Inside JoinBrands’ Creator Masterclass Live: What Creators Learned on the 1st Session
Short-form content lives and dies in the edit.
You can have a great idea, strong delivery, and decent footage and still lose viewers in the first three seconds if the edit feels slow, flat, or unintentional. That was the core focus of JoinBrands Masterclass 4: understanding how editing directly impacts retention, watch time, and overall performance.
This session brought together Alex Gettlin and Kayla Ybanez to walk creators through what actually makes videos feel dynamic, current, and binge-worthy and how to apply those techniques immediately.
With 990 creators signed up and an extremely active live chat, the session quickly turned into a working room rather than a lecture. Creators asked questions, shared experiences, and got real-time feedback from two top creators who actively build and edit high-performing content.
Table of Contents
Before Editing Starts: What Matters Before You Hit Record
Alex opened the session by addressing something many creators overlook: editing cannot fix poor fundamentals. The strongest edits come from footage that was set up correctly from the start.
Lighting was emphasized as the single most important setup element for video performance. Good lighting instantly increases how professional a video looks, even if it is filmed on a phone. It creates separation between the subject and the background, helps the viewer focus, and makes content feel intentional rather than accidental.
Audio came next and the message was clear. Poor audio is no longer acceptable. Clean audio builds trust and directly affects retention. Viewers will forgive average visuals far faster than they will forgive unclear or distracting sound.
Filming B-Roll in Public Spaces
Before moving into editing, Alex also covered practical filming habits, especially for creators shooting in public spaces.
A simple but critical checklist was also shared:
These small checks prevent unusable footage and save time once editing begins.
Editing Short-Form for Watch Time and Retention
Kayla Ybanez took over the second half of the session, focusing on how editing choices directly influence whether people keep watching.
One of the first habits she addressed was removing what she called the “millennial pause.” Even short moments of dead air can cause viewers to scroll away. Tight pacing matters more than creators often realize.
Kayla shared a practical workflow using CapCut’s transcript feature to quickly remove filler words, pauses, and interruptions. This approach speeds up the trimming process and results in tighter, more engaging edits without overthinking every cut.
Despite constantly changing trends, some performance boosters still work consistently. Curiosity-driven hooks, clear human connection, and combining movement, text, and voice remain effective when executed intentionally. Editing should support energy and not drain it.
Planning Ahead Improves the Edit
A recurring theme throughout Kayla’s segment was planning.
Thinking about the type of video and edit before filming makes the entire process easier. Shooting from multiple angles or locations creates visual variety and allows for higher engagement with less editing effort later.
Strong editing often starts during filming, not after.
Delivery also plays a major role. Kayla encouraged creators to speak naturally, as if they were on FaceTime with a friend rather than presenting like a news anchor. Hand movement helps pull viewers into the story, and vocal inflection is especially important when delivering hooks.
Sound Design and Why It Matters
Sound effects were another key focus. Kayla explained how subtle sound design helps reset attention, emphasize transitions, and guide viewers through a video.
Sound effects are not meant to distract. When used intentionally, they support pacing and keep viewers engaged without overpowering the content.
The session also covered editing programs, tools, and websites that creators can use at different levels, along with various script formats depending on the type of short-form video being produced.
The Editing for Virality Challenge
To close the session, creators were invited to apply what they learned immediately through the Editing for Virality Challenge.
Participants are asked to submit one short-form video that demonstrates strong cuts and pacing, intentional transitions, thoughtful sound design, and a clear hook with strong timing. One creator will win $100, with the winner announced during the next masterclass session.
If you’re a creator, jump in, apply what you learned, and get a shot at the prize.
Live Q&A and Community Feedback
The session ended with a live Q&A, where creators asked practical, specific questions and received direct answers from both Alex and Kayla. The chat remained active throughout, with creators engaging with each other as well as the hosts.
Feedback during and after the webinar was overwhelmingly positive, with many creators highlighting how actionable the advice felt and how immediately applicable the techniques were.
How to Get Access to Future Masterclasses
This was masterclass #4. They keep getting better.
If you want to catch the next one (and trust me, you do), subscribe to JoinBrands’ free creator education series.
Subscribe here to get notified about future masterclasses
You’ll get access to:
- Upcoming masterclasses like this one
- Expert training sessions
- Creator community events
- Free resources and tools
The creators who are consistently growing aren’t just making more content. They’re learning from people who’ve already figured it out.
The next level of your content career might be one masterclass away. Don’t miss it.
