Media Buyers Have a Real Problem And How Video Editors Can Fix It
Most media buyers were taught how to manage dashboards — not how to make ads work.
They know how to adjust bids, optimize spend, and read campaign metrics, but many struggle when it comes to creating ads that actually hold attention and convert. The result? Budgets get blamed, targeting is tweaked endlessly, and creative is swapped at random — while the real issue goes unaddressed: the videos themselves aren’t doing the selling.
And this isn’t because buyers aren’t smart.
It’s because the industry trained them backwards.
The Industry Trains Buyers to Optimize… Not Create
Most media buyers grow up learning:
- bid management
- audience targeting
- campaign structure
- pacing spend
- reading dashboards
But they’re rarely trained in:
- persuasion psychology
- narrative structure
- pattern recognition
- footage strategy
- visual framing
- hook development
- creative fatigue management
So when ads underperform, the only levers they pull are:
budget, targeting, and copy tweaks — while leaving the creative untouched.
That’s like tuning an engine without checking the fuel.
Why Ads Actually Fail (And It’s Not the Algorithm)
Platforms don’t kill ads.
People do.
Audiences scroll when:
- the hook is weak
- the message is unclear
- the visuals feel recycled
- the pacing drags
- the idea feels generic
Media buyers often suspect this —
but lack the creative firepower to fix it.
That’s the opening for editors.
Video Editors Are The Missing Link
Editors aren’t just technicians anymore.
They are:
-
- strategists in disguise
- performance enablers
- conversion engineers
- iteration machines
When an editor understands how ads perform:
- they deliver better work
- they get hired faster
- they command higher rates
- they stay retained
Not because they edit well…
But because they make results happen.
How Video Editors Should Be Connecting With Media Buyers
Here’s where most editors go wrong:
