Photo and Video Best Practices

Social media is one of the most powerful ways to showcase Rice University's people, research, community, and impact. Strong visual content—photos, videos, and live media—makes our storytelling more accessible, engaging, and memorable.

This guide provides best practices for capturing and leveraging media content that not only complies with university policies but also optimizes visibility, accessibility, and impact across digital platforms.

Core Principles for Capturing Visual Content

1. Prioritize Consent and Transparency: Obtain written consent from individuals featured in photo or video content using the university's official media release forms.
2. Inform Participants About Usage: Clearly communicate how images or footage will be used (e.g., social media, marketing materials, publications).
3. Respect Privacy and Sensitive Information: Avoid capturing or publishing personally identifiable information, confidential research, or restricted-access spaces without explicit permission.
4. Protect Data and Documentation: Maintain secure records of signed media releases and archive permissions for future reference.

Best Practices for Capturing High-Impact Visual Content

Optimize for Social Media Platforms

• Capture content vertically (9:16) for Instagram Stories, Reels, TikTok, and YouTube Shorts.
• Capture horizontal (16:9) content for YouTube, LinkedIn, and X (formerly Twitter).
• Plan for flexibility by framing shots that can be cropped into square formats for Instagram feed posts.

Prioritize Natural Light and Authentic Moments

• Use natural light whenever possible to create a clean, approachable feel.
• Capture authentic action shots rather than only posed images.
• Focus on expressions of learning, discovery, collaboration, and community.

Keep Videos Short, Focused, and Trend Aligned

• Aim for videos under 60 seconds for most social platforms.
• Deliver key messages in the first 5 to 10 seconds.
• Use subtitles or captions to ensure videos can be understood without sound.

Incorporate Branding Thoughtfully

• Include subtle Rice branding when possible, such as logos on podiums, lab coats, banners, or event signage.
• Use Rice brand colors and typography in graphics and overlays to maintain visual consistency.
• Avoid over-branding that distracts from storytelling or overwhelms the subject matter.

Ensure Inclusivity

• Capture images that reflect the diversity of the Rice community in race, gender, age, ability, and background.
• Showcase inclusive spaces, collaborative activities, and diverse representation across disciplines and programs.
• Be intentional about featuring authentic student, faculty, and community voices rather than relying on staged or stock imagery.

Be Intentionally Accessible

• Plan for captions, transcripts, and alt text to accompany all media content.
• Ensure visual elements, such as charts and graphics, use high-contrast colors and legible font sizes.
• Follow ADA best practices to make videos, images, and graphics usable for audiences of all abilities.

Special Considerations When Photographing or Filming Minors

• Obtain a signed release form from a parent or legal guardian before photographing or filming a minor.
• Post clear, visible notices at public events involving minors to inform attendees that photography or videography may occur.
• Avoid filming in locations where minors expect privacy, including restrooms, locker rooms, medical facilities, and dormitories.
• Secure additional permissions when filming minors participating in university-hosted programs, camps, or special events, per university policy.

Special Considerations When Photographing or Filming Student-Athletes

Student-athletes have additional rights under Name, Image, and Likeness (NIL) policies that must be carefully respected when capturing and sharing visual content.

• Ensure all photo and video content featuring student-athletes complies with NCAA regulations and Rice University NIL policies.
• Confirm that any external brands, sponsors, or commercial partners associated with a project meet university and NCAA requirements.
• Obtain proper consent when using student-athlete images for monetized or commercial purposes, and distinguish between official university promotion and student-led personal branding initiatives.

Distribution and Content Ownership

• Secure Permissions for Locations and Events: Verify that location owners and event organizers approve filming activities.
• Use Approved Platforms for Hosting: Upload official video content to Rice’s institutional accounts or university-approved platforms to maintain control over usage.
• Protect Privacy During Live Streaming: Always communicate in advance if an event will be live-streamed and obtain necessary permissions from participants.

Compliance and Oversight

All photo and video content must comply with Rice’s brand standards, privacy policies, and media release requirements. Noncompliance may expose the university to legal or reputational risks and could result in corrective action.

For questions about capturing or using visual media, or to request access to official Rice media release forms, contact the Office of Public Affairs at socialmedia@rice.edu.