Indigenous Peoples' Day edit for If/Then
Project Category: Social Media
About: If/Then is part of the philanthropic effort from the Lyda Hill foundation that seeks to further advance women in science, technology, engineering and math (STEM) by empowering current innovators and inspiring the next generation of visionaries. If/Then works in tandem with the Geena Davis institute, and their show Mission Unstoppable with Miranda Cosgrove, so I often edited projects using footage from this show.
Position: Editor
As an editor working on social media for If/Then I worked closely with a social media manager to conceptualize and create content for their TikTok, Instagram, and YT Shorts. Other than color scheme, I was often left to my own creative devices. I have made close to 100 of these types of videos for them, just like the one you see on this page, that are informative, drive the If/Then message, keep up with social media trends, and speak to their target audience. The text comes at you fast, and users know to tap the screen to pause and read if they want to.
Production Secret: TikTok smarter, not harder
The TikTok business center offers an array of helpful information for succeeding on the platform. As an editor working with a social media manager, I would always study the Songs page to make sure I was editing to songs that were still trending, or would be trending, by the time we released the videos. Song selection can be tricky, though, because some songs go viral as part of a bigger social trend with unwritten implications. For example, some songs are used to poke fun at the content, or are strictly used for dance videos. So, it was important not to just use a trending song, but to understand the song in the context of the platforms as well.
