This section provides units with direct access to tools that support consistent, accessible, and brand-aligned social media content across McGill’s digital ecosystem. These resources help ensure visual coherence, proper use of University assets, and effective collaboration with central communications when needed.
Avatar request form
All official McGill social media accounts must use the University’s approved avatar template. This ensures visual consistency and helps audiences quickly identify institutional accounts.
Units should request an avatar when:
- Launching a new official account
- Updating or rebranding an existing account
- Aligning with new faculty or institutional initiatives
Visual identity guide (colours, fonts, logos)
McGill’s visual identity standards outline proper use of the University’s colours, fonts, logos, and graphic elements. These guidelines ensure a cohesive and recognizable brand experience across all platforms.
Units must follow the visual identity guide when producing graphics, videos, or social media templates. The guide includes:
- Approved colour palettes
- Typography guidelines
- Logo and shield usage rules
- Photography and illustration standards
- Digital accessibility considerations
Accessibility standards (alternative text, captions, transcripts)
All content shared on McGill’s social channels should be accessible to as many users as possible. Accessibility is not optional; it is a core part of inclusive communication. Accessibility ensures that all members of our community can fully engage with McGill’s content, regardless of ability, device, or platform.
Best practices include:
- Use alt text to describe what appears in an image, focusing on context, not decoration. Example: Instead of “students,” write: “Two McGill students working with lab equipment during a biomedical engineering class.”
- Add captions to all videos, including Reels, Shorts, and Stories. Don't rely solely on auto-captioning: review and correct the subtitles for accuracy, especially names and terminology.
- Provide transcripts for longer videos or interviews in the YouTube description or linked resources.
- Avoid text-heavy graphics, especially those with small fonts or low contrast.
Video publishing criteria
Videos must reflect McGill’s quality standards and must be accessible, visually clear, and adapted to the technical and storytelling formats of each platform
To optimize reach and user experience, videos should be edited specifically for the platform where they will appear.
General format guidelines:
- Instagram Reels: 9:16 vertical, fast-paced, engaging hook in first seconds
- Stories: 9:16 vertical, minimal text, clear audio, short captions
- YouTube Shorts: 9:16 vertical, stronger narrative arc, polished transitions
- LinkedIn video posts: Preferred horizontal or square formats with slower pacing and informative captions; however, vertical video can also be effective, particularly when designed for mobile viewing or when repurposing accessible, well-edited content from other platforms.
- Facebook: Works well with both horizontal and vertical, but keep text readable
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Do: |
Don’t: |
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Film with adequate lighting and stable framing |
Use copyrighted music, footage, or images without proper licensing |
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Use clear, natural audio or add voiceover if needed |
Share videos filmed horizontally on platforms optimized for vertical viewing |
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Include accurate captions for accessibility and clarity |
Post shaky, low-resolution, pixelated, or poorly edited footage |
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Keep videos short and purpose-driven |
Include private conversations or sensitive information in background audio |
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Tailor messaging to the audience: students, researchers, alumni, community |
Share videos without verifying information or reviewing captions |
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Ensure visuals align with McGill’s identity and values |
Include individuals who have not consented to being filmed |
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Respect privacy: blur faces or avoid filming individuals without consent |
Add excessive text overlays that are difficult to read or inaccessible |
Content suitability and platform restrictions
Some content introduces safety, privacy, legal, or reputational risk and should not be published on McGill channels. This applies across platforms, with stricter limits on TikTok due to platform-specific considerations.
Avoid publishing content that includes:
- Sensitive or contentious political or social issues
- Personal opinions or commentary presented as institutional messaging
- Confidential, unpublished, or sensitive research details
- Copyrighted music, audio, or footage without appropriate rights
- Restricted or sensitive locations, clinics, exam spaces, confidential labs
- Content involving minors without verifiable consent
- Medical, legal, health, or psychological advice
- Pranks or unsafe behaviour trends
- Footage that could be easily misinterpreted without context
- Distressing, emergency, or crisis-related situations
Inclusive language guidelines
Content should make all audiences feel welcome, represented, and respected. Inclusive language is a fundamental part of ethical communication. For detailed recommendations and examples, please refer to McGill’s Inclusive Digital Communications Standards, which provide practical guidance on writing inclusively, avoiding bias, and ensuring accessibility across digital platforms.
