Master Video on Every Social Media Platform: The Ultimate Guide
It’s no secret video is the engagement king, so creating content for social media is an easy business decision to make. Tick, job done. Now for the tricky part – figuring out how to optimise your paid or organic content for the different platforms.
Instagram, LinkedIn, Facebook, YouTube, TikTok, X – with so many to choose from, and each with their own unique features, audiences and video requirements, it’s hard to know what strategy to take. But don’t stress, we’ve got you covered! In our ultimate guide to posting business video on social media, we’ll get you up to speed with the key differences between six top social media platforms, highlighting all the important info you need to customise and optimise your video content for maximum impact.
Let’s start with the most ‘business-y’ platform, LinkedIn. It’s the leader in professional networking, so if your video strategy involves B2B marketing, establishing thought leadership, and sharing industry insights, you’ve come to the right place.
What is it?
Businesses use LinkedIn video to showcase expertise, educate audiences, and establish credibility. Whether providing value to other business professionals or sharing your brand’s story in a compelling way, it’s a great platform to connect and influence.
Who uses it?
Businesses and professionals seeking industry knowledge, networking opportunities and career growth. With narrow targeting options, LinkedIn allows you to get your video in front of decision-makers and executives with buying power.
What works best?
Webinars, case studies, employee spotlights, and informative videos perform well. Make sure your content is thoughtful and polished, as viewers are here to get down to business. For storytelling and industry insights, opt for native videos. If your goal is to enhance engagement, live videos and interviews can be a strong option.
How long should my video be?
For business-minded LinkedIn audiences, time is money! Keep your videos short and punchy – somewhere between 15 and 30 seconds long. You have a little more breathing space to tell your brand narrative by posting in your feed, but try to keep it under 90 seconds.
Shootsta expert tip:
“LinkedIn audiences will sniff out impersonal, overly promotional content – make sure your video is authentic and useful to establish credibility and build relationships.”
LinkedIn Video Specs
Here’s how to optimise your content to the different LinkedIn video types.
In-Feed Video
Minimum Size: 256 x 144 px
Maximum Size: 4096 x 2304 px
Supported Aspect Ratios: 1:2.4 to 2.4:1
Specs: ASF, AVI, FLV, MPEG-1, MPEG-4, MKV, QuickTime, WebM, H264/AVC, MP4, VP8, VP9, WMV2, and WMV3 formats, maximum length 10 minutes, maximum file size 5GB
Placement: Natively on LinkedIn Feed
Video Ads
Maximum Size: 1920 x 1080 px
Minimum Size: 480 x 360 px
Supported Aspect Ratios: 4:3 (horizontal), 16:9 (horizontal), 1:1 (square)
Specs: MP4, maximum length 30 minutes, maximum file size 200MB
Placement: Natively on LinkedIn Feed
While other platforms are threatening its throne, Facebook’s one billion+ active users mean it still lays claim to being the world’s biggest social network. With the right strategy, you can launch a video and get it in front a huge audience.
What is it?
Facebook is a community-driven platform where users connect with friends, family, and interest-based groups. As the OG of mainstream social media, it’s designed to appeal to the masses and provides plenty of opportunities for video sharing, both organic and paid.
Who uses it?
Facebook has a broad demographic, and is suitable for both personal and business use. That makes it a great option for businesses looking to use video to grow brand awareness and build relationships, from local communities to global audiences.
What works best?Facebook’s algorithm prioritises meaningful interactions that encourage comments and shares, so make sure your video is engaging and relatable, with a succinct and memorable brand message. On brand, attention-grabbing visuals are key, so don’t be afraid to play around with animation and music. Live videos and behind-the-scenes content are popular Facebook strategies for boosting engagement.
How long should it be?
Longer videos generally perform well, giving brands freedom to create videos with thoughtful, powerful storytelling. That said, you definitely don’t want to lose your audience with complicated or confusing narratives. Keep your messaging tight, interesting and on brand. Capping it at 90 seconds is usually the sweet spot.
Shootsta expert tip:
“Context matters on Facebook. Be sure to optimise your video for silent autoplay, and remember to add compelling captions, descriptions, and links.”
Facebook Video Specs
Here’s how to optimise your content to the different Facebook video types.
Feed Video
Supported Aspect Ratios: 16:9 (full landscape), 1:1 (square), 4:5 (vertical), 2:3 (vertical), 9:16 (full portrait)
Specs: MP4 or MOV format, maximum length 240 minutes, maximum file size 4 GB
Placement: Natively on Facebook Feed
In-Stream Video Ads
Size: 1280 x 720 px
Minimum Sizes: 600 x 315 px (1.9:1 landscape) or 600 x 600 px (1:1 square)
Supported Aspect Ratios: 16:9 (full landscape), 1:1 (square), 4:5 (vertical), 2:3 (vertical), 9:16 (full portrait)
Specs: MP4 or MOV format, maximum length 15 seconds, maximum file size 4 GB
Placement: Mid-roll during a video
Carousel Video Ads
Size: 1080 x 1080 px
Minimum Size: 600 x 600 px
Supported Aspect Ratios: 1:1 (square)
Specs: MP4 or MOV format, maximum length 240 minutes, maximum file size 4 GB, between 2 and 10 videos
Placement: Natively on Facebook Feed, Marketplace, or Instant Articles
Messenger Ads
Size: 1280 x 720 px
Supported Aspect Ratios: 16:9 (horizontal) to 1.91:1 (horizontal)
Specs: MP4 or MOV format, maximum length 240 minutes, maximum file size 4 GB
Placement: Natively on Facebook Messenger through Home or Sponsored Messages
YouTube
Is your brand looking to educate, entertain, or build deep audience relationships? Get it on YouTube, the go-to platform for long-form, high-retention video content. You can advertise on it to get your message in front of a potentially massive audience, or embed a video on your website and share it with virtually anyone.
What is it?
If you’re not familiar with this video sharing behemoth, YouTube basically makes it easy to watch videos online. Users can watch, like and comment on other videos, as well as create and upload their own. Simple.
Who uses it?
On average, more than 500 hours of video are uploaded to YouTube every minute (not a typo). That’s a lot of video content, and goes to show that YouTube is used by everyone and anyone around the world. Want to be entertained? YouTube has all your cat videos and baby reveal fail videos on tap. Want to learn something? Search the vast vault of video tutorials on almost any subject. On YouTube, anything really does go.
What works best?
YouTube is just the hosting platform – so when it comes to uploading, go for gold!
The platform is equally as effective at promoting your brand story with high quality branding films as it is demonstrating your product’s effectiveness, or walking through curious viewers on a tricky subject.
How long should it be?
As people are coming here exclusively to watch video content, the length on your video is purely based on the intended viewer behaviour. If they’re looking to learn something (like a webinar), your video can be as long as 60 minutes. Brand videos have the freedom to push up to three minutes.
Shootsta expert tip:
“Remember, YouTube is the hosting platform, not the final destination. Embed and share your YouTube video links anywhere and everywhere to get eyes on screen and include a compelling CTA to guide your viewers on what to do after they’ve finished watching.”
YouTube Video Specs
Here’s how to optimise your content to the different YouTube video types.
YouTube Player
Sizes: 426 x 240 px (240p), 640 x 360 px (360p), 854 x 480 px (480p), 1280 x 720 px (720p), 1920 x 1080 px (1080p), 2560 x 1440 px (1440p), and 3840 x 2160 px (2160p)
Minimum Size: 426 x 240 px
Maximum Size: 3840 x 2160 px
Supported Aspect Ratios: 16:9 and 4:3
Specs: MOV, MPEG4, MP4, AVI, WMV, MPEGPS, FLV, 3GPP, or WebM format, maximum length 12 hours, maximum file size 128 GB
YouTube Video Ads
Same as above, except:
Skippable Video Ads: Maximum length 12 hours, skippable after 5 seconds
Unskippable Video Ads: Maximum length of 15, 20, or 30 seconds (depending on region)
Mid-Roll Video Ads: Minimum length 30 seconds
Bumper Video Ads: Maximum length 6 seconds
Instagram is a highly visual platform – which just so happens to be the perfect fit for video content! Here, aesthetics, trends, and authenticity drive engagement, making it ideal for brands targeting younger audiences.
What is it?
Instagram is like honey to the bee for those seeking lifestyle inspiration. With a mix of short-form video (Reels, Stories) and longer IGTV/live content, the platform provides an engaging way to showcase products, tell brand stories, tap into viral trends and gain new followers.
Who uses it?
Instagram has a strong influencer presence, thanks largely to its younger, visually-driven audience. Impressionable users follow personalities and Insta-models who inspire them with highly engaging video content, and welcome trends and ideas they can incorporate into their own brand and desired lifestyle.
What works best?
Authenticity and aesthetic consistency is your Instagram blueprint. Go for high-quality and trend-aligned videos that are visually stunning and elicit an emotional response in viewers. When posting Instagram Stories, engaging, behind-the-scenes content works well. For Reels, opt for on-trend, short-form videos with music/effects, while in-depth storytelling works best on IGTV.
How long should it be?
Instagram allows brands to tailor their content to its different channels. Stories should be 15 sec per slide, Reels up to 90 sec and IGTV used to explore longer-form storytelling.
Shootsta expert tip:
“Hook viewers in the first three seconds with eye-catching visuals and on-trend audio to maximise engagement on Reels.”
Instagram Video Specs
Here’s how to optimise your content to the different Instagram video types.
In-Feed Video and Video Ads
Size: 600 x 600 px (square), 600 x 315 px (horizontal), and 600 x 750 px (vertical)
Supported Aspect Ratios: 1:1 (square), 1.9:1 (horizontal), 4:5 (vertical)
Specs: MP4 or MOV format, maximum length 60 seconds, maximum file size 4 GB
Placement: Natively on Instagram Feed
Carousel Video Ads
Size: 1080 x 1080 px
Minimum Size: 600 x 600 px
Supported Aspect Ratios: 1:1 (square)
Specs: MP4 or MOV format, maximum length 60 seconds
Placement: Natively on Instagram Feed
Stories Video Ads
Size: 1080 x 1920 px
Minimum Size: 600 x 1067 px
Supported Aspect Ratios: 16:9 to 4:5 and 9:16
Specs: MP4 or MOV format, maximum length 60 seconds, maximum file size 4 GB
Placement: Between user Instagram Stories
X (formerly Twitter)
In a world of rapidly diminishing attention-spans, it’s little wonder this platform found success. X is a fast-paced, conversation-driven platform where users send bite-size ‘tweets’ to quickly share information like breaking news, opinions, and cultural moments – making it perfectly aligned with DIY business video.
What is it?
Quick backstory… Long before Elon took over and renamed it X, ‘Twitter’ actually began as an SMS-based platform, with a 140-character limit imposed out of necessity by mobile carriers. As it evolved into a web platform, they kept the limit as it aligned with the brand’s mission of spreading information fast via skimmable content. Today that limit has pushed out to 280 characters, with users able to curate their feed to personal desires and interests.
Who uses it?
Thanks to its addictive, high paced format, X attracts those seeking breaking news with real-time updates – although that news is not always overly formal or serious. Many gravitate towards the platform to be entertained or share opinions on trending cultural moments.
What works best?
Not exactly a shock, but short, snappy videos perform best on X. Timing and relevance is key to engagement, so think about ways to use video to respond to breaking news, trends, and viral topics. Providing quick insights, product teasers, or reaction-based content is a good strategy. Most organic content on X has a short lifespan, so don’t waste your opportunity to be seen.
How long should it be?
Go for under 45 sec, preferably somewhere between 15 and 30 seconds. Be concise and compelling, and always ask yourself, “is this longer than it needs to be?”. If it is, at least X will reign you in, given the maximum length for video posts is 140 seconds.
Shootsta expert tip:
“The videos on X autoplay – so grab attention with eye-catching visuals and text overlays.”
X Video Specs
Here’s how to optimise your content to X video requirements.
Promoted Video
Size: 1280 x 720 px (horizontal), 720 x 1280 px (vertical), 720 x 720 px (square)
Minimum Size: 32 x 32 px
Maximum Size: 1920 x 1200 px
Supported Aspect Ratios: 1:2.39 to 2.39:1 (inclusive)
Specs: MP4 or MOV format, maximum length 140 seconds, maximum file size 512 MB, must use progressive scan, must have 1:1 pixel ratio, audio should be mono or stereo, not 5.1 or greater
Placement: Natively on X’s Feed or as premium video content pre-roll
TikTok
TikTok is fast making waves in the social media world as a trend-driven, entertainment-first platform where creativity and authenticity reign. Used by all the cool kidz, it’s a bold option for brave brands willing to put themselves out there to connect with younger, highly engaged audiences.
What is it?
TikTok has been one of the fastest-growing social media platforms in existence, reaching 1 billion users in 2023 alone. If you have kids in high school, chances are they’ve been caught up in one of the many TikTok crazes. Businesses benefit from viral potential and organic reach by creating short, engaging videos that leverage trends, sounds, and challenges.
Who uses it?
TikTok is the fifth most popular social media platform in the world with over 1.5 billion monthly active users, according to Statista, and expected to reach 2.2 billion users by 2027. In its relatively short existence, the platform has well and truly captured the imagination of younger generations, particularly the 18-19-yo bracket. Gen Z-ers currently use TikTok more often than Instagram, demonstrating its startling rise to video-sharing dominance.
What works best?
As more an entertainment platform than social media platform, most users are looking for fun, humorous, trend-driven video content, greenlighting brands to use the platform as a safe space to loosen up and experiment. Even the more straightlaced brands are using TikTok to upload video content with a playful alter-ego that appeals to younger generations. Users are also looking to be inspired, so creative content like tutorials and DIY videos can work well too.
How long should it be?
TikTok users gravitate to short-form videos, as the app’s algorithm undeniably favours bite-sized video clips. In fact, according to a WIRED report, a high percentage of users watch videos at double speed, which reflects a need to get content quickly (short attention spans, much?). 10, 15, or 20-second clips are generally the best way to reach the most TikTok users – just remember the app’s product team regularly tinkers with it, meaning minimum and maximum video lengths regularly change.
Shootsta expert tip:
“If you want to get noticed on TikTok, you’ve really got to understand your target audience. Explore popular hashtags and analyse the video content that generates the most views.”
TikTok Video Specs
Here’s how to optimise your content to the different TikTok video types.
TikTok In-Feed Videos
- Resolution: 1080×1920
- Aspect ratio: 9:16
- Max file size: 72MB (Android users) and 278.6MB (iOS users)
- Recommended video formats: MP4 or MOV
- Video length: Up to 3 minutes recorded in-app or 10 minutes when uploaded from another source
- Frame rate: 23-60fps
TikTok Feed Ads
- Resolution: 540×960, 640×640 or 960×540
- Aspect ratio: 9:16, 1:1 or 16:9
- Max file size: Up to 500MB
- Recommended video formats: MP4, MOV, MPEG, 3PG or AVI
- Video length: 5 seconds to 60 seconds
- Bitrate: 516 kbps minimum
- Frame rate: 23-60fps
Ready to make your video content work harder?
With the right format, length, and tactics tailored to each platform, your videos can drive more engagement, boost brand awareness, and connect with the right audience – and it all starts on Shootsta. Whether you're aiming to educate on LinkedIn, entertain on YouTube, or capture trends on Instagram, with Shootsta you can create fully optimised video, quickly and easily.
Start fine-tuning your video strategy with Shootsta today.
NOTE: The specifications outlined in this document are based on the latest available platform guidelines as of the time of writing. Social media and advertising platforms frequently update their ad specifications and requirements. We recommend verifying details directly with the respective platform's official documentation before launching any campaigns to ensure compliance with the most up-to-date standards.