Your brand’s tone is clear. Your colors are locked. Your logo always lands in the right corner.
But your video content? Different pacing. Different styles. Some captions, some not.
It’s all... close. But not quite right.
That’s where video guidelines come in, they ensure that every video, from a product demo to a TikTok, reflects your brand visually, verbally, and strategically.
Video Guidelines Definition
Video guidelines are a set of rules and best practices that define how video content should be created, edited, styled, and published to stay consistent with a brand’s identity and goals.
They typically cover:
- Visual elements (colors, typography, logos, animation styles)
- Tone of voice and scriptwriting standards
- Video duration recommendations by platform
- YouTube Intro sequences and transitions
- Use of subtitles or captions
- Music, sound design, voice over, and rights usage
- Format, aspect ratios, and export settings
- Accessibility requirements
Think of them as a brand style guide, for motion.
Why Video Guidelines Matter
- Maintain brand consistency across formats and channels
- Speed up production by reducing guesswork
- Protect the brand from off-message visuals or tone
- Improve viewer experience with clarity and polish
- Ensure compliance with accessibility and usage rights
- Streamline collaboration with agencies or freelancers
When multiple teams create content, from social clips to product walkthroughs, video guidelines keep it all connected under one unified brand experience.
Real-World Examples of Strong Video Guidelines
1. Google – Motion Design Guidelines
Google’s open-source Material Design framework includes detailed motion guidance: easing curves, animation durations, and best practices for transitions.
Why it works: It brings consistency across Google’s entire ecosystem, from Android UI to product explainers, and gives devs and creatives a shared language for motion.
2. Mailchimp – Video Style in Brand Guidelines
Mailchimp’s public brand guidelines include a section on video: how the voice should sound, when to use humor, and how their signature illustration style should animate.
Why it works: It blends tone, visuals, and animation into one cohesive story helping creators maintain Mailchimp’s quirky-but-clean style, no matter the format.
3. Adobe – Social Video Templates & Ratios
Adobe’s creative team publishes video best practices for internal teams, including pre-sized templates for YouTube Shorts, Reels, and Stories, plus font hierarchies and logo animations.
Why it works: It eliminates platform formatting errors and encourages video creation that still feels perfectly Adobe.
4. Shopify – Accessible Video Standards
Shopify’s internal video standards include mandatory captions, audio descriptions for key videos, and export settings to ensure compatibility across global teams and languages.
Why it works: It’s not just about brand identity, it ensures every viewer can engage, regardless of device, ability, or location.
What to Include in Your Video Guidelines
Whether you’re building them from scratch or updating what you’ve got, a good set of video guidelines should address:
1. Branding Basics
- Logo placement and size
- Colors and fonts used in titles or graphics
- Do’s and don’ts for using brand visuals in motion
2. Voice and Scripting
- Tone of voice (e.g., conversational vs. authoritative)
- Pacing and structure suggestions
- Sample phrases or intros
3. Editing Standards
- Transitions and lower thirds
- Animation style (e.g., kinetic typography, flat motion)
- Use of sound effects and music
- Style of cuts (e.g., punchy jump cuts vs. smoother fades)
4. Format and Specs
- Resolution (1080p, 4K, etc.)
- Aspect ratios (16:9, 9:16, 1:1)
- Frame rate and export settings
- Caption/subtitle guidelines (style, placement, file formats)
5. Accessibility Requirements
- Captioning or subtitle standards
- Contrast levels for overlays
- Audio description or narration where needed
6. Platform-Specific Variations
- YouTube: Longer-form, SEO-optimized intros
- LinkedIn: Subtitled, no-sound autoplay
- TikTok/Reels: Vertical, fast-paced, hook in first 2 seconds
- Paid social: Clear CTA by 10–15 second mark
Pro tip: Include visual examples of each video type, and keep a shared folder of branded motion templates.
How to Roll Out Video Guidelines Internally
- Include them in your brand or content style guide
- Train teams during onboarding or campaign kickoffs
- Share editable template files in your asset library
- Use tools like Frame.io, Notion, or Loom to demo examples and updates
- Revisit quarterly to reflect platform or campaign changes
Bottom Line
You wouldn’t launch a rebrand without a logo guide. So why send videos into the world without motion rules?
Video guidelines don’t limit creativity, they focus it.
They help internal teams, freelancers, and partners create content that’s fast, flexible, and always on-brand.