Pre-production is more important than post production.

1. Write a script (even if you don’t say it verbatim).
2. Make it shorter.
3. Make it so a 4th grader can understand.
4. Test for resonance.
5. Listen to the repeatable asks from your audience (or your competitors).

Editing and post-production can give you a slight edge. But you can make a crappy visual go viral if the content is gold.