We’re visual creatures so it’s no surprise video marketing has grown as fast as the supporting technology has developed. With Facebook and Instagram now playing videos automatically as users scroll down the page, that growth’s likely to bump up to a whole other level.

With so many videos made to promote so many things, it’s now all about making videos smarter. That means using story and script to deliver the core message, then adding emotion and tone through the edit to increase impact.

Emotion’s an odd thing but it can be created. Well thought out pre-production is vital, for example planning out the cinematography and sound recording. A good editor can then make a huge difference to the look and feel in post-production, through colour grading, frame speed and transitions.

Colour grading can completely change the mood of a video. If the colour saturation is increased it becomes warm and friendly. De-saturate, then up the contrast, and that same warm piece of footage becomes moody and dark. It’s a powerful tool that adds emotion and tone, without the need for additional filming.

Here’s an example of great colour grading: bold colours creating the right atmosphere for the product.

It’s easier than ever to make videos now, but that doesn’t mean it’s getting easier to make a good video. Making a smart video starts at the concept and keeps going until the correct export settings are chosen in post-production.