Social media platforms are in constant flux.
Every year brings new placements, new ad formats, new creative trends, and new device behaviours that force creators to adjust how they produce and export content. A video that looked perfect in the feed a couple of months ago might crop awkwardly today.
Why?
Maybe the platform updated its user interface (UI), changed how it displays previews, or launched a new mobile-first placement designed to fill more screen space. There are several reasons for all the chopping and changing. Ultimately, it comes down to increasing engagement, adapting to algorithm changes, and adhering to technological changes.
Screen sizes continue to shift, too. With the majority of social traffic happening on mobile, platforms increasingly design for vertical viewing first, pushing creators toward formats that prioritise height, legibility, and full-screen immersion.
For social media managers, this constant movement means staying on top of dimensions, ratios, file sizes, and length limits across multiple platforms.
This guide brings all of that information together in one place, giving you the latest social media video specs, the strategic context behind them, and practical insights for planning video content across every major platform.
Before diving into platform-by-platform requirements, it helps to understand a few core terms you’ll see throughout this guide. These aren’t technical concepts you need to master. They’re simple definitions that explain how each platform expects your video to be formatted.
Social media managers will have come across this term a lot, so here’s video aspect ratios explained. These refer to the shape of your video, expressed as width x height. The most common examples include.
Resolution describes how sharp your video looks. It’s measured in pixels:
Higher resolution means clearer images but larger file sizes.
This refers to how heavy the video is to upload. Measured in MB or GB. Social platforms limit file size to ensure smooth uploads and fast playback.
FPS means frames per second, meaning how many images your video displays each second.
Most social media platforms support multiple video ratios, but choosing the right one is less about what’s technically allowed and more about how your audience experiences the content.
Each ratio behaves differently depending on the feed layout, device orientation, and how much screen space the platform gives to vertical or horizontal formats.
Rather than memorising dozens of placement-specific specs, it helps to understand the two universal ratios (mentioned earlier) that social media managers rely on for the majority of their content.
Once you know how each one performs in mobile feeds, you can select the best format for almost any platform.
Here’s a quick breakdown of when each ratio works best:
|
Ratio |
Best For |
Why It Works |
|
9:16 (Vertical) |
TikTok, Reels, Stories, Facebook reels |
Full-screen mobile viewing, highest visual impact for phone users, ideal for attention-getting content. |
|
16:9 (Landscape) |
YouTube, web embeds, horizontal demonstration videos |
Natural viewing for desktop audiences, ideal for widescreen footage on phones. |
Square video isn’t a leading format anymore, but it still has a few practical uses. It displays reliably across platforms and can be helpful when repurposing older footage that wasn’t shot vertically or horizontally.
That said, it isn’t an optimal choice for most placements.
It doesn’t fill the screen on mobile, and some platforms add padding around the frame, which immediately reduces impact.
On certain devices, 1:1 can also crop too tightly at the top and bottom. And because vertical-first discovery feeds like Reels, TikTok, and Shorts don’t treat square videos as native content, visibility and engagement tend to suffer.
In short, square video is workable when you need a simple cross-platform format, but it’s no longer a strategic choice for performance-focused video.
But currently, both platforms now align around a small set of ratios and resolutions, making it easier for social media managers to plan content for mobile-first feeds.
Meta sits at the centre of most social media video planning, but it also changes more frequently than almost any other ecosystem.
Instagram continues to consolidate video into Reels, while Facebook serves multiple placements depending on device, orientation, and watch behaviour.
Across Meta, the two formats that consistently perform best are 9:16 vertical video (the default for Reels and Stories) and full-width feed video optimised for mobile. While other formats remain supported, 9:16 is the safest choice for visibility, screen coverage, and algorithmic reach.
Below is an up-to-date breakdown of how video displays across Instagram and Facebook as we head into 2026.
Instagram Reels and Stories both use a 9:16 aspect ratio with a recommended resolution of 1080 × 1920 px. Instagram supports video file sizes up to 4GB, giving creators room to upload high-quality footage before Instagram’s compression takes over.
Reels currently support videos up to 90 seconds, which is the most reliable cap across all accounts. Stories run up to 60 seconds per frame, with longer uploads automatically segmented.
Vertical video is essential here. Any horizontal or square upload is automatically padded or cropped, which reduces visibility across Explore, Reels surfaces, and feed previews.
Instagram’s feed still supports multiple video ratios, but 9:16 is now the primary format for video in 2025. It matches Reels, fills more of the mobile screen, and is increasingly treated as the “native” layout across Instagram’s discovery surfaces.
The recommended resolution for full vertical is 1080 × 1920 px. Instagram automatically expands many vertical videos in the feed, making 9:16 the safest, most future-proof choice.
4:5 remains useful when full vertical framing isn’t possible. For example, when cropping to 9:16 would remove key visual elements or when posting repurposed footage that wasn’t shot vertically. For 4:5 posts, 1080 × 1350 px is the recommended resolution.
1:1 is still accepted, but it’s no longer competitive for video. It appears smaller in the feed, doesn’t feel native to vertical scrolling, and may crop too tightly on certain devices.
Facebook supports several ratios, but 9:16 vertical video consistently performs best across the mobile feed in 2025. It aligns with Facebook’s shift toward immersive video surfaces and mirrors how Reels content is displayed.
Recommended resolution for full vertical is 1080 × 1920 px.
4:5 (1080 × 1350 px) is still workable when your footage can’t be cropped to 9:16, but it offers less screen coverage and lower visual impact.
Landscape 16:9 remains essential for in-stream ads, where widescreen content still performs naturally on both mobile and desktop.
TikTok thrives on vertical, mobile-first video. The platform’s preferred specs are clear: a 9:16 aspect ratio and full-HD resolution.
TikTok also re-encodes every upload, so starting with a clean, high-quality export helps preserve sharpness after compression.
The platform supports longer videos, but the strongest engagement typically comes from videos that are 30 seconds or less.
Uploading in landscape or square will add black bars, reduce the size of the video, and lead to lower watch time. The entire TikTok experience is built around full-screen vertical playback, so 9:16 is the only format that consistently delivers a native viewing experience
YouTube Shorts and traditional (long-form) uploads behave very differently. This section breaks down the specs for each. That way, you can optimise for either format depending on your audience, video style, and campaign goals.
This format works best for tutorials, webinars, interviews, how-to videos, or anything where wide framing, clear visuals, or multi-person/scene layouts matter. 16:9 remains YouTube’s native player size, so your video will display without black bars or padding, giving the most immersive experience across desktop and mobile.
Use this format when your content is mobile-first, immediacy-driven, or targeted at discovery and quick-consumption behaviour: tips, quick explainers, highlights, vertical storytelling, or repurposed Reels/TikTok clips.
Shorts are designed for fast consumption and are best presented in full-screen vertical on mobile.
Unlike consumer-first platforms, LinkedIn is built around professional content, messaging, and a workday mindset.
But that doesn’t mean video specs are complicated. In fact, LinkedIn supports a small set of ratios and resolutions, which can simplify rather than complicate the workflow.
The key is to choose a format that matches the tone of your message, the expectations of your audience, and the viewing context (mobile feed vs. desktop feed).
LinkedIn still supports vertical content, but vertical video doesn’t always make sense in a professional context.
That means your frame decision should be driven by content type (talking-head, demo, animation, interview) and where your audience is most likely to watch (mobile feed, desktop, or LinkedIn embed).
LinkedIn video file size limit and specs
For most corporate videos, 16:9 landscape remains the most professional and effective format. It delivers maximum screen real estate, ensures clear framing when sharing slides or onscreen text, and shows well across desktop and mobile.
Vertical 9:16 is fully supported on LinkedIn, but it’s rarely the best choice for professional messaging.
Use it only for quick mobile-first updates, behind-the-scenes clips, or short event-led content where the casual, vertical style feels natural. If your audience is primarily desktop-based, landscape will almost always perform better.
X supports a variety of video formats and placements, but the rules depend heavily on whether you're a standard user or using a premium/business account.
For optimal upload success and playback across devices, exporting at 720p or 1080p with H.264 is the safest route. Vertical (9:16) and square formats can work well ( especially for mobile-first audiences), but landscape often retains full-frame integrity on desktop and embeds
If you have a business account or use X’s media or ads tools:
Ad-editing and media studio upload tools may impose their own constraints, so it’s best to check the interface or ad manager for real-time requirements before finalising.
When you’re creating content for multiple platforms, you don’t have time to memorise every ratio, resolution, file size, and length limit. This quick-reference section brings all the essential specs together in one place so you can scan, compare, and export with confidence.
Use these tables when briefing designers, resizing assets, planning cross-platform campaigns, or double-checking upload requirements. Everything here reflects the most current platform guidelines.
|
Meta (Facebook and Instagram) |
|||||
|
Platform |
Placement |
Ratio |
Resolution |
File Size |
Max Length |
|
|
Reels |
9:16 |
1080 x 1920 |
4GB |
90 sec (recommended), up to 15 mins |
|
Instagram/Facebook |
Stories |
9:16 |
1080 x 1920 |
4GB |
1-60 sec per story |
|
|
Feed |
4:5 (mobile) or 16:9 |
1080p |
4-10GB |
Up to 4 hours |
|
|
In-Stream Ads |
16:9 |
1080p |
Varies |
5-15 seconds |
|
TikTok |
||||
|
Placement |
Ratio |
Resolution |
File Size |
Max Length |
|
In-feed videos |
9:16 |
1080 x 1920 |
Up to 500MB (recommended) |
Up to 10 mins |
|
YouTube |
||||
|
Placement |
Ratio |
Resolution |
File Size |
Max Length |
|
Standard |
16:9 |
1080p-4k |
256GB |
12 hours |
|
Shorts |
9:16 |
1080 x 1920 |
Depends on length |
Up to 3 mins |
|
X (Formerly Twitter) |
||||
|
Placement |
Ratio |
Resolution |
File Size |
Max Length |
|
Standard Upload |
Flexible (16:9, 1:1, 9:16) |
720p-1080p |
512MB |
2 mins 20 seconds |
|
Premium/Ads |
16:9 |
1080p |
1-16GB (account-dependent) |
Up to 4 hrs |
Once you’re producing content for multiple platforms, the real challenge isn’t knowing the specs. It’s managing them.
Every ratio change means a new export. Every platform switch risks a cropped frame, stretched text, or misplaced caption. And when campaigns involve Reels, Shorts, TikTok, LinkedIn, Facebook, and X all at once, even one small formatting mistake can break consistency across the whole plan.
That’s why most teams benefit from working inside a central content hub rather than juggling files across folders, devices, apps, and exports.
Most video mistakes come from one source: version chaos.
If you're a social media manager, this might sound familiar.
A designer exports a 16:9 cut.
A social media manager needs 9:16.
Someone else edits the same master in Canva.
Another teammate uploads the wrong version to TikTok.
Having a content hub reduces this fiction immediately. With everything stored, labelled, and accessible in one space, you can keep master files organised, generate platform-specific versions, and reuse assets without guesswork.
Inside a system like Sendible, the Content Library allows videos, thumbnails, caption drafts, and cross-platform posts to sit together in one workflow.
When it’s time to upload, you’re not re-exporting a third or fourth version. You’re selecting the right asset, attaching the correct copy, and scheduling across every social profile from the same dashboard.
Uploading natively to each app might feel direct, but it multiplies the number of steps you have to keep track of. One video goes to YouTube, another to TikTok, then Instagram Reels, then LinkedIn, each with its own interface and publishing flow.
Using a single dashboard, like Sendible, brings those publishing steps together. You upload the video once, attach the right version to each profile, and see your schedule in context.
This reduces duplicate uploads, lowers the risk of attaching the wrong file to a post, and makes it easier to keep formats consistent across channels.
Specs are easier to follow when you’re not working at the last minute. When a post is going out “right now,” there’s little time to notice that the cut is the wrong ratio or that the thumbnail was designed for a different placement.
With Sendible’s Scheduling Tool, posting creates a buffer. You can prepare videos for each platform in advance, check that the resolution and aspect ratio match the target placement, and view the posts in a queue before they go live.
That gives you a natural review point for both content and formatting, instead of spotting issues after the campaign has launched.
On most teams, several people touch a video before it’s published: editors, designers, copywriters, and managers. Without a clear approval path, a draft version or an incorrectly formatted file can easily be selected by mistake.
Sendible offers Collaboration Tools with structured approvals and role-based permissions that add a layer of control. Editors can upload and label assets, but only designated approvers can schedule or publish.
Review steps are visible inside the workflow, so everyone can see which version was signed off. That traceability helps catch mismatched specs and keeps the final output aligned with your standards.
Once campaigns are running, analytics can show whether your formatting choices actually support performance.
Sendible’s Analytic Tools lets you compare how vertical vs landscape performs on specific platforms, which video lengths keep people watching, and whether certain placements respond better to one ratio than another.
Over time, that feedback loop helps you refine your “default” formats per channel. Instead of treating specs as a checklist, you treat them as part of strategy: choosing formats not just because they’re valid, but because they’ve proven to work for your audience.
Understanding video specs is one part of the job. Applying them across multiple platforms, campaigns, and team workflows is the bigger challenge.
Sendible gives social media teams a single place to plan, prepare, and publish platform-specific videos without jumping between apps or re-exporting files.
You can upload your video once, attach the correct ratio for each profile, add captions and thumbnails, and schedule everything to go live at the right time for each audience. It brings structure to the entire process, from campaign planning to day-to-day publishing.
Sendible’s planning and analytics tools also help you see how different formats perform. If vertical videos work better on some platforms, or shorter clips hold attention longer, you’ll have the data you need to refine the next round of edits.
Start your free 14-day trial and put that structure in place for your next campaign.