Author: Franz Malten Buemann

Are you a Notion buff? Well, I am and I use Notion for almost everything. So, I created HyperLink that allows you to create a beautiful page where you can add all your links just from a Notion page. If this is something that interests you, please checkout [hyperlink.bio/demo](http://hyperlink.bio/demo) PS: You can also capture emails from your link-in-bio page
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Marketing to Gen Z can seem like a tough task. Even understanding Gen Z might seem like a tough task, let alone understanding how to win them over. But, the time to start thinking about how to connect with them is here.
Defined by Pew as individuals born between 1997 and 2012, individuals belonging to Gen Z are beginning to graduate college, enter the workforce, and have some spending power. And they’re radically different than generations that have come before them.
CM Group, of which Campaign Monitor is a part of, recently surveyed over 1,000 consumers across generations to better understand the coming-of-age generation and their motivations, behaviors, and preferences.
For the full report, make sure to head here! But for now, take a look at these five ways that Gen Z differs from Millenials when it comes to marketing.
1. Gen Z is more likely to listen to individuals, not brands
One of the most fundamental and important differences between Gen Z and millennials is that Gen Z is more likely to trust individuals than particular brands or media outlets.
“Individual voices are gaining prominence, and especially for younger generations, the idea of trust in media is shifting to voices even more than brands and media outlets,” says Kerry Twibell, a former media executive who has worked at MediaLink, Hearst, Conde Nast, Newsweek, and News Corp.
This has implications not just for how Gen Z consumes media, but also how they shop. According to the study, Gen Z is more likely to seek out the recommendations of online influencers they trust compared to prior generations.
So what does this mean from a marketing perspective? We’ve known the value of personal recommendations for a while now, but with Gen Z, it’s only going to be more important. And for brands small and large, a key part of their marketing strategies moving forward is going to be centered around being able to get real people to talk about your product.
So, how do you do this?
Three strategies for getting individuals to talk about your product

Collect reviews at every point possible. Whether it be by email, text, or simply asking in-person — collecting reviews for your company or individual products is going to be more and more important.

Incorporate user-generated content (UGC) into your marketing strategy. If people take pictures with your product and tag you in them on social media, don’t be shy from sharing it from your own account. Plus, if you can find ways to encourage people to post about your brand online — maybe with a giveaway or contest — it’ll only take your brand’s reach further.

Identify influencers in your industry and invite them in. Working with influencers may seem like a marketing tactic for big brands, but it’s totally attainable for brands and businesses of all sizes. We’re not saying you have to slide into Kim Kardashian’s DMs, but if you’re a local coffee shop, for example, we can practically guarantee there’s someone in your town who has an account dedicated to trying local restaurants and coffee shops. Reach out to them and build a relationship, and you could very well win over an influential voice in your area.

2. Gen Z craves authentic, in-person experiences
With the rise of remote work and the dawn of the metaverse, there’s been a lot of talk about how future generations are going to be less personally connected and more digitally connected than ever. It turns out, though, that Gen Z isn’t necessarily on board with that trend.
Just because Gen Z has grown up with more access to technology than any other generation doesn’t mean they’re more obsessed or enthusiastic about it than millennials are. They’re more aware of the dangers of bad technology habits, and they aren’t afraid to ditch technology for a better experience “IRL.”
At the same time though, they are very digitally active, relying on social media for everything from connecting with friends to consuming news.

Gen Z is more likely to get their news from social media than millennials.

So what does this blend of tech-savvy and in-person preference mean? As marketers, it’s important to make use of both.
“Brick-and-mortar spaces, as well as pop-up initiatives, aren’t sales drivers anymore. They’re media moments,” says Monica Deretich, former VP of Marketing at TechStyle Fashion Group and proven leader specializing in strategic data-driven marketing centered around customer experience. 
What does this blend look like? It’s going to vary widely based on your brand and your budget, but brands and businesses that can create an in-person experience that’s also socially shareable are the ones that will take advantage.
3. Gen Z demands supply chain ease and transparency
Gen Z’s brand loyalty hinges on transparency and consistency across the full brand journey — right up to the point where a product arrives on their doorstep. This means that they demand speedy, flexible, and predictable shipping options.
For marketers, this means thinking less about customer experience and messaging as separate entities. 
“Marketers today need to look beyond messaging,” says Monica Deretich, a retail industry advisor. “When you own customer experience, considerations well beyond marketing matter deeply to your success—including automated fulfillment, cloud-based logistics technology, predictive planning, inventory visibility, and next-day, same-day, or even same-hour fulfillment solutions.”
Gen Z is more than willing to abandon their carts if shipping ease and convenience aren’t there. The same goes for payment systems. Brands that offer contactless payment and buy-now-pay-later options are the ones that will connect with Gen Z the most.

Gen Z is more likely than previous generations to adopt alternative payment options like Apple Pay.

4. Gen Z is more willing to part with their personal information
We wrote earlier about Gen Z’s technology habits and their awareness of the downside of too much technology. Knowing that, you might think Gen Z would be more protective over their personal information. But, according to the study, Gen Z actually ranks their privacy as less important to them than previous generations. On top of that, Gen Z is also less likely to object to companies having their personal data. It’s an interesting combination, and one with plenty of opportunities.
Gen Z is more willing to part with their personal data if it means a more personal customer experience, and this is a huge opportunity for marketers. By asking for information — whether it be from a signup form online or during a purchase in-store — marketers have the chance to create more personalized customer experiences. 
Whether it be through segmented emails, or an SMS campaign, Gen Z’s willingness to engage with brands this way is a big plus for marketers who are willing to meet them there.
5. Gen Z doesn’t just prefer sustainable choices, they demand them
Millennials are more eco-conscious than the generations that came before then, and really started to swing the pendulum by showing a preference for sustainably produced products. But, whereas millennials might simply prefer that a product be sustainably produced, Gen Z demands it.
Gen Z is less optimistic about climate change than Millennials are, and this is very likely to influence their purchasing decisions. “Sustainability and related topics represent an important way to connect and build authentic relationships with consumers outside of the usual promotional communications,” says Laura Carrier, a seasoned retail and technology consultant who has worked within retail brands including Saks Fifth Avenue and Macy’s, as well as at digital marketing firm, MediaMath.
This means that businesses need to start thinking about ways to make their operations more sustainable, and making sure they actively communicate those things to their customers.
Preparing for a new type of consumer
The time to start preparing for Gen Z is already here. As more and more of Gen Z starts graduating and entering the workforce, their spending power will continue to grow, and it’s important that marketers grow with them.
Luckily, marketing technology is also evolving, and creating these kinds of personal brand experiences that Gen Z demands isn’t just for the big brands anymore — it’s attainable for just about everyone.
Curious to give Campaign Monitor’s personalization, segmentation, and automation features a try? Sign up for free!
The post Five Ways Gen Z Differs from Millennials When it Comes to Marketing appeared first on Campaign Monitor.

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Using a video editing app is critical for creating a winning video marketing strategy. And if you’re reading this blog post, chances are you already know you should incorporate more video content into your marketing, especially after the rise of remote work.But like most new strategies, you’ll need to prove its ROI before you get a budget. And that can be tricky because to make a great video, you need a few things — like a camera and editing software. You might already have a high-quality camera built into your smartphone, but editing your raw footage and preparing it for publication requires a third-party mobile app. You might even need to hop on the computer for the more extensive post-production projects.

The good news: There are several free and inexpensive video editing apps you can download that run the gamut from super simple to Hollywood-level powerful. In this post we will delve into the best video apps for every device and click one of the links below to jump to a specific type of app, or keep reading to learn about them all.

Instagram Video Editing Apps
Top Free Video Editing Software
Best Video Editing Apps for YouTube
Video Editing Apps for Android

Editing Apps for Videos: Standard Features
Every editing app will be different, but there are a few features you’ll want to look for. Because most apps will have a free and paid version, it’s important to know what’s essential and what might be worth an upgrade.
For every video app whether paid or free, it will include:

Scrubbing through video as you edit.
Choosing an aspect ratio that fits with your target platform (Instagram, Youtube, Facebook, TikTok, etc.).
Adding text and shapes along with professional transitions throughout the shots.
Exporting video with at least 480p quality with high definition exports up to 4k.
Adding music to the video via stock music or your library.

The following solutions can help you make video magic — whether your video is meant for Instagram, YouTube, or a similar channel where your audience is hungry for content.

Instagram Video Editing Apps
The following apps allow you to edit and quickly upload beautiful videos to Instagram. None of these apps are limited to Instagram but are known for their support of this social network.
1. Magisto

Price: Starts at free | Platforms: iOS, Android, Online

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Video automation is here — in the form of the Magisto video editor.
Owned by Vimeo, Magisto allows you to make incredible videos without ever leaving your smartphone in three easy steps: First, you’ll choose your video editing style (the type of story you’re telling), then you’ll choose the photos and video clips you’d like included, and lastly, you’ll pick your music from Magisto’s built-in music library.
Using artificial intelligence (AI), this intuitive app helps organize your footage in a video that best delivers the message you have in mind. Why not stop at the free version? Upgrade to Premium or Professional for a small monthly fee and make longer movies with more of your own content.
Pros

Easy-to-use templates for hassle-free creation
Intuitive, beginner-friendly interface
Online version available for creating both on Windows and macOS laptops
Professional and Business plans come with a free Vimeo Pro subscription

Cons

The “Created with Magisto” watermark will be visible unless you upgrade to premium
No multi-track editing or 4K exporting
Ideal for very short social media videos (< 3 minutes long)
Stock videos are only accessible with a Professional plan

2. Hyperlapse

Price: Free | Platforms: iOS

Hyperlapse is an app created by Instagram itself that condenses videos into brief, hyper-speed videos that you can upload to Instagram or Facebook.
You can choose among a few different speeds, and the app will show you how long the hyperlapse video will be for every speed in comparison to the length of the video in real-time. (So a 40-second video in real-time will become roughly a 7-second video in Hyperlapse at 6X speed.) It’s a cool way to capture something that usually lasts a while — like a sunset or an event setup.
See what happened when I used Hyperlapse to film daybreak at 12X in the video above.
Pros

It’s an easy way to speed up process videos.
Use a minimal layout that’s nearly identical to the iPhone camera.
You can capture videos straight from the app.
No sign-in is required to get started.

Cons

It only has one capability: speeding up videos
You can’t import already-filmed videos into the app
The video saves to your camera roll, taking up storage space
No multi-track editing, 4K exporting, or other features typically associated with apps for video editing

3. Wondershare Filmora

Price: Starts at free on mobile | Platforms: iOS, Android, macOS, Windows

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Wondershare Filmora (formerly Wondershare Video Editor) is the perfect option if you want to start with basic video editing functionality with the opportunity to get more advanced as you go. The app is perfect for Instagram but can create audience-ready videos for numerous platforms.
Filmora is available for Windows and Mac computers, whereas the company’s FilmoraGo mobile app is free to download for both iOS and Android devices.
Filmora’s “Easy Mode” strips away the complexity so you can drag and drop video clips, add some music, and produce a finished video in a matter of minutes. The FilmoraGo app has many of these features, plus an Effect Store where you can incorporate preset intros, themes, and transitions into your video creation.
Sounds too good to be true? Well, you’re right: The free version of Wondershare Filmora adds a watermark to your videos that you can only remove through upgrading to their paid service.
Pros

This app is a powerful option for both beginner and advanced video editors.
The desktop version offers multi-track editing and more traditional video editing capabilities.
The mobile version includes easy-to-use effects, stickers, and filters.
You can layer music and different sounds in the mobile app.
Relatively affordable (starting at less than $50 per year for Filmora X, and free for the mobile app) compared to competitors such as Adobe.

Cons

The desktop apps are not free, but a trial is available.
Videos are watermarked with the Wondershare branding unless you upgrade to a premium plan.

4. InShot

Price: Starts at free | Platforms: iOS, Android

There are times when you just want to edit a video — no fancy collages and no splicing. For that, there’s InShot, a handy app that lets you trim, speed up, or add music and filters to video. It’s pretty fundamental, but with that comes a high ease of use. You can also add a background if you like, though we think it’s pretty cool to have an overlap of images — like we did with the video above.
I took a simple video of a tranquil beach scene, but enhanced it with InShot’s “warm filter” and added a fitting musical track to it — a song called “Pikake Stream,” by Kalani. (I recommend viewing the video in its entirety with headphones, especially if you’re having a stressful day.)
Pros

It’s a great app for beginners and marketers who don’t have a lot of time for intensive video editing.
Built-in music library with royalty-free options.
You can add voice-overs and your music.
The app has a 4.8-star rating on the Apple Store and over 1M ratings.

Cons

There’s no desktop app available.
Filters and stickers are only available with a paid subscription.
Your video will be watermarked unless you upgrade to the paid version.

Top Free Video Editing Software
The following tools are the most versatile mobile apps of all the free software listed in this article.
1. WeVideo

Price: Starts at free | Platforms: iOS, Android, Chrome OS

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Cloud-based video editing software (i.e., software that you access via a browser instead of downloading directly to your hard drive) is growing more and more popular. One of the programs leading the charge is WeVideo.
WeVideo offers some advanced features and functionality, including audio editing capabilities, a library of commercially licensed music, and the ability to share videos in 4K resolution. However, the free version of WeVideo isn’t without its limitations.
One major downside is that you’re only given 10GB of cloud storage. If you’re making a one-off video, this is fine. But if you’re planning to edit multiple videos, you’ll need more space. The free version also puts a WeVideo watermark on your videos, which isn’t ideal.
WeVideo is also available as a desktop computer product and comes with free and paid plans. For a complete breakdown of the differences between these plans, check out WeVideo’s pricing page.
Pros

You can access your videos from any device
Paid versions are relatively cheap (starting at $4.99 for the Power version)
4K exporting available

Cons

Only 10GB of storage and 5 minutes of published video are available on the free version
The maximum resolution is 480p on the free subscription
Your video will be watermarked with WeVideo’s branding unless you upgrade

2. Splice

Price: Free | Platforms: iOS

Splice allows you — as the name suggests — to splice together different video clips on your phone to create a moving collage.
We had a lot of fun playing with this one, especially since Splice even contains a library of musical tracks that can be used as a background for your finished product. You can also use the app to trim and edit the different pieces of video and customize transition lengths from one scene to the next.
My colleague, Amanda Zantal-Wiener, experimented with Splice by compiling the above 15-second video of her dog — using only an iPhone 6.
Pros

Easy and intuitive to use
Familiar user-friendly interface
Multi-track and timeline editing with layers and masks
No sign-in required
No watermark, even for free subscribers

Cons

Subscription starts at $2.99/week, or $12.97/month, which is pricier than other alternatives
Effects and music are only available for paid subscribers

3. Adobe Premiere Rush

Price: Free | Platforms: iOS, Android

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Adobe’s popular video editor, Premiere, isn’t just available on your mobile device — it’s free.
Melissa Stoneburner of Examiner.com calls this app a “gateway” into the full Adobe Premiere Pro video editor for desktop, and we can see this for ourselves. Similar to Magisto (the first video editor on our list), Adobe Rush automatically sets your video to the music of your choice (using Premiere Rush’s library or your own), and offers a Freeform editor that allows you to customize your edits further after this initial audio sync.
Premiere Rush’s equally robust video editing features help you trim, drag, and drop multiple video and image clips — right from your mobile device’s photo and video album — in the order you’d like.
Then, just add proper lighting, manipulate the speed of the video, and share your final product directly on Facebook, Twitter, or YouTube.
Pros

It’s a natural choice for current Adobe users.
Premiere rush offers a familiar video editing interface for those with experience and an easier learning curve for beginners.
The paid version supports 4K exports.

Cons

Some users report exporting and crashing issues on the Android version.
Limited storage capabilities (<100GB) for free users

4. PicPlayPost

Price: Free | Platforms: iOS, Android

We’ve already covered the coolness of photo collages. But what if you could make a video collage? PicPlayPost is a simple app that lets you do exactly that. Just remember that the sound from both videos will play at the same time, so be sure they won’t clash with one another.
There are many uses for a video collage app, but my colleague, Lindsay Kolowich, particularly likes the way fitness professional Melissa Made uses it on her Instagram account. She posts video collages with her performing a workout on one side, while she explains the workout out loud on the other.
Pros

You can create alternative formats such as gifs and live photos
4K exporting available

Cons

Most valuable features are available on the paid version only
You can’t paste text from another app
Video will be watermarked with the PicPlayPost branding unless you upgrade

Best Video Editing Apps for YouTube
Although the video editing services below do not offer mobile versions, they do offer easy-to-learn functionality at minimal cost. These apps are the best for sitting down at your computer and editing amazing video content for your YouTube channel.
1. Blender

Price: Free | Platforms: Windows, macOS, Linux

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The open-source program Blender is more than just a video editor: It’s a full-blown 3D animation suite, which allows for modeling, rendering, motion tracking, and more.
On the video editing side, there are a ton of features, including transitions, speed control, filters, adjustment layers, and more. There are also 32 slots available for adding video clips, audio clips, images, and effects, which means you can produce some incredibly complex video.
For the amateur video editor, all the options can be a bit overwhelming. But if you’re looking to produce truly professional-quality video — without having to deal with watermarks — Blender is a solid option. The best part: “You are free to use Blender for any purpose, including commercially or for education,” according to its website. For the fine print, check out its licensing info.
Pros

Blender has a long history of use across multiple platforms.
You can render, model, sculpt, and animate using this app.

Cons

There’s a steep learning curve for beginners.

2. Lightworks

Price: Free | Platforms: Windows, Mac, Linux

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Like Blender, Lightworks is definitely on the more advanced (and powerful) end of the video editing software spectrum. In fact, it’s a program that’s been used to edit some well-known and award-winning films, including Pulp Fiction, The Wolf of Wall Street, and The King’s Speech.
There are two different licenses you can choose from with Lightworks: “Free” and “Pro.” (The latter of which, as you might have guessed, requires that you cough up some cash.) The main difference between the two licenses is that the Pro version offers more features, including stereoscopic output and advanced project sharing. But the free version is still quite powerful, providing 100+ effects and supporting multicam editing.
Pros

Like Blender, Lightworks has a long history of use across multiple platforms.
You can access royalty-free videos and audio from the desktop app.
You can export up to 4K.
Multi-track editing and timelines, even in the free version.
You can buy a lifetime license for $437.99 and never worry about renewing a subscription.

Cons

There’s an extremely steep learning curve for beginners.
Limited options for creating titles and subtitles.
Users have reported formatting issues when importing video clips.

3. Shotcut

Price: Free | Platforms: Windows, macOS, Linux

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Shotcut is another open-source video software — and it’s completely free. It’s possible to use Shotcut to create professional-looking videos, but the interface is tricky to use. Perhaps that’s because it was originally developed for the Linux platform, which looks and feels a lot different from the typical Windows or Mac UX.
With dedication — and time spent in the Shotcut frequently asked questions and how-to guide sections — it’s possible to use this software to create and export high-quality videos, completely for free.
Pros

It’s completely free—you never have to upgrade, ever.
The diverse list of features rivals those of paid apps.

Cons

Shotcut could be difficult to get the hang of at first.
Some users find the UI difficult to navigate.
It’s less intuitive compared to other apps such as Premiere Pro and FinalCut, even for experienced editors.

4. VSDC Free Video Editor

Price: Free | Platforms: Windows Only

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In experienced hands, the VSDC Free Video Editor can produce professional-looking videos. In addition to supporting nearly every major video format, the program offers advanced video effects, including object transformation and color correction, as well as advanced audio effects like volume correction and sound normalization. And unlike WeVideo, the VSDC Free Video Editor is truly free. You can use the program’s full feature set without having to deal with pesky watermarks.
Unfortunately, there is one catch. If you want technical support, you need to pay. (And because there is a bit of a learning curve, there’s a good chance you’ll need assistance.) Support for the VSDC Free Video Editor costs $9.99 for one month and $14.99 for one year.
Pros

The free version is packed with typically premium features such as masking, blending modes, and 4K exports.
You can share your video directly from the app to YouTube, Vimeo, and other platforms.

Cons

You have to pay for support if you’re using the free version.
Not as user-friendly as other alternatives.
Users have reported a steep learning curve.

5. Machete Video Editor Lite

Price: Free | Platforms: Windows Only

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At the simple end of the spectrum is Machete Video Editor Lite, a free program allowing you to cut, copy, and paste different sections of video. As the Machete website puts it, Video Editor Lite was “designed for quick and simple ‘slicing’ of your video files.”
The program’s intuitive interface means you won’t have to waste time shuffling through technical support documents. And because Video Editor Lite doesn’t re-encode your video files when you slice them, you don’t have to worry about losing video quality.
The main downsides to the program? It only supports the AVI and WMV video formats, and it doesn’t allow for audio editing. Still, if you have zero video editing experience and only need to make simple edits, it’s a great option.
Pros

This app offers simple but powerful slicing and editing capabilities.
It’s an incredibly simple and user-friendly interface; simply download and go.

Cons

You can only export AVI and WMV files.
You can’t edit or replace the audio.
The website is outdated with limited support documents.

6. Avidemux

Price: Free | Platforms: Windows, macOS, Linux

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Like Machete Video Editor Lite, Avidemux allows you to do basic video editing (no audio editing) without having to worry about losing video quality. But Avidemux also has a few more tricks up its sleeve.
For starters, the program supports multiple video formats, including AVI, DVD, MPEG, QuickTime, and MP4. What’s more, Avidemux comes with several filters that allow you to perform a host of different functions, from flipping and rotating clips, to adding subtitles, to adjusting colors and brightness levels.
And while the learning curve for Avidemux is slightly steeper compared to Machete Video Editor Lite, the upside is that there’s an extensive Avidemux wiki that covers everything you need to know.
Pros

Supports multiple file formats such as AVI, MPEG, MP4, and Microsoft’s proprietary ASF
Simple interface that’s best for tasks such as cutting and splicing footage
Easy learning curve; simply download and start using

Cons

Limited capabilities compared to other apps (especially mobile apps)

7. HitFilm

Price: Starts at free | Platforms: Windows, macOS

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HitFilm Express is a free video editing and visual effects software — which means you can use it to add more than 180 special effects to your videos, including 3D editing.
Possibly the coolest HitFilm feature is its wealth of tutorial videos — users can practice applying special visual effects in movie tutorials based on Star Wars, Westworld, and more.
Of course, upgrading to HitFilm Pro grants access to more visual effects, better high resolution and 3D rendering, and better audio syncing between audio and video files. It costs $300, but if you’re not ready to fully invest, HitFilm Express users can purchase lower-cost expansions to use more tools in their software.
To see the complete list of differences between HitFilm Free and Pro, check out their “Compare Versions” page.
Pros

Powerful capabilities such as mask rendering, export queues, and unlimited tracks and transitions
Built-in voice recorder for easy voice-overs
Has been described as a mix between Adobe After Effects and Adobe Premiere Pro

Cons

Beginners may experience a learning curve.
Some users have reported crashing issues.

Video Editing Apps for Android
These video editing apps are particularly appealing for Android mobile users, though some of them are compatible with more than just the Android operating system.
1. VideoShow

Price: Free | Platforms: Android, iOS

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VideoShow allows you to edit video content in many creative ways beyond cutting and pasting scenes together. The award-winning app, which has more than 400 million users, allows you to include text overlays, stickers, music, filters, and sound effects in your footage. Because of these features, it lends itself to video producers who want to add a bit more creativity to a vlog series, where the video is primarily of one person speaking directly to the camera.
Pros

Easy-to-use yet powerful, with HD exports available for free users
Expansive music library

Cons

Your video will be watermarked with VideoShow branding if you’re not on the paid version
You can’t export the video without upgrading to the paid version

2. PowerDirector

Price: Free | Platforms: Android, Windows, macOS

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This robust video editor has a suite of creative design tools just for Android and desktop users. Developed by CyberLink, the app can help you create 4K-quality videos from footage taken with numerous devices. Special features include motion tracking, which helps you focus on specific subjects in each frame; video collages, which help you piece together numerous photos into a motion video; and video stabilization, allowing you to remove moments of “shaky camera” in your footage. PowerDirector can also help you add voiceovers and creative sound effects using chroma key.
Many of PowerDirector’s features are completely free in the Android app. For a more advanced suite of editing tools, you can invest in one of CyberLink’s paid products starting at $99.
Pros

Powerful features such as green screen editing, motion graphics, and keyframe controls
Incredibly low price compared to competitors such as Adobe
Multi-track editing and timelines
The company constantly adds new graphics and templates for users to choose from

Cons

Some users have reported that it can be buggy

3. Quik

Price: Free | Platforms: Android, iOS, macOS, Windows

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Quik is a video editing tool developed by GoPro, making it the software of choice for people who are editing footage from their GoPro camera. But yes, it can edit content from any source.
The app can manage up to 75 photos and video clips in one project, and can even comb through this content to help you make smart editing decisions based on what the app detects in the footage. From time-lapses to panoramic pieces, Quik can manipulate your media in lots of creative ways. The app has more than 20 preset themes to choose from and supports eight common file types.
Pros

Easy-to-use and intuitive app
Automatically imports photos from your camera

Cons

This software no longer receives updates from its manufacturer
You only have access to the cloud when you upgrade to GoPro PLUS

4. KineMaster

Price: Free | Platforms: iOS, Android, ChromeOS

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KineMaster is a super-versatile video editing tool that allows you to edit videos on “multiple layers.” What does that mean? Content creators can add an unlimited amount of text overlays, images, audio, and even free handwriting onto their footage for the artistic detail they or their brand needs. You can also blend multiple pieces of footage and use double-exposures to customize the background in a load of creative ways.
For simpler editing tasks, of course, this app offers intuitive trimming and splitting features to make your video progress just the way you want it to.
Pros

Powerful features such as multi-track editing, layers, and blending modes
Over 3M reviews on Google Play and an average rating of 4.5 stars
You can share on YouTube, Instagram, and Facebook straight from the app
4K exports available

Cons

Your video will be watermarked with the KineMaster branding if you don’t upgrade to Premium
Limited access to assets on the free version

5. VivaVideo

Price: Free | Platforms: iOS, Android

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VivaVideo makes professional-level edits easy for content creators. Free for all mobile devices, the app allows you to trim, merge, speed up, slow down, and reverse clips and images in a short amount of time. The app also comes with a simple collage- and slideshow-maker and offers a variety of camera lenses to capture new, edit-ready footage directly in the app.
Pros

Fun on-trend filters, templates, and effects
Expansive music library with hundreds of clips to choose from
Multi-track editing allows you to layer voice clips and music

Cons

The five-minute time limit for videos

With most people working from home, the importance of video can’t be overstated. But unless you get the right app for video editing, you’ll run the risk of publishing videos that look unprofessional and unpolished.
With these apps, you’ll be sure to create a video that attracts, converts, and delights your audience. The sooner you download one, the sooner you can sharpen your audio/video creation skills and attract more people to your brand.
Create Better Videos for a Higher ROI
Online video content isn’t just watched more — it’s expected more. Luckily, you have the video editing tools to help you delight your audience and improve conversion rates across your social media accounts. Grab the guide below to make the video learning curve easier and to jumpstart your video marketing efforts.
Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.

Have you ever heard the term “analysis paralysis”? It’s the concept that too many choices can inhibit a person’s ability to make a decision. Visitors to your website can experience this too if there are too many places to look or if there’s a confusing design.
When this happens, visitors won’t convert. Therefore, increasing your conversion rate is beneficial to lowering your cost per acquisition.

Below, let’s review how to increase your conversion rate for both your desktop website and mobile site.

How to Increase Conversion Rate on Your Website
1. Use a CRO planner.
Getting started with conversion rate optimization can seem like a daunting task.
The first step to improving your conversion rate? Use a CRO planner.
With a CRO planner, you’ll be able to analyze and develop a strategy for increasing your conversion rate.
For example, with HubSpot CRO planner, you’ll find instructions on how to conduct a site audit, identify areas to improve your conversion funnel, understand users on your site, and go through the process of A/B testing and experimentation.
CRO planners can be helpful because they take through the entire process from A to Z.

2. Shorten your forms.
One reason that users don’t convert is because there’s friction in the process. For example, if you have a long-form, visitors might be hesitant to fill it out.
It’s your job to eliminate hesitation, not create it. By shortening your forms, you’ll create trust among your audience. Plus, it takes less time to fill out so users are more likely to complete it.

3. Include social proof.
Did you know that 89% of consumers check online reviews before making a purchase? The Canvas8 study commissioned by Trustpilot also found 49% of consumers consider positive reviews one of their top three purchase influences. Without a doubt, your reputation and online presence impact your conversion rate. That’s why you should include social proof on your site.
You can link to your Yelp or any other directory page where customers have left reviews.
Additionally, you should also add testimonials and reviews right on your site so visitors don’t have to go to a third-party site.
It should be apparent that your customers have enjoyed using your product or service. If it isn’t, your conversion rate will suffer.
4. Track how people interact with your site.
It’ll be hard to improve your conversion rate if you don’t understand how users are interacting with your site.
But how can you see where visitors are getting tripped up? With website analysis tools, you can see screen recordings of users on your site. You’ll see what they click on, if they skip over an offer, or if they stop filling out a form in the middle.
Additionally, these tools should include heat maps of your site, so you can see what elements stand out and what draws the eye.
A tool like Crazy Egg or HubSpot’s website grader can help you see what you’re doing well and diagnose what areas of your site you need to improve. You should also calculate your conversion rate and analyze why visitors aren’t converting on your site.
5. Add live chat.
When a web visitor doesn’t convert, they might have a question or concern about your product or service.

To avoid losing potential customers, you should consider adding live chat to your site.
With live chat, your customer service or sales employees can alleviate concerns of prospects who are on the fence.
6. Test your offers.
Sometimes it can feel like you’ve checked everything — you’ve written a strong copy, included social proof, and have optimized your forms … but you still aren’t converting.
When this happens, it’s time to check your content offers. Do they align with your audience? Are they creative and compelling? Do the offers make sense for the page they’re on?
Think about your current offers and answer those questions.
For example, offering a free trial or consultation is fairly generic. Instead, you could offer something like HubSpot’s Website Grader. With this offer, the customer is getting a lot out of it. They’re getting actionable advice, for free, and they don’t need to clear out time on their calendar to get it.
Tangible and compelling offers always perform better than a generic offer. To improve conversions, you need to analyze and test your content offers.
7. Conduct A/B testing.
It’s not always easy to know what’s working and what isn’t. When that happens, you should conduct A/B tests.
See what types of headlines, colors, copy, layout, and CTAs work for your audience. Get creative with your experiments.
For example, you can try testing an entirely new type of CTA or completely changing the format of your copy.
8. Increase trust and remove friction.
Users don’t convert if they don’t trust your brand or experience friction in the process.
So, how can you increase trust?
You can use several tactics, including money-back guarantees, updating your site content regularly, avoiding spammy links, and making the site easy to use.
If it looks like you haven’t posted a blog in two years or there are a lot of broken links — that’s friction and it creates distrust.
Additionally, you can include team bios so your audience knows who they’re getting information from.
9. Create abandoned cart email campaigns.
Have you ever been on a site, added something to your cart, but decided not to check out? We all do it and that means it’s probably happening on your site too.
You shouldn’t forget about those potential customers. If someone abandons their cart, they should receive an abandoned cart email campaign.

With this type of email campaign, you’ll email users a reminder about the products in their cart, send a follow-up, and then perhaps include a discount or offer.
If you don’t send this email, you’re losing out on conversions.
How to Increase Landing Page Conversion Rate
10. Communicate your value proposition.
On any landing page, your value proposition should be clearly communicated. To do this, you need to have a solid understanding of who your audience is and your buyer persona.
Write your copy specifically for your target audience. For example, you can address their goals, motivations, and pain points.
Additionally, you should discuss the benefits of your product or service over the features. Benefits will help your potential customers imagine their life with your product, while features are easy to skim and ignore.
Your copy should communicate how your product or service can solve your audience’s problem. If you aren’t converting, you should check and see how well your copy is written.
11. Incorporate multimedia elements into your landing pages.
Have you ever ordered something at a restaurant and when it came out, it looked completely different than what you imagined?
You don’t want this to happen when people download your content offers. To avoid this, include images and videos of your product or service on your landing pages.
Multimedia elements make your site feel more trustworthy. Plus, it’s the preferred way of consuming content.
To improve your conversion rate, try adding images of graphs and charts, or video testimonials to your site.
12. Write strong CTAs.
A huge component of conversion is your call-to-action (CTA). Your CTA could be to download an offer, share a post on social media, or subscribe to your email newsletter.
Whatever it is, you need to include CTAs throughout your website and landing pages. Usually, this means that they’re clear and easily accessible.
“Marketers need to take a Goldilocks approach when it comes to placing CTAs since sometimes, one placement isn’t enough,” explains AJ Beltis, HubSpot’s Senior Marketing Manager. “But it’s very easy to have a CTA appear so often as to appear spammy to website visitors.”
Typically, each landing page will only have one call to action but be incorporated several times on a page. For example, this blog post has three CTAs that lead to one offer. One at the bottom of the page, one in the text in the introduction, and one that pops up after scrolling down the page.
Typically, the sooner a CTA can appear on a page, the better, Beltis says. Otherwise, you run the risk of visitors who don’t scroll down far enough missing the conversion point entirely.
The important thing to note is that you can access the CTA no matter where you are on the page. Removing risk for the visitor (like offering a guarantee) and communicating that message clearly in your CTA will encourage them to take action.
13. Eliminate unnecessary distractions.
Speaking of CTAs … it’s important to remove anything on your landing page that would detract from visitors taking a preferred action. Get rid of any unnecessary links, pop-ups or navigation options that could potentially divert a visitor’s attention away.
A busy or cluttered page is less likely to convert visitors. You only have a few seconds to win them over, and a page that’s hard to navigate will discourage them from sticking around.
Design a page that encourages visitors to click your CTA using visual hierarchy to your advantage.
14. Meet your audience’s expectations.
When someone clicks on your site after reading your meta description on Google or seeing your search engine ad, your landing page needs to follow through.
You have to deliver on the promises that were made in that copy. For example, if a user sees this post in Google, they’re going to expect to find strategies to improve their conversion rate. If they clicked through and this page only had pictures of puppies, they’d be confused.
If a landing page doesn’t deliver on what a user thought they were getting, they won’t convert. That’s why you need to think about the entire process from seeing an ad, going to your landing page, and downloading an offer.
If a landing page isn’t converting, review your social media posts and search engine descriptions to see if you follow through on the promises you made.
How to Increase Mobile Conversion Rate
15. Improve your page speed.
When it comes to mobile conversion, a huge obstacle is page speed. This is the time it takes for your content to appear on the screen.
Did you know that 40% of people abandon sites that take more than 3 seconds to load? On mobile specifically, a one-second delay in page response can result in a 7% reduction in conversions.
If your mobile page isn’t converting as well, analyze your page speed with Google’s PageSpeed tools. This will test your mobile page speed.
To improve your page speed, images need to be smaller and compressed. Additionally, your site should be responsive and optimized for mobile.
16. Optimize for mobile.
Since Google switched to mobile-first indexing, mobile optimization has been more important than ever. If you don’t optimize for mobile, your Google rankings might be impacted, which could reduce conversions.
You might be wondering, “How do I optimize my site for mobile?”
Before you begin, it’s important to remember that mobile and desktop experiences are different.
You can use Google’s mobile testing tool to see if your site is mobile-friendly. With this tool, you’ll get recommendations for how to improve your site’s mobile performance.
For example, you might need to increase your font on mobile, compress your images, or improve page speed.
17. Enhance the purchasing process.
Making a purchase on your phone should be a simple process.
That means you shouldn’t have too many steps in your checkout process and your payment buttons should be easy to see and click.
Additionally, try to remove restrictions on online forms where you gather payment information. Personally, I’m always stopped on mobile forms because the name of my city is too long (22 characters).
Users should be able to check out as a guest and use whatever payment method they want, whether that’s Google Pay, Apple Pay, or PayPal.
Ultimately, this process should be easy and pain-free. A complicated checkout process will reduce mobile conversions.
18. Be creative with your mobile marketing.
When you want to increase your mobile conversion rate, that doesn’t just mean you need to adapt your site to the mobile experience.
You can also start to get creative and run mobile-only marketing campaigns.
For example, maybe you can start an SMS text message campaign, or you can use push notifications on your app.
These creative, out-of-the-box techniques can help increase your mobile conversion rate.
19. Make adjustments to your mobile site.
Since the mobile and desktop experiences are different, your mobile and desktop sites should be different.
For example, your email subscriber form might be smaller or nonexistent on your mobile site.
Additionally, you’ll probably use different CTAs on your mobile site. For instance, when you read this blog, the website and mobile have different types of CTAs. While the offer is the same, the button and the way to access the CTA aren’t.
On mobile, less is more. Your mobile site should be simple and eliminate distractions. This can mean you have simplified navigation and use a hamburger menu so it’s easy to get around your site.
20. Localize your content.
Mobile users are usually on your site because they’re looking for contact information, want to know your location, find directions, or look up reviews.
That’s why you should optimize for local marketing. This means adding location pages to your website, managing your online directory listings, and creating local content.
To improve your mobile conversion rates, consider localizing your content so you perform better in local searches.
Before I sign off, I want to remind you that many of the tactics for improving your website’s conversion rate can be applied to mobile CRO.
Empathize With Customers
At the end of the day, we’ve all been consumers before. Take a step back, look at the bigger picture, put yourself in your customer’s shoes, and think about whether you would make a purchase off your site.
This article was originally published May 25, 2020, and has been updated for comprehensiveness.