When recording, rendering, editing, and implementing new video assets, there are many best practices that enhance the user experience and improve accessibility.

Video Best Practices

Content Should

  • Be Evergreen: Include content that stays relevant over time. For example, possibly avoid mentioning specific staff with their job titles and avoid using specific dates.

  • Be Short: Longer content has fewer plays and even then many videos are not watched all the way through. It is recommended that videos be 2 minutes in length or less. If you have one long recording, consider how the video could be broken up into shorter more focused segments.

  • 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).

NNG, a world-renowned UX research group, provides these great tips for video:

  1. Don't rely solely on video (no guarantee users will watch it)
  2. Give users control (don't autoplay)
  3. Tell users what's coming (provide context around the video, include a title and description)
  4. Make every second count (start strong, don't waste time on introduction material)

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

  • .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.


In order for a video to be embedded on the website, it must be uploaded to YouTube and follow the above requirements and best practices.

The Wisconsin School of Business YouTube Channel is managed by the Marketing and Strategic Communications department and is used primarily for marketing WSB programs and communicating the School's brand. WSB programs/departments/units may have their own, separate YouTube channels.

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