Lower thirds: what they are and how to use them in video

Quick answer: lower thirds are text or graphics typically placed in the lower third of a video. They're used to display names, titles, locations, data, topics, or context without interrupting the main image.

What they're for

They help the viewer understand who's speaking, where something is happening, or which data point matters. They're common in interviews, news, documentaries, webinars, corporate videos, and educational content. They also appear in vertical social content, though adapted: they take up more of the screen and usually include only a name and role, because in many cases the audience consumes content without sound.

Examples

• A person's name and title.
• City or location.
• The topic of a section.
• A key data point.
• A URL or CTA.
• An event identifier.

Best practices

• Use short text.
• Keep contrast high.
• Respect safe margins.
• Don't cover important information.
• Stay on brand.
• Allow enough time to read.
• Avoid distracting animations.

A lower third should add context, not compete with the person or scene.

Production

They're designed in post-production and can be static or animated. If they're exported with transparency, they need an alpha channel or compatible formats. They can also be created within the video editor using templates. After Effects, DaVinci Resolve, and Premiere offer reusable template systems; when a team works with several editors, keeping the master template centralized prevents versions that drift away from the brand.

Save approved templates, versions, and styles in Media. Plan in Studio which videos need lower thirds, who reviews the names, and what data should appear. Reviewing names and titles is a common source of errors: a misplaced letter or an outdated title in a corporate video forces you to re-record or re-export. Confirming the details before animating saves hours of rework. A good brand guide defines the palette, typography, and durations for lower thirds, which prevents each editor from deciding on their own.

Checklist

• Is the name spelled correctly?
• Is the title up to date?
• Is it readable on mobile?
• Does it avoid covering the subtitles?
• Does the style match the brand?
• Is the animation subtle?
• Was the final version reviewed?

Metrics

Evaluate clarity, retention, comprehension, and feedback. If users ask who's speaking or what data is being shown, the lower third isn't doing its job. A useful test: show the video to someone outside the project and ask them minutes later what name and role they remember. If the answer is vague, it's worth increasing the size, contrast, or on-screen duration.