Techniques are described for analyzing a video for memorability, identifying content features of the video that are likely to be memorable, and scoring specific content features within the video for memorability. The techniques can be optionally applied to selected features in the video, thus improving the memorability of the selected features. The features may be organic features of the originally captured video or add-in features provided using an editing tool. The memorability of video features, text features, or both can be improved by analyzing the effects of applying different styles or edits (e.g., sepia tone, image sharpen, image blur, annotation, addition of object) to the content features or to the video in general. Recommendations can then be provided regarding memorability score caused by application of the image styles to the video features.