Video is an effective tool for storytelling across social media, websites, advertising, and more. We produce videos to promote ACC and its campuses, college programs and services, and our students, faculty, and staff.
To produce videos that are professional, compelling, and reflect brand standards, review this handout about creating effective videos, as well as these Technical Production and Quality Standards and adhere to requirements below. These requirements apply to videos produced internally or by an outside vendor.
Guidelines for Maintaining Brand Standards in Videos
| DO | DO NOT |
|---|---|
| Map out the purpose and content of your video before you start | Use stock or AI -created images or footage |
| Decide which video hosting platform you will use; this will determine how long the video should be | Film visible name tags/lanyards |
| Add graphics to orient the viewer (lower third identifications, a URL, or a “call to action”) | Film people in front of cluttered or messy backgrounds |
| Add your department logo or the ACC District Logo at the end | Over- or under- expose your talent |
| Have those who are filmed sign releases (see below) | Use unfocused, unsteady shots |
| Follow technical standards and guidelines for a successful, visually compelling project |
Use unlicensed music |
| Add closed captions or burnt-in captions for any video shown at an event |
|
| Obtain OCRM approval for any video that will be shared with external audiences |
Stock Footage
We strive for an authentic look and feel to videography; never use stock footage to represent ACC students, faculty or staff, or college programs.
Do not use AI-generated imagery or audio to depict ACC students, faculty, or staff. AI-generated imagery is subject to the same usage guidelines as stock imagery. Read about ACC’s AI Integration Guidelines.
Accessibility
All videos must have closed captions. Add burnt-in or visible open captions for videos played at events.
- Graphics added in post-production must not overlap the screen portion where closed captions appear.
- Typography must be legible.
- Text must appear on the screen long enough to be read. Read the text out loud two times, and leave it on the screen for that long.
Copyrights and Permissions
- Confirm that ACC holds all rights to the video and to all included content, such as talent, music, and pictures.
- Some material used in an educational setting may not be copyright-free in a marketing setting; confirm you are adhering to all terms of the content’s license.
- The department producing the video, not OCRM, is responsible for documenting any permissions or licenses received.
Consent
Before filming, you must obtain written permission and ensure proper consent is given, especially for minors or individuals unable to provide legal consent. Any usage restrictions specified on the consent form must be respected and communicated when images are shared or stored for others at ACC.
There are two types of consent forms:
- PDF forms for download: ACC Video Release Form (English) or ACC Video Release Form (Spanish)
- Electronic consent form: austincc.edu/photoconsent. The form provides an email copy to the submitter and OCRM. If the videographer is not part of OCRM, they should request the subject to forward the email and retain it. Laminated cards with QR codes linking to the electronic consent page can be requested from OCRM.
For events with large groups where collecting individual consent forms is impractical, visible Notice of Filming and Photography signs should inform attendees that the event is being photographed or recorded.
If you would like your video to air on ACCTV, please submit it to [email protected] for consideration.
Branding and Visual Style
Videos must follow ACC brand standards for college colors, logos, and typography. See College Logos and ACC Official Colors.
Graphics & Cards
- Graphics or graphic elements must be crisp, clear, and high resolution. If you need a custom graphic, submit a Marketing Service Request form.
- Use the Gotham font when creating text in videos. Avoid decorative fonts and don’t use more than two fonts. See ACC Typography.
- An opening card at the beginning of a video is helpful to set up context. For example: “Meet ACC Dual Credit Students” (followed by testimonials). Use an official/approved department logo or ACC District logo for a closing card.
- Add a “call to action” for traditional promos. This can be a URL and/or QR code. For example:
Learn More | austincc.edu/SL - Keep sentences or bullet points simple and high-level—less is more when highlighting a message.
- Proofread all video titles and text for accuracy, spelling, grammar, and punctuation.
Use ACC Vanity URLs on videos only when needed for legibility and easier recall. Contact OCRM’s Web team to create a vanity URL for a frequently used site.
Lower Third Identifications
- Identify the subject in a video on the lower third of the screen.
- Don’t abbreviate and avoid acronyms that may not be known outside ACC.
- Avoid “Marketing, ACC Associate Professor,” which is hard to read quickly in video formats. Place the name first, followed by the identifier:
- Dr. Russell Lowery-Hart
ACC Chancellor - Dr. Nina Almasy
ACC Health Sciences Dean - Sebastian Lopez
ACC Radio-Television-Film Student
- Dr. Russell Lowery-Hart
Examples
- ACC Dual Credit Testimonial style video
- ACC’s AAPI Center Promo
- ACC Transfer Story
- ACC’s Make It Center Promo
Social Media Video Best Practices
In addition to the video guidelines above, review these considerations for social media video content.
- Front-load footage and copy: Capturing attention immediately matters.
- Don’t rely on the audio: On many social media channels, the content plays with the sound off. Use on-screen captions and visuals to tell your story. If audio is necessary to understand the content, consider notifying viewers with a small graphic.
- “Socialize” text (especially at the beginning): Convey the benefits and connect to the viewers—why should they care? Use an active tense and direct, engaging language.
- Keep captions short: Convey only one thought per frame.