Make one video
One talking-head video, posted on TikTok or Instagram. Pick the platform where your following is bigger and post there. It should feel like something you would post anyway, not a brand ad you were handed.
The basics, please follow exactly
- One talking-head video, shot vertically and formatted for the platform you are posting on.
- Your larger account wins: post on whichever of TikTok or Instagram you have more followers on.
- The topic is your university, and your video uses the U.S. News information we send you.
- Conversational delivery: how you talk to your audience on a normal day.
- Don't read a script word for word on camera.
- Don't make it feel like an advertisement someone paid you to run.
Choose your angle
There is no rigid script. You decide what story you want to tell about your school, based on what you know will actually hold your audience. If you already have an angle in mind, run with it. If you want a starting point, here are ten.
Angles that work
- Something that surprised you about your school
- Why you chose your university
- What your university is actually known for
- Something you wish you knew before attending
- A standout program, opportunity or experience
- An interesting fact or statistic about your school
- Something your university does particularly well
- A ranking or data point that changed your mind
- Your expectations versus the reality
- Your honest take on what makes your school unique
Use the U.S. News data
You get access to U.S. News information about your university, so your story is built on real numbers instead of vibes. Start with last year's report to research your concept and write your script. The relevant figures from this year's report reach you 2 to 3 days before you shoot. Swap them in, then film.
You are not memorising a complicated brief. You are finding the one part of the story you genuinely want to tell, and letting the data back you up.
Build it with the creative formula
Four beats. The goal is not to read out statistics, it is to turn a number into a story.
Open with something that makes another student think "wait, really?" You have about two seconds.
Tell us what you think, experienced or figured out. This is the part only you can film.
Bring in the U.S. News statistic, ranking or insight that backs your point up.
Say why it matters, to you or to someone deciding whether to apply.
A few places to start. These are not scripts, they are jumping-off points. Make them yours instead of copying them word for word.
"I chose [university] for one reason, but after actually going here, I realised..."
"I looked up where [university] ranks, and one thing genuinely surprised me."
"If you're thinking about going to [university], here's something you should know..."
"Everyone talks about [university] for one thing, but U.S. News data actually shows..."
"I wish someone had told me this before I applied to [university]."
"Here's what I think [university] does better than people realise."
What we want from you.
Your voice
Talk the way you normally talk to your audience. No announcer voice, no brand script.
Your POV
An opinion, observation or experience only you could share about this school.
A strong hook
Give people a reason to stay past the first few seconds. Lead with the surprise.
Real information
Use the U.S. News data we send so the story is credible as well as watchable.
Do
- Open on the most surprising line you have.
- Say the stat once, clearly, then explain why it matters.
- Shoot vertical, with clean audio and decent light.
- Keep it conversational, like you are telling a friend.
- Swap in this year's updated figures before you film.
- Speak from your own experience at the school.
Don't
- Don't read the brief out on camera.
- Don't stack five statistics into one video.
- Don't invent or round numbers we didn't send you.
- Don't present your opinion as a U.S. News statement.
- Don't copy the sample openers word for word.
- Don't post before your draft is approved.
Stuck on your angle? Message us directly
Send the idea or a rough cut before you finalise. Our team reviews and gets back to you within 1 business day.
Follow the timeline
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Research
Review last year's U.S. News report and start shaping your concept.
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Script
Write your talking-head script using the information provided.
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Updated data
This year's relevant figures reach you roughly 2 to 3 days before filming.
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Final script
Swap the new numbers in and tighten the hook one last time.
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First draft
Submit your first draft by the campaign deadline.
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Go live
Your approved video goes up on TikTok or Instagram. U.S. News may collaborate on the post or repost it to their own channels.
Before you submit your draft
- It is one talking-head video, formatted for TikTok or Instagram.
- It is posted on the platform where you have more followers.
- The topic is relevant to your university.
- The video uses the U.S. News information provided.
- This year's updated figures are in the final script.
- The delivery feels natural and creator-led.
- The opening gives viewers a reason to keep watching.
- You are speaking from your own perspective, not reading an ad.