• Narrative Flow: Editors create a coherent interesting story by the well-chosen selection and sequencing of clips. Be it a short film, commercial, or documentary, it is through the narrative flow of events that audience interest is sustained from start to finish.
• Pacing Control: The pace of a video can make all the difference in how the story will be perceived. Whereas fast-motion editing can create excitement and urgency, slower-motion editing may build tension or even create an emotional stimulus. The editor's choices in pacing help outline the viewer's experience and emotional response.
• Emphasize Key Moments: Editing allows the creators to highlight most in the story. The editor may focus on certain scenes, actions, or dialogues to put more emphasis on the themes and messages that they want their audience to remember

Example: In a dramatic film, the editor can dwell on an actor's expression at such a moment and, by doing so, subtly direct the audience's emotions, drawing them further into the story.

• Visual Appeal:  The video looks appealing to the eye, with smooth transitions and color balance, besides including dynamic visual effects. These elements work in making the content more attractive to watch and to enjoy, thus staying engaged.
• Con­cis­en­ess: Atten­tion spans are short, par­tic­u­larly if you are on the YouTube, Instagram, or TikTok plat­form. Editing helps creators to cut out the unnecessary parts and give attention to delivering the message in a short way. Through it, editors make sure the viewers do not lose interest for the tight and to-the-point content.
• Calls to Action: Effective video editing can place the calls to action at opportune times, prompting viewers to like, share, subscribe, or follow the desired path of engagement. This is very important in marketing and promotional videos where the intent is to convert viewers to customers or followers.

Example: The ad of a certain product may use fast cuts, energetic music, and flying text for example to build up excitement towards the encouragement of immediate viewer action.

• Consistent Visual Style: Editing enables a brand to make all their videos look similar in visual style. Being more precise, the color scheme, font, or transition style becomes associated with a brand.
• Tone and Mood: Editing allows for a switch in tone and mood via the content of the video to take on the personality of a brand. From fun and playful to serious and professional, editing controls how your brand is embraced.
• Amplifying Messaging: Through editors, logos, slogans, and other brand elements can be placed strategically throughout a video, helping to reinforce a brand's message and keep it top-of-mind for viewers.

Example: It could use slow-motion effects, smooth transitions, and a sophisticated color palette in its video content to convey luxury and high class.

• Visual Explanations: Techniques such as split-screen, picture-in-picture, or overlay text allow editors to add information that supplements the main content and allows the viewer to understand more complex ideas.
• Audio clarity: Editing allows changing the levels of audio to make speech more clearly audible and background noise minimal. This will be important in educational and information videos, where clarity of speech is central.
• Attention to important details: Editors zoom in on main points, insert slow motion, or add highlights to indicate specific aspects to be noticed so that key information is both learned and remembered.

Example: An editor would use voice-over, onscreen text, and close-ups in explaining the steps of a scientific process within an educational video.

• Making the Content Go Viral: If the video content is entertaining, informative, or emotionally touching, there are higher chances of its being shared. Editing amplifies these qualities; thus, it increases the chances of making the video go viral.
• Improved SEO: Well-edited videos tend to hold a viewer's attention much longer, so it can lift your search engine rankings. You will also help your video with SEO by including keywords in the subtitles or the description.
• Convert Viewers: The ultimate goal of marketing videos is turning viewers into customers. It is with editing that one is able to craft a compelling story to illustrate the benefits of what one is selling and strategically place calls-to-action throughout the video.

Example: A video ad for some new product can incorporate high-energy editing with testimonials to really drive home the sale, but it should also make sure to include a clear CTA at the end for brand awareness.

• Aspect Ratios: This editing can be very important in changing the aspect ratios to fit perfectly with what is needed on different platforms, such as square for Instagram and widescreen for YouTube.
• Optimal length: Not every platform has the same ideal length of a video. An editor, therefore, can make several cuts of the same content to fit the particular length that is called for by a certain platform.
• Platform-specific features: These are only found on the respective platforms, such as clickable links in Instagram Stories and the end screen on YouTube. Because these features are utilized during editing, not only is it enriching to the viewer's experience but also their level of engagement.

Example: Perhaps a company could create a full tutorial video for YouTube, an abridged version for Instagram, and a teaser for Twitter-all from the same sourced footage.