YouTube guidelines

YouTube is a very popular online platform used by many of the University’s students and staff and external stakeholders such as prospective students.

Its use as a search engine is growing and videos feature more prominently in YouTube search results from being located on large and more popular channels.

Compared to other social media channels, YouTube is often used to host less topical content which is intended to showcase activities and have a longer shelf-life.

The University maintains the very successful Loughborough University YouTube channel. The aim of the channel is to display the breadth of work that the University undertakes and to promote its teaching, research and other activities. It serves as the ‘go-to’ place for videos about the University.

Content on small channels will not benefit in search from the domain authority of the Loughborough University channel and there is a risk that the main Loughborough University channel could lose authority and cohesion if content were distributed across multiple channels.

Distinct specialist areas such as LUMEN and IAS may have their own, locally-managed, channels.

Approved associated brands such as Loughborough Sport and Imago may be promoted with their own channel and identities in line with the University visual identity guidelines.

Locally managed channels

We ask people to engage with the Web and Digital Team whenever they are considering creating their own YouTube channel or publishing content to platform. The creation and on-going existence of the channel must be agreed by the Web and Digital Team.

University groups are permitted to manage or curate their own channels in certain circumstances:

  • Content is aimed at specific or specialist audiences (e.g. teaching materials for current students (internal) or for peer to peer communication between academic or professional services staff outside the University) or the channel is related to an associated brand (e.g. Loughborough Sport).
  • The channel owner is frequently producing content in a coherent manner which justifies an online identity on YouTube (e.g. IAS, LUMEN).
  • The channel owner needs direct access for upload
  • The channel owner needs direct access to analytics
  • Web and Digital Team staff must have manager access to the channel
  • Locally-managed channels must NOT include content aimed at promoting the University’s teaching courses or subject areas
  • Content must align with the University's visual identity guidelines (e.g. no unauthorised logos, text must be readable) and content must not damage the University’s reputation.
  • Content in videos must adhere to copyright laws. See University information on copyright.

All locally managed YouTube channels must follow our tips for best practice.

Loughborough University channel (primary channel)

This is the University's main, widely publicised channel, owned by the Social Media and Digital Engagement team within Web and Digital and managed / curated by the Web and Digital and PR Teams.

The channel features content which has an appeal to broad audiences and will normally be produced to a professional standard. Exceptions may include, for example, curated student vlogs.

Videos will normally follow University brand guidelines (e.g. ending with the logo) and content will normally be published as 'public' rather than 'unlisted' or 'private'.

Subtitles will normally be checked and corrected and subtitles will not normally be burnt-in (to allow users to choose their own preferences).

The channel aims to demonstrate the breadth of the University’s activities and so may include content published separately elsewhere (e.g. on Loughborough Sport channel).

Locally-managed channels may appear here as 'featured' channels.

Loughborough University Videos channel (secondary channel)

Web and Digital also own and maintain a secondary high-level channel.

This channel features content which has an appeal to broad and narrow audiences that needs to be made available online but which is not suitable for the public main channel.

Content will normally be produced by non-professionals and not necessarily be branded. Examples include student-shot testimonials, open day presentations, seminar recordings . Such content will normally be published as 'unlisted' - shareable and embeddable, but not findable through YouTube search.

Subtitles will not normally be corrected, we will rely on the automatic generation of subtitles. Generally this is used for content that is only intended to be viewed via a webpage.

Tips for best practice (locally managed channels)

  • Make sure your video doesn’t contain any material for which you or the University don’t own the copyright (unless you have permission from the copyright owners).
    • E.g. photos, video clips, drawings, diagrams and music taken from elsewhere must not be used without permission.
    • YouTube offers Audio Library which has music and sound effects which you can use subject to YouTube’s rules. But this content can only be used on YouTube and not on other platforms.
  • Choose your video title carefully, this is one of the main elements that YouTube search uses to find videos for users.
  • Add a description for the video. This should be a few sentences that summarise what viewers will gain from watching the video. Try to include keywords for the search to pick up. Also include at least one URL linking to your main website.
  • You can also add keywords as tags to help with search.
  • You can decide whether or not to allow comments. Comments can help to increase the views but you need to make sure you monitor them and decide whether and how to respond.
  • Remember to allow users to embed the video into their own website, this will help to increase the number of views.

It is essential that you contact the Web and Digital team if you are considering setting up a YouTube channel or publishing any video content to YouTube. They will be able to advise on best practice and provide appropriate support.