A look back at the first round of edits — what is working, a few things to change, and how to find the next hook.
New York gave us the strongest material we have had. Before we say anything, we want to hear from you first — what would you change, and what do you think worked?
We are using them, which is good. Now the levels. Enough to make the video interesting, never enough to sit on top of it — they belong behind the edit, not in front of it.
There is a lot from 28 to 30 August nobody has touched. Be holistic about it — go through the whole folder before deciding what to cut.
Adding clothing or props onto the interviewer worked really well — more of that. Stickers and images make an interview fun rather than flat.
Some clips come in needing a grade. Notice it before you build the edit around it and raise it — a finished piece cut from ungraded footage is a re-do.
Each batch should have a goal, not just a count. Decide what a day of footage is for before you start cutting it.
We all stay on the same fonts, so the grid does not read as four different editors.
Text hooks, memes, street interviews, captions — all Helvetica. As close to Instagram’s own font as possible. Clean and uniform beats decorated.
Only on event highlight titles — “A little Nancy moment in NYC” is one. Around 20px. Not on memes, street interviews or text hooks.
If Susan asks for a specific font or a current vibe, that wins. Google it, use Google Images to match it, replicate the treatment. Case by case.
The strongest moments are being missed because the folder was never watched to the end.
If it has already been used, find another one. The same shot with a new caption is not a new post.
We would rather have fewer edits that were each chosen on purpose.
Short and direct works. Not everything needs building.
Sounds, instrumentals, or a section of a track where the vocal is not carrying it.
Tag Rahul or look into it before you build the edit around it. A claim lands after the work is done.
The patterns come with time — what works, what does not. But they come after the questions, not instead of them.
Everyone works from the same settings so the output is consistent. Screenshots to follow, and we will walk through them on the call.
Fonts, sizes, caption style, sound effects folder
An outlier is a post that beat its own account’s normal by a wide margin. Not the biggest account — the biggest gap. That gap is what tells you the idea did the work, which means it can be copied.
Loads of comments, or copy that is genuinely good.
The number means nothing until you know their normal.
Just look at the view counts. No maths, no tools.
Everything they post does this. The account did the work.
Obviously higher than the rest. Take the hook shape and fit it to our footage.