Video content is an important aspect of marketing. From short digestible clips to
long-form instructional pieces, more consumers are using the video medium to consume
Videos that are produced for Saint Louis University must meet the university's brand
standards, and Marcom is here to help you. Please contact Stephanie Mueller at firstname.lastname@example.org with additional questions or for guidance on anything related to video production.
We offer a series of downloadable assets that you can use in your videos that are
inline with the Saint Louis University brand, while still allowing you to be creative
and make your video stand out. You can use the following assets in your videos:
In coordination with SLU's graphic standards, it is recommended that you use Brandon
Grotesque font for the main element on title slides and lower third graphics (like
a person's name). Secondary information (like their title or school) should be in Crimson,
a free downloadable Google font, or a classic sans-serif font, like Helvetica or Arial.
Always white balance your shot. If you are filming outside, make a habit of white-balancing
every 30 minutes or if you notice the sun changing positions. Direct sunlight and
cloudy sunlight are different.
Always check your focus. When filming, change the camera's focus to manual. Especially
if there is movement in the background (people walking past, trees blowing, etc),
your camera's autofocus might pick up on those movements and adjust (it always seems
to happen at the most critical parts of the interview, too). Plus, sometimes the microphone
picks up the sounds of auto-focus.
Always use b-roll. Unless your video is 10 seconds or less, the viewer will benefit
from b-roll to help illustrate your point. Generally, if the subject of the video
isn't visual enough to find b-roll, then it isn't visual enough to require a video.
When conducting interviews, follow the rule-of-thirds. Divide the shot into three
sections, horizontally and vertically so it looks like a tic-tac-toe board (some cameras
have the ability to put this grid on your preview screen). Set up the shot so the
person on camera is off-center, but facing into the middle. So if you, as the interviewer,
are sitting to the left of the camera, then your subject should be on the right side
of the frame.
Whenever possible, interview people alone. It makes for a cleaner final product.
Pay attention to the background when setting up an interview. Will people be constantly
walking through the shot? Is there a tree growing out of the subject's head? Reframe
as necessary to avoid an awkward background. And if something happens in the middle
of the interview, don't be afraid to stop, adjust and then ask the subject to start
that sentence or thought again.
Mic your subject. No exceptions. The microphones built into video cameras, DSLRs,
smart phones, etc., are not good enough. A poorly-composed interview can be covered
with b-roll, but little can be done about a poor audio track.
If necessary, use an external recorder and sync the audio with the video in post-production.
Newer editors can do this automatically; some older versions might require a manual
sync, which is easier to do with a clapper.
When editing, aim to peak around -12 DB. After adding music, it is OK to get a little
bit louder, but not much.
Use music to convey the mood of your video. But do not use copyrighted music. YouTube
has a library of thousands of free tracks available for you to use. Additionally,
many musicians will allow you to use their music as long as you give them credit in
the video description.
Shoot the video wearing headphones. You'll be able to hear everything that the microphone
is picking up, from the air conditioner to the ding of an elevator down the hall.
This will help you decide if you need to redo anything.
Saint Louis University has a robust YouTube channel with an established base of followers,
and in most cases it makes the most sense for your video to be uploaded to the university's
main channel. If your organization wants their own YouTube channel, please contact Stephanie Mueller to discuss your plan for maintaining the channel.