Pre-production is more important than post production.
- Write a script (even if you don’t say it verbatim).
- Make it shorter.
- Make it so a 4th grader can understand.
- Test for resonance.
- Listen to the repeatable asks from your audience (or your competitors).
Editing and post-production can give you a slight edge. But you can make a crappy visual go viral if the content is gold.
