Guidelines for video production

Last changed: 03 March 2021

It is important that material published in SLU’s name has a reasonable quality level and is consistently profiled – it must be clear that SLU is the sender. If not, our credibility is weakened and the viewer can be confused as to who actually produced the video. There are a number requirements for external and internal video material.

For SLU videos with an external target group

  • Ensure high picture quality. Full HD 1920x1080 px is recommended.
  • Ensure acceptable audio quality.
    More on how to film.
  • Make sure you have permission to film the people in the video and to use the material for the current purpose.
    More on legal requirements.
  • Ensure that the material used is not copyright protected (film, images, music, artwork depictions). Alternatively, get permission from the originator to use their material for the intended purpose.
    More on legal requirements.
  • Ensure that it is clear that SLU is the sender.
    More on what this involves can be found on the page on video graphics.
  • Make sure that the video material meets the accessibility requirements for public authorities (Web Content Accessibility Guidelines, WCAG, 2.0). Among other things, they state that subtitles (in accordance with the university’s language policy) must be offered.
    More on the Web Content Accessibility Guidelines.
  • Do not risk damaging the SLU brand by exposing other brands or occurrences too much.
    More on SLU’s image and video policy.

SLU videos with an internal target group

Videos with a broad internal target group and publication on SLU’s internal and external web pages must meet the requirements on the list above. If an internal target group is smaller and the material is not published on our webs, quality and the SLU profile are not as important. However, the legal requirements still apply.

Before a video is made

Ask yourselves the following questions:

  • Who is the video made for? An eternal or internal target group?
  • What do you want the viewer to think/feel/do after they see your video?
    How do you achieve this?
  • Video length – how long will the viewer watch? This can differ depending on the type of video (trailer, commercial, interview, etc.) and target group.
    Should the material be divided into shorter episodes? Do you have something to gain by making a short version and linking to a longer version for those who are interested?


Can the video be viewed without explanation?

Does the viewer understand what they need to, or does the video need clarifying text and/or a narrator? In many cases, this can heighten the video and communicate the content more efficiently.

Meet the accessibility requirements

The guidelines for public sector web pages affect those who want to publish videos on the SLU webs.
More on accessibility requirements for image or video production.


Material aimed at larger target groups , e.g. management videos, general descriptions of SLU operations, videos connected to research results and news are published on SLU’s official Youtube channel. The Division of Communication reviews and posts these videos with the help of selected people from e.g. the Educational Media Unit.

Video material with smaller target groups, or which concerns specific interest areas are published on personal Youtube accounts.

If the video material posted on a personal Youtube account is interesting to a larger target group, it can naturally be published on SLU’s official account or on possible thematic playlists on this account.

Where to publish quality assured videos with a broad external target audience:
Youtube, SLU’s official channel.

Where to publish quality assured videos with a small external target group:
We recommend a personal Youtube channel.

Videos for an internal target group:
The Educational Media Unit’s server (the material does not need to be available through search engines and can be password protected).

Guidelines for consistent subtitles

Subtitling moving images can be a challenge: when the text flows, no one notices it – but if something stands out, reading can become halted.

Here is a guide of what you should consider when subtitling.

Put the subtitles in a separate file

It is best to use subtitle functions that separate the text from the video (both Adobe Premiere and Youtube have these functions). The text strips can then be activated and deactivated and be read by add-ins. When text strips are merged with the video material, they cannot be read and are instead part of the picture.

Another advantage of separate subtitles is that the video can be translated into several languages without having to show them all simultaneously.

  • If the text amount is greater, use two lines.
  • Try chunking the text so that it is comfortable to read.
    Use a maximum of 40 characters per line. Two-line segments must be shown for about 5 seconds.

The information below applies to subtitling using professional video editing programs where the text format can be controlled.

  • The text should be left-aligned and the text block centred horisontally.
  • Font: Trebuchet MS Regular (included in Adobe Premiere Pro)
  • Text size: 70 per cent
  • A black text background makes it more legible
    (black, 40–50 per cent opacity).

Use an adjusted miniature (Youtube) or a cover (Instagram)

In most cases, you can decide the frame that will be shown before the video is played. We recommend that you select an image that represents the video content – not the SLU logo, but a frame that more accurately reflects the main content of the video.