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When recording, rendering, editing, and implementing new video assets, there are many best practices that enhance the user experience and improve accessibility. Below is an overview of things to consider when working with the marketing and web team on a new project. 


When and How-to Contact the Marketing and Web Team

Prior to creating a video for use on the website or other marketing materials, an individual or unit should meet with the marketing and web team. Please email webteam@wsb.wisc.edu or submit a web team service request through the WSB Support Portal. Learn more about the Web Team Support System.

Submit a service request »

Steps for Creating a New Video Series

  1. Have an idea for a video
  2. Reach out to the marketing and web team
  3. Meet with the marketing and web team and discuss the goals for the new video and best practices
  4. Review Video Best Practices
  5. Create an outline of what needs to be in your video
  6. Write any necessary scripts and create any support materials like PowerPoint presentations
  7. Create your first the first video in the series of videos
  8. Meet with the marketing and web team to review the first video and receive feedback
  9. Implement the feedback and move forward with creating the next set of videos
  10. Review the video to ensure it meets best practices
  11. Provide the web team with the video file and any other details
  12.  The web team will host the new video and implement it.

Video Best Practices

Below is an overview of video best practices.

Content Should

  • Be Evergreen: the more time and effort invested in a video creation, the more important it is that it can last 4-5 years if needed. This means including the year if mentioning specific rankings or career outcomes; possibly avoiding mentioning specific staff with their job titles, as this means the longevity of the video is limited.

  • Link to Resources: Rather than state specific facts, it is best to link to resources that are available on the web (e.g. instead of stating specific admissions deadlines, talk to the process at a high level. Provide a go link that goes to a website page with more detailed information). 
  • Be Short: longer content has less plays and even then many videos are not watched all the way through. It is recommended that videos be 5-8 minutes in length or less. If you have one long recording, consider how the video could be broken up into shorter more focused segments.

  • Support and Build on Existing Website Page Content or Address a Specific Obstacle or Process in Detail: content that already integrates well into the story the website is telling, especially if it is in sync with the information hierarchy on the pages. Review the website content surrounding your video and see how the two mediums can better support one another.

  • Use Consistent Materials: If you are creating a series of videos, try to use a similar style for each topic or series (e.g. do not use a different sized PowerPoint presentations from video to video).

Assets (Text, Images, Graphics) Used in the Video

  • Right to Use All Materials Featured: The Wisconsin School of Business should have the rights to use any materials featured in the playable video. This includes but is not limited to: music, graphics, photography, and other videos (even those used in power point slides). You will also need to have permissions to feature any individual in the video. The materials can be of your own creation, royalty free, purchased with proper licensing, or be Wisconsin School of Business provided materials. 
  • Text Passes Color Contrast: All text featured in your video should pass color contrast. This means that users can perceive and read the important content (text) in your video.
  • Transcribed: Any audio in the video should be transcribed. It is best to start with a script, then you can simply edit summarize what was recorded. Transcriptions of a video ensure people who can not access the video can instead read the text transcription.
  • Captioned: Your video should include captions. If the video is hosted in YouTube auto captioning can be enabled, but will need to be reviewed for accuracy.

Video File and Resource Requirements

In order for a video to be hosted and linked to, or embedded on the website, the following will need to be provided.

  • .mp4 video file
    • Exported at at least 1920x1080 (1080p)
    • YouTube video ratio: 16:9
  • Thumbnail
    • YouTube thumbnail: 1280 x 720 pixels .jpg
    • You can use one of the WSB branded 16x9 power point templates to create a thumbnail.
  • Video Title: displayed after the video
  • Video Description: a description of what is in the video and why a user would watch the video. Include a link back to the website for more information. 
  • Video Transcription: a detailed synopsis of what was in your video. It does not need to be word for word, but should include any relevant information.

Wisconsin School of Business YouTube Account

The YouTube channel at https://www.youtube.com/channel/UCJ5J-ga40m9RU1G8fxi3_Ww is owned by the Marketing and Strategic Communications Department.  Account contact settings are managed by the Director of the MaSC department.

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