Mistakes Content VAs Make in Video Processing

We have been processing many videos via MarketScale and noticed a recurring problem: Content VAs missing the mark by treating video processing like a visual effects showcase.

Many people who consider themselves “video editors” don’t realize what they’re getting wrong. They don’t understand that video is not just to be “edited” in the typical freelancer method but needs to drive results.

They don’t know that a content VA is more powerful than a “video editor“—since the edits are not superficial visual effects but highlight the most meaningful parts.

AI tools are already doing a better job with mechanical processes, such as editing videos.

However, AI tools can’t work alone; human input is needed, ideally from someone who truly understands the content. This approach speeds up the process and avoids the #1 VA mistake.

To avoid this mistake that content VAs make, we’ve moved away from the notion of “video editing” to focus on “video processing.”

Understanding the GCT (Goals, Content, and Targeting) of the video you’re working on is key to success.

Why GCT Matters in Video Processing

The term “video editor” often implies a need for complex editing skills, including sound effects, b-roll, and complex transitions. However, our approach to video processing is different.

We prioritize aligning each video with the specific Goals, Content, and Targeting (GCT) rather than adding unnecessary effects.

This ensures the video serves its intended purpose, whether it’s for brand awareness, lead generation, or another business goal.

Key Point: Without understanding the GCT of the piece, you won’t know what’s most meaningful. So, the highlights selected by most “video editors” are what seems more important to them but aren’t actually the key points.

Content VAs’ Mistakes in Video Processing and How to Prevent Them

1. Misunderstanding the Business Goals: Focusing on creative aspects like special effects without understanding the video’s purpose. The solution here is to always begin by reviewing the video’s GCT. Before video processing, understand the business objectives, target audience, and core messages.

2. Ignoring Content Elements: Overlooking important content elements leads to videos that don’t resonate with the target audience. You should consider the content’s tone, style, and key points. Ensure these align with the brand’s voice and the message it intends to convey.

3. Inadequate Targeting: Failing to tailor the video to the specific audience, resulting in a generic product. Always use the GCT to guide your processing choices, from visual style to pacing, ensuring the video appeals to the intended audience.

Another mistake that content VAs make is processing videos without following our QA checklist. The checklist provides guidelines for incorporating features such as bumpers, captions, and b-roll.

One Minute Video QA Checklist

General

• Ensure the spelling of your name is correct.
• Use square or portrait format (1080 x 1350 or 1080 x 1920).
• Add matching music.
• Do not start a sentence with “so.”

What Not to Do

• Do not include an intro bumper.
• Do not use copyrighted music or images.
• Do not use images found by using Google or a general search engine.

Intro

• Add a lower third with your name that lasts 5 seconds at the beginning of your video.
• Ensure the lower third is placed in the frame’s left or right lower third.

Captions

• It must be centered.
• Ensure the font is readable (we suggest white).
• Caption lines must not exceed three.
• Must not contain: “Uh,” “Um,” or “Hm,” words that have been repeated due to stuttering.
• Do not include curse words.
• It must be placed at the bottom of the video in the 1:5 or 4:5 aspect ratio.
• For portrait videos, you can change their placement according to the video’s subject.
• Captions must not take up more than 20% of the frame.

Main Content

• Remove clips where you say “uhs,” “ums,” and “hms.”
• Mute audio clips where you curse or place a “beep” noise over them.
• Remove low-authority moments, such as when you stutter, when there is dead air, or when you use filler terms and other items that detract from the story.
• Cut moments that do not belong, such as when people say, “This is my first time speaking…,” “I’m nervous…,” “I’m scared…,” or “I haven’t talked into a microphone before…”
• Trim intros and outros as needed.
• If you have two clips of the same video, transition between the two camera angles.
• Do not cut off your head when filming your one minute video, and be careful not to cut off too much of your body on the side of the video frame.
• Ensure that the audio is synced with the video.

Outro

• Add another lower third with your name that lasts for 5 seconds.
• If applicable, show shots of the audience clapping.

Below are two examples of videos that follow our One Minute Video QA checklist.

QA Checklist for Editing a 1 Hour Long-Form Podcast Video

1. Start with a hook. It should be followed by a killer snippet from the interview that is up to 15 seconds long. Then, cut it with OBB (Opening Break Bumper) and proceed to the introduction, followed by the entire video. Watch the first 45 seconds of this video to see what it should look like.

2. Color Correct/Color Grading. This will improve the general appearance of the podcast video and make it look more professional and appealing to watch. If two or more camera angles are provided, ensure that the color balance for the A-roll matches the others.

3. Cut pauses, dead air, long breaks, and unnecessary scenes. You can accomplish these tasks using the “remove filler words and shorten word gaps” option in Descript.

4. Insert lower thirds. We usually add the lower thirds while introducing the person.

5. Reset the audience’s attention every 10 seconds. Avoid making them stare at the speaker for more than 10 seconds without any visual support (b-roll, photos, screenshots, text animation, motion graphics).

6. Add a call to action. Check out relevant websites and social media to generate leads or promote their brand. Note: Follow the client’s color scheme/codes if they have one.

7. Create a YouTube thumbnail (1920×1080). Consider each podcaster’s color palette/scheme.

Below is an example video that follows our QA Checklist for a 1-hour long-form podcast video.

QA Checklist for Editing a Video for YouTube or a Landing Page

1. Understand the content so you don’t add random b-rolls or animations to the video.

2. Start with a hook. This can be 10-15 seconds long since YouTube videos usually run longer than FB and IG videos. Then transition to the main video with an OBB (Opening Bumper).

3. Always follow the client’s branding colors.

4. Alter the video to the desired format: 16:9 or 1920×1080.

5. Remove unnecessary chatter, scenes, and dead air.

6. Ensure our client looks and sounds professional.

7. Add lower thirds of the speaker when necessary. Place these whenever the speaker is introduced or introduces himself/herself.

8. Always double-check spelling, punctuation, and other grammatical errors, as we want to minimize the number of iterations.

9. Color grade/correct when needed.

10. Add relevant b-roll, superimposed text, or graphics. Do not use stock images.

11. Let the audience see what the speaker is saying. Do not make the audience stare at the speaker for more than 10 seconds without any visual support (b-roll, photos, screenshots, text animation, motion graphics).

12. Add minimal background music. Do not use copyrighted music.

13. If needed, add a call to action according to the video’s content and purpose.

Below is an example video that follows our QA Checklist for editing a YouTube or landing page video.

Key Takeaway

To summarize, content VAs can achieve the best output from the video by:

Understanding Video Content/GCT

Content VAs must grasp the Goals, Content, and Targeting (GCT) to avoid producing ineffective videos. Misaligned objectives or inadequate targeting can disrupt the message. Always start with the GCT to ensure the video’s purpose, tone, and style align with the brand’s goals and audience.

Adhering to Video Processing QA Guidelines

Follow a strict QA checklist for consistent quality. Focus on correct spelling, clear captions, and removing filler content. Avoid over-editing and ensure the video meets platform-specific guidelines, like using relevant b-rolls and adding appropriate lower thirds.