How To Actually Get Amazing Video Editing Clients (Featuring Scott Rice)

How do you get amazing clients as a video editor? I’ve been a professional editor for over 20 years, and instead of just sharing my own experience, I wanted to bring on one of my longtime clients. His name is Scott Rice—he’s a filmmaker and a veteran commercial director—and we’ve worked together for over two decades on various projects.

Why Your Demo Reel Matters

Your demo reel is your portfolio, your marketing tool. It’s what makes people either want to work with you—or pass. When Scott receives a reel, he decides within the first few shots whether to continue the conversation. Your reel has to match the kind of work they're hiring for and showcase quality footage (there’s a direct correlation between the quality of footage and where someone is in their career).

Put your best work at the beginning, as most people won’t make it past the first 15 seconds. Start with your strongest editing and highest-quality footage and include celebrities or brand names early on if possible, as they lend credibility immediately.

Montage Reels vs. Clip Reels

Montage reels can look great but often fail to show your ability to tell a story. A clips reel—short but complete scenes—is much more effective in showing your real skills. If you're applying for narrative or documentary projects, include longer scenes that demonstrate your rhythm, performance, and storytelling chops. 

If you only have one strong piece, show just that. Don’t dilute your reel with weaker material. Less is more. And sometimes, not landing a job isn’t about quality—it just might not be the right tone or fit, and that’s okay.

Customizing Your Reel for Each Opportunity

You should never send the same reel twice. Always curate it to fit the tone of the project you’re applying for. Tools like Frame.io make it easy to build custom presentations. Also avoid sending emails filled with multiple links—one clean link to a curated reel makes a better impression.

What If You Don't Have Great Footage?

Do spec work. Volunteer on passion projects. Find people just one level above where you are and offer to help. That’s how I started working with Scott—by editing a short project for free. Those collaborations often turn into long-term professional relationships.

You can also build a portfolio using high-end stock footage. Today’s stock libraries offer cinematic-quality content. Combine that with great editing, sound design, and even a stock logo or voiceover, and you’ve got a polished “commercial” for your reel. No one needs to know it’s spec.

Targeting the Right People

Do your research before reaching out. Learn what kind of work your potential client does and tailor your message to them. Reference specific work. Show that you care.

And be realistic about who you reach out to. Target people one level above where you currently are, as that’s where you’re most likely to find success. Reaching out too high too early will likely lead to disappointment.

Building Relationships In Person

Meeting people face-to-face is still the most powerful way to build long-term relationships. If you’re introverted or struggle with anxiety like I did, treat socializing as a skill to practice. It gets easier.

Shift your mindset from promoting yourself to being curious about others. Ask questions. Learn about the people you meet. That takes the pressure off and opens real connections.

Soft Skills That Set You Apart

If you want amazing clients, you need more than technical mastery. The best editors:

• Respond quickly to emails

• Are fun to be around

• Communicate clearly

• Deliver consistent quality

The Ladder of Growth

Here’s how I see the path to becoming a top-tier editor:

1. You can complete the job (turning raw footage into a finished product)

2. You can take and execute notes

3. You offer ideas that improve the project

4. You’re enjoyable to work with and run your business professionally

Aim to move up this ladder. The more consistently you hit all four levels, the more trust and responsibility you’ll earn.

Collaboration and the Power of "Yes, and..."

Bring ideas to the table, but also make sure to deliver what the client asks for. Use alternate versions to showcase your creativity. Always start with the original intent, and then share your additional ideas as options. Great editors and directors feed off each other. It becomes fun, creative play. 

Choose Passion Over Pay

Say yes to jobs that align with your heart. And don’t be afraid to say no to work that doesn't feel right, even if it pays. Short-term money isn’t worth long-term dissatisfaction. Choose work that feeds your soul, not just your wallet. 

By following this path—customizing your reel, building relationships, growing your soft skills, and being easy to work with—you’ll attract clients who trust you and love collaborating with you. That’s how you build a beautiful, sustainable freelance career.

Happy editing!

Austen is an ADDY award-winning film & commercial editor with over 20 years of experience. He has worked with global brands like Meta, KPMG, SAP, and Christianity Today. His PSA work has championed causes like school safety (with Matthew McConaughey), driving safety, and anti-tobacco. A thought leader in the editing field, his online lessons quickly amassed over 100K views after launch.