32. Video Editing for Hybrid Teams with Shah Ahmed of Kapwing

Sarah Noel Block: [00:00:00] When you are in charge of producing video content, but you have a tiny budget and a tiny team, you have to be really on top of what tools you're going to be using. There's so many out there that it's hard to decide. You have Canva, you have script, you have YouTube editors, but what is the best for you?

Today we're gonna learn about Kaling, which is a tool that is video first, and it allows you to really quickly, like magic, create video content for all of your platforms. So let's give you an example. If you are doing a video interview with an influencer in your space, you have, let's say 30 minutes of raw video and you don't know what to do to make it ready to produce and publish, easy use cap wing and you can quickly and [00:01:00] efficiently turn it into.

Quick cuts and quickly produce it for YouTube. Take out all of those awkward pauses. You can turn it into a TikTok, a reel, a short, you can turn it into a podcast, an audiogram. There's so much you can do with just a few minutes of your time, so you won't wanna miss out on how to create quick video content.

With a hybrid team. Stay tuned.

Hello and welcome to Tiny Marketing. I'm Sarah Noblock, and I teach small marketing departments that are tired of feeling overwhelmed and under-resourced. How to build and manage effective and efficient marketing strategies that work for them. Get ready. It's time to dig in and get a big impact with your tiny team.

Shah Ahmed: My name's. Shammed. I'm the head of product of Kaun. Kaun is an online video editor, used a lot by in-house marketers influencers agencies to create [00:02:00] content. Pretty quickly, a little bit about myself. I help run the product management team and I help drive the roadmap for what we're building and how we add value to the creators who use our.

Sarah Noel Block: Yeah. Along those lines, how do you decide what changes to make? I'm always curious what happens on the product size. 

Shah Ahmed: Yeah, that's a great question. I would say there are probably two or three big buckets. The first is obviously what users ask for. So we get a big fire hose of like requests from our users.

 Very specifically even in the user's request. I've put even within there two buckets. One is. Teasing out what they actually want, which. An interesting endeavor. If you, there's like the classic product phrases. If you ask when the first car came out, Henry Ford said if you ask people what they want, they would ask for a faster horse.

We, I've heard that. Yeah. , we do try our [00:03:00] best to make sure when we do customer interviews and people give us feature requests that we really understand what they're trying to do. We try to understand like their entire sort of value generation model Do you wanna make subtitles prettier in your video or do you wanna just make it more engaging for you to share your idea or sell your product in a more either high conversion or engaging manner?

So one is qualitative user feedback and asking customers for what they want. Second is what I'll call quantitative. We get customer tickets, we get tweets, we get comments on our YouTube videos. We aggregate that and see from like a quantitative perspective what is like most asked. So I guess that's one bucket,

And the second bucket is we think of what is like a year out, two years out, what is like the evolving macro trend? And we feel very lucky that we were in the video space pretty early and that was a huge like evolving macro trend. So also where's the pluck gonna be like a year or [00:04:00] two from now?

Like what is already helping the workflow? And a lot of, for example, like we do a lot of. Speech, a text transcription. And people used to want to clean up a transcript, but in reality, if you can just give them the transcript automatically, that's actually what they want. They just want a really good transcript.

So where is like the puck for video content editing generation, et cetera? What does it look like from a year from now, and how do we get ready for that? Okay. Long answers, . 

Sarah Noel Block: Yeah. That's interesting though, because I am the person who's always sending in requests and being super annoying.

Probably does it do this? Can it do this when I hear no. So it was just interesting hearing on the other end of it. How that happens and how that works. Yeah. Okay. So today we're talking about basically the process that a hybrid marketing team would go through when they're dealing with video content.

[00:05:00] So let's look at it through the lens of somebody just did a. An interview video and they have this raw video. Now what , so let's talk about it from that perspective. I have this raw video, I have the coolest interview with Shaw, and now I want to be able to make it available on as a short, on YouTube and on TikTok.

What do I do? 

Shah Ahmed: Wow. Okay. So I will, again, I'll break this apart into sort of two scenarios. One is maybe for larger teams or more professional teams. You may already have an in-house video editor, and I'll treat that as one world. And the other is maybe it's a small team or maybe it's just me.

Like how do I get it done? 

Sarah Noel Block: You can assume most of my audience is that second bucket. 

Shah Ahmed: Okay. , then I will start there, which is, what I would do is [00:06:00] specifically you. What we let you do is it's a browser-based online video editor. So when you upload that content, it's immediately on your account, on your team workspace.

And what's nice about that is you can work on it, but if, let's say I'm in charge of TikTok, I can work on it and then I can send it over to someone else who's maybe doing LinkedIn, and then all those assets are shared on their teamwork space, and each person can work on each format. So on Ka. , we have a whole suite of features and products, but I think for this scenario, what's most important is, okay, I need to find some clip within this piece of content that I want to highlight.

So there are three steps to that. First is, get your content there, which is that upload process, getting it prepared. Second is resizing or reframing, and lets you do that by just simply picking the output format and then you can use. The tools within Caping to either, this is the process I'll call [00:07:00] rough cutting, and you can take it as intensely or as lightly as you would like based on your experience where you can split the video up and find the portion you want.

But we also have a pretty nice feature called Smart Cut. And if you have an hour long recording, chances are you have multiple, takes a lot of silences, and that basically just removes all the silences and creates like an automatic like jump. Ooh, that's nice. Which is pretty useful and people like that.

So it makes it a lot easier because now you just have a bunch of smaller clips and you can just pick and choose what you want, delete what you want don't want, and once you have, let's assume you've already resized it to nine by 16. That's really easy. You just pick like the tech talk password ratio, or you pick the shortest ratio and then you're off to the races.

So what's very popular is, okay, so you upload, you pick your output. , maybe let's say use Smart Cut and you picked a 32nd clip, which is a lot easier with something like Smart Cut and then [00:08:00] you decide how much flourish do you want. So subtitles is like a very common thing. People ask for. Love them. We have a

Yeah, we have an automatic like subtitle generator. We call it magic subtitles. And the reason we really like it is that it has word by word animation. So every time a word is spoken, it'll actually highlight that word. And you have a pretty nice editor. decide like how big you want, your subtitles, how many words, pos per subtitle and so forth.

And then when you're done, click export and it all processes in the cloud so your computer doesn't get that hot. And yeah, when you're ready, you can publish to your desired platform. And I'll just add one more thing, which is because it's fully browser based and the assets are shared, like I mentioned earlier, you can really paralyze this and you know you can work on one project.

pulling things out for TikTok. Maybe you have a longer form version you want for YouTube, so there you can just reopen that project and someone else can own that process. 

Sarah Noel Block: Okay, [00:09:00] that's awesome. My people have small marketing departments, hence tiny marketing, or they have no marketing departments, so they're gonna want that smart cutting and magic tool to make it as fast and simple as possible.

So tell me what else you have that's magical and easy for my people. 

Shah Ahmed: Okay that's a great question. Let's see, so definitely what people really like about Kippling is the subtitle generator. So again transcribing a video yourself, probably gonna take hours. You press this button and within a minute or two you have a full transcript.

And then magic subtitles, you have word by word animations. You have a pretty nice transcript editor. Transitions between subtitles. The second, again mentioned Smart cut, which is pretty useful. The third is the resize, which is we have both a nice [00:10:00] resizer for almost every social media.

 Platform. We also have something called Find Scenes, which is quite interesting. So if you have something that you know, you've edited for YouTube, or even, let's say for example, you have a Zoom recording that has. Flipping the camera between multiple participants. Find scenes will actually go through the video and find every point where the video kind of switches so that you can immediately find the clips.

So it's a nice way to just make sure okay, I just need maybe one camera angle. I need all of them here. Or it makes getting content ready for other platforms very easy. Another one is enhanced audio or remove background noise, which is quite. Another one is remove video background. You can definitely do this in Zoom, et cetera, but if you've already like a green 

Sarah Noel Block: screen situation 

Shah Ahmed: We have multiple versions.

So we have remove green screen, chroma key, whatever you want to call it. We also [00:11:00] have similar to Google's or Zoom's, remove background, where if you've recorded content that you didn't actually turn it on, you can actually turn it on post process. . All 

Sarah Noel Block: Okay. I have a question. The a animate where it takes certain, tell me about that.

What do, like it pops it, , 

Shah Ahmed: I mentioned animations for subtitles, but we also have animations for effectively any asset. So for subtitles, we have a couple that are slight movements, colors revealing, but for larger text elements, things like titles, lower thirds, we have a larger array of transitions and animations.

Things like slide in pop, what you'd expect. And I like to think we do a good job of highlighting the good ones early, because I don't think people wanna spend too much time tweaking their exact animation. They just want, yeah. Just good ones. So we've tried. Cater to that audience. 

Sarah Noel Block: [00:12:00] Okay. In this scenario, we have a hybrid team, let's say.

Let's say it's a one person marketing department and they have contractors that they work with, so how would that work when you're working with people from anywhere? 

Shah Ahmed: That's a pretty popular model. we see on Kip. So in Kip you create a team, you can invite any number of people to your team, and you have basically these shared workspaces where you can share projects, assets, and so forth.

We tried to make sure that you can collaborate very closely within the product itself. And that really takes two, two flavors of collaboration. One is really just sharing projects live, so you just copy a. and you pace it directly to someone on Slack, you message them. And that alone is quite magical, I would say.

Because I used to make a lot of video back in the day and I would burn them onto hard drives with project files and then send them off to someone and they would download it and open it themselves. So [00:13:00] we take it for granted now, but just clicking a link and seeing someone else's video project is pretty nice.

so that's. two is in that same like editing session. You can either edit directly an editor together, so you can actually, for example trim things, cut things while a person is watching. That's one. And then second is what we'll call like async, which is you can comment on every project and give guidance and feedback as your passing files along that.

Sarah Noel Block: I love that I think is what most teams would use. because collaborating when you're editing is hard cause, cause you're doing things at the same time. I agree. But usually, at least in the structure, the team structures that I usually work with, it's like a strategy person. Or a content marketer who interviewed someone.

So they wanna be part of the process, but it's usually in the form of I have comments on how I want this to look, but I want you to [00:14:00] do it. . So I think that one would be really 

Shah Ahmed: popular. Agreed. And that is definitely what we're seeing is that model is certainly more valuable, at least to our users. Now, I do think live editing together is a new model.

Probably not quite ready for the world, but it is possible and we'll see. We'll continue to learn from our users to see if that's valuable or not. 

Sarah Noel Block: Yeah. So are there any features that we should know about that we don't know? Thinking would we be able to edit a video into a podcast? Would we be able to convert our video into an audiogram for later?

Shah Ahmed: Yeah. So there are a couple that come to mind, some you just mentioned. So one is what we'll call mixed media or mixed file types. You can export things as audio files directly. We also let you do sort of image editing as well. So one very popular thing people do is when they're done editing their video, they'll do like a [00:15:00] frame freeze and pick just one part of it and get a thumbnail.

So they'll take that freeze frame and then add text and they'll effectively have a great thumbnail directly, like right after they're done editing their video. Second is, yeah, definitely. What I'll call the multi sort of modal, which is, hey, like I have a video. I need another video. You can think about long form to short form, but then you also have what you just said, which is MP3 to video.

And one of the most popular things is, hey I just need a quick snippet of a 40 minute podcast, but I wanna put it on shorts. So that's like we're audiogram subtitles and image editing come all together where I upload my mp. I pull a beautiful little audiogram that changes as I talk, but then I also have my subtitles that are also animated as well.

And then I can just add maybe a portrait of the speakers as well. Very 

Sarah Noel Block: cool. I happen to be writing this batching [00:16:00] portion of a book that I'm writing, the Tiny Marketing framework. And. This sounds like exactly the tool that you would need to batch all of your video and audio content at the same time and make it super efficient.

So what tools would you compare this to and what makes you different like descript Canva? 

Shah Ahmed: There are a lot of tools out there for creating pieces of content for social media. I will say. Kaing is very much a video focus and I think that's one of the biggest differentiators. The script initially started as audio only and really spoken word audio editing and is now getting into the video space and then Canva sort of the other direction, very much the design and image space.

And it's a wonderful product and they're slowly getting into the video space and yeah, I think Kaun is, there's two things. , [00:17:00] I'm gonna say three things. I really differentiate it. One is very much video first and video focused. Second is it's geared towards speed. It's okay, I am a small team or an individual.

How do I get to producing as quickly as possible and how can I repurpose my content as quickly as possible? And then probably the third differentiator is this full package. , collaborating sharing comments, feedback, all in sort of one space. So you can manage your assets, do your editing, and have that feedback loop in one area.

I would say those are the three things that differentiate. Point. 

Sarah Noel Block: Yeah. And I think you're pretty spot on because I use all of those tools and . Descript still is really audio focused. It's hard to edit video in there. It does feel like an afterthought. and yeah, Canva was always a graphic design tool and just recently added the video [00:18:00] element to it.

So I'm intrigued, but I love the idea of being able to repurpose and produce so quickly, and I think it's especially, , it matters right now because people are getting less picky, they're less perfectionist about the content that they're putting out there because truly people do not care if there's , like small things that are, that make you human that are on there already.

So a quick cut and quick to produce content is more valuable than taking hours to make something perfect. 

Shah Ahmed: That is certainly resonating with our customers and users too. So I would agree. 

Sarah Noel Block: Yeah. So where can everyone find you and is there, are there any last thoughts before we 

Shah Ahmed: wrap up?

Yeah, so you can find ka@kaing.com. We. [00:19:00] Yeah, k a p w i n g.com. And I will say we, a lot of users find us via search, so if you search most like video tasks, you'll find us. And yeah, we have a free account for people to try it out. And if you end up needing the platform for longer files or different formats.

We also have a pro account and yeah, also it's available for teams as well. As easy as sharing a link, you can work on video together. 

Sarah Noel Block: Awesome. For anybody who's listening, I'm gonna put that in the show notes so you can quickly grab it and try it out. Thank you so much for joining me today. My pleasure.

Thank you. Thank you so much for joining me in SHA Today. We talked about how to create really easy. And effective video content. Even when you have a tiny team, even if you are one person team, [00:20:00] even if you have contractors all over the world, it's easy to create video content with this tool. So all you gotta do is toss in your video, your mp4 into cap wing, and you can easily edit it and export.

For the correct size, the correct captions for TikTok, reels, shorts, YouTube, whatever you want. So make sure to do that. And if you had questions about this episode, head on over to the show notes page. We have a question form where you can put in a text version of your question or you can send us an audio version of your question and I'll answer it live on the show.

Thank you and I'll see you next time.

Hello, and thank you for joining Tiny Marketing. I help tiny marketing departments create consistent content that builds trust with their audience. Book done for You, content marketing@sarahnoelleblock.com. Don't forget to follow, write and review the podcast on your favorite [00:21:00] podcast app. See you next time, friends.