From TikTok and Instagram videos to YouTube, video has undeniably become a popular marketing tool. In an independent study by Wyzowl, 91% of businesses said they used video as a marketing tool in 2023.
It takes a lot more than simply shooting and posting, though. Luckily, you can edit your video right on your favorite iOS (iPhone or iPad) or Android device with free video editing software. Explore 10 of the best video editing apps to help polish your videos and take your video marketing strategy to the next level.
10 best video editing apps
Here are some of the best video editing apps for all of your video marketing needs:
1. Vimeo Create
If you want a free online video editor that’s easy to use on mobile, Vimeo Create is a good option. It uses artificial intelligence (AI) to automatically turn your existing product images and text into polished videos. Just answer a few questions about your product, add your footage and logo, and choose style customizations. Vimeo Create then automatically edits and makes a product video.
Plus, the app connects directly to your Shopify store, so you can publish your videos to your storefront, social media profiles, and other marketing assets.
Features include:
- More than 1,000 templates to choose from
- Brand your video with custom colors and logos
- Professional auto-editing ability
- Ability to share videos across marketing channels
- Easy Shopify integration
Pricing:
Vimeo Create has a free version. Starter ($20/month), Standard ($30/month), and Advanced ($108/month) subscriptions offer access to a wider range of editing tools and templates. Vimeo Create’s free software is available online, no download required.
User feedback:
Vimeo Create receives very positive reviews, with an average rating of 4.8 out of 5 from 49,000 ratings on the Apple App Store. Many praise its ease of use and effectiveness for quickly creating social media content.
2. InShot
InShot is a feature-rich video and photo editing app that caters to a wide range of users, from casual content creators to more serious videographers. Its AI-powered tools and regular updates keep it competitive in the mobile editing space.
Creators can quickly edit and enhance their footage on the go, adding captions and music to create polished content without a computer. Small businesses and marketers use InShot to create eye-catching promotional videos, leveraging the app’s text overlay and animation features to highlight products or services.
Overall, InShot is a versatile tool for various content creation needs, from casual personal posts to more professional-looking videos for business or creative portfolios.
Features:
- Comprehensive video editing (trim, merge, speed adjust, rotate)
- AI-powered tools (auto captions, background removal, smart tracking)
- Filters, effects, and transitions
- Photo editing and collage creation
- High-resolution output (up to 4K, 60 fps)
- Direct sharing to social platforms
Pricing:
- Basic plan: Free (with ads and watermark)
- InShot Pro (Monthly): $3.99
- InShot Pro (Yearly): $17.99
- Remove ads: $3.99
- Other add-ons available
User feedback:
InShot has received overwhelmingly positive reviews, with a 4.9 out of 5 rating from 2.1 million ratings on the App Store. People praise its ease of use and regular feature updates.
3. Quik
Built by the makers of the action camera GoPro, Quik is an app designed for editing video on the go. Simply capture your video, edit, and post. Quik makes it easy by searching your footage to find the best moments, automatically editing clips, and adding transitions. You can also edit your footage manually if you want more control over the process.
Features:
- Unlimited cloud storage for GoPro footage (with subscription)
- Auto upload and cross-device sync
- Beat sync for music-driven edits
- Frame grab for high-resolution photos from videos
- Themes with cinematic transitions and effects
- Filters optimized for various environments
- Frame adjustment and text overlays
- 360-degree video reframing
Pricing:
- Basic version: Free
- Premium subscription: $99.99/year
- With GoPro subscription: $49.99/year
User feedback:
Quik gets mixed reviews, with an average rating of 4.3 out of 5 from 2,900 ratings on the App Store. People tend to like the app’s ease of use and automatic editing features, but it can be glitchy at times.
4. PicPlayPost
If you want to create video from pictures, PicPlayPost is an easy-to-use app that lets you create automated slideshows and collages.
Combine up to 365 photos, videos, and GIFs, and then upload a soundtrack or a voiceover to explain the action. You can also add custom watermarks and branded logos, as well as custom backgrounds.
Features:
- Customizable video output
- Adjustable video speed
- Split-screen transitions
- Ability to add voiceover, music, and multiple songs
- Add text or watermarks
- Vertical or horizontal videos, in any format
- HD video creation and sharing in 1080p and 4K
- Import GIFs from Giphy
- AI-powered features like AutoReFrame and automated video creation
Price:
- The basic plan is free, with in-app purchases available at varying prices
- An “Everything Pack” is offered for a one-time payment of $24.99, which provides unlimited access to all features
- Video Editor for Pros: $6.99
- Edit Watermark: $4.99
- Other in-app purchases available
User feedback:
PicPlayPost generally gets positive reviews, with an average rating of 4.8 out of 5 from 95,300 ratings on the App Store. While many users find it intuitive and professional, others experience frustration with certain limitations, particularly in the free version and with longer videos.
5. Adobe Premiere Rush
Adobe Premiere Rush is a video-editing app with two modes:
- A fully automated mode trims and transforms clips in minutes on your smartphone or tablet, allowing you to post immediately.
- A customized mode lets you take more time to add personal touches, such as special overlay designs and sound effects.
Adobe Premiere Rush also has a built-in music library so you can add a royalty-free soundtrack.
Features:
- Drag-and-drop interface for clips and photos
- Adjustable exposure, lighting, and sound levels
- Auto-ducking, so you can hear dialogue over background music
- Built-in music library
- Adobe Creative Cloud support
- Syncs with other Adobe products
- Customizable transitions
- Wide range of built-in templates and assets
Price:
- Premiere Rush Starter: Free
- Adobe Express upgrade: $9.99 per month (includes additional features like cinematic color tools, expanded camera format support, video tutorials, and sound refinement)
User feedback:
Adobe Premiere Rush typically receives positive reviews, with an average rating of 4.6 out of 5 from 123,800 ratings on the App Store. Many folks praise its ease of use and professional-quality results, especially for social media content. However, some report issues with bugs and a steeper learning curve for beginners.
6. Filmmaker Pro
Filmmaker Pro’s video editing app is great if you make a lot of short videos. It allows you to create and manage unlimited projects—perfect for the budding TikTok or Instagram star creating daily content.
With features like voice-to-text captions and text animations, you can easily create eye-catching videos that stand out in social media feeds. The app’s motion tracking and keyframe animation capabilities also allow you to add professional-looking effects to your content.
Features:
- Supports 4K video on iPhone SE and later, as well as iPad Pro
- Create and manage unlimited projects
- 46 professional grade transition options
- 30 filters
- Voice-to-text captions
- Motion tracking
- Keyframe animation
- 152 royalty-free music tracks
Pricing:
- Free version available
- Premium Monthly: $7.99
- Premium Yearly: $35.99
- Premium One-Time Purchase: $79.99
- Remove watermark: $29.99
- Other in-app purchases available
User feedback:
Filmmaker Pro is well-received by users, with an average rating of 4.6 out of 5 stars from 259,600 ratings on the App Store. People enjoy its comprehensive feature set and user-friendly interface. Some express frustration with the limited free version, like watermarks and lack of features.
7. KineMaster
KineMaster allows you to edit frame by frame for the most detailed results. Dial in to adjust color, brightness, and video speed. You can also use unlimited layers on your video, including animation effects and handwriting. While this tool offers maximum power, its intuitive interface makes it easy to use.
Features:
- Auto captions
- AI features using TF LITE
- Special effects and music
- Backup and sharing abilities
- Green-screen support
- Instant preview options
- Trending templates
Price: The basic plan is free. Users can upgrade to the Premium version for $9.99 monthly or $49.99 annually.
User feedback:
KineMaster has 5.82 million reviews in the Google Play Store, with an average rating of 4.2 out of 5 stars. It’s popular for its simple learning curve and powerful editing features. However, there are reports of occasional glitches.
8. WeVideo
For video creators who want more editing functions, WeVideo allows you to trim clips, apply filters, and add music, text, transitions, and video effects. The app also offers premium plans with advanced features, such as a library with commercially licensed music and up to 4K resolution.
Features include:
- Edit on any connected device
- Easy-to-use interface
- 1 GB of cloud storage for free plan
- Choice of editing modes
- Interactivity and collaboration
- Video analytics reporting
Pricing: The basic plan is free but very limited. Users can choose upgraded plans starting at $9.99 per month for Power, with access to a greater choice of royalty-free video clips, images, and music. The Unlimited plan is $15.99 per month with 4K Ultra HD resolution, Professional is $39.99 monthly, and Business comes with three team licenses and collaboration tools for $73.99 per month.
User feedback:
WeVideo gets mixed reviews from Android users, with an average rating of 3.5 out of 5 stars from more than 166,000 reviews on the Google Play Store. People appreciate its ease of use for beginners and functionality for basic video editing tasks. However, many users express frustration with performance issues and limitations in the free version.
9. iMovie
Apple users who are new to video creation and editing should consider starting with iMovie, an intuitive drag-and-drop interface that’s easy to use and comes preloaded on most iOS devices. Quickly trim video clips, add music, and record voiceovers. It’s also one of the best video editing software for beginners on Mac desktops, too.
iMovie’s Magic Movie feature lets you create custom videos with just a few taps by selecting an album or group of videos or images. You can easily rearrange or delete clips in the simplified shot list and apply different styles to change the look and feel of the whole video.
Features:
- 4K resolution
- Video effects and filters
- Music, voiceovers, titles, and photos
- TV- and movie-style templates
- Green-screen capabilities
- 20 pre-made templates for popular video types
- 14 trailer templates with graphics and original scores
Price: Free with every iOS device
User feedback:
iMovie has generally positive reviews from iOS users, with an average rating of 4.2 out of 5 stars from more than 175,000 reviews on the App Store. Users appreciate its simplicity, professional-looking results, and the fact that it’s free with all features included. Many find it perfect for beginners and casual users.
10. Filmora
If you want a free video-editing app for creating short-form video, Filmora covers all of your basic needs. Add music from its built-in library or use your own music. Filmora also lets you add overlay themes, text and titles, and elements.
The app now includes AI-powered features like Auto Cut for seamlessly stitching highlight moments, AI Remover for erasing unwanted elements, Dynamic Captions for automatic speech to text, and even text-to-video generation, which allows you to give text instructions for an AI-generated video.
Features:
- Easily trim or split the video clip
- Rotate and crop the video to match the ratio needed
- Adjust the speed to play in slow motion or time lapse
- Add voiceover or audio tracks
- No limits or watermark
- Text to speech for professional voice-overs
Price: Free with limited features. Filmora Pro costs $39.99 for one year or $8.99 per month.
User feedback:
Filmora has received very positive reviews from iOS users, with an average rating of 4.7 out of 5 stars from more than 72,800 ratings on the App Store. Users praise its feature set, particularly the new AI capabilities, and its user-friendly interface. Many find it suitable for both beginners and more experienced content creators.
Elements of a good video editing app
Here are factors to consider when choosing a video editing app:
Ease of use
A video editing app’s layout and design can make or break your editing experience. Look for a clean, intuitive interface that doesn’t overwhelm you with countless buttons and menus.
The best apps let you find tools quickly and grasp their functions without consulting a video editing tutorial. Features like drag and drop, customizable workspaces, and clear labeling make the video editing experience much easier on a phone.
Range of editing features
A versatile app should offer tools to bring your vision to life. Essential features include trimming, splitting, and merging clips, while advanced options cover color correction, audio editing, and special video editing effects like soundtracks and filters.
Consider whether the app provides templates, transitions, and text overlays to enhance your videos. The right mix of features enables you to tackle various projects without switching between different software.
Performance
Laggy software and frequent crashes can kill productivity. A good mobile video editing app should run smoothly on your device and allow you to edit high-resolution footage without fail.
Read recent user reviews—within the last month or so—about real-world performance, as official system requirements don’t always tell the full story. See how often the app releases bug fixes, as well to get a sense of how engaged they are with improving the software.
File format support and export options
Good video editing apps support a wide range of video formats for both import and export. Check for compatibility with popular codecs and container formats like MP4, AVI, MOV, and newer ones like HEVC.
Pay attention to export options. Can you adjust the resolution, bitrate, and other settings to optimize for different platforms? Exporting directly to social media or cloud storage can be a significant time-saver.
Value for money
When choosing a video editing app, consider your budget and how often you’ll use it. Prices range from free to hundreds of dollars a month for professional suites. Free or low-cost options can work well for beginners or occasional use, but they might lack advanced features.
Evaluate the features you’re getting for the price and compare across similar apps. Look for free trials to test the app before committing.
Video editing best practices
Here are some best practices to keep in mind as you build up your video editing skills:
Be selective with effects
Too many flashy transitions or filters can make your video look amateurish. It distracts viewers from your content. Video editing apps offer various effects but also provide templates and guides for tasteful use. They include previews so you can see the impact before applying effects.
Prioritize audio quality
Bad audio can ruin great visuals. Background noise, echos, or inconsistent volume make content hard to understand. A good video editing app will include tools to clean up audio, adjust volume, and add music. Some use AI to automatically detect and fix common audio problems to save you time.
Aim for a consistent style
Mixing different visual styles or editing techniques can confuse viewers, making the content feel disjointed.
Your app should offer preset themes and style guides to maintain consistency and also let you save custom presets, so you can apply the same look across your entire project easily.
Be mindful of pacing
Poor pacing can make videos drag or feel rushed, which makes viewers lose interest. Video editing tools let you trim clips, adjust playback speed, and rearrange scenes. Some even offer analytics showing where viewers drop off, so you can identify and fix pacing issues.
Organize your footage
With lots of clips, it’s easy to lose track and waste time searching. Video editing apps often include tagging, categorizing, and searching features for your footage. Some even use AI to sort clips by content automatically, making it a snap to find exactly what you need.
Get started with your video edits
Video content is unquestionably engaging, which is why it dominates social media. While it used to feel prohibitively expensive to film and edit, today all you need is a smartphone, an app, and a willingness to experiment with new techniques.
Video editing platforms for desktop and mobile have evened the playing field for small-business owners with modest marketing budgets. Now is the best time there’s ever been to create, polish, and distribute video content to your audience.
So grab your iPhone or Android device, download one of these video editing solutions, and press Record. You never know whether your business will create the next viral video.
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Video editing apps FAQ
How do I add music to my video using an editing app?
To add music to your video using an editing app, import your free-use or uncopyrighted audio file into the app’s timeline or audio track. Then, adjust the music’s volume and timing to sync with your video.
How do I export my video once I finish editing?
To export your video after editing, look for an Export or Share button in your editing app, usually located in the top menu. Choose export settings that work for your intended publishing platform (such as social media or your website), then click Export to save your finished video.
What formats can I export my videos in?
Video export formats vary, but MP4 is the most versatile choice for most situations. Other common options include MOV, AVI, and WMV. However, the editing software you choose will determine the formats in which you can export your videos.
What is the best app for video editing?
The best app will depend on your needs, but InShot has received overwhelmingly positive reviews, with a 4.9 out of 5 rating from 2.1 million ratings on the App Store.
Which is the best video editing app for free?
Most video editing apps offer free versions of their apps, but they come with limitations. iMovie and Splice are free and will serve most of your basic editing needs.
What app do TikTokers use to edit their videos?
- Quik
- InShot
- iMovie
- FilmoraGo
- Movavi Clips
- ActionDirector
- Filmmaker Pro
Which app do YouTubers use to edit videos?
If you want to create more creative content, Adobe Premiere Rush is a great tool for editing professional YouTube videos. However, if you’re just looking to edit a simple video blog, something more basic like iMovie or Filmmaker Pro might work just as well for free or a fraction of the cost.
