Video Types
Different formats. One brand system.
Brand / Campaign
Hero storytelling, launches, market moments
Learner Stories
Proof through real people and outcomes
Promotional
Pathways, programmes and conversion assets
Social-first
Short-form, mobile-native, sound-off ready
Interview
Thought leadership, impact, expert voices
Self-recorded
Fast, authentic, clear and usable
Technical Baseline
Minimum technical standards for all ALX video production.
| Image | Audio | Format | Access |
| Minimum 1080p
4K preferred for hero assets Stable, sharp, properly exposed |
External mic preferred
48kHz audio where possible Dialogue must remain clear |
MP4/H.264 for final delivery
Retain editable project files Export platform cutdowns |
Captions required
SRT files where supported Text within safe zones |
Platform & Export Standards
Create for the platform — do not simply crop one master everywhere.
| Landscape | Vertical | Square / Feed |
| 16:9
1920×1080 minimum YouTube, website, LinkedIn Use for hero videos and long-form |
9:16
1080×1920 minimum Reels, TikTok, Shorts Keep people, captions and CTAs central |
1:1 or 4:5
Use only when platform strategy requires it Re-check text scale and crop Export separate thumbnails |
Social Safe Zones
Protect captions, logos, faces and CTAs from platform UI overlays.
Vertical content rules
Keep faces and key action central
Avoid text near top/bottom UI areas
Leave space for captions and lower thirds
Preview on mobile before publishing
Social text rules
Hook within first 3 seconds
Short lines; no dense paragraphs
Use captions for sound-off
CTA should be visible but not intrusive
Brand / Campaign Videos
High-impact films that build belief and reinforce ALX's narrative.
• Use cinematic pacing and strong story structure
• Open with a clear hook and emotional premise
• Include proof: learners, outcomes, data or market relevance
• End with approved ALX outro and clear next step
Learner Stories
Real people are ALX's strongest proof point.
• Anchor the story in a learner’s before / after journey
• Use authentic environments and natural language
• Prioritize emotion, transformation and credibility
• Capture enough B-roll to avoid talking-head fatigue
Make use of natural, organic movement shots – avoid overly produced or “modelled” shots. This will bring more authenticity to the video and not seem like the learner is acting when interacting with others or only “posing” for the camera.
Interviews & Thought Leadership
Interviews should feel credible, polished and human.
• Use clean framing with depth and strong eye-line
• Capture crisp audio with an external mic
• Add lower third once the viewer has time to read it
• Support key points with relevant B-roll or graphics
For social media content you want the character to be looking at the camera to create connection and personlization.
Self-Recorded Content
Self-recorded does not mean low quality.
• Minimum 1080p recording
• Camera at eye level; face natural light
• Quiet room, minimal echo, external mic where possible
• Clean background; no heavy filters or distracting branding
Social-First Video
Mobile-native content must communicate fast and clearly.
• Use 9:16 vertical format for Reels / TikTok / Shorts
• Hook the viewer within the first 3 seconds
• Design for sound-off with captions and text overlays
• Keep key visuals inside platform safe zones
