Video production guidelines
Distribution, tone and style
Video distribution (How and where)
Videos must be contextual and platform specific. A video distribution plan must include more than posting a video on the website and sending an email out to project email subscribers. If you are going to spend the money, time and resources to produce a video, it will need a full, multi-platformed distribution plan.
Answer these questions
- Which distribution platforms will work best for your video (e.g., YouTube, Instagram, Facebook, etc.)?
- Where is your target audience most likely to see the video?
- How will this video be shared – on a website? Via email? Social media?
- How will you let your target audience know the video exists?
- Will you ask partners to help amplify or share the video?
Note: Scriptng several slight variations of the same video for each intended platform can be a very cost-effective way to maximize the results of your video. Remember: people’s attention spans are shorter than ever. Customizing video to the platform being used will help you keep your viewer interested, and consulting with Communications and Engagement staff early can help with determining optimal video details.
Tone of voice
MnDOT Communications and Engagement staff must be part of the decision to choose the appropriate tone and talent for the video.
Answer these questions
- Is the content of the video light-hearted or serious?
- Should the tone be friendly or professional?
Style/format
Match the video's style with audience's preferences and needs. When selecting the right video format and style, it's essential to ensure your video quality and delivery are optimal for learner engagement and motivation. Make sure your video is clear, concise, compelling and consider factors such as the length and pace of your video. Generally, videos should be kept under two minutes.
Answer these questions
- What type of video will this be (e.g., educational, testimonial, training, explanatory)?
- What format makes the most sense (e.g., animation, graphics, interviews with key staff)?
- What supporting materials might you need (e.g., images, b-roll, etc.)?
- Will this be produced in-house by MnDOT or with a consultant?
Note: As video producer, you may be asked by MnDOT Communications and Engagement staff to create multiple video concepts for review. These “creative” concepts should reflect the project’s iden�fied goals, objectives, target audience(s), key messages, distribution, tone of voice, format, mandatory elements, timeline and budget.