A great product video can attract eyeballs and open wallets.
Nearly 65% of shoppers will make a purchase after watching a branded social video, and 68% of people prefer to watch a video to learn about a product over any other medium.
If you're looking to level up your product pages and marketing with video content, you're going to need video editing software.
In this guide, we're going to reveal the 15 best free video editing software for dropshippers.
There's a tool for every experience level.
We'll also look at the five types of product video you can create and examples of e-commerce brands killing it with video content.
Let's dive in.
What is Video Editing Software?
Best Free Video Editing Software
Lightworks
HitFilm Express
OpenShot
Blender
Vimeo Create
DaVinci Resolve
InVideo
EaseUS Video Editor
WeVideo
Shortcut
iMovie
VSDC Video Editor
VideoPad
Microsoft Video Editor
Machete Video Editor Lite
Which Free Video Editor Should I Use?
Types of Product Videos You Can Use for E-Commerce Marketing
How-To Videos
Product Demo Videos
Close-Up Videos
Tutorial Videos
Brand Story Videos
Best Examples of Product Video Marketing
Conclusion
What is Video Editing Software?
Video editing software is a type of application that allows you to modify, enhance, and edit raw video footage. You can cut sections of video, add transitions, and include visual effects.
The internet is a visual place, and video content is an important medium for e-commerce stores and marketers.
With video editing software, you can create professional-quality videos for your product pages, paid ads, and social media channels.
Best Free Video Editing Software
The following list of free video editing software contains both apps and desktop programs. Generally, desktop video editing software is more powerful and can produce better results.
Every video editing program on the list is free. Some have additional paid plans, but you can use all of them to create product videos at no cost.
1. Lightworks
Lightworks is the most popular free video editing software on the list. It's used by over 5.5 million creatives around the globe.
The pro version of the software has been used to edit box office films, including Pulp Fiction and Mission Impossible.
The interface might seem intimidating for beginners. However, once you are familiar with how things work, you can create every type of product video. It's a powerful editor that offers pro-level tools for free.
There's an extensive official user guide to help you use the editor and a bunch of helpful unofficial video tutorials on YouTube.
You can also use Lightwork's collection of licensed stock audio and video to add more depth to your product videos.
Pros:
Fast and responsive interface for precise editing
Work on existing video while importing new files
Shortcuts for social sharing
Cons:
Steep learning curve
Limited to 720p video quality on the free version
Operating System: Windows, Mac, and Linux
Pricing: Free (Pro version starts at $24.99 per month)
2. HitFilm Express
HitFilm Express is the only video editing software that comes close to matching Lightworks for power. It also has a similar learning curve, but there are some great tutorials online to help you get to grips with the interface.
The video editing software does come with some advanced features you don't get with many other free editors. For example, there's a helpful tool that allows you to create transitions between two videos without having to add a third composite shot to make the transition smoother.
HitFilm Express is free, but you will be asked to share a social media update when you download the editor.
Pros:
Advanced pro tools, including motion tracking and animation suite
Video stabilizer to make your footage look smoother and more professional
Responsive editing – re-trim clips on the timeline
Cons:
Steep learning curve
High-spec system requirements
Operating System: Mac and Windows
Pricing: Free (Pro version $349)
3. OpenShot
OpenShot is one of the most beginner-friendly free video editing software tools.
The interface is simple and easy to understand. You can drag and drop clips, use template transitions, and add audio tracks to your video.
You don't get the advanced features you'll find on the more powerful video editors, but it's great for creating short, simple videos.
If you have experience with iMovie or Window's Movie Maker, you'll be able to adapt to OpenShot quickly.
Pros:
Intuitive drag and drop functionality
Unlimited layers to add branding and background effects
Adjust brightness, colors, greyscale, and other image attributes
Cons:
Interface looks outdated
Some lag when editing high-resolution footage
Operating System: Windows, Mac, and Linux
Pricing: Free
4. Blender
Blender is a versatile editing tool with a pro 3D animations suite.
The software is an open-source project. Thousands of developers worldwide have collaborated to produce one of the best free video editing software suites available.
There's a passionate Blender community online to answer your questions and help you make the most of the set of tools.
The video editor is just one of the suite of tools, but it's equipped with everything you need to make professional-quality videos. You may find the interface a little intimidating if you're a beginner, but there's a lot to like if you're willing to overcome the learning curve.
If you want to create 3D animations to promote your brand or products, you won't find a better free tool than Blender.
Pros:
Realistic 3D animation rendering
Huge library of video effects
Powerful animation suite
Cons:
Complicated UI for beginners
High-spec system requirements
Operating System: Windows, Mac, and Linux
Pricing: Free
5. Vimeo Create
Vimeo Create is a different type of video editing software. It's an AI-powered app rather than a desktop editing program.
One of the key benefits of Vimeo Create is that you can connect the app directly with your Shopify store. As a result, you can quickly import images and text from your product pages to create eye-catching product videos.
It's super-easy to use. You just answer some questions about your product, add images and text, and choose the video style. There are around 1000 templates that you can choose from, or you can create a video from scratch.
The AI-powered software will then automatically create your product video.
You can quickly scale and create videos for your product pages without any manual trimming of clips or editing.
Pros:
The easiest way to create product videos
Share your videos on social from within the editor
Library of licensed audio tracks
Cons:
The free plan is very limited
Operating System: iOS and Android
Pricing: Free (Pro plans from $7 per month)
6. DaVinci Resolve
DaVinci Resolve is one of the most advanced video editing software suites on the market. It's packed with features, including color-coding, motion graphics, and audio production.
It's important to note that DaVinci Resolve doesn't follow the same workflows you get with most other free video editing software. The interface is unique, which does mean it has a steeper learning curve than other tools.
The editor itself has everything you need to create professional-quality product videos. You can trim clips on the timeline, add transitions and effects, and implement three types of image stabilization.
Overall, DaVinci Resolve is a good option for intermediate to advanced users. You can find more intuitive editing tools if you want to create simple product videos quickly.
Pros:
Advanced on-timeline clip trimming
Audio editing
Extensive set of tools
Cons:
Steep learning curve
No customer support with the free version
Operating System: Windows, Mac, and Linux.
Pricing: Free (Pro version from $295)
7. InVideo
InVideo is a popular online video editing software that makes it easy to produce high-quality product videos.
The interface is easy to use, and there are thousands of templates to base your video on. In addition, you can customize every template and add your branding to make your product videos unique.
There's also an extensive library of licensed stock images, videos, and clips to make it easy to build out your videos.
You don't get the features you'll find on more advanced video editing software. But InVideo is an excellent option if you want a simple, fast editor to make product videos.
Pros:
Over 4000 video templates
Pre-set branding options
Fast rendering
Cons:
Limited free plan
Some users report issues syncing voiceover tracks
Operating System: Windows and Mac
Pricing: Free (Pro plans form $4 per month)
8. EaseUS Video Editor
EaseUS Video Editor is a step up from basic free video editing software, but it doesn't have the features or power of some of the best options on the list.
If you're looking to upgrade from iMovie to something more advanced, this editor is a good option. It's much simpler than most intermediate and advanced tools.
There are lots of templates to choose from, and it's easy to cut and edit footage using the timeline and video preview box. There's also a special effects tool to create transitions, add filters, and enhance your images.
One important thing to note is that you will need to upgrade to a paid plan to remove the EaseUS watermark from your videos.
Pros:
Intuitive interface
Great range of templates
Easy to create transitions and add special effects
Cons:
Lacks features compared to more advanced video editing software
Free plan is very limited
Operating System: Windows
Pricing: Free (Pro plans from $17.97 per month, $49.95 per year, or $ 79.95-lifetime fee)
9. WeVideo
WeVideo is an online free video editing app. You can access the tool in your web browser, with no need to download anything. In addition, your work is saved in the cloud, so you can easily access and share your videos.
Like cloud-based rival InVideo, the WeVideo interface is really simple and easy to use. You can add transitions and other effects with ease. There's also a branded template feature so you can ensure your branding is consistent across all of your videos.
You'll need to upgrade to a pro plan to get the most out of the video editing software. Free plans are limited to 480p video resolution and have restrictions on storage and publishing.
Pros:
Useful voiceover tool
Easy to use
Good range of templates
Cons:
Limited free plan
Performance issues on slower internet connections
Operating System: Mac, Windows, iOS, and Android
Pricing: Free (Pro plans from $4.99 per month)
10. Shortcut
Shortcut is another open-source video editing software. There are no restricted features, and you can access everything for free. It has a large community of developers behind it, so the software is regularly updated.
The interface isn't as polished as some of the other video editors on the list. For example, at first glance, it appears that you have only one video layer to work with. It's easy to add new video and audio layers, but this needs to be done manually.
There's a good range of effects and transitions, and it's easy to export your product videos when you're done.
Pros:
4K video resolution
Active community support
Chroma keying feature
Cons:
Clunky interface
Lacks features
Operating System: Windows, Mac, and Linux.
Pricing: Free
11. iMovie
iMovie is the video editing software that is free for the Mac OS.
Almost all Apple software is easy to use, and iMovie lives up to that standard.
You can drag and drop media onto your timeline, trim clips, add transitions, and do other basic video editing tasks.
All your iMovie projects are saved in the cloud. If you're part of the Apple ecosystem, that means you can use your iPhone and iPad to edit your footage, as well as your Mac.
You won't find many advanced features, but iMovie is an excellent introduction to video editing.
Pros:
4K video resolution support
Cloud storage
Intuitive interface
Cons:
Basic editing features
Operating System: Mac/iOS
Pricing: Free
12. VSDC Video Editor
VSDC Video Editor offers a generous free version that has everything you need to make professional-looking product videos.
You'll receive a few prompts encouraging you to sign up for the pro version, but there's no need to upgrade for most users.
You can drag and drop media onto the timeline and layer your tracks using blending and overlaying. This makes it easy to add your branding to your videos and create a watermark effect.
There's also a bunch of Instagram-style filters to make your visuals "pop" and showcase your products.
The latest update of the free video editing software is faster than the previous version and includes image stabilization.
Pros:
Filter effects
Good selection of transitions
Easy to use
Cons:
Slow rendering
Operating System: Windows
Pricing: Free (Pro version: $19.99)
13. VideoPad
VideoPad offers a free version of its video editing software. It's an easy-to-use program that will be a good option if you want to upgrade from a basic free editor to something more advanced.
You can drag and drop media onto your timeline, add custom effects, and adjust image attributes. It's also easy to export your finished product video so you can add it to your store and social media channels.
Overall, there are other free editing tools that offer more features than VideoPad. To access the best features, you'll need to upgrade to a paid plan.
Pros:
Good range of pre-built transitions
Fast social sharing options
Intuitive interface
Cons:
Basic features with the free version
Underpowered when editing high-resolution video
Operating System: Mac, Windows
Pricing: Free (Home version: $60 Master version: $99)
14. Microsoft Video Editor
Microsoft Video Editor is the free video editing software that comes with Windows.
Window's Movie Maker used to be the editing tool for all Microsoft devices. But the tool was not included with Windows 10.
Instead, you'll need to go to the Microsoft Photos app to find the video editing software.
It's a basic video editor, but you can create short and simple videos using the tool. Like iMovie, the interface is really easy to use. You can edit clips, add captions, and include simple transitions and visual effects.
Microsoft video editor lacks features for most users. But it's a basic free option if you want to create a test product video.
Pros:
Easy to use
Basic visual effects
Cons:
Limited features
Operating System: Windows
Pricing: Free
15. Machete Video Editor Lite
Like Microsoft Video Editor, Machete Lite is a basic video editing software tool.
It has its limitations, but Machete Lite can play a part in your video editing process. It's a speedy way to make quick edits to your raw footage.
You shouldn't use the tool to create your finished product videos, but you can use it to prepare clips before importing them into your main video editing software.
Pros:
Small window for multi-tasking
Easy to trim raw footage
Edit video file tags
Cons:
Only helpful in preparing footage
Operating System: Windows
Pricing: Free (Pro version: $19.95)
Which Free Video Editor Should I Use?
We’ve covered the 15 best video editing tools. But you might be a bit overwhelmed by the number of options, so let’s see which is best for your needs.
If you’re new to video editing, your best option is a beginner-friendly tool like OpenShot or a done-for-you video editor like InVideo. You could also use iMovie if you have a Mac and want an intuitive editor to get started.
For more advanced users, it comes down to Lightworks and HitFilm Express. Both are good options, but Lightworks has a larger online community to support you and answer any questions you may have.
DaVinci Resolve and Blender offer some specialized features. But you should get to grips with the basics on a more accessible editor before you look to create animations and other types of video content.
Types of Product Videos You Can Use for E-Commerce Marketing
Now you know the best software to create your video content. But what should you include in an e-commerce video?
Let's look at the five different types of product videos you can create using video editing software.
How-To Videos
A "how-to" video shows people how to use your product.
It can be a great way to explain the different features of your product and highlight its benefits. You can show people what your product can help them to do and exactly how to do it.
Ninja Kitchen is an excellent example of how a brand can use "how-to" videos. The Ninja Kitchen YouTube channel is full of videos that show people how to use its products.
This type of product video is an opportunity to create engaging and actionable content that you can also use on your blog and social channels.
Product Demo Videos
Like a "how-to" video, the product demo video shows your product in action. You can demonstrate the features and benefits of your product and get potential customers to visualize themselves using the product.
Makita is a great example of a brand that uses product demo videos.
You can use product demo videos in your paid ads, on social media, and on product pages.
Close-Up Videos
This type of video shows off the details of your product in a close-up. One of the most significant barriers to purchase for online shoppers is that they cannot hold and see a product for themselves before committing to a purchase.
With a close-up video, you can replicate the in-store experience and help shoppers to overcome this barrier to purchase.
The jewelry brand David Yurman uses close-up videos to showcase the fine details of its products.
You can also use this type of video for your paid advertising campaigns.
Along with close-up images of the product, you can include a voiceover or on-screen text to explain the materials and features of the product.
Tutorial Videos
Some products will require the customer to assemble or install the product once they have received it. The tutorial video shows viewers how to set up the product correctly.
According to Think With Google, users are 3x more likely to prefer watching a video tutorial than reading a product's instructions.
BenQ is an excellent example of using video tutorials to help your customers with product installation and assembly.
It's not just people that have already made a purchase that view tutorial videos. Online shoppers view this type of content before committing to a purchase.
Brand Story Videos
One of the best ways to differentiate your e-commerce store is to create a brand story. When you tell a compelling story about your brand or products, you can stand out and be memorable.
For dropshippers, it can be challenging to tell a compelling story about your products. But you can tell a great story about your brand.
You can get behind a good cause and tell people how you are trying to change the world and make it a better place.
For example, the outdoor footwear company Merrell creates engaging video content by telling stories about its customers.
You can create and share relatable stories about your brand or your customers.
Best Examples of Product Video Marketing
We've covered the best video editing software programs for dropshippers and the types of video content that you can create.
Now, let's take a look at some real-world examples of e-commerce videos. You can watch these videos to get some inspiration and ideas for your product videos.
1. Blendtec
Let's kick things off with one of the most successful product video series ever – the Blendtec "Will it Blend?".
The series shows the power and durability of the Blendtec product by blending various items, including marbles, super glue, and an iPad, as demonstrated in the video above.
The viral content shows off the brand's personality and demonstrates the product's benefits.
The trade publication Ad Age named the series as the number one viral marketing campaign of all time.
2. Dollar Shave Club
Dollar Shave Club used video marketing to carve out a niche in a competitive market. The company uses video content throughout its paid advertising campaigns.
The video above is a great example. Dollar Shave Club knows exactly who it is trying to reach and the pain points that its product solves.
It highlights the benefits of the product in an engaging and entertaining video.
3. REI
This video by REI is a good example of a "how-to" video done well. It shows the product in action and how to use it.
It's a simple video that targets a great actionable keyword to increase organic reach. The high production values of the video also help it to stand out in YouTube results.
4. KANRI Smart Stroller
This demo video by KANRI showcases its Smart Stroller product. It shows every detail of the product and uses graphics to highlight its features.
A great demo video fulfills the role of an in-store salesperson. It answers all the questions a potential customer may have before they are ready to buy.
This type of video content plays a vital role in the sales funnel for a product like the Smart Stroller.
5. simplehuman
If you're dropshipping technology products, you can learn a lot from brands like simplehuman.
The key to a great tech product video is to ditch the jargon and show the simplicity of the product and the benefits it offers.
In the example above, simplehuman sells the image of a desirable home and lifestyle. The crisp lighting and high production values make the product look great, but the video sells much more than just a product.
6. Bradley Smoker
This example from Bradley Smoker ticks the boxes for several types of video content.
It works as a product demo, tutorial, and brand story.
Wade Bradley, the owner of Bradley Smoker, shows you the product's features and how to use it. He shows you how to use the product and tells you why it is different from competing products.
The introduction and conclusion of the video are all about branding and telling the story of Bradley Smoker.
7. Jetboil
Jetboil's product tour video is an excellent example of a concise demo video. It explains all the features of the product in a real-world setting.
The video is targeted towards people familiar with the brand, so it spends most of the video showing off the new features and improvements to the product.
You can create different video content for different audiences. This type of video could work well on the product page, but you could also use it to target existing customers on social media.
8. Black+Decker
Consumer attention spans are shorter than ever before. Sometimes, the best way to communicate your message is a simple and short video.
This video from Black+Decker promotes its range of electric lawn equipment by comparing its products' efficiency and environmental impact to gasoline-powered alternatives.
It uses a simple animation style to convey a simple message. The video also shows that you don't always need to include actual footage of your product.
If you're targeting audiences in the awareness stage of the buyer's journey, you don't want to spend time talking about features.
The purpose of the video is to increase awareness of the problem before you introduce your product.
9. Cannondale
For sports products, it's essential to convey energy and speed in your video content. This example from Cannondale Bicycles shows the product in action in a slick, fast-paced demo video.
The video has a basic storyline to add more depth and upbeat music to make the video feel more exciting. In addition, Cannondale has teamed up with micro-influencers Kera Linn and Mitch Ropelato to increase the video's reach and generate buzz around the product release.
10. Burt's Bees
This example from Burt's Bees was released in October 2020, in the run-up to the holiday season. The video manages to invoke nostalgia and festive feelings in a super-short video.
It showcases the product and knows precisely who the target audience is. Rather than targeting the end-user of the product, the video targets people looking for gift ideas.
In the run-up to peak sales seasons, you can use video content to be there when people are looking for purchasing inspiration.
Conclusion
That's it. We've covered the best free video editing software for dropshippers. We've also examined the types of product videos you can create and looked at some examples for inspiration.
The next step is to test one of the video editing software tools from the list and start creating videos. You can use video content on your product pages, paid ads, and on your organic social channels.
See what works best for your dropshipping store. Like all marketing initiatives, you'll need to optimize your strategy to get the best performance and ROI.
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