Introduction

Good social videos mix strong feeling with smart editing. This article explains how a top video maker thinks about doing that.

What's the problem it solves?

Most brands make videos that follow random rules and trends instead of making something people enjoy. This piece shows how a real video creator thinks about feeling, rhythm, story, and human comfort on camera so the final video actually holds attention.

Quick Summary

The article follows Arjun Ram Srivatsa, a video lead at The New York Times, who has made social videos for big media brands. His style is driven by art, mood, color, and rhythm, not strict best practices. He grew up loving the fast, loud style of 90s MTV and sees video as a mix of music, poetry, and feeling. He asks one main question: how do you make people want to look at something.

Arjun does not chase tricks or growth hacks. He focuses on making videos that feel friendly and full of life. To keep viewers watching, he edits fast and tight, as if trying to keep his own attention. He believes hooks are not tricks but signals of energy. The first seconds should promise a mood, not shout for clicks.

He also avoids stiff talking head shots. For interviews, he has guests record simple voice notes while talking to him like a friend. This helps them relax. His videos for The New York Times show how reporters see the world, using quick cuts, zooms, color, and playful ideas to bring out curiosity. Arjun pushes brands to put beauty first and not settle for dull content. He says the world has enough noise and we should add more things worth looking at.

Key Takeaways

• Good video comes from mood, color, rhythm, and feeling, not strict rules.
• A hook is a promise of tone, not a trick.
• Edit like you are trying to keep yourself interested.
• If people are stiff on camera, use voice notes and casual chats.
• Show how people see the world, not just what they say.
• Trends are not a strategy.
• Beauty matters. Make videos you want to watch.

What to do

• Start each video by choosing the feeling you want people to sense.
• Focus the first seconds on mood and tone, not loud text.
• Edit tightly and cut anything that slows you down.
• When filming people, try audio chats or voice notes to help them relax.
• Use color, motion, zooms, and small visual surprises to keep viewers watching.
• Build series that show the human side of your team or brand.
• Stop chasing trends and aim to make something that feels real and looks good.

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