Video
Branding your video content is essential to maintain consistency and authenticity. Many platforms can be used to create video content, below are recommendations and tools for branding your video.
Recommendations
- Adobe Express (recommended)
- iMovie (for Mac and iOS users)
- If you're still in the planning stages, be sure to download our video tips sheet
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Lower thirds
Used to identify speakers, usually in testimonial-style videos.
- Text background can be a solid brand color
- or a 50% tint of a brand color
- Headline text is set in Bebas Neue
- Subhead type is set in Roboto Slab
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Transitions
Help the viewer get from one scene to the next in a video. Keep the transitions simple—busy transitions often detract from the story you're trying to tell.
- In Adobe Express, use the Dissolve transition
- In iMovie, use the Cross Dissolve or Cross Blur transition
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Outros
Closes the video and is an opportunity to offer a call to action in the form of a url.
Distribution
While videos from platforms like YouTube can be shared on social media, certain platforms prioritize native uploads, enhancing visibility compared to externally-hosted links. For example, Instagram exclusively supports native video uploads. If you intend to utilize native videos, refer to the specific instructions and guidelines provided for the respective platform. Before starting a YouTube channel, or any new social media account associated with the University, please review the Social Media Guide.
Pro tip: When uploading to YouTube, make sure to always have the following:
- Thumbnail
- Title
- Description
Resources
- University photography - link to Canto
- Link to aerial photo collection, UMassD photo collection, college photo collections
- Rankings and statistics
- Fonts
- Messaging
University standards
- Logos
- Using the university name
- Brand colors
Best practices
- Thumbnails—link to Canva or Adobe XD template. Add best practices language. YouTube automatically generates a thumbnail
- Orientation- vertical for social media, horizontal for website
- File format? Mp4 or native social platform
- Captioning—always opt for captioning when available (it is in most social platforms) and check the transcript for accuracy
- Sharing with marketing—via OneDrive (we should test to see if our group email will allow access to OneDrive outside our group. Kaisa could test this with us?)
- Framing—link to examples for social and horizontal (brand guide? Do this/not that format?)
- “Live area” guide—for social platforms, is Sprout’s always up-to-date guide a good link to send them to? Or we could link to the social platforms
- Statistics and data: always check with IR before citing data
- Lighting—natural light is best. Record your subject near a window with natural light falling on their face, not backlit. If your only option is indoor lighting, opt for soft lighting from a source to the side and slightly above the subject, not directly overhead
- Positioning—move your subject away from the wall to get some space between them and the background
- Location—This is a chance to show off our unique campus. Here’s a list of iconic locations that you should consider.
- Sound—Test and listen to your test before recording the entire video. You may need to make an adjustment to the microphone, or move to a less busy environment to capture clear audio
- Editing—Keep it simple. Overly complicated effects, transitions, and graphics distract from the message