I was the editor on a team for National Geographic Digital. With producer Shaun Mir and production assistant Skye McKee, our job was to take pre-produced long form video from the National Geographic content library, and edit new (30-60 sec) versions for Facebook video platform and Snapchat discovery platform. The objective is to tell the viewer a story that is on-brand for the National Geographic social media communities. The purpose of editing video for Snapchat and Facebook was to monetize the on the social platform while also guiding the viewer to the longer story on NG’s owned website.
The videos we were given to edited for Facebook currently hold the record for some of the highest viewed native uploads on National Geographic’s Facebook page. In addition, our videos received over 20 million views between November of 2015 and January 2016. We averaged between 50% and 70% retention rate on our videos and a significant number of the folks who watched our videos clicked-through to watch the full version on the NG.com website.
Editing video for Snapchat was a new and unique experience for me. At first I was skeptical about the ability to convert a horizontally shot video to a vertically orientated one and still maintain its original integrity. However, after editing the first couple videos I began to enjoy the new aspect ratio of editing video. In many of the ways horizontal video had it benefits, so did horizontal video. I believe once videographers are being sent out to shoot specifically for Snapchat we will begin to see some really great stories being told in a vertical aspect ratio.