed by color grading, is used to achieve depth, a specific mode of tone. These ensure consistent and on-brand videos such as commercial videos, corporate videos, animation, music videos, films, etc.
Motion Graphics / VFX Editing
Motion graphics/VFX editing is an advanced-level video editing technique where different elements (graphics, text, logos, 3d objects, icons, illustrations, and effects) are implemented on the videos that were absent from raw footage. VFX or motion graphics add dynamism to the videos, simplify complex ideas, and deliver an accurate brand message. Examples of motion graphics or VFX use are often seen on product explainer videos, music videos, animation, etc.
Subtitle and Caption Editing
Subtitle and caption editing is the process of creating and placing text overlays on video dialogues, narrations, or sound effects for uniform interpretation. This technique transcribes audio-visual content, connecting global viewers, such as e-learning videos, multi-lingual video content, movies, and dramas from different languages, etc. Caption and subtitle editing includes customizing fonts, font color, and placement, matching speed and visual cues, etc.
Sound Design and Audio Editing
Sound and audio editing is the part of video editing that refines and transitions audio into a high-fidelity sound to achieve a seamless and engaging viewers’ experience. Audio editing and sound designing techniques include removing background noise, adding Foley, level balancing, sound synchronization, etc. It is mostly used in YouTube content, TV commercials, music videos, corporate presentations, etc.
4. Platform-Based Video Editing
Platform-based video editing is an online or cloud-based video editing type that allows a video editor to access and edit videos from any device instead of using desktop-based software. With internet access, video editors can work in real-time and collaborate with others. It is a popular editing type that caters to business visual content needs within a faster timeline, producing consistent and high-end videos.
Social Media Video Editing
Social media video editing is the process of resizing, formatting aspect ratio, adding captions, upgrading video quality and resolution, adjusting colors, to create short, creative, and engaging content for social media platforms such as YouTube, TikTok, Pinterest, etc. Social media video editing makes videos dynamic and increases the target audience’s interaction.
Commercial / Ad Editing
Commercial or ad editing is the process of selecting and arranging clips to create short and engaging TV commercials, ad campaign videos, promotional videos, etc, for promoting products, services, creating brand awareness, and increasing conversion rates. This type of editing requires precision and advanced video editing knowledge to formulate emotional storytelling. Advertisement or commercial editing prioritizes storyboarding, scripting, strategic placement of logos, sound designing, color grading, motion graphics, etc.
Educational / Explainer Video Editing
Explainer video editing is the editing that breaks down complex ideas into a simple and digestible way by merging different footage and transition techniques, combining clips, synchronizing voiceovers, adding annotations, transitions, and graphics etc. Explainer or education video editing is used on online course videos, product tutorials, corporate training modules, etc.
Podcast / Talk Show Editing
Podcast or talk show video editing is the editing technique that focuses on streaming platforms’ videos or podcast shows to ensure audio-visual alignment, clarity, and flow for better viewers’ understanding. This type of editing includes removing filler words and background noises, synchronizing audio and video, adding intro and outro, multi-track editing, using J and L cuts for smooth transitions, using captions, etc.
E-commerce / Product Video Editing
E-commerce product video editing is the editing type that focuses on product videos to highlight product features, benefits, and use cases for users to easily understand and for brands to increase conversion. This type of editing includes text overlays, adding close-up shots, color correction, adding sound or music, fast-paced cuts, motion graphics, etc. Examples of product video editing are product launching videos, unboxing videos, product offer videos, etc.
YouTube Video Editing
YouTube video editing is specifically used on YouTube videos, ads, and reels for better viewer retention. Considering the high demand for YouTube videos, this editing technique includes cutting for pacing, adding intros, outros, adding jump cuts, subtitles, color grading, sound designing, etc.
Real Estate Video Editing
Real estate video editing is the editing type applied to real estate properties, virtual tour videos, and promotional real estate videos to highlight space, location, benefits, and ambience. Editing techniques include stabilizing drone footage, merging several clips, sequencing walkthrough shots, adding text overlays, smooth transitions, etc.
Event Video Editing
Event video editing is used for editing conference videos, wedding videos, family and corporate program videos, party videos, concert videos, etc. Techniques include selecting key moments, synchronizing multi-camera angles, adding transitions, montage and highlighting, using slow motion, and time-lapse, etc.
Travel / Lifestyle Vlogging Editing
Travel or lifestyle vlogging video editing is the type of editing to capture viewers’ attention to the story or journey by improving colors, adding narratives with scenic b-roll, sound designing, location tags, jump cuts, etc. It is used on YouTube videos, lifestyle stories, tourism promotional videos, etc.
What are the Video Editing Techniques?
Video editing techniques include continuity editing, J cut and L cut, match cut, jump cut, montage, smash cut, standard cut, wipe fade in/fade, etc. Video editors decide the series of applied techniques based on the clients’ requirements and needs. E-commerce video editing has a structured way, but social media video editing allows room for creative and custom applications. The techniques used in video post-production are categorized into 4 segments.
| Segments | Techniques |
|---|---|
| Core Continuity & Narrative Techniques | Continuity EditingJ cuts & L cutsMatch CutJump CutMontageSmash CutCross-Cutting/Parallel EditingCutaway/Insert ShotsCutting on ActionNot Cutting (Long takes/Single shot) |
| Transition Techniques | Standard CutCross Dissolve / Cross FadeWipeFade In / Fade OutInvisible Cut / Hidden Cut |
| Creative & Stylized Techniques | Split Screen/PanelingFreeze FrameSound Bridge/OverdubStacking Techniques |
| Rhythm & Audio-Based Techniques | Cutting to Music or Sound Effects |
Continuity Editing
Continuity editing is creating consistent and continuous clips with shots having differences in time, location, and actions. It is a film editing technique that focuses on matching screen direction, consistent lighting, eyeline matching, etc. It maintains logical narrative flows and progression. Continuity editing is used in narrative feature movies, TV dramas, etc.
J Cut & L Cut
J-cut and L-cut are audio-visual combination techniques; J-cut introduces the next scene’s audio in the existing scene, and L-cut carries the audio of the existing scene to the next scene. These methods are used for creating natural and smooth transitions between scenes, used in documentaries, interviews, and corporate videos.
Match Cut
Match cut is the process of merging visually similar cut scenes with seamless transition, and thematic connection to improve storytelling. It is used in films, music videos, advertisements, etc.
Jump Cut
Jump cut is the abrupt cut between shots used for showing visual differences by changing time or position. It is used for creating tension, urgency, or disorientation. Jump cut is used in movies, vlogs, music videos, etc.
Montage
Montage is a series of edited, condensed, and combined footage to deliver fast information. During this editing, rhythmic pace, smooth transition, and thematic coherence are essential. Montage editing technique summarizes an event or story, such as sports highlights, fitness promos, training videos, etc.
Smash Cut
A smash cut is a sudden cut of a scene to serve a surprising, shocking, comedic, or emotional purpose, such as in horror films. It includes strong contrast in tone or content, such as horror and thriller movies. To differentiate from Jump cut, smash cut changes tone, mood, or location, whereas jump cut shows the passage of time.
Cross-Cutting / Parallel Editing
Cross-cutting/parallel editing is used for creating action scenes simultaneously happening in different locations at the same time, such as crime dramas, narrative films, etc. While using these techniques, expert video editors balance narrative paces to build tension.
Cutaway / Insert Shots
Cutaway or insert shots are used to draw viewers’ attention to any detail instead of the main action. It is used for providing context that relates to the primary scene, such as food vlogging videos, instructional content, etc.
Cutting on Action
Cutting on action or match on action cut is the video editing technique where cuts between shots happen during a continuous flow of action or movement. Match on action cut is used for maintaining visual flow and hiding the cuts, such as dialogue scenes and action scenes, such as sports broadcasting, dialogue scenes.
Not Cutting (Long Takes / Single Shot)
Not cutting refers to the extended shots without having any cuts, such as live broadcasts, art films, etc. The footage comes from planned choreography and a steady camera position. The not-cutting technique adds realism to the video.
Standard Cut
Standard cut is the clean and simple cut where one clip ends and another clip starts. It doesn’t have any transition or special techniques applied; rather, logical narrative flows, such as corporate videos, commercials, etc.
Cross Dissolve / Cross Fade
Cross cross-dissolve / cross-fade video editing technique is to make a transition dissolve or fade in between clips. It softens scenes and is used for documentaries and dramas.
Wipe
Wipe in video editing is a transition technique when one clip wipes or moves the other one. The technique focuses on clean edge movement and consistent speed to create a styled scene change. Wipe is often used in TV shows, retro films.
Fade in / Fade out
Fade in or fade out is the video editing technique where transition parts gradually change the opacity to black or another color between scenes, signaling the end or beginning.
Invisible Cut / Hidden Cut
An invisible cut or a hidden cut is used to create an illusion of continuity by merging two similar frames and hiding the transition, for example, in music videos and action sequences.
Split Screen / Paneling
Split screen or paneling in video editing is the technique to include multiple scenes simultaneously with the main scene on the screen. The technique visually separates the parallel actions that happen in the scene, such as interviews.
Freeze Frame
Freeze frame is a styling technique in video by pausing or freezing a single frame to hold a moment. It is used for emphasizing a key scene, such as sports highlights, instructional videos.
Sound Bridge / Overdub
The sound bridge is a video editing technique to connect two scenes through sound. Overdub is applying new audio over an existing audio piece, such as voice-over, sound effects. Both techniques aim to create consistent audio and facilitate thematic transitions, for example, in narrative films.
Stacking Techniques
Stacking techniques are layering audio and videos on top of each other within a timeline for applying visual elements, composite effects to enrich the demonstration of narrative, such as commercials and music videos. This technique creates depth and adds complexity to the videos.
Cutting to Music or Sound Effects
Cutting to music or sound effects is the editing technique for precisely designing and synchronizing sound or music to the video. Accurate timing, audio-visual harmony matter the most for this editing, and it enhances rhythm and mood for the viewers, such as music videos, commercial trailers, etc.
Why Do E-commerce Brands Need Professional Video Editing?
E-commerce brands need professional video editing to enhance brand awareness, improve buyer engagement rate, boost online traffic, and drive results as powerful marketing tools. According to a 2025 report by Statista titled “Digital video advertising and marketing worldwide” – statistics & facts, it is revealed that the number of global digital video viewers has reached 3.37— a great opportunity to reach maximum audience for e-commerce brands.
- To Enhance Brand Awareness
Short, crisp, engaging, and professionally edited videos speak volumes about brands and contribute to building brands. As viewers see the products with clarity, it eliminates their confusion and reassures them of the product quality and brands.
- To Improves Buyers’ Engagement Rate
Well-edited videos drive a higher engagement rate for social media platforms. As the 2025 report by Wyzowl titled Video Marketing Statistics 2025 has reported that 91% consumers prioritize video quality they build trust in a brand. Quality videos reflect brand professionalism and earn consumers’ trust and credibility, making the brand well-recognized and building a loyal clientele in the long run.
- To Boost Online Traffic
Professionally edited videos connect viewers, highlight products’ features, and make a uniform appearance of products both in physical and digital platforms, convincing viewers to purchase products. It yields an increasing number of traffic for marketers and product brands and drives more potential customers to the stores.
- Drives Result as a Powerful Marketing Tool
Videos reach distant clients. Professionally edited videos are usable in multi-platform marketing, optimized for different sales channels, and published with uniformity in brand message delivery across all platforms. A 2025 statistical report published on Wyzowl titled Video Marketing Statistics 2025 has reported that 89% businesses use video as their marketing tool.
Why Does Professional Video Editing Matter in Marketing?
Professional video editing matters in marketing to engage a niche-relevant audience and boost the conversion rate. E-commerce businesses yield manifold benefits by receiving professional video editing as follows.
- Professional video editing ensures a visually well-structured, styled, and polished narrative that builds credibility. It also improves audio quality, synchronization, and translating to a positive viewers’ experience.
- Editing optimizes and enables videos for SEO performance to publish on different sales channels and multi-format content creation. Marketers get to repurpose their videos for launching ad campaigns and increasing watch time.
- Well-edited videos appeal to viewers’ emotions and interest by clarity, conciseness, and engaging content.
- Video editing allows creating synchronized, platform-specific, and consistent narratives to reinforce brand identity.
- Video editing by experts effectively integrates CTA and boosts conversion rates for brands.
