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18 Oktober 2020

The optimal video format for social media platforms

Your new video is ready and now you want to share it on social media? Find the right video specifications for social media here.

author avatar

Simon Ludwig

Many of our customers ask themselves on which platform the newly produced video can best be shared. Each platform has its own video specifications, which can lead to problems when sharing the content.

In this post, we've compiled the right video specifications for the most popular social media formats so you don't have to worry about the right resolution in the future.

By the way: With our social media package, we provide you with your video in the format that suits every platform.

General

Facebook Usage Chart

Facebook Usage Chart

Enclosed we have first shown you the market shares of the various social media. With a market share of 36%, Facebook is in the lead, closely followed by Youtube (7%) as well as the career networks Xing and LinkedIn (1.5%) and Instagram (2.4%). The difference between the individual platforms certainly lies in the respective target group. While Youtube is primarily aimed at the broad masses, Xing and LinkedIn can be used primarily to address professionals. However, all these channels have one thing in common: you can upload and share your videos.

So let's get straight to the video specifications of each platform:

Facebook

Photo by Alexander Shatov on Unsplash: Facebook Logo

Photo by Alexander Shatov on Unsplash: Facebook Logo

In fact, an average of 100 million hours are viewed on Facebook every day

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Users are particularly attracted to lively and compelling content, as it grabs and holds viewers' attention, often causing them to linger on videos longer than intended. So it's no wonder that videos are particularly popular on this social network, especially for advertising purposes. Therefore, it is recommended in any case to publish corporate videos on Facebook.

Video specifications

Facebook's guide

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for ads recommends keeping the following points in mind when creating your video:

  • Video aspect ratio: between 9:16 and 16:9.

  • Vertical videos (with an aspect ratio greater than 4:5) may be resized to 4:5.

  • Recommended resolution: Upload the highest resolution video that meets the file size and aspect ratio specifications.

  • Video file size: 4 GB maximum

  • Video length (min.): 1 secondVideo length (max.): 240 minutes

  • Video subtitles: optional, but recommended

  • Video sound: optional, but recommended

  • Primary text: 125 characters

Instagram

Photo by Alexander Shatov on Unsplash: Instagram Logo

Photo by Alexander Shatov on Unsplash: Instagram Logo

Instagram has been stereotyped by B2B marketers as a tool for B2C marketers. However, this assumption is currently undergoing a very significant shift - 33% of B2B companies are now on Instagram, and the number is growing. As B2B marketing continues to evolve, it's important to use Instagram as a tool to build relationships with customers, prospects, employees, and others in your industry

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If your business is not yet on Instagram, now is the perfect time to change that. A study by sproutSocial shows that video is the perfect medium for this.

People like visually beautifully designed images - especially if they are moving, as in a video. If videos are not part of your Instagram marketing arsenal, we recommend uploading a mix of photos and videos from now on to engage and inspire more followers in the future

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Instagram offers two ways to post videos - either in the story or in the feed.

Video specs

In the Instagram guide

Instagram Ads

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, the specifications for an Instagram can be determined, these are similar to those for Facebook.

  • Video aspect ratio: between 9:16 and 16:9, Vertical videos (with an aspect ratio greater than 4:5) may be resized to 4:5.

  • Recommended resolution: Upload the highest resolution video that meets the file size and aspect ratio specifications.

  • Video file size: maximum 4 GBVideo length (min.): 1 second

  • Video length (max.): 240 minutes

  • Video subtitles: optional, but recommended

  • Video sound: optional, but recommended

  • Primary text: 125 characters

YouTube

Photo by Alexander Shatov on Unsplash: YouTube Logo

Photo by Alexander Shatov on Unsplash: YouTube Logo

YouTube is the second most popular social media platform with 1.9 billion users. Every minute, 400 hours of video are uploaded to YouTube. Every day, over 1 billion hours of YouTube videos are viewed - more than on Netflix and Facebook combined. 70% of YouTube views come from mobile devices.

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Brevity is the spice of life - this is especially true for YouTube videos. That's because if the video is under 90 seconds long, 53% of viewers stay tuned to the end - only 10% for videos over 30 minutes.

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When it comes to paid social networks, YouTube ranks as the fifth most used platform. 11% of B2B marketers use the platform to distribute paid content.

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The facts speak for themselves! YouTube records about 2 billion users per month

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Video specifications

For

YouTube

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, it is important to consider the following recommendations:

  • Format: MPEG-2, MPEG-4

  • Audio: .PCM, .MP3, .AAC, .FLAC (min. 64 kbps)

  • Ratio: 16:9 ideal, 4:3 with pillarboxing (black bars)

  • Resolution: Recommended min. 1280x720

  • Size: 128 GB maximum

  • Length: maximum 12 hours

LinkedIn

Photo by Alexander Shatov on Unsplash: LinkedIn Logo

Photo by Alexander Shatov on Unsplash: LinkedIn Logo

LinkedIn is a B2B gold mine. It's where most decision makers and executives like to spend their free time.

And the best part?

Most of the time, users are actually actively scrolling through LinkedIn looking for valuable content to read. LinkedIn users are focused on one thing: Doing business and getting ideas. They're not there to find wedding photos, memes, or games. They're looking for content that drives their business.

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61 million LinkedIn users are high-level influencers and 40 million are in decision-making positions.

How do we know this? This comes directly from LinkedIn's Marketing Solutions blog

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video specs

The following recommendations apply to LinkedIn videos

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  • Video length: 3 seconds to 30 minutes

  • File size: 75 KB to 200 MB.

  • Resolution: 360p (480 x 360; wide 640 x 360) 480p (640 x 480) 720p (960 x 720; wide 1280 x 720) 1080p (1440 x 1080; wide 1920 x 1080)

  • File format: MP4.

  • Orientation: Landscape, and square.

  • Aspect Ratio: 1:2.4 to 2.4:1.

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