September 13, 2018

EditMate Allows For Anyone to Create Videos… No Expensive Video Software Required

Here's an obvious statement: A lot of folks within the startup/tech community create videos. They will do this, for among other reasons, to show off their company culture, connect with others, and/or show off a new product. However, if you’re part of a marketing team looking to make professional videos for your company, chances are you may not have the time to do so.

Coming out of New Zealand, and now stationed in Cambridge, is EditMate an easy-to-use video editing and sharing platform.

We spoke with EditMate’s Co-Founder and current-Managing Director Scott Stratford about how they are making video creation more accessible to not just the startup community, but to consumers as well. Stratford also went into detail on how EditMate works and how anyone can make a video for social media.

Colin Barry [CB]: Every time I log onto LinkedIn, I see users constantly posting videos. Do you and the rest of the team at EditMate think video is going to become the dominant way to share content?

Scott Stratford [SS]: Definitely. According to Cisco, video will account for 79% of global internet traffic by 2020 so it’s going to be the dominant medium across every channel: social media, internal communications, training, recruiting -- it’ll be absolutely everywhere.

And that’s why we created EditMate, so businesses can keep up with that demand and create authentic video at scale.

CB: What are the origins of EditMate and how did the company come together?

SS: My partner Rachel King and I met working at a video startup in Auckland, New Zealand. She comes from a creative background, working as a video producer and editor and I come from the sales side, selling advertising to marketers and agencies.

Scott Stratford
Scott Stratford, Co-Founder and Managing Director of EditMate

We kept seeing our clients struggle to produce video content at the volume and price point they needed. And with the advances in technology, it seemed crazy that this was an issue when everyone is walking around with an HD video camera in their pocket.

From our background in production, we knew how vital editors are to the video process. Their creative skills can turn rough amateur footage into a beautiful piece of content. Around that idea, we came up with the idea for EditMate so Marketing Teams of all sizes can collect video clips from their real communities (their employees, brand ambassadors, customers) and connect with an Editor to turn that raw footage into an effective piece of video content.

We’re thrilled with how mobile video has boomed and become a powerful way for brands to activate and engage with their community. The EditMate Platform provides an end-to-end solution so businesses can now harness the power of mobile video to create truly authentic video content that’s on-brand and worth sharing.

CB: What are the long-term plans of the company's business?

SS: Our ultimate goal is to have EditMate be the go to platform for modern video marketing.

For brands to have enough video content to populate their social and internal channels, they essentially need to be operating like media companies, producing a high volume of videos, formatted and re-purposed for each channel.

We’ve designed EditMate to be the SaaS platform that enables brands to do that.

CB: If I were to log onto EditMate and start making videos, how would I go about that? How does EditMate’s software work?

SS: EditMate gives businesses of all sizes the technology and system to create authentic videos at scale. When a user signs up to the EditMate Dashboard, they become a “Producer”.

Producers start projects by filling out a creative brief, uploading existing footage and/or assigning a “Mobile Film Crew” to their project. Their “Crew” (which could be their colleagues, brand ambassadors, customers or even just themselves) will get an email inviting them to download the EditMate App and upload mobile videos with directions on what to shoot. All that footage gets uploaded directly to the project where the Producer can review, rate and comment on each clip.

Once they have all of the footage they want to use, the Producer can request an Editor and one of our vetted, professional video editors is assigned to the Project. The Editor sends a quote and once approved, the Editor quickly cuts together a polished, on-brand video.

The whole review process happens in the Chat Box on the Dashboard and once the video is finalized, Producers can share them directly to social media or download them to use anywhere they’d like.

All video footage is saved and can be reused and refreshed for future projects.

We understand video can be intimidating so we’ve designed our software to be super straightforward, simple and easy to use.

CB: Who is the ideal target market for EditMate? Who are some of EditMate’s current clients? Any use case that stands out to you?

SS: The ideal target market for EditMate are businesses that need to reach millennials and Gen Z-ers. They grew up in a digital, mobile and social world and expect to be part of an authentic conversation with brands. Our platform gives brands the tools to enable that.

More specifically, EditMate is perfect for universities, high growth tech start-ups and the travel industry. These are segments that need to create a high volume of videos for social media, recruiting and training and we provide a fast, cost-effective way to do that.

One of our current clients is Techstars Chicago. They’re using EditMate to collect mobile footage from the 10 startups in their 2018 program. Each week, they invite each team to share video clips of what they’re learning and what they’re  working on. Over the next 3 months, we’ll be creating promo videos for Techstars with this footage as well as cutting individual videos for each startup that will be shared on Demo Day.

A great case study is The International Travel College of New Zealand (ITC). They were actually our first customer and have been with us for over 2 years. Their students study to work in the travel and tourism industry and use a custom branded ITC EditMate App to record their experiences both in and out of the classroom. Each month an Editor cuts videos for ITC’s social channels that get the attention of prospective students because they feature their real students and staff. These highly shareable videos broaden ITC’s reach both organically and exponentially and have proven to be very effective Facebook Ads.

International Travel College of New Zealand

CB: How big is the team? Looking to hire any particular position in the upcoming months?

SS: We’re a lean machine with only 2 people on our core team and 3 contractors but have a network of 30 video editors that we work with on a project basis.

We’re always on a lookout for more talented, creative and experienced video editors and as we grow over the next 12 months, we’re planning to expand and hire a Sales Team, a Content Creator and a Full Stack Developer.

CB: Has your company participated in any trade shows/meetup events in the Boston area? What about events outside of Boston?

SS: We have partnered with BostInno to create videos for their Coolest Companies Competition for the last two years and this year we’re working with all of AmericanInno’s events in six cities.

Other events we’re partnering with to create videos for this year include HubWeek and The Entrepreneur Games in Boston, plus Crowdsourcing Week in DC.

CB: Where did you come up with the name for your startup?

SS: We came up with EditMate since we were founded in New Zealand and the word “mate” (meaning “friend”) is common slang there.

Many of our clients have commented that working with EditMate is like having your own online in-house video team or a creative friend that’s available to help out with videos anytime you need them… so we think the name is a good fit.

Colin Barry is an Editor & Staff Writer to VentureFizz. Follow him on Twitter @ColinKrash

Images courtesy of EditMate