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One of the most crucial parts of the creative and storytelling process. Editing is all about crafting your story with the content you have captured. Good editing is the difference between something that feels flat and confusing and content that grabs your attention and makes you feel something.

Why should you care about editing?

Crafting the Story

First off, let's talk narrative. Editing isn't just about cutting and splicing; it's where the story truly comes to life. Imagine you've got all these puzzle pieces (your footage), and now you're putting them together to create a compelling, coherent narrative. This is particularly important for agencies, like a video agency in London, that aim to produce engaging content that resonates with their audience.

Setting the Pace and Rhythm

Ever watched a video and felt it dragged on or was too rushed? That's all in the editing. The pace and rhythm of a video can make or break viewer engagement. It's like the heartbeat of your video. Agencies specialising in video production services know that getting this right is key to keeping the audience hooked.

Enhancing Visual Appeal

Editing can transform good footage into something truly spectacular. It's not just about what you shoot; it's how you present it. Think colour grading, visual effects, and transitions – all these elements enhance the overall look and feel of the video.
How much does
Editing cost?

Complexity of the Project:
Are we talking a simple cut-and-trim job for your cousin's birthday montage, or a full-blown cinematic edit for a brand campaign? More complexity often means more time and skill, which equals more £££.

Length of the Video:
Longer videos usually need more editing time. More footage to comb through, more sequences to perfect.

Experience and Expertise of the Editor:
A seasoned pro with a portfolio that could rival Spielberg's will likely cost more than a fresh-faced film school grad, but they also might bring that extra pizzazz to your project.

Additional Elements:
Need special effects that would make Marvel proud? Custom animations? A soundtrack that's not just royalty-free elevator music? These extras can add to the cost.

Turnaround Time:
Need it yesterday? Rush jobs can lead to rush charges.

Rough Cost Estimates

So, to give you a ballpark figure (and remember, it's quite a big ballpark), basic editing can start from a few thousand pounds for simple projects, and soar into the tens of thousands for more complex, high-end work. But hey, you often get what you pay for in the video world!

Remember, the best approach is to clearly outline your project's requirements, ask for detailed quotes from several editors or agencies, and then compare. It's like matchmaking, but for your video project!

The editing process

Ah, the video editing process – where raw footage turns into captivating stories! Let's break it down, shall we? This is especially crucial for any video production agency or video content agency that wants to keep its audience glued to the screen.
Project Preparation
Initial Assembly
Adding Effects and Graphics
Colour Correction and Grading
Audio Editing and Mixing
Final Review and Adjustments
Exporting and Delivery

Editing at Aspect

Aspect has a talented full-time team of editors. Steve, Helena and Caitlin work on a huge variety of projects from TV commercials and brand documentaries right through to product videos and tutorials. We have offline and online edit facilities at Aspect HQ, as well as a shiny new Da Vinci Grading suite. So we’re all set up and ready to roll when it comes to post-production.

Editing FAQs

Ah, the golden question: "How long does editing take?" This is like asking, "How long is a piece of string?" It really depends! But let’s break it down, especially for those in the realm of video production services or running a video agency in London. 

Complexity of the Project
The more complex your video, the longer the editing will take. Are we talking a simple talking-head interview or a multi-location, special effects-laden feature? For a video production agency, a straightforward edit might take a few days, while a more complex project could take weeks or even months. 

Length and Amount of Footage
More footage equals more editing time. If your video is short but you have hours of footage to comb through, it will take longer. A video content agency knows the pain of sifting through days of footage for that perfect shot! 

Type of Content
A corporate video, a snazzy advert, a documentary - each has its own pace and style. An explainer video might need meticulous animation work, while a documentary might require extensive work on narrative flow.
Ah, the speed bumps on the road to a perfect edit! Even the most streamlined video production agency or video content agency can face hurdles that slow down the editing process. Let’s break down these common culprits: 

Overwhelming Amount of Footage
Imagine you're a video agency in London with hours and hours of footage for a 3-minute video. Sifting through all that to find the best shots? I can be time-consuming! 

Lack of Clear Direction or Plan
We never start an edit without a clear vision, script and storyboards. Because when there’s no clear vision or plan for the project, you can end up going in circles. It's like trying to build a house without a blueprint – you might get there, but it'll take way longer. 

Frequent Changes and Revisions
We really value the feedback we get from our clients in the post-production process. They are a key part of the process, and we think will ultimately make the work better. When this can become challenging in edit is where feedback is not iterative. So a client might call out a couple of things for us to look at in the first round of amends. Then come the second we get new feedback on different things. These revisions, especially late in the game, can significantly slow down the process. 

Complex Effects and Graphics
Adding complex visual effects, motion graphics, or detailed animations isn't a walk in the park. This stage can be incredibly time-consuming, especially if perfection is the goal.
This really depends on the type of project. If it's quite simple overlaid animation, the editing process is done first and once the edit is locked and everyone is happy, we would then work on animation elements that are then directly overlaid onto the pictures. The key in this scenario is capturing the shots with these animated elements in mind.  

Where it becomes more complicated is where graphical or VFX elements are more critical to the narrative of the story, where they almost dictate how you might edit the film and piece the story together. In this scenario, some initial design and animation work is done ahead of editing to create initial rough design elements. When the editor then starts work on the story, he can use these placeholder design elements in the edit as he builds everything together. Then once the edit is ‘locked, final versions of these elements can be worked up and added.
Ah, what makes a good piece of editing? It's like asking, "What makes a great story?" It's not just about the words; it's how they're woven together. For us there are 3 main ingredients that make editing not just good, but great. 

1. Storytelling The Heart of Editing
Great editing tells a story. It's not about flashy cuts or fancy transitions; it's about how these elements come together to narrate something compelling. A video agency will use editing to weave a narrative that resonates with its audience. 

2. Pacing and Rhythm The Beat of the Video
Just like music, a video has its own rhythm. Good editing ensures that the pacing is in sync with the video’s tone and purpose. Whether it's a fast-paced commercial or a slow, emotional piece, the pacing should feel natural and keep the audience engaged. 

3. Visual and Audio Balance Harmony Between Sight and Sound
Editing isn't just about what you see; it's also about what you hear. Balancing the visuals with the audio (dialogue, sound effects, music) is crucial. Good editing strikes a harmony where neither overshadows the other unless artistically intended. People often find it hard to put their finger on what makes a great edit, or a great editor. A good edit just feels right. Often its that the editor just has a natural talent for creating a rhythm and feeling in the way they piece an edit together, and an instinctive understanding of which shot will go well next to each other. So the most important thing is not the technical aspect, the kit you use, the edit suite you’re in. It's so much about the person. And that’s the heart of good editing.
There are a whole host of AI video editing tools out there now. So do we still even need humans? In our experience, AI is becoming a hugely beneficial tool in the edit process. It can speed up the ingest and preparation stage, it can help with searching for music, it can magically extend the edges of the shot to make them appropriate for different aspect ratios, even balance audio levels and do some basic colour correction.

But what it can’t do so well is the storytelling bit. Editing is about crafting human stories in a very intuitive way. For that, you need an understanding of context and of the human emotions at the heart of the story. Using AI tools to edit footage, in our experience, delivers stories that are flat, uninspiring and lack anything to grab the audience's attention.

In summary, while AI is a powerful tool that can streamline certain aspects of video editing, it's not about replacing the artistic soul, emotional intelligence, and creative decision-making of human editors. For video production services, AI offers an opportunity to enhance efficiency and creativity, not replace it. The future of video editing lies in the synergy between AI efficiency and human creativity.
When it comes to high-quality video editing software, there really are two main options: 

The Industry Standard

Pros: A powerhouse in the industry. Known for its robust features, cross-platform compatibility, and integration with other Adobe apps like After Effects and Photoshop.

Cons: Can be resource-heavy and has a steeper learning curve for total beginners. 

TheHollywood Hero

Pros: A mainstay in professional film and TV editing. Known for its powerful media management and multi-user collaboration features. It's great when you are dealing with a significant amount of media, like for recurring TV episodes.

Cons: Its interface and workflow can be complex for newcomers. It’s also one of the pricier options. 


Ready to add some colour to your video? Let's make it happen! With Aspect, you're not just getting a colour grading service; you're getting a creative partner who's ready to make your video pop, sizzle, and everything in between. Let's paint the town (and your video) with every hue under the sun!

I got lucky

Said no gold medallist ever.