Most people see the final video.
They see the sharp cuts, the flow, and the feeling.
But almost no one sees all the hard work that happens behind the scenes.
Today, I want to pull the curtain back and honor the editors.
These are the real artists who are quietly sculpting everything you see.
A few years ago, I happened to be just making content.
We had no agency and no systems.
It was just Sai and I and a few wild dreams.
And man did I suck at editing videos.
It was the one part I never knew how to do well.
^ For reference: this was like my best edit
Luckily for Trendify, we had our creators edit their own videos (thank you guys), but at a certain point, we needed even more help.
And as our business grew, I stumbled on an editor named John.
I didn’t know it then, but that meeting would kick off something way bigger.
John wasn’t just “another editor.”
He was thoughtful, fast, deeply talented and he cared.
We started working together more and more, and soon he became the anchor for what would eventually become the Trendify editing system.
Here’s a quick look at his actual background:
As an experienced freelancer with 8 years in cinematography, photography, assisting, and editing across a range of events, documentaries, and films, I’ve developed a wide skillset…
I’ve also spent 2 years as a YouTube editor, and another year as a Virtual Content Assistant in real estate.
For the past 3 years, I’ve also worked as a freelance sound engineer, delivering high-quality audio solutions.”
I thrive on the challenge of pushing myself to grow and help bring your vision to life.
Reading that again now, I smile.
Because John didn’t just say that… he lived it.
Through him, I met Renz, my personal video editor.
And man… Renz is also so awesome.
All he ever says to me is “got you!” in such a positive attitude, no matter how many edits I request from him (I should probably limit myself like we limit our partners LOL).
John and Renz just show up every single day.
Every time we send them raw footage, they add soul to it.
It’s like they knows the feeling we’re trying to share and helps it come alive.
And of course, a huge shoutout to Razeen and his team too.
In our earlier chapters, him and his team helped us scale production without sacrificing quality.
They were always fast, focused, and reliable.
So here’s the truth: editing is invisible art.
You only notice it when it’s bad.
But when it’s great… it disappears and you're just in it.
And that’s why I wanted to take a moment to write this.
So this one’s for the team behind the screen.
For John, Renz, Razeen, Gerald, all our wonderful creators (who also edit) who bring life to the content.
Your work doesn’t just make us look good.
It makes people feel something.
And that’s rare.
Now, let me give you something more tactical around editing.
The best editing doesn’t start in Premiere.
It starts in the brief.
If you want your editors to create magic, give them:
A clear hook – What should people feel in the first 3 seconds?
A single emotion – Is this video meant to inspire, make people laugh, or sell? Not all three.
A rough voice-over or script – Even 2–3 lines of your vision helps steer the whole tone.
A reference – Send a reel, something you saw, a TikTok you liked. It goes a long way for them to visualize it.
Great edits are a partnership and not just a handoff. That’s the biggest thing I realized.
Oh, and trust your editor to help bring it to life.
That’s what they do best.
If you enjoyed this read then you’ll love our podcast:Â
It’s your ultimate playbook for scaling your app smarter and faster.
Cheers.
- Srikar & Sai Karra