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The key to great storytelling and editing in Videography




There is a widespread idea that as somebody who aspires to create videos at a high level, you instantly have to judge and partake in the art of creating a video with the best quality, the newest equipment and software.


This idea has been tried and tested from the beginning. Fortunately, now new technology continues to level the playing field.





Consumers are wiser and more willing to research or judge you by how genuine and consistent you are.

The tech and specs do not maketh the creator what does is the skill and attention to detail. The value you can conjure up from thin air and in the few seconds, you get to hold your viewers' attention hostage. eight seconds to be exact. The human attention span has dropped to 8 seconds. A 25% drop in recent years.

Attention to detail and a coherent message and style goes a much longer way.

Chances are, the standards of your audience rise a tiny bit daily. They are subject to a vast amount of content, a large percentage in the format of ads and other unwelcome ways. We at Morii Media believe there is space for change in this loop. There is a space for positive impact through telling and sharing stories in better ways.


As a business or person seeking to create a brand, it should be clear that great stories always win and are in your best interest. Stories are even more central when the trade-off is fancy equipment, cool effects, big budgets and "creative".

Today video can come in all shapes and formats. The main goal is to deliver measurable business results and make genuine connections.


The challenge is doing so in those precious initial attention span seconds described above.


So what steps can you as a business or creator take to create great content? What are some key aspects to keep in mind?


Well, when it comes to video editing. The key is continuity.

You should always coherently share your story. Each shot should align with the motion and action around it. You rarely want to cut away too soon or too late. That is how you get frames and movements that don't match additionally to a story with no rhythm.

Pacing and continuity are key, but fortunately or unfortunately, depending on who you ask. Video, storytelling and marketing joined, all continue to move in unison with today's consumer fast-paced desires.

There are no rules to pacing.


Pacing often translates best when it is a feel based on the emotions and details in what you are creating.

A way to find balance is by gauging shot complexity. The more information a viewer needs to digest from a shot, the more you should let it sit. Hitchcock's rule says:

The size of any object in your frame should be proportional to its importance to the story at that moment.”

As the storyteller and subject of your story, you should view all of this as soft guidelines and adjust the rules in a way that fits the message you wish to share. The stylistic context has to match you AND your story.

Great storytelling and videos form when you take all these aspects into account. Pacing, continuity, shot complexity and stylistic context.

As creators and storytellers, we know it's unrealistic to hit the mark every time. The fun part is trying and getting better at it for each video. All of this while getting to connect and be heard by your audience.

The key once again is the balance and exact measure of each in a way that fits exactly your voice and brand.

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