Well-produced product videos are a more engaging form of content marketing than photographs alone and can reduce a customer’s hesitation in making a purchase. In fact, according to online publication Small Business Trends, ecommerce product videos can increase conversion rates by 144%.
Good video editing software can help you showcase your products from every angle, helping you produce professional video for platforms like Instagram, Facebook, YouTube, or anywhere else you share brand videos. There are a number of easy-to-use software options available to edit videos—many for free—that can help you stand out from your competition.
Below, we've compiled a list of the best video editing software from around the web, as well as a few with affordable paid versions.
Each entrepreneur has their own specific needs, so we’ve run down some of the most useful features of each tool, and split the list into editing software for desktop and editing software for mobile.
Best free video editing software for desktop
Desktop-based video editing software usually has more power than mobile apps. Here are a few options, in no particular order, ranging from basic to advanced, you can use to edit long-form content for YouTube, your ecommerce site, or a variety of other platforms.
OpenShot’s simple user interface is just one feature that makes it a great option for anyone who wants to try their hand at video editing before purchasing a more complex tool.
OpenShot is an efficient option for small businesses and is best for clip resizing, scaling, trimming, snapping, and rotation. It also offers credit scrolling, frame stepping, time mapping, audio mixing, and real-time preview.
OpenShot’s notable features:
- Unlimited layers for watermarks, background videos, and audio tracks
- Adds titles provided or custom template
- Allows drag and drop of video, audio, or image files from desktop
- Removes background, inverts colors, and adjusts brightness
- Creates 3D animated titles and effects, like weather conditions, a change in lighting, or flying text
- Can fade, slide, bounce, and animate anything
- Control playback speed by reversing, slowing down, and speeding up
Available for: Windows
Price: Free, $19.99 for Pro version
VSDC’s free version comes with powerful features, including audio editing and color correction, while the Pro package includes image stabilization, voice-over support, and visual waveform. The Pro version also comes with free technical support, which otherwise costs $9.99 per month, or $14.99 for one year.
VSDC's notable features:
- Non-linear video editor allows objects to be placed in any position on the timeline at any size
- Visual and audio effects split into five categories: color correction, object transformation, object filters, transition effects, and special fx
- One-click application of Instagram-like filters
- Masks for hiding, blurring, or highlighting specific elements
- Exports video to Facebook, YouTube, Instagram, Twitter, and Vimeo
Exports in HEVC/H.265 (an advanced video compression standard that maintains the highest quality at a minimum file size—essential for processing 4K and HD files).
3. Movie Maker 10
Available for: Windows
Not to be confused with the old Windows Movie Maker, Movie Maker 10 has simple controls and an automatic preview that make it a user-friendly option that’s great for beginners.
Movie Maker’s notable features:
- Automatic preview shows edits and effects once they’re applied
- Pre-made themes for enhancing video
- Animation tab allows the addition of music, animated intro titles, rotating clips, audio tracks that fade in and out, captions, and end credits
Price: Free, $24.99 per month 5 for Pro version
Lightworks is loaded with handy features, making it one of the more robust video editors on this list (the free version should satisfy most users’ needs).
It also offers great video tutorials, making it an accessible option for those just getting started with video editing.
Lightworks’s notable features:
- High-quality, simple trim functions for fast and precise video editing
- Optimized for speed, allowing you to continue editing while importing new content
- Multicam editing feature for syncing clips from multiple cameras
- Real-time team project sharing with full control over which user has editing access
- Easy sharing of videos with fast export to MPEG4/H.264 (ready-made for YouTube, Vimeo, Facebook, and Instagram)
- Supports a wide range of video formats
Shotcut is an open-source, cross-platform video editor with a vast collection of tutorial videos. It also supports a wide range of video formats, including FFmpeg, 4K, ProRes, and DNxHD. (Shotcut originally was designed for Linux, so some may find the interface a little quirky, but it's still a top-notch editor.)
Shotcut’s notable features:
- Supports the latest audio and video formats via FFmpeg, the leading multimedia framework
- Does not require video to be imported into the editor, which can be a time saver if you're working with large video file
- Supports 4K resolutions
- Crossfades audio and video transitions by overlapping shots on the same track of the timeline
- Easy-to-use controls fade audio and video in and out on the timeline
- Allows drag-and-drop of files from file manager
Blender is another open-source video editor, created by hundreds of contributors from around the world. That huge community is its main strength.
Blender is designed as a 3D animation suite but comes with a functional video editor that should be enough for most users’ needs. It can also tackle more complex edits, like video masking, making Blender a flexible video editor for both novice and experienced users, and an excellent option for more advanced projects that may involve 3D animation.
Blender’s notable features:
- Live preview, luma waveform, chroma vectorscope, and histogram displays
- Audio mixing, syncing, scrubbing, and waveform visualization
- Includes up to 32 slots for adding video, images, audio, and effects
- Speed control, adjustment layers, transitions, keyframes, and filters
Avidemux is a basic tool perfect for those new to video editing and who only need to make minimal edits. Its simple user interface can help you perform basic tasks including:
- Simple cutting
8. HitFilm Express
Price: Free, $497 for TK
If you don't have a lot of experience with video editing, HitFilm Express may feel a little advanced at first—it's even used to produce Hollywood-style films—but it’s worth the learning curve, as it’s one of the best all-in-one free video editors available. (HitFilm technically is free, but before you download the software, it asks you to share a social media status update—a small price to pay.)
Hitfilm sells add-ons in its online store, but most users probably won’t need any.
HitFilm's notable features:
- Animation tools allow you to create and edit audio and video transitions without the need to create composite shots
- Composite shot enhancements allow you to animate two shots at once using the control panel and timeline graphs
- Unlimited video and audio timeline track creation
- Adaptive trimmer allows you to re-trim your clips after adding them to the timeline
- Ability to copy a group of attributes from one clip and apply them directly to another, or to a whole project
- Audio mixer for fine-tuning sound for professional quality output
- Various transition options, such as push, zoom, and dissolve
9. Machete Lite
Available for: Windows
Price: Free, $19.95 for full version
Machete Lite’s free version can remove audio tracks entirely, but can’t edit audio. It also supports only AVI and WMV files, which are not as advanced as other common video file types.
Machete Lite’s notable features:
- Intuitive interface
- Lossless video editor (does not re-encode files before saving them, ensuring files are published in high-definition)
- Clipboard functionality foregoes the saving process after every change to a file
10. DaVinci Resolve 16
Price: Free, $269 for full Studio version
DaVinci Resolve offers many features professional editors need to cut films, television shows, and commercials.
DaVinci allows both offline and online editing, and its high-performance playback engine saves time when editing and trimming—even for processor intensive file formats like H.264 and RAW. DaVinci Resolve’s complex features may be too extensive for some users, but its free version is perfect for more advanced projects.
DaVinci Resolve’s notable features:
- Custom timeline settings
- Adjustment clips
- Facial recognition
- Speed warp retiming
- Image stabilization
- Keyframe curve editor
- Table style audio scrubbing
- Faster and smarter encoding
- Framo.io integration
- Fast 3D performance
- Auto color balance and matching
- 2D and 3D titling
Available for: Windows
Advanced users might find VideoPad too basic, but it’s a good starting point for those just getting acquainted with video editing software, with an uncomplicated, easy to use interface. VideoPad is a particularly good choice for users who want to publish videos to YouTube or Facebook.
VideoPad’s notable features:
- Double built-in screen—one to preview selected clips, one to preview complete sequence
- Library of pre-made transitions
- Various exporting presets for directly exporting videos to YouTube and other social platforms
- Video effects including light, color, and text snippets
12. Freemake Video Converter
Available for: Windows
Freemake is easy to use and can modify and convert more than 500 file formats, extract audio from video clips, and embed videos to websites. It also supports several image and audio file types for producing video clips and slideshows.
Freemake’s notable features:
- Transforms clips for any device with media playback
- Converts more than 500 video file formats
- Cuts, joins, and rotates clips
- Converts 4K and full HD online
- Embeds video to websites online
- Converts movies with subtitles
- Uploads clips to YouTube
- Pull clips from YouTube and other websites
- Rips and burns DVDs and Blu-ray discs
Available for: Mac
Popular standby iMovie comes bundled with Mac OS and is great for beginners. Like many native Apple apps, iMovie is uncomplicated, with a drag-and-drop interface.
iMovie’s notable features:
- 4K resolution support
- Can cut videos from iPhone, iPad, or desktop
- Pre-made templates in various genres
- Creative video filters
- Built-in music, sound effects, and voiceover recording
- Video trimming
- Abundant audio tools
- Split screen
Best free video editing software for mobile
If you like to capture, edit, and share videos on the go from your smartphone, the following video editing apps for mobile are for you.
Price: Free, $1.99 for Premium version
Horizon’s notable features:
- Tilt your phone to zoom
- Real-time filters
- 60 and 120 FPS slow-motion support
- Up to 2K horizontal recording
- Easy to use media library
- Always horizontal videos and photos
Quik, made by GoPro, offers a little less editing power than GoPro’s more advanced app, Splice. Its auto trim and edit features speed up the editing process, but if you prefer to maintain control, you can choose to edit your video clips manually.
Quik’s notable features:
- Add up to 200 photos and video clips from your photo library or GoPro Plus
- Pre-designed themes with transitions and graphics for any occasion
- Easily reorders, trims, zooms, and rotates photos and video clips
- Text overlays and title slides for personalizing stories
- Cinema, square, or portrait formatting for easy sharing on Instagram or Snapchat
- Includes more than 100 free songs to add as background (songs can also be added from an iTunes library)—Quik automatically syncs transitions to the beat of the music
- Saves videos in HD 1080p or 720p
- Shares videos via Instagram, Facebook, or sends a private Quik link via text or email
- Automatically searches video and adds transitions between important moments when a quick edit is needed
16. Adobe Premiere Clip
Adobe Premiere Clip is a widely used video editing app that links with Adobe’s Premiere Pro but works just as well as a standalone app.
You can add your own music or music from Premiere Clip’s library, set up video transitions, auto-correct color, and share video.
You can control your edits with Premiere Clip’s freeform mode, or use its automatic setting to let Adobe pick transitions and trim your clips for you.
Adobe Premiere Clip’s notable features:
- Fast, simple video creation
- Syncs video to music
- Powerful, customized editing
- Auto-syncs across devices
- Works with Lightroom and Capture CC
- Easily shares videos to Facebook, Twitter, and YouTube
Available for: iOS
Splice, also made by GoPro, offers a basic interface that’s easy to learn.
Splice’s notable features:
- Performance of a desktop editor, optimized for your mobile device
- All-in-one to fully customize your video: trim, crop, effects, titles, speed controls, animation, transitions, music and more
- Custom audio
- Built-in library of transitions and sounds
Price: Free, $2.99 for ad-free version
InShot, which was featured by Google Play as a top movie maker and HD pro video editor with music, easily creates and edits videos for YouTube, Instagram, Facebook, Messenger, Whatsapp, and Twitter. InShot features in-app ads and video watermarks that can be removed for a one-time charge.
InShot’s notable features:
- Video trimmer, cutter, and splitter
- Video merger and joiner
- Choose video aspect ratio and background
- Filters and effects such as glitch and stop motion
- Ability to add music
- Video speed control
- Easily converts video to MP4 format
- Adds text, stickers, and custom memes to your videos
Price: FRee ($24.99 for TK)
PicPlayPost is a slideshow movie maker and video collage app. It allows you to personalize your videos or photo slideshows with music, add transitions, voice over, and animated text.
PicPlayPost’s notable features:
- Creates movies up to 30 minutes long with up to 365 pictures, videos, live photos, and gifs
- Shares videos in 1080p and 4Ks (4K available only on iPhone Xs and iPad Pro and above)
- Adds split screen transitions to slideshows
- Adds multiple GIF stickers
- Uses multiple text boxes and customizes with color, font, and animation
- Creates scrolling vertical or horizontal videos
- Combines and adds numerous background soundtracks to a project
- Adds voice to video
- Creates automated slideshows
- Supports 9:16 frame ratio for Instagram Stories, Snapchat, and TikTok
- Adds personal watermarks
- Creates live wallpaper
Price: Free ($4.99 per month to export videos and remove watermark)
KineMasterlets you edit clips together like you would on most desktop video editing software. It also lets you record audio to add to video and offers music and sound effects through its store.
KineMaster’s notable features:
- In-depth user guide
- Intuitive editing
- Instant previews
- Multi-track audio
- Multiple layers
- Blending tools
- Video speed control
- Supports various audio formats
- Allows recording of audio during project preview
Price: Free, $3.99–$349.99 for various subscription levels
WeVideo is a cloud-based video editor. The free version offers all of the basics, letting you trim clips, choose music from its built-in library, and add filters.
You only get 10 GB of cloud storage for your video edits, and the free version puts a watermark on your videos, so this a great video editing option if you're willing to upgrade to one of the premium versions. WeVideo's premium packages offer advanced features including a library of commercially licensed music and video sharing in 4K Ultra HD resolution.
WeVideo’s notable features:
- Creates full-motion titles and graphics
- Integrates seamlessly with Google Drive
- Publishes directly to YouTube, Dailymotion, Vimeo, and Dropbox
- Controls the speed of your video with effects like slow motion
- Adds photo animation to your clips
- Edits photos and videos from your gallery or live from your device’s camera
- Trims and arranges video clips
- Adds voiceover recording
Choose a video editor that fits your marketing needs
Now that you have a better handle on the best free video editing software available for desktop and mobile, you can start testing a few to see which best suits your needs.
Stunning videos can help tell your brand story, engage potential and existing customers, and maximize your ROI on paid social ads.
Take your content marketing to the next level by utilizing a video editor to present your brand in a visually appealing and professional way.