The article is devoted to the system of recommendations for creation of information video content in media maintenance of higher educational institutions on the basis of the analysis of information requirement of target audiences and advertising videos of leading universities of the world. In the article are considered specifics of information by means of media technologies, in particular a role of information video content at the present stage of development of media maintenance of the higher educational institutions; is created the standard of the information components of the content advertising video of higher educational institutions.