If you have video footage for simple editorial and VNR use, you may notice that putting these videos into a full-fledged NLE may be overkill for your team. Is there an easier way?
I have dabbled with non-linear video editing since the 1990s when the first desktop NLE came onto the Mac platform, such ad Adobe Premiere, AVID Media Suite Pro, and others. The NLE paradigm is alien to computer geeks like us, who are not from the video editing background.
Fast forward to this era, and professional NLEs like Final Cut Pro, even though they have been streamlined to be much more user-friendly, can still be overkill to business executives who need to do simple, cuts-only video for editorial and online use.
And not all video tools are made alike. For example, if you have AVCHD videos (with a .MTS extension), they will not be the native online format you can upload, plus, they are generally huge files. These files have to be converted for online video use, typically in the H.264 format (.MP4 extension).
There are many software applications that can convert .MTS to more usable video formats, but the best one I personally use is the elgato turbo.264 HD (there is a software-only version that uses your Mac's CPU to do the work, and a dongle version which is faster).
Once you select the output format you want (let's say HD720p), and the software will convert your .MTS, .AVI, and many varied video formats to the .MP4 format ready for upload to your favorite online video hosting platforms such as YouTube, Vimeo, Viddler, Vzaar, Wistia, or even your own Amazon S3/Cloudfront accounts.
That is the first step, if you have a single video to upload to online video platforms. What if you have multiple videos you need to stitch together as a single video file? That is where it gets a little tricky.
What I have observed is when I have multiple videos (.MOV files) from my HD DSLR, I cannot simply use QuickTime Pro player to cut-and-paste into a single video file. Sometimes, depending on what files I stitch together, audios from particular segments go "missing" when I try to convert them into a monolithic .MP4 video.
Therefore, the workaround I have found, is to first use elgato turbo.264 HD to convert the individual .MOV files into .MP4 files first. In this manner. All the video segments are now in the same compatible format. Then I can cut-and-paste all of them in sequence into a monolithic .MP4 file within QuickTime Pro. This output version will playback all the audio tracks of the files stitched in sequence properly, and can be further converted for various uses, on the elgato turbo.264 HD again (whether for YouTube, H.264, or mobile devices).
For video news release (VNR) and editorial use, the most important thing is not to embellish videos with fancy transitions and effects, and so cuts-only video editing is often all that is required. In this manner, should a broadcast media requires the use of the videos, they can embellish the videos to their needs. And, it makes the job of the marketer easier, without having to dabble with serious NLE work, or the need for an external professional NLE studio. More serious NLE work will make more sense when we create dazzling promotional videos and advertisements with sizable budgets, for broadcast or online video use.
Some of the most viral and most popular videos on social networks are often not slickly produced with special effects or expensive budgets, but are honest, endearing, and even funny. It is about the message, the story, and the people.