Why Expensive Editing Software Is NOT Critical To Video Marketing


Why Expensive Editing Software Is NOT Critical To Video Marketing

As we will discuss, there are plenty of affordable solutions, but the purpose of this article is NOT to sell you ANY video editing software. Most of us have the video creation and video editing game down pat.

If you do not, you should check out our free video production tips and recorded tutorials we provide at no charge by subscribing to our newsletter HERE.


Instead we will open your eyes to what is happening in this industry and then reveal where it is going.

In our next article, we will discuss the two most popular questions we receive about video marketing.

1-HOW to get people’s attention so they actually watch my videos?

2-How can I make my videos more interactive to hold that attention longer?

For now, let’s dive in.


Here is the backstory, and it starts at a Zoo

What can you learn about video software from a popular, rapidly growing, American internet marketing network?

Quite a bit that can positively help your business advertising reach and exposure through video marketing, we will keep it light for now.

In a very short period of time, the folks at JVZOO have grown to over $175 million in transactions, creating a micro-economy of thriving product developers.

JVZooGrossNow, the “zoo”, as it is affectionately known, moves a fair bit of merchandise from many different niches, through its gateway. Including of course, video editing and video marketing software.

The Signs Of  Changing Times For Marketers Everywhere

Strangely enough, three distinct products in exactly the same niche, (video creation), were, by the end of 2014, dominating the top three spots on the JVZOO total sold list.

The reason for this was demand, pure and simple. With video being the top choice of businesses and marketers for delivering their message, this demand is ever present.

Yet it was for sure odd, because there are hundreds of products in countless niches that make up the JVZOO marketplace.

So why all of a sudden were these three video creation softwares dominating the demand?

Prior to 2014, there just wasn’t a lot of affordable, fast, video creation technologies, that were capable of working with whiteboard, animation or “sketch over video”.

It just wasn’t widely available technology yet, so when it arrived, the market voted with their wallets.

No surprise the demand is enormous for tools that make managing video effective and affordable, simply put, business relies on those two qualities, effectiveness and affordability.

Oddly enough, those three brands are still dominating the top three spots at the zoo today, over a year later.

So what was there to learn from this and exactly how can this help your business?

To understand that, it is necessary to get the “inside scoop” from some of the key players.

The Inside Scoop

As luck would have it, I know a few of those “key players” because I happen to be one of them.

One of the three brands to “crush” the zoo’s top ten list was Video Maker FX (VMFX).

VMFXVMFX was a product developed by a fellow named Peter Roszak from Ontario, Canada.

Here was a video creation software that allowed for fast assembly of explainer type videos and other kinds of short video clips.

This was not an online video editor, “per se”, but instead a desktop software you could create a quick decent video with.  It filled a niche where there was not many solutions priced as low as VMFX.

At the time, our team here at RZM Inc. was in the process of looking for video creation software solutions for our internal clients. They had made it clear to us that they needed affordable solutions.

Our experience with our clients was that they needed all kinds of video software & hardware.

From video creation, to editing and of course once you have a video produced, you sometimes need video player software unless you are using a free utility a hosting company provides..

Previously, we had seen enough demand for free video editing software as well as paid solutions, from clients who regularly had to edit video, so much so, we began researching solutions.

In that process, we managed to negotiate an OEM distributorship agreement with Techsmith for Camtasia.


This helped our clients because we can now supply Camtasia, (one of the best video editor products on the market today) as an affordable component, in our Video Marketing Suite.

That slowed the tide of demand for video editors, but clearly there was a need for video creation software too, because editing is only part of the video production puzzle.

Many of our students told us that they wasted a lot of time searching for the best video editor software that money could buy and were shocked how high the pricing could range.

This sent them reeling in search of a free video editor online SAAS platform (Software As A Service), only to get lured into spamware/adware traps with low quality upsells that didn’t work for their purposes.

During a conversation between RZM and Mr. Roszak, it was decided that our audience may have an interest in VMFX. As such, we agreed to recruit affiliates using our network and assume many other roles to manage the VMFX launch.

What resulted was the top seling JVZoo launch of all time, that record is still dominating their leaderboard by a long shot, so clearly, video creation is in demand.

Later we partnered on another similar product launch, despite two other video creators looming in the top two spots on the zoo.

Even with those two softwares selling multiple tens of thousands of copies, the market had not yet tired of this kind of video creation software as we pushed this software to number three on JVZOO.

Again teaching us the demand was real and present.

Within months however, despite tens of thousands of video marketers making more videos than ever before. Nothing had changed regarding video drop off rates, in fact according to industrial research, drop off rates are still growing.

How was this possible? Surely giving people the ability to quickly create and recreate videos, assisted them in testing and improving their craft. With all that acceleration in video production, one might think some kind of improvement in drop off rates could be expected, yet it had not.

Many surmise that a combination of dropping global human attention spans observed since the advent of the internet itself was as work.

Surely the smaller market share that JVZoo commands as compared to the global video software was a factor in slowing improvement. Yet many other video creation softwares have hit the market since outside of Jvzoo and yet the drop off rates seem to be on the same upward spiral.

During this time we saw many other technologies focused on manipulation of the video arise in an attempt to directly ward off video avoidance and drop off. Yet not much has managed to deal with engagement and drop off, except one technological area of video.

Interactive video.

So what was happening in the interactive video space?

The simple answer is PLENTY!

Demand For Interactive Video Is Exploding

During 2014, our flagship product Simple Video Pro, (SVP) a video marketing platform, that utilizes interactivity, experienced a boost in sales.


This was the market, again expressing its desire, to monetize video marketing with more engaging, attention holding technology.

We noticed a lot of requests for features similar to our SVP platform functions in video creation forums of all kinds.

Questions like,

“How can I put a clickable button in my video?”
“How can I engage more viewers for longer times?”

We had already began developing solutions for these two questions in 2012 & 2013 respectively, because we had always noticed these questions growing in popularity.

In 2014 and even in 2015 we watched the development community scramble to create many new products in the same niche’s, video creation and video marketing players and platforms.

Many new video products popped up to cash in on the frenzy we watched unfold before us.

We began to notice a pattern.

Despite the video industry moving into interactivity beyond the simple clickable overlay button, many developers were only exploiting in-video clickable links.

Video players grew in popularity as many new videographers entered the market.

Once they had created a video business needed tech to play and monetize these videos.

Some joked that there was a new video player launching every week.

Yet almost all of these “players” did little, outside of in-video overlays, toward interactivity.

Meanwhile the commercial development industry itself, including us here at SVP, were focused like laser beams on new and more engaging or deeper levels of interactive functions.

The benefits of interactive video are many and numerous.

They are well studied and for that reason, we will address interactive video benefits more thoroughly, in the next article.

During our involvement managing these two video creator launches, we saw an opportunity to inform and educate the public on interactive video benefits.

We exposed a large audience of our clients to these products through numerous training webinars on video creation, interactive video solutions and video marketing in general.

What they told us, would change how we looked at video marketing,… forever.

The Power Of The People

Throughout this time we had many, thousands of business owners at our fingertips advising what they wanted, needed and desired for operating their businesses.

We polled extensively to get a “feel” where they felt they were in need of reinforcement.

The first question we asked was, “What video and video marketing tools do you NEED to run your business?”

While running companies reliant on video for getting their message out, many business owners told us they had issues with video viewer “drop off”. People were just not watching, or dropping off before the end of the video.

We responded with training on how to improve viewer retention and interaction in the video production and display processes.

That helped for sure, but did not solve all the issues.

Retention continued to be a problem so we continued researching and developing many solutions for interactive engagement and retention.

The Relentless Pursuit Of EyeBall Glue

In 2014, we instructed tens of thousands of videographers on “in-video” engagement strategies.

SVP also released technology for dynamic video campaign management called “Simple Video Targeting” (SVT) in 2014.

SVT was designed to help re-expose viewers to a changing campaign or video “story” that evolved to the next chapter, so the viewers were not seeing the same content again and again.

The most significant advance at the time, SVT was experiencing an improved result when combined with “in-video” clickable elements.

We noticed a LOT of requests for this in video creator forums and support departments that we managed.

A clickable link, at the right time, right on the screen while the video plays is a powerful thing.

These work well together and are likely why so many new video players emerged onto the market.

Yet, the other “players” did almost nothing in the way of development on the second part, the dynamic campaign tech or SVT.

Perhaps they didn’t see the interactive video market exploding before them?

We saw the benefits of dynamic campaign tech working extremely well alongside and in conjunction with interactive functions.


But while SVT itself, was another arrow of interactivity in the SVP quiver, there was a lot of work to be done in other forms of interactive video.

Good thing our development team was toiling away tirelessly in this pursuit.


That combined with the obvious fact we were seen to be capitalizing on this trend, via sales of video marketing software, is possibly “partially” responsible for this “player” craze on JVZOO.

Video players perform a necessary function, they play videos, for the most part the buck stops there.

They are, by their very nature, a box that plays a video somewhere on your page.


This leaves the elements around that box disconnected, and not a part of the video itself. Left to fend for the eyeballs attention, by themselves.

The trend today is to push viewers at a page with one to three unconnected videos on pages threaded with text and or images, leaving “attraction & retention” 100% reliant on the video content alone.

Less and less of the page content is being seen, heat mapping, click analysis and scroll mapping analytics are confirming this internet wide.

Designers, copywriters and videographers are having to work harder and harder to overcome cognitive overload because all of the load is force fed in a small, single focal point area, the video player box.

This is why Video Sales Letters rely heavily on the video itself. to overcome the lazy viewer, who never scrolls below the fold of the landing page.

Analytics has shown that the longer form sales letters are getting less and less attention, below the fold.

Yet throughout all of this, there was zero affordable tech released that actually had the ability to improve retention and lower drop off rates, while not reliant on video editing 100% of the time.

The only interactive platforms that were focusing on more than just exploiting in video clickable buttons, were extremely expensive.

This is STILL the case today with many platforms hooking you in with free non commercial trials, but when you go to commercialize, WHOAH!

The prices are off the charts!


We researched literally all of the interactive video platforms, asking them, why is this so expensive?

Across the board the answer was the same, because it flat out works!

The result was they were commanding a small bit of the market share, focusing on big business, raking in the big cash.

Business owners who could not afford their rates were left to struggle with lesser forms of interaction. Or worse, sent back to the videographers drawing board, to make more videos in the vain hopes they would engage more viewers..

Business owners were spending great amounts of money and time in the pursuit of engaging videos.

Somehow though, even when they did create one, drop off rates persisted.

We did a lot of research on this, in an attempt to narrow down the reasons and see if there was a reasonable, logical solution that could be implemented.

Simply telling people to go back to the video creation drawing board and make better or more engaging videos was just not cutting it.

While our platforms flexibility and wide selection of engagement features was greatly improving bounce rates and video drop off was reducing, the problem still existed and wasn’t showing any signs of going away.

Technological advances in “edit-free” attention, retention & page exploration simply did not exist.



Clearly The Solution To Viewer Drop-Off Is Not Always…Creating Better Videos

Some people are happy to simply create more videos because they have experience in copywriting and video production.

But many are not and simply do not have the budget for outsourcing video production.

But if the problem is viewers NOT watching the videos in the first place, dropping off after a few seconds then what?


Obviously that first few seconds is important to keeping people awake and watching, so engineering copywriting hooks will help. Using imagery appealing to the eye also helps but what else can be done?

We continued our R&D on interactive video, this lead to numerous innovations in multi-video interactive stories and interactive presentations in search of numerous ways to grab attention and keep viewers engaged.

The typical video player does a good job and we continue to innovate the simple video player.

That being said, interactive multi-video presentations have shown to get a lot more mileage out of the same video. Due to their interactive nature they attract a larger portion of viewers looking to “direct” the movie with on demand events. This is known to engage on a deeper level, because it allows the viewer to “get”what he “wants” dictated by what he chooses.

This became a priority for our development.Yet we quickly learned that, while it is dramatically more effective, it lacked a visually improved display experience.

Our clients often expressed a desire for an ability to re-direct attention by utilizing numerous eye catching graphic display methods to engage that certain “eyeball gluing” effect.

That lead to a copious amount of research in the search for better viewer retention and conversions.

What happened next was nothing short of remarkable, watch this blog for details on the soon to be released Simple Video Pro Interactive…Eyeball Glue For Websites

Business and how YOU use video is about to evolve in so many ways, you will want to be in front of this curve!

This is the introductory article only, our next article will deliver MUCH more information about getting the viewers attention than most people could imagine.

As we approach our December 2015, release, we will be releasing MANY jam packed articles.
In our next article titled:


Why A Video Editor Is NOT The Only Tool For Getting Attention

We will discuss the two most popular questions we receive about video marketing.

1-HOW to get people’s attention so they actually watch my videos?

2-How can I make my videos more interactive to hold that attention longer?

These articles will allow you to discover more about the video marketing industry and gluing eyeballs to your online assets than you can imagine. Please Enjoy!



~Aon Thompkin
Simple Video Pro Interactive

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