Communicator Toolkit
Duke Chapel standing over campus building

Category: Social Media

A Guide to Duke’s Social Media Video Graphics Package

By

On May 9, 2023

In Multimedia, Social Media, Video

When selecting fonts and colors while creating the customizable graphics, users should adhere to the Duke Brand Guide.

Download Social Video Graphics

Opening Graphic

Generally, full-screen graphics should not be used on social media videos, especially on TikTok or Instagram Reels. On these platforms, viewers scroll quickly through lots of content. The first seconds of the video should the most attention-grabbing part, the hook that tells your audience what the video is about and why they should pause to watch it.

This element is a good, quick way to highlight that the video features Duke. It wipes across the bottom of the screen and leaves quickly.

  • Place the banner one layer above your video piece on your editing timeline.
    • If the most engaging part of the video underneath the banner is being covered by the banner, you can move it up higher on the video.

This element is a transparent overlay that animates the Duke wordmark on and off screen. If the video underneath is bright, the wordmark may be less legible. Using the Banner Style graphic listed above would be more advisable.

  • Place the file one layer above your video piece on your editing timeline.
    • If the most engaging part of the video underneath the wordmark is being covered by the wordmark, you can move it up higher on the video.

This is very similar to the Pop Up – Fade Out element, but instead of fading out, the wordmark shrinks and moves to the bottom right corner. This is useful if you want to keep the wordmark on-screen for the entire video. A wordmark adds subtle branding and marks the video if it is downloaded and used externally.

  • Place the file one layer above your video piece on your editing timeline.
    • To keep the wordmark in the corner the entire time, you will duplicate the layer and “Add a Frame Hold” on a frame of the graphic that is near the end (after the movement has stopped). Then you can extend it to reach until the end of the video.

Closing Graphic

One of these two animated video outros can be used at the end of your video. If branding is required, using an outro is preferred over an intro.

This element is a good, quick way to highlight that the video features Duke. It covers the the last image of your video and reveals “This is Duke” over a white background.

  • Place the file one layer above your video piece on your editing timeline, making sure to extend one second of your footage underneath the graphic.

This element useful if you have a good final image on your video and want to add “This is Duke” directly over the footage. It will only function well if the footage is dark enough to support the white text. If not, use the Over White graphic listed above.

  • Place the file one layer above your video piece on your editing timeline.

Social Media Guidelines

By

On November 13, 2017

In Digital, Getting Started, Multimedia, Social Media

These guidelines help Duke communicators apply Duke policies to social media. Questions? Email socialmedia@duke.edu. 

 Duke Health employees should follow Duke Health-specific standards. 

Before You Create a New Account 

  • Avoid creating new accounts unless absolutely necessary. 
  • Best practice: Partner with existing major accounts (e.g., @DukeU, schools, departments) and share content there for bigger impact. 
  • Maintaining an account requires dedicated staff and multiple posts per week .

Units and departments are responsible for ensuring that content posted by, or on behalf of, any unit or department adheres to all Duke University policies and to appropriate laws that govern the public dissemination of information. To that end, units and departments should periodically review the guidelines for social media and consult with the Office of Communications, Marketing, and Public Affairs if they have questions about their implementation: 

Key Principles 

  • Remember you are representing the Duke brand. 
  • Have a strategy:  
    • Who is your audience? 
    • What do you want them to do? 
    • Is social media the best way to do it? 
  • Everything is public: Posts live forever and are searchable and shareable. 
  • Be transparent: State your role and goals; correct errors quickly. 
  • Moderate actively: Monitor comments for abuse or off-topic content. 
  • Respect time and property: As stated in Duke’s OIT policies, use Duke resources for Duke business only. 
  • Set up accounts responsibly:  
    • Use shared email addresses. 
    • Track passwords securely (e.g., Duke 1password). 
    • Ensure continuity if staff changes. 

Duke University Comment Moderation Policy  

Duke University reserves the right to hide or delete off-topic, vulgar or abusive comments and hate speech. We do not permit comments selling products or promoting commercial ventures. Students should adhere to the Duke Community Standard when posting or commenting on social media. Posted comments and replies do not necessarily reflect the opinions or policies of the university. All content and posts are bound by the individual platform’s terms of service. If you have any concerns about the content posted on Duke University’s social media, please email us at socialmedia@duke.edu. We welcome all of your feedback. 

Branding and Graphics

Representing the Duke brand on Social Media

When you post to social networks from an official Duke University account, you are representing the Duke brand. Here are some simple guidelines to help put your best foot forward. If you have specific questions on branding, please contact socialmedia@duke.edu.

  • Begin with “Duke” when creating a name for your Facebook Page, Twitter account or other social media presences
  • Use of the Duke logo is reserved for Duke’s institutional departments, centers and units
  • Where available, departments, schools and units should use their official logos and iconic images to build their profiles

Please follow Duke’s policies and procedures regarding copyright, privacy and sharing of information.

Images for Albums and Sharing

Duke’s Asset Management System (NETID required) is a wonderful collection of thousands of current photos and videos of Duke’s campus, programs, people and more. It is refreshed regularly with community-sourced images as well as new content captured by the University Communications team.

University Social Media Channels

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