A video can be perfect in all respects but miss its mark nevertheless. Aside from technical know-how, a video editor should also have psychological and narrative competencies.
 The following are the five most fundamental rules :

1. Hook Viewers Right Away A video’s hook should always be engaging. An interesting scenario, a fantastic effect, a thought-provoking question, or even an unbelievable fact – any of these techniques can be used to hook a viewer. However, the critical point is that the editor should make their video attractive enough to retain viewers’ attention after the first few seconds and invite them to continue watching the rest of the video.

2. Don’t Share All the Information at Once The easiest way for making the video interesting is to not reveal everything. At any point, say something important without giving details about it, so that people get curious and they want to see the rest of the video.

3. Start With a Strong Hook When nothing interesting happens, the audience gets bored. In short, it is the responsibility of a competent video editor to ensure that their video does not lose the attention of viewers at any point. While the acceleration of the plot is indeed a good way to do this, one should not forget that the video often needs to be slowed down to allow viewers to assimilate the information. Thus, a competent editor should only speed up the video when this is necessary to maintain the viewer’s interest.

4.Build Curiosity A video must be dynamic to engage viewers; hence, it is essential to make changes and adjustments to it. Such alterations should be made to maintain the audience’s interest in further viewing. This can be achieved by varying the text, graphics, speed, and sound. A video must be changed in frames, angles, speed, graphics, text, and soundtrack to keep it intriguing and retain viewers. It is vital to use all of the software’s tools and change multiple components in a video. However, these changes shouldn’t be integrated into the video merely for the sake of innovation; they have to serve a more significant purpose.

 5. Always Bear Your Primary Objective and Platform in Mind Several different platforms have different target audiences; therefore, it is important to keep this factor in mind when editing. For example, a YouTube documentary, an Instagram reel, and a Facebook add are all completely different and have different purposes and target audiences; therefore, the video’s primary purpose should dictate the editing process.