Why Video Format Matters for Social Media
Posting a video to social media might seem as simple as hitting the upload button, but the format, resolution, and compression of your video directly impact how it performs on each platform. Using the wrong settings can result in blurry playback, unexpected cropping, failed uploads, or compressed artifacts that make your content look unprofessional.
Every social media platform re-encodes uploaded videos to match their internal specifications. When you upload a video, the platform processes it through its own compression pipeline, regardless of how your original file was encoded. If your source video is already close to the platform's target specifications, the re-encoding process preserves more quality. If your source is in a wildly different format, resolution, or bitrate, the platform's compression has to work harder, often resulting in visible quality degradation.
This is why uploading in the recommended format matters. You are not just checking a compatibility box. You are ensuring that the platform's processing pipeline treats your video as gently as possible, preserving the visual quality you worked to create.
Beyond quality, each platform has specific requirements for aspect ratios, durations, file sizes, and frame rates. Instagram Reels expect vertical 9:16 video. YouTube supports everything from standard 16:9 to shorts in 9:16. LinkedIn has strict file size limits. Knowing these specifications upfront saves you from re-exporting and re-uploading, which wastes time and can further degrade quality through additional rounds of compression.
The format you choose also affects how your video appears in different placements within each platform. A YouTube video might be viewed on desktop in full landscape mode, on a phone in the YouTube app, or embedded on another website. Instagram content appears in the main feed, in Stories, in Reels, and on the Explore page, each with different display dimensions. Optimizing for the primary placement while keeping secondary placements in mind is the key to consistent visual quality across all viewing contexts.
YouTube: The Most Flexible Platform
YouTube is the most format-friendly social media platform, accepting a wide range of video formats, resolutions, and aspect ratios. However, using the right settings maximizes quality after YouTube's processing.
The recommended upload format for YouTube is MP4 with H.264 video and AAC audio. YouTube also accepts MOV, AVI, WMV, FLV, WebM, and several other formats, but MP4 with H.264 consistently produces the best results after re-encoding because it closely matches YouTube's internal processing pipeline.
For resolution, upload at the highest quality available. YouTube supports resolutions from 240p up to 8K. The most common choices are 1920x1080 (Full HD) and 3840x2160 (4K). Even if most of your viewers watch at 1080p, uploading in 4K triggers YouTube to use a higher-quality codec (VP9 instead of AVC) for the 1080p version, resulting in noticeably better visual quality at all resolution tiers.
The standard aspect ratio for YouTube is 16:9. Videos with other aspect ratios will play correctly but may have black bars (letterboxing or pillarboxing) in the player. YouTube Shorts use a 9:16 vertical aspect ratio with a maximum duration of 60 seconds.
For frame rate, upload at the native frame rate of your footage. YouTube supports 24, 25, 30, 48, 50, and 60 frames per second. Do not convert frame rates before uploading, as this can introduce stuttering or duplicate frames.
Bitrate recommendations for YouTube uploads are 8 Mbps for 1080p SDR content at standard frame rate, 12 Mbps for 1080p at high frame rate, 35 to 45 Mbps for 4K SDR, and 53 to 68 Mbps for 4K HDR. These are the bitrates that YouTube's own encoding guidelines specify for optimal results.
For audio, use AAC-LC at 384 kbps for stereo or 512 kbps for 5.1 surround. YouTube's audio processing works best with high-bitrate AAC input.
Instagram: Reels, Stories, and Feed Posts
Instagram has become a video-first platform, and understanding its specifications across different content types is essential for quality content.
For all Instagram video uploads, use MP4 with H.264 video and AAC audio. Instagram does not officially support other container formats for upload, so converting to MP4 before uploading is mandatory if your source is in a different format.
Instagram Reels are the platform's primary video format and use a 9:16 vertical aspect ratio at 1080x1920 resolution. Reels can be up to 90 seconds long. For the best visual quality, upload at exactly 1080x1920 with a frame rate of 30 fps. Higher frame rates are supported but do not provide a significant advantage on mobile screens. Keep the bitrate between 3.5 and 5 Mbps for a good balance of quality and file size.
Instagram Stories also use the 9:16 vertical format at 1080x1920 resolution. Individual story segments can be up to 60 seconds. The specifications are nearly identical to Reels, so the same export settings work for both.
Instagram Feed posts support multiple aspect ratios. Square videos use 1:1 (1080x1080). Landscape videos use 1.91:1 (1080x566). Vertical videos use 4:5 (1080x1350), which is the recommended aspect ratio for feed posts because it takes up the most screen real estate in the feed. Feed videos can be up to 60 minutes long, though shorter content typically performs better.
Instagram imposes a maximum file size of approximately 650 MB for videos under 10 minutes and up to 3.6 GB for longer content. However, keeping your file size reasonable by using efficient compression helps the upload and processing complete faster.
One important detail: Instagram heavily compresses all uploaded video. To minimize quality loss, upload at the recommended resolution and a moderately high bitrate. Over-compressing your video before upload is counterproductive because Instagram's processing will compress it further, compounding the quality loss.
TikTok: Optimized for Vertical Video
TikTok is built around short-form vertical video, and its specifications reflect that focused approach.
The recommended upload format is MP4 or MOV with H.264 video. TikTok accepts both formats, but MP4 tends to process more reliably. Use AAC audio, which is standard for both containers.
TikTok videos should use a 9:16 aspect ratio at 1080x1920 resolution. This fills the entire screen on most smartphones. Videos can be up to 10 minutes long, though the platform's algorithm and audience behavior strongly favor content under 3 minutes, with the highest engagement typically seen on videos between 15 and 60 seconds.
The maximum file size for TikTok uploads is 287 MB on iOS and 72 MB on Android when uploading through the mobile app. When uploading through the desktop web interface or TikTok's creator tools, the limit increases to 10 GB, giving you much more room for higher-quality uploads.
For frame rate, 30 fps is the standard for TikTok content. The platform supports 60 fps, which can be beneficial for fast-motion content, sports clips, or gaming videos where smooth motion matters.
TikTok applies significant compression to all uploaded videos. To preserve the most quality, upload at 1080x1920 with a bitrate of at least 5 Mbps. Some creators recommend uploading at even higher bitrates (10 to 15 Mbps) to give TikTok's encoder more source quality to work with, though the returns diminish above a certain point.
A practical tip for TikTok: avoid adding text or important visual elements too close to the edges of the frame. TikTok's interface overlays (username, description, buttons) cover portions of the screen, particularly the bottom and right side. Keep critical content within the center safe zone to ensure it is always visible.
Twitter/X, Facebook, and LinkedIn
Twitter/X, Facebook, and LinkedIn each have their own video specifications, though they share some common ground.
Twitter/X recommends MP4 with H.264 video and AAC audio. The platform supports aspect ratios from 1:3 to 3:1, giving creators significant flexibility. The most effective aspect ratios are 16:9 for landscape and 1:1 for square content in the timeline. Video resolution should be at least 720p, with 1080p recommended. The maximum file size is 512 MB, and videos can be up to 140 seconds for most users, though some accounts have access to longer uploads. Twitter applies aggressive compression, so uploading at a higher bitrate (around 5 to 8 Mbps for 1080p) helps preserve quality.
Facebook supports MP4 with H.264 and AAC as the recommended format. The platform handles a wide range of resolutions and aspect ratios. For standard feed posts, 1280x720 or 1920x1080 in 16:9 are the most common. Facebook Reels use 9:16 vertical format at 1080x1920, matching Instagram's Reels specifications since both platforms share the same parent company infrastructure.
Facebook's maximum file size is 10 GB, and videos can be up to 240 minutes long. However, the platform compresses uploads significantly, especially for content viewed on mobile. Uploading in 1080p with a bitrate of 8 to 12 Mbps gives Facebook's encoder enough source quality to produce good results.
LinkedIn is more restrictive than other platforms. The recommended format is MP4 with H.264 video and AAC audio. Maximum file size is 5 GB, and videos can be between 3 seconds and 10 minutes long. Supported aspect ratios range from 1:2.4 to 2.4:1, with 16:9 landscape and 1:1 square being the most effective for professional content. Resolution should be at least 720p, with 1080p recommended. LinkedIn does not support 4K uploads.
LinkedIn's audience typically watches video on desktop during work hours, so landscape (16:9) format tends to perform well. However, mobile LinkedIn usage is growing, so square (1:1) video is a solid middle ground that works reasonably well on both desktop and mobile.
Across all three platforms, the common thread is clear: MP4 with H.264 video and AAC audio is the standard. If you create your video in this format at 1080p resolution, you can upload to Twitter/X, Facebook, and LinkedIn without needing platform-specific exports.
Resolution, Aspect Ratio, and Frame Rate Guide
Choosing the right resolution, aspect ratio, and frame rate is just as important as selecting the correct file format. Here is a consolidated reference for the most common social media scenarios.
For horizontal content (tutorials, vlogs, documentaries), use 16:9 aspect ratio at 1920x1080 or 3840x2160 resolution. This is the standard for YouTube, Facebook feed posts, Twitter/X, and LinkedIn. The 16:9 format is natural for content filmed with most cameras in their default landscape orientation.
For vertical content (Reels, Stories, TikTok, YouTube Shorts), use 9:16 aspect ratio at 1080x1920 resolution. This fills the entire smartphone screen and is the expected format for short-form content across all major platforms.
For square content (Instagram feed, Facebook feed, LinkedIn), use 1:1 aspect ratio at 1080x1080 resolution. Square video takes up more space in social media feeds than 16:9 content on mobile devices, which can increase attention and engagement.
For Instagram feed-optimized content, the 4:5 aspect ratio at 1080x1350 is the sweet spot. It takes up even more feed real estate than square video while still looking good in the grid and on desktop.
Frame rate should typically match your source footage. 30 fps is the standard for most social media content. 24 fps gives a cinematic look that some creators prefer for storytelling content. 60 fps is best for sports, gaming, and action content where smooth motion is important. Avoid converting between frame rates unless necessary, as improper frame rate conversion creates visible judder.
Regarding resolution, always upload at the highest quality your source supports, up to each platform's maximum. Uploading a 1080p source at 720p saves upload time but sacrifices quality permanently. Uploading a 720p source at 1080p wastes bandwidth without adding real detail. Match the output resolution to your source resolution for the best results.
Compression Tips for Maximum Social Media Quality
Since every social media platform re-compresses your video, your goal when preparing uploads is to give the platform's encoder the best possible source material while keeping file sizes manageable.
The most important compression tip is to avoid double compression. If your video has already been heavily compressed (for example, a screen recording at low bitrate or a video downloaded from another platform), re-encoding it again before uploading adds another generation of compression artifacts. Each round of lossy compression degrades quality. Whenever possible, start from the highest-quality source available.
Use constant bitrate (CBR) or a high variable bitrate (VBR) when exporting for social media. Many social media processing pipelines handle CBR input more predictably than aggressive VBR, which can cause quality fluctuations in the final output. A bitrate of 10 to 15 Mbps for 1080p content gives platforms plenty of source quality to work with.
Avoid heavy noise or film grain in your source footage when possible. Compression algorithms struggle with random noise, requiring more bits to encode it. If your footage is grainy, applying light noise reduction before exporting can actually improve the final quality on social media because the platform's encoder can use its bit budget on actual image detail rather than noise.
For text and graphics overlays, use high contrast and avoid thin fonts. Social media compression tends to blur fine details, and thin text rendered at lower resolutions becomes unreadable after compression. Bold fonts with strong contrast against the background survive compression much better.
ConvertFree can help you prepare videos for social media by converting between formats directly in your browser. If your source video is in MKV, AVI, WebM, or another format that a social media platform does not accept, converting to MP4 with H.264 ensures a smooth upload process. Since the conversion happens locally, you maintain full privacy over your content before sharing it publicly.
Finally, consider creating platform-specific exports rather than using a single file everywhere. A video optimized for YouTube at 4K 16:9 will not look good as a TikTok upload without resizing and reformatting. Taking the extra time to export separate versions for each platform consistently produces better results.