Identifying Your USP And Standing Out From Competitors Online

Identifying Your USP And Standing Out From Competitors Online

Identifying Your USP And Standing Out From Competitors Online

Identifying Your USP And Standing Out From Competitors Online

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Standing out is something none of us wanted to really do in school… but all want to do in business.

With so many businesses out there, there’s bound to be a need to stand out, even from those that don’t offer the same products or services you do.

And this is even more important when it comes to online.

So hey, I’m Danny, I’m going to explore how we identify what makes a business stand out online in this week’s Giant Wednesday.

It’s no longer the case that you need to ready yourself to stand out online, it is the case, full stop.

Pretty much all businesses are online in one form or another these days, and standing out is a matter of survival.

It’s also something you’re going to need to put continued, evolved efforts into as the world of business, digital and… well, the state of the world evolves around us.

Identifying how you can stand out from the competition means you need to be checking out what your competitors and surrounding companies are doing.

So let’s start with a question: what makes you stand out?

I don’t mean you personally, I mean your business. 

 

Imagine you’ve got a shop, you sell children’s toys. What would make your brand different from others?

Maybe your storefront is really brightly painted, with a snazzy window display and someone demonstrating the toys you sell outside on the street. 

I’m pretty sure that would grab some attention as people walk by!

Well, the same is true in digital and when we identify what makes us different from the competition online, we call that our unique selling point or USP.

This can be clear, to the point statement that describes the benefits you offer as a business, how you might solve your customer needs and what distinguishes you from the competition.

For example, you might only sell environmentally friendly toys, all recycled, all uni-sex and hand made in the local area.

That’s definitely a USP and something you can use to your advantage when marketing and standing out online.

 

To help you define your USP, ask yourself these questions

  • Who is my target audience?
  • Who are my competitors?
  • What problems do my audience have?
  • How can I solve them?

 

Ask yourself these questions, note down your answers and you’ll be able to string together a concise statement that becomes your USP. 

For example, as the toy business, your target audience is probably parents or people with children in their lives. 

Your competitors are likely other toy shops or some big brand companies that sell toys at lower prices. 

Your target audience are probably looking for ethical, sustainable and hardwearing toys that will last a long time and come from a business they can trust. 

And you can provide that with your locally made, environmentally friendly products and a trusting online presence.

So your USP would be that you provide hard-wearing, long-lasting, sustainably and locally made children toys with a customer service guarantee. 

 

Your USP should be something you display on your website, your social media and other marketing materials, as if it becomes your tag line!

Letting potential customers know from the get-go what makes you different from the competition.

These ways of thinking will help you address your own unique selling points, but also help you understand those of your competitors – really helping give you an advantage in standing out.

Once you’ve worked out your USP, the next step is seeing new potential avenues to stand out from competitors online

So why don’t you look at things like:

  • Whether they have a social media presence 
  • Where they appear in search engine results for relating search terms
  • Whether they’re running adverts on social media 
  • What kind of content they’re posting 
  • Whether people are talking about them online

All of this is useful information to help inform your own online and marketing activity and all topics we cover in other episodes of Giant Wednesday so check them out.

An optimised, present and active online presence will only do you favours! 

 

In an always-on, fast-growing world, standing out by knowing your unique offering, being where your competitors are and aren’t, and tailoring everything you do to customer needs and pain points will stand you out.

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Adobe Creative Cloud Apps Explained: For Your Marketing

Adobe Creative Cloud Apps Explained: For Your Marketing

Adobe Creative Cloud Apps For Marketing

Adobe Creative Cloud Apps For Marketing

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

If you’re looking to create some sweet new content for your business to help with your marketing, you really don’t need to look any further than the Adobe Suite.

But with so many separate programs to choose from, which one is best for you?

P.S. This is no way endorsed, I’m just a big fan.

Well let’s find out, I’m Alex, and this Giant Wednesday. 

 

It used to be several years ago that you had to buy Adobe programs separately, or as a bundle, but you were basically locked into one version of the program, with the need to upgrade every time Adobe brought out some shiny new features.

Bring on the pain of moving the old version you paid for into the recycling bin…

But thanks to Adobe’s clever marketing, the Creative Cloud (or CC) is a subscription service that gives you access to the latest tools and programs from the Adobe arsenal.

So long as you are subscribed, you always have access to the latest versions and the best tools for your content creation.

But with great power, comes great… confusion?

If you’re new to the incredible possibilities of Adobe software, you may be a little intimidated by the level of choice.

So let’s go through the big dogs of the Creative Cloud and see how they can each help take your marketing to new heights.

 

Photoshop For Marketing

So unless you’ve been living under a rock, you should have a fairly basic idea of what Photoshop is. I mean, it’s literally become a term in the dictionary.

Photoshop is the program to use when you want to easily edit your photos and create new graphics for your website or marketing materials.

Within Photoshop, you can edit existing photos to adjust the lighting and then save them as a format that works for you. Even doing fancy things like removing backgrounds, which we’ve covered in an episode of Giant Wednesday Creative!

You can also easily change the dimensions of an image, and use the Save for Web feature to save a high-quality image, with a low file size – perfect for web graphics.

 

Illustrator For Marketing

So when I first started as a content creator, I always ignored Illustrator because I thought it was similar to Photoshop. But this isn’t the case! Illustrator is a fantastic program for creating vector graphics.

Let’s explain the difference;

Programs like photoshop work with raster graphics, which is basically pixel data. This means that the dimensions of your image are finite, and if you blow it up too big, or zoom in too far, you’re going to end up with a screen full of pixels.

Programs like Illustrator deal with vector graphics, which is basically your computer doing quick maths to follow a path, so the graphics can be rendered at any size – you want your graphics on the side of a skyscraper? No problem!

This is because, behind the scenes, the data being created by Illustrator is instructions, rather than an actual graphic itself. 

Use Illustrator for campaigns where you want the same branding across multiple file-formats, for example, a flyer, your landing page and a poster. You can load both up in the same screen and easily copy graphics and colours across from one to the other.

If you’re making a logo, we’d recommend using Illustrator too, as many print companies these days will only accept files in .ai or .svg format, which you can only really get out of Illustrator… 

You can create entire artboards with all of your company graphics and logos in one place – ready to export at whatever size is needed.

 

InDesign For Marketing

You’re joking, not another one? 

I never joke about creative software. InDesign is the program to use for publishing and typesetting. In other words, the composition and layout of text.

If you’re putting together a brochure or magazine that’s very text-heavy, you’re going to want to be good friends with InDesign. 

Within InDesign, you can easily layout text into multiple columns, control things like line spacing, and even make text curve around images if you’re really clever!

You can create documents with multiple pages so you can see your whole project at a glance. 

You can then easily export out as a PDF in a colour format that’s ready for physical print, or online viewing.

 

Premiere Pro For Marketing

Okay, you may be pleased to hear this one isn’t an image or text editing piece of software.

Premiere Pro is the program for you for all of your video editing and GIF making needs.

We edit all of our episodes of Giant Wednesday within Premiere Pro, so if you’re a fan of the series, you can kind of get an idea of what you can do with the software.

Within Premiere Pro, you can import image, video, and audio files and stitch them together into a movie masterpiece, with full control over the video dimension and format for whatever social media platform you wish.

You can even now automatically add subtitles to your video which is an absolute gamechanger and something you shouldn’t definitely be doing!

If you’re interested in learning the basics of how to use Premiere Pro, check out this video which will give you a quick introduction to the key features!

 

After Effects For Marketing

Even among experienced marketers, After Effects can be intimidating, but once you get the hang of it, you can use it to make your content even more dynamic. 

After Effects is a digital visual effects, motion graphics, and compositing application.

You can build a brand new composition from scratch, complete with animated text and graphics, or add to an existing video – you want to have a lightsaber in your latest piece of content? Wish granted!

Again, if you want to learn the basics of this beast, we’ve got you covered in this previous episode – aren’t we kind?

After Effects is a great tool to add some extra dimension to your motion-based marketing materials and really stand out.

 

So, that was a quick look at five of the main Adobe programmes that we use for the creation of our marketing materials on and offline.

Each programme has its own benefits for your marketing, however, they are a whole new language to learn so get ready for lots of confusing buttons and options.

If you want your marketing materials to stand out, then mastering these programmes will help.

But if the price tags put you off, then I’d say to you that it is a worthwhile investment…  however there are free tools out there, though limited, that can give you a taste for what’s available.

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Why Your Digital Marketing Strategy Should Be An Integrated One

Why Your Digital Marketing Strategy Should Be An Integrated One

The Benefits Of An Integrated & Holistic Marketing Strategy

The Benefits Of An Integrated & Holistic Marketing Strategy

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

What do you call a marketeer with lots of different marketing strategies all on the go at once?

I don’t know Danny, What do you call a marketeer with lots of different marketing strategies all on the go at once??

Stressed the fuck out.

It’s time to take those separate marketing plans, and integrate them! Wanna find out more, stick around for this week’s Giant Wednesday.

There was a time as a marketeer where running an advert meant an upbeat jingle on the radio, a half-page spread in the local rag or a CTA packed 30 seconds on TV but my how times have changed, and with the domination of digital channels taking over our lives, ensuring your digital strategy, ties up with your….. ‘Non’ digital strategy, is key.

The act of digital marketing is to ‘‘Achieving marketing objectives through applying digital technologies and media.’ obvious enough right, and can consist of Company websites, Mobile apps, Social media company pages, Search Engines, Advertising, Email and automation Or even digital Partnerships with other digital companies

However, to be truly successful, digital strategies must be integrated with traditional forms of marketing to create a  ‘multichannel marketing strategy’ ouuuuuu..

A report from last year found that nearly half of companies don’t have a clearly defined digital marketing strategy let alone integrating it into the overall marketing strategy. 

About 12% are still using a separate digital document, which is still very much only the first step in the fully integrated journey.

From my experience, one of the barriers to starting a digital strategy is just where to start. You don’t have to re-create war and peace. A simple 2-3 page document, highlighting the channels at your disposal whilst following the following:

  1. See – How can people see and come across my brand
  2. Think – Helping them answer questions and think about your product
  3. Do – The act of converting or convincing them to purchase
  4. Care- the aftercare to provide brand ambassadors and promote word of mouth.

I’ll assume you have an awesome digital marketing strategy in place… The next step. Is making it one holistic strategy.

But I hear you saying.. Danny, what’s the point!?

Thanks for asking, and that’s exactly the point of this video, lets go through 5 reasons why a holistic marketing strategy might be a better way to go and what could happen if you don’t.

  1. Consistency of message

If your integrated marketing strategy achieves nothing more than delivering one clear consistent message then it will still have been successful.

Why? Because as soon as your business’s message becomes blurred, unfocused, or inconsistent, you begin to lose your audience.

The importance of delivering one message consistently cannot be overstated! 

And sometimes, when we have a digital strategy and an offline strategy, this message can become blurred. 

Not only will your message always be the same, but the elements of your brand will also line up more seamlessly.

When your style guides, logos, headers, content, and voice are all working in tandem, you’re able to maximise your impact and carve out your own lane within your niche or industry.

 

  1. You become disintegrated 

It’s all too common for digital marketing activities to be completed in silos whether that’s a specialist digital marketer, sitting in IT, or a separate digital agency.

It’s easier that way to package ‘digital’ into a convenient chunk. But of course, it’s less effective.

Everyone agrees that digital media work best when integrated with traditional media and response channels.

If I see a TV advert… I might Google it in a few days.

If a flyer comes through my door, maybe I can’t remember the business name 2 weeks later, but if I remember the offer, maybe Google can help me?

 

  1. You’re wasting money and time through duplication

Even if you are the biggest business in the world, you may be wasting your resources by managing your digital and standard marketing strategies separately.

Doubling up on efforts, tools and software that can otherwise be reinvested elsewhere.

Think of it this way, it’s the difference between designing two visual campaigns instead of one integrated campaign.

A well-oiled strategy will save your business money in a number of areas.

Naturally, having a single message helps you conserve resources and reduce waste. 

You shouldn’t be creating or modifying your message each time you communicate with your customers. Instead, reduce time spent creating, and instead, maximise how you can optimise the message across all your channels.

 

  1. To Create a Consumer Experience

In a digital world, people aren’t just looking for their next new favourite product or service.

Customers want an immersive experience that is delivered on their own terms. In other words, your customers might not want direct mail or TV ad campaigns.

With an integrated marketing strategy, customers help determine how your business’s message is delivered – producing better results for your company.

For example: Being served an advert on social media for a new clothing range needs reinforcing in the real world. instore, on billboards, through famous influencers. Imagine getting to the store to find out it was an online offer only! arghhhh!

 

  1. To Focus on Results

Not only does integrated marketing reinforce the same message in the minds of your consumers, but it also keeps the message and goal crystal clear within your own business or organisation.

When all parties are working in sync, that is when you’re able to create truly impactful campaigns; and the better you’re able to communicate the same message both externally and internally, the greater your return on investment will be.

So perhaps it’s time to make digital marketing, just marketing again, and to tie up all those loose ends in one holistic marketing strategy that drives clarity for your business and its customers.

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Image SEO – Increasing Your Websites Visibility In Search Engines

Image SEO – Increasing Your Websites Visibility In Search Engines

Image SEO - Optimising Your Website Images For Search Engines

Image SEO - Optimising Your Website Images For Search Engines

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Hey… Looking to get your hands on some underutilised, but popular search engine real estate?

Ever wondered if there’s more to photos on your website than just… looking nice?

Well hey, I’m Luke let’s chat about using images to boost your visibility in SERPs in this Giant Wednesday. 

 

So we all know the saying that a picture is worth a thousand words, but can a picture also tell search engines about how great you are? 

The short answer is yes. Or at least, they can help.

With over 60% of the internet consisting of images alone, you can get a leg up on the competition by making sure that your images are optimised effectively and working in your favour.

Image optimisation is one of the most simple, yet overlooked, SEO strategies out there.

But it’s probably not going to be like that for too much longer. In the past year or two, Google has started to push the importance of images and their optimisation on SEOs – both from a usability perspective and with regards to inclusivity. 

In fact, there is even legislation in the US that requires websites to provide alt texts to users, to help ensure that the web is a wonderful place for everyone to enjoy.

When it comes to optimising your images, there are a few things to think about – with alt texts being one of them.

But as web developers and SEOs look to create bigger, better and faster online experiences, it’s getting increasingly important to make sure that your photos and visuals are keeping up.

Having your images appear in image search results will also aid your goal of SERP-domination – generating more impressions, and hopefully clicks for your business. 

With the demand and reward for image optimisation about to get a lot more interesting, we’ve broken down a few of the things you can take a look at right now. Well.. after this video.

 

Number 1: Image File Names

Starting with the basics, the way in which you name your image file, or any file on your website for that matter, is crucial.

They need to be descriptive and keyword-rich, helping Google and other search engines crawlers to suss out the subject matter of your file.

Typical file names will look a bit like “IMG_83746.jpg” but what’s that telling anyone?

It needs to be part of your SEO best practices to rename all the files you upload to your site, thinking about what will help search engines (and humans) understand your image and improve your SEO value. 

Don’t just take a photo like this and name it “Lee-in-the-office.jpg”, instead look to name it something like “man-on-the-phone-in-an-office-smiling.jpg”. 

Think about it like a game where you need to explain the contents of an image to someone. 

And where possible, try to include your keywords at the beginning of the file name!

 

Number 2: Image Alt Text

The alt text, or alt tag, is a piece of descriptive text added to an image that will display if the image can’t for whatever reason. 

Alt-text is also used for screen readers that people may use when visually impaired, making sure no information or functionality is lost, and your site is inclusive. 

For this very reason, your alt text needs to be descriptive and coherent so that the lack of visuals in any case doesn’t negatively affect your site or the experience of the user.

Similar to the image file name, you should do this for all images on your site, and where appropriate, add the keyword for that page.

But don’t overstuff it or make it crazily descriptive, it needs to be accessible for humans first, search engines second. 

 

Number 3: Compressing Your Images

According to HTTP Archive, images make up, on average, 21% of a total webpage’s weight.

Compressing your images essentially help you to reduce to overall file size, without noticeable loss of quality. 

And with that reduction in file size, comes less-bloated webpages and a faster loading speed – all things that search engines favour when it comes to SEO. 

You can use tools like Google’s PageSpeed Insights tool to see which files and images on your webpage are the heaviest, and then look at reducing these file sizes to improve page speed. 

Image compression can happen pre-upload using desktop tools such as Photoshop, or you can install plugins to your website like WP Smush that’ll compress upon upload. 

 

Number 4: Choose the right format

Knowing what image format to use is your next battle, and whilst things like next-gen image formats are great, they’re not yet compatible with all browsers. So keep an eye out for this. 

It’s theorised that the next-gen image format of WebP will be the most common format in the future as it was built by Google themselves – but it isn’t currently supported in browsers like Safari. 

But for now here’s an overview of the formats depending on your images objective:

  • Choose a JPEG for larger photos or illustrations
  • Use PNG if you want to preserve background transparency but be aware of file sizes
  • WebP (on some browsers) can be used instead of JPEG & PNG for high-quality, low file sizes
  • Use SVG for logos and icons which you can then resize in the backend of your site using JavaScript and CSS

There’s no right answer about one preferred file format, but my suggestion – keep an eye on next-gen formats in the future… – not that far in the future…

 

Number 5: Creating Unique Images

And finally, creating unique images.

Like I mentioned at the beginning, things like Google Image Search are another great area of SERP Real Estate to get your hands on.

However, standing out can be quite tricky with many websites using the same… generic… stock… imagery. 

If you can create your own images, and follow all the optimisation techniques I’ve just covered, then your new, unique image could appear in these SERPs too.

This will give you the best chance of generating the clicks you’re after, whilst giving your site users a better experience – win win!

Something else to keep in mind is that you’re more likely to appear on Google Discover if you use your own unique imagery, and for bonus points – use a larger image (at least 1200px wide). 

Essentially, don’t put all that effort in just for someone else’s stock imagery that’s also plastered across your competitors sites. awkward… – make your own!

 

So those were five things to look at to optimise your imagery and improve your overall SEO efforts. 

You can use tools like Google Search Console to track the performance of your organic image search, so go take a look.

If you have any questions, get in touch.

But otherwise, make sure to like & subscribe to our channel for more great digital themed videos every week.

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Adobe After Effects For Beginners – 5 Top Tips

Adobe After Effects For Beginners – 5 Top Tips

Adobe After Effects For Beginners

Adobe After Effects For Beginners

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Have you ever opened After Effects, and (after waiting several months for it to load) quit out straight away because of how scary it looks?

Even if you’re a Premiere Pro whiz, don’t fool yourself into thinking the animation software is going to be a total breeze.

But worry not, we’re here to go through 5 tips that will help you tackle this beast, even if you’re a complete beginner.

 

Opening After Effects

So the first crucial step is opening After Effects. Once opened, you’ll need to create a new composition by clicking on the big button in the middle of the screen. Set all the dimensions for the video you want (we suggest 1080 x 1920), as well as the duration for your video.

Once you hit okay, you’ll be presented with this screen here.

 

 

Let’s break down what you’re looking at exactly.

 

Tip 1 – The Layout

 

On the left side of the screen, you’ll see your project window. You can begin your project by double-clicking in this window to find video and image files to add to your project.

Along the bottom of the screen, you’ll see your timeline. Any video, audio or image files currently in your timeline will show on the left, with the bars on the timeline representing how long they are on screen for. The layer that is on the top layer is the most visible, so bear this in mind if you can’t see something you’ve added to your timeline.

Along the right side, you’ll see a series of options, the only one we’ll cover for today is ‘Preview’ which is where you’ll find your timeline controls such as frame forward/backwards and play/pause. You can play your timeline by simply hitting space – but you can change this key in the preview window to something you may prefer.

Should you wish to change your composition settings at any point, such as dimensions, or length – go to Composition at the top, followed by composition settings, which will allow you to edit as you see fit.

 

Tip 2 – Controls and shortcuts in After Effects

 

 

To make your Adobe After Effects journey easier, it’s crucial that you learn some key shortcuts.

With a file in your timeline selected, hit S to adjust the scale of your item, you can then change the numbers to the right of your file name to adjust the size.

Similarly, use the shortcut P to adjust the position, R to adjust the rotation and T to adjust the opacity (yeah, that one doesn’t quite fit the pattern). 

Alternatively, you can see all of these commands at once by clicking the drop-down arrow to the left of your file name which will give you all the properties for that one layer.

 

Tip 3 – The basics of animation in After Effects

 

So now you’re a master of adjusting the position and scale of your elements, let’s learn how to animate these from one video frame to another.

If you wanted one element to move from one side of your screen to the other, scroll to the beginning, and to the left of the ‘Position’ marker (remember, press P if it isn’t visible), click on the stopwatch.

That stopwatch will give you a keyframe for that position marker. Now if you move to another position in the timeline and change your position variable, After Effects will automatically create an animation between those two keyframes.

It’s the same principle for scale, rotation, anything! Try animating the rotation, scale and position of something at the same time – get creative!

 

Tip 4 – Understanding layers and the timeline in After Effects

 

 

Unlike Premiere where multiple video/audio files can sit on one channel After Effects requires you to have a separate layer for every single different file, even the same file cut in half!

Because of this, we’d remind you that After Effects isn’t cut out as a video editor. If you’re chopping the umms and ahhs out of a reel of footage, you’re going to end up with a million layers if you use After Effects to do this. Our recommendation? Edit your video in Premiere Pro, and then export it to After Effects to add all the glitter.

If you did want to split a layer on your timeline, simply scroll to the point that you want it to be, and then hold ‘command/ctrl + shift + D’ that will split your layer into two.

You can then either delete that or move it up or down your timeline.

 

Tip 5 – Exporting in After Effects

 

 

So now your masterpiece is finished, you’ll obviously want to know how to export it so you can show the world.

The blue bar that sits on top of your timeline represents everything that’s going to export from our timeline. You can adjust it manually, or you can scroll to the point where you want your video to begin and press B, and then set the endpoint by pressing N.

Once this is adjusted, head on over to file > export and add to render queue.

It’s worth mentioning that After Effects cannot render into H264 or MP4 files, it can only export into things like .MOV files which tend to be quite large, though there are still multiple benefits of having them, such as the option to have transparency in your video.

If you want to export as a .MOV file, make sure your video format is QuickTime, and your channels are set to RGB + Alpha.

Finally hit render which will begin the rendering process.

If you do want to render straight into H264 or MP4, go File > Export and then ‘add to Adobe Media encoder queue’ which will open Adobe Media Encoder.

From here, you can set the location it will output to, adjust your video settings and change your video codec to H264.

Finally, hit OK and then press play at the top to begin the render.

Full disclosure, this may take a while – put the kettle on?

 

That was the basics from us about Adobe Premiere Pro – was there anything we didn’t cover that you were hoping we would? Just let us know and we’ll get back to you!

After Effects is an incredible, versatile program that is well worth the time and patience it takes to learn it. Doing so will add a wealth of different things to your content that will no doubt take it to the next level.

 

For more tips on how you can increase your digital marketing and content game, why not check out our other Giant Wednesdays?

 

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The Basics Of Video Editing In Adobe Premiere Pro

The Basics Of Video Editing In Adobe Premiere Pro

The Basics Of Video Editing In Adobe Premiere Pro

The Basics Of Video Editing In Adobe Premiere Pro

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

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When you load up Premiere Pro for the first time – did you have the same reaction as us?

Sheer terror.

When you open Premiere Pro, it can look very intimidating, but don’t fret – let’s talk you through the basics of making awesome video content.

There are loads of other choices of video software out there, but Premiere Pro is the weapon of choice for me. DaVinci Resolve, Final Cut Pro, iMovie… believe me, I have tried the rest… for me personally, Premiere Pro just works the best.

So let’s start with an easy step – open Premiere Pro.

We’re running Adobe Premiere Pro 2021 on an Apple Macbook Pro, but Premiere has the same layout on Windows computers, so you’ll still be able to follow along.

 

 

OK, so this will probably be the first screen that you see when you open up, so click on create a new project, save it where you like and give it a nice name.

Don’t worry about any of the other settings on here for now, hit OK and it’s going to open up Premiere Pro for you.

 

 

Pretty intimidating, right? It might appear that nothing is obvious, but you’ll soon see that this seemingly chaotic layout all makes sense.

In the bottom left corner, you’ll see your media (or project) folder, so you can begin by clicking on import media, which will open your Finder/Explorer window where you can find files to begin your edit.

Thankfully, Premiere can handle most video and image files, including MP4, MOV, PNG and even GIF files.

What we’re going to show you how to do today, is a couple of videos, one after the other, with a simple transition.

So now we’re going to want to start making our sequence, which is the name of the whole run of the timeline.

So you can create a new sequence by going into your project window and going to File > New > Sequence.

Now don’t be intimidated by the huge list of options – there’s a lot of jargon in here, so if you don’t know the difference between AVCIntra and ProRes RAW – don’t worry, I don’t either!

 

 

You can create a new sequence preset by going into New Sequence, clicking on ‘settings’ at the top, and then you can actually set the frame size to whatever you like. You can then save that as a preset for a nice and easy blank sequence for your next project!

Alternatively, if the video you’re editing happens to be the same size as what you want your final video to be (i.e. 1920 x 1080) then simply dragging the video into your timeline (that big rectangle box in the bottom right) will create a new sequence with the same dimensions.

You may notice that the box in the top right shows the preview of what frame our timeline is on. 

You may also have noticed that dragging the video into your timeline will import the entire video duration to your timeline – what happens if you just want to import part of your video?

In your project window, double click on your video, which will open up your source window in the top left. You can then scrub along your footage, and press I to set your ‘in point’ and O to set your ‘out point’. 

You can then click and hold on the icons below the image preview to drag the video only, the audio only, or both by dragging the video thumbnail across.

At the bottom of the timeline, your video channels are shown as V1, V2 and so on, and audio is shown as A1, A2 onwards. – the more videos and audio that are added, the more channels you will have. Whatever video layer is on top will be the one that is visible at the time. 

So use the tip of selecting portions of your video to drag about 3 different videos into your timeline, one after the other.

 

 

Now we’re going to look at Effects, which you can get to by clicking along the tabs in the top left box. controls of what is in your sequence,

In the Effects panel, you’ll see a list including audio transitions, video effects, and video transitions. So to get a transition between our videos, go to video transitions, and then dissolve. You’ll have options like cross dissolve, where the videos fade into one another.

Dip to black where it will fade to black before transitioning to the next one.

So click and drag whatever transition you want to use over into your timeline and hover it over the line between your two videos. When you let go, the effect will be put in place. Give your timeline a play with the space bar and see if it worked!

You can adjust the timing of your transition by clicking on the little box showing the effect in your timeline, and dragging the effect to your desired length.

 

Motion in Adobe Premiere Pro 2021

 

So now let’s talk about motion. What happens if we want to move a graphic, or a video around our image?

We’re going to put a PNG image with transparency into my timeline and show you how we can give him some animation.

With the graphic in your timeline, you can drag the ends of the video file to make it shorter, or alternatively, you can press ‘C’ on your keyboard to get your cut/razor tool, and then by clicking on the part in your video where you want a cut, the video will be split into two parts. 

You can then change back to your normal click selection tool by pressing ‘V’. You can then click on the unwanted part of your video and press backspace to delete it.

Now let’s change the tab in the top left to Effect Controls.

You’ll see the options for position and scale, and by clicking and dragging on the number next to them, you’re going to be able to control the size of your video or image file.

 

 

In order to create movement, click on the little stopwatch to the left of ‘position’, which will toggle the animation for that layer. Clicking that stopwatch will create a keyframe which saves that setting of position for that frame in the timeline.

If you scroll to another point in your video, and change the position of your graphic, Premiere Pro will create another keyframe, and then automatically create an animation between your two keyframes.

 

Our Secret Weapon

A tool that we use daily with Premiere Pro is Premiere Composer from Mister Horse. We’re not endorsed by them in any way – it’s simply that good, that we’ll sing praises about it.

You can download it for free, with a few sample animations, but to get the full benefit, we’d recommend buying one of their animation packs for Premiere Composer.

Premiere Composer gives you multiple elements that you can use seamlessly within your Premiere Pro workflow, such as 2d animations, sound effects and transitions. 

 

 

It couldn’t be simpler to use, simply select the element that you want, drag it into your timeline, and you can customise loads of options, such as the length, size and colour to anything you want.

Colour

So the next thing we want to talk about is colour. 

Drag a video into your timeline, select it, and then change your workspace to ‘colour’ (right at the top of Premiere Pro). 

You will then be presented with options to edit the colour of your video file, such as temperature, contrast and brightness. 

 

 

Don’t want to have to edit colour for every single video in a series? Simply go to your project window, select the little ‘New’ icon in the bottom right corner of that window, and select ‘adjustment layer’.

Stretch that adjustment layer across the duration of your timeline and then change the colour of that layer only – everything that sits under that one layer will have its colour adjusted – easy, right!?

Exporting a Video

So finally, let’s talk about exporting, which isn’t as self-explanatory as you might think.

Go > File followed by > Export, and then > Media, which will capture the entire length of your sequence.

If it isn’t already selected, select H264 from the drop-down menu at the top. That is the format code for MP4 video, which is a very compatible video codec you can use with all major social channels.

By clicking on the file name, you can change where the final video is saved. 

Click on ‘render at maximum depth’ in the Video tab, and then use maximum render quality at the bottom.

Thankfully, most of the other settings should be the ones you want by default.

And then click on export, which will render your timeline!

 

 

How long will it take? How long is a piece of string? A 15-second timeline should render in about 30 seconds or less, a longer video will take considerably longer. 

So that’s a wrap on our basic tips on editing video in Premiere Pro! Was there anything you were hoping we’d cover, and we didn’t? Just let us know and we’ll get back to you.

But for now, thanks for joining us, see you next time for another Giant Wednesday Creative.

 

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Copyright © 2022 Sleeping Giant Media. All Rights Reserved.