29 Oct – 27 Nov 2021

DUBAI FITNESS CHALLENGE

Social Media Toolkit 2021
The 5th edition of Dubai Fitness Challenge will ignite the city from
29 Oct - 27 Nov, 2021, providing a whole stack of activity hubs,
partnerships and special events across town, designed to inspire
and encourage everyone to take on the 30x30 challenge.

And we want to hear from all participants, whether this is their

first or fifth time taking part, whatever their target, enormity of
challenge or reason for being involved.

Creating a movement through social media is a key component of

Dubai Fitness Challenge, from individuals ticking off their daily
achievements to partners, groups and corporates celebrating their
participations.

To ensure maximum impact of the stories being shared during the

event, this document outlines the golden rules for your content
that will allow it to reshaped and used to make DFC2021 the best
yet.
Content
Checklist
Your content should be:

• 15 seconds
• shot vertically
• natural and unposed, featuring real people engaging in sport or physical activity
• have an energetic use of colour and contrast
• evidently have been shot with a high-quality camera
• include subtle nods to DFC key messages
• provide background context which presents Dubai well as a destination
• use copyright-free soundtrack

Your content should not:

• include special effects, any obvious filters and editing
• be over-saturated with brand colours
• feature any sort of text overlay
• contain music which includes explicit language in the lyrics
Style Guide
Your content should:

• be bright, crisp and clear

• short, snappy and to the point
• use text only on IG Stories, ensuring it is on a clear readable background
• feature minimal hashtags
• always tag @DubaiFitnessChallenge, as well as the location
• use giphys and Swipe Up* sparingly and creatively

Your content should not:

• be dark, blurred or generally of a low quality

• be cluttered by excessive use of hashtags. And other copy points
• have anything covering the faces of those participating
• sit within a dark frame of lost space
• use any music that is either not rights free or feature profanity

*Swipe Up reportedly being phased out. New solution to be implemented accordingly

Highlighting
Safety
Your content should be:
• displaying good hygiene standards in line with expectations of sporting facilities
• clearly aligned to the latest government guidelines regarding social distancing
• showcasing the safety measures in place for trainers, staff & participants, including
use of masks and gloves where necessary

Your content should not:

• overtly reference Covid-19
• showcase any facilities which are unclean, messy or display evidence that government
protocols are not being followed
 Visual Do’s

ENERGETIC ALL-INCLUSIVE INSPIRATIONAL PROMOTE HEALTH AND SAFETY

MINIMUM BRANDING UNEDITED NATURAL ACTIVE

EMOTIONAL AGE FRIENDLY

 Visual Don’ts

CROWDED UNREALISTIC INAPROPRIATE STAGED

[VISUAL & AUDIO]

OVERLY-EDITED OVERLY-FILTERED UNCLEAR / FADED UNCLEAR / DARK

COPY HEAVY NO TATTOOS OR UNUSUAL CONSTRUCTION SITES IN THE DISRESPECT THE UAE SYMBOL,
PIERCINGS BACKGROUND RULERS, FLAG OR EMBLEM
Facebook Video
Aspect ratio: 4:5, 1:1
Minimum dimensions: 1080 X 1350, 1080 X 1080
Duration: 15 seconds
Format: MP4 is recommended
File size: <=100 MB
Quality: Phone quality is generally NOT ACCEPTED for feed posts, however if the
resolution is 1080pixels and above it can be accepted
Facebook Image
Aspect ratio: 4:5, 1:1
Minimum dimensions: 1080 X 1350, 1080 X 1080
Format: PNG recommended, JPG for clean images
File size: Less than 60 MB
Quality: 1080pixels

For promoted content:

Text: 90 characters
Headline: 25 Characters
News Feed description: 30 characters
Facebook Story

Aspect ratio: 9:16

Minimum dimensions: 1080 X 1920
Duration: Max 15 secs
Format: PNG, JPEG for clean images, MP4 for video
File size: Max 5MB for images, max 20MB for video
Quality: Good phone quality, good lighting a must

Transfer: Footage sent through Facebook Direct cannot be guaranteed as downloading

may decrease quality, We Transfer/Google Drive/Dropbox links preferred.
Instagram Video

Aspect ratio: 4:5, 1:1

Minimum dimensions: 1080 X 1350, 1080 X 1080
Duration: 15 seconds
Format: MP4
File size: Less than 100MB
Quality: Phone quality is generally NOT ACCEPTED for feed posts, however if the
resolution is 1080pixels and above it can be accepted.
Instagram
Image
Aspect ratio: 4:5, 1:1
Minimum dimensions: 1080 X 1350, 1080 X 1080
Format: PNG recommended, JPG for clean images
File size: Less than 60MB
Quality: Phone quality above 1080pixels

Caption length: Text only, 2,200 characters recommended

Instagram Story

Aspect ratio: 9:16

Minimum dimensions: 1080 X 1920
Duration: Max 15 secs per part, 10 min max for IGTV
Format: PNG, JPEG for clean images, MP4 for video
File size: Max 5MB for images, max 20MB for video
Quality: Phone quality is generally NOT ACCEPTED for feed posts, however if the
resolution is 1080pixels and above it can be accepted.

Transfer: Footage sent through Instagram Direct cannot be guaranteed as downloading

may decrease quality, We Transfer/Google Drive/Dropbox links preferred.
Instagram Reels

Aspect ratio: 9:16

Duration: 15 seconds
Format: MP4 or MOV
File size: Max 4GB
Quality: Phone quality above 1080pixels

Additional notes: Create fun or trendy content & avoid placing text at top or bottom.

Transfer: Footage sent through Instagram Direct cannot be guaranteed as downloading

may decrease quality, We Transfer/Google Drive/Dropbox links preferred.
Instagram
Album
Aspect ratio: 4:5 OR 1:1 (CANNOT MIX ASPECT RATIOS)
Minimum dimensions: 1080 X 1350 OR 1080 X 1080
Format: PNG recommended, JPG for clean images
File size: Less than 20MB per image
Quality: Phone quality 1080pixels and above

Additional notes: Preferably no more than 4 images

Twitter
Video
Aspect ratio: 1:1, 2:1
Minimum dimensions: 1200 x 1200, 2160 x 1080
Duration: 15 seconds
Format: MP4
File size: Less than 200MB, max 1GB
Quality: Phone quality should be 1080pixels and above]
Twitter
Image
Aspect ratio: 1:1, 2:1
Minimum dimensions: 1200 x 1200, 2160 x 1080
Format: PNG recommended, JPG for clean images
File size: Less than 20MB
Quality: Phone quality should be 1080pixels and above

Caption: Not to exceed 280 characters

TikTok
Aspect ratio: 9:16
Duration: 15 seconds
File types: MP4 & MOV
File size: MAX 287.6MB

Additional notes: Create fun or trendy content & avoid placing text at top or bottom.

Transfer: Footage sent through Instagram Direct cannot be guaranteed as downloading

may decrease quality, We Transfer/Google Drive/Dropbox links preferred.
Giphy
Stickers
Aspect ratio: 1:1
Format: GIF
File size: Max 5MB
Text: It’s recommended not to use text, memes or profanities
Quality: Share the best quality possible within the 5MB file size limit
29 Oct – 27 Nov 2021