Social media video export guidelines

Social media video export guidelines

Date: 23rd April 2019 | By: Steve Bollschweiler
Social video is a powerful player in the video marketing world. Across the globe Facebook has over 8 billion views per day. Social media posts have 48% more views if they include a video. The chances are the majority of your audience is there, somewhere on social media and delivering video content to them in the right format for the social platform they use is critical. Below is a list of the video specs for the most commonly used social platforms. It is important to note that we will take care of all technical specifications on any video we produce for you to ensure it meets the guidelines for each of the platforms listed below.

Facebook

Facebook video is separated into several different sections – in feed videos, in feed video ads, facebook messenger video ads and carousel ads.

In feed videos

Recommended size: 1280 x 720 (16:9 aspect ratio)

Minimum width: 600 pixels

Other aspect ratios:
1:1 (Square)
2:3/3:4 (Vertical)
9:16 (Full portrait mode)

Note: with full portrait videos avoid important information, calls to action, logos etc. in the top and bottom 14% of the video as it may get cropped to 2:3.

You should consider designing your Facebook videos to be “Sound off” friendly, ie viewed without audio. This can be done through creative use of text, or by uploading a subtitle SRT file to the video.

Facebook recommends the following for the correct file format:

Upload the highest resolution source video available without letter or pillar boxing (no black bars). We recommend H.264 compression (mp4, or mov wrapper), square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128+ kbps.

In stream Facebook videos can be used a secondary channel in your video strategy. Used to push traffic to a primary channel such as YouTube or your website. Facebook videos are most useful in the awareness and consideration stages of the buyers journey.

In-stream video ads

Recommended size: 1280 by 720 pixels

Minimum size, landscape video: 600 by 315 pixels (1.9:1 aspect ratio)

Minimum size, square video: 600 by 600 pixels (1:1 aspect ratio)

Recommended specs: .MP4 or .MOV format, maximum file size 4GB, maximum length 120 mins, maximum frame rate 30fps

In stream video ads are a lead-in channel in your video marketing strategy. This means they are used to move traffic through to your secondary and primary channels. Mainly used in the awareness stage of the buyers journey, but can be a very powerful re-targeting tool further down the funnel.

Facebook Messenger video ads

Recommended size: 1280 by 720 pixels

Supported aspect ratios: 16:9, 1.91:1 (e.g. 600 x 315 pixels)

Max size: 4gb, Max length: 120 minutes

Messenger video ads are a lead-in channel in your video marketing strategy. This means they are used to move traffic through to your secondary and primary channels. Mainly used in the awareness stage of the buyers journey, but can be a very powerful re-targeting tool further down the funnel.

Carousel ads

Recommended size: 1080x1080 (1:1 square video)

Same specifications as the in-stream ads. The Carousel ad is also a lead-in channel.

Instagram

While Instagram allows vertical and horizontal video, Square is the way to go – it doesn't fill the screen like vertical (allowing users to comment easier) and is more visually appealing to a horizontal video.

Size: 1080 x 1080 (1:1 aspect ratio)

Specs: mp4 or mov (mp4 preferred with h264 codec), maximum length 60 seconds

Instagram stories ads

Aspect ratio: 9:16 (vertical)

Fills entire screen and appears between user stories. Maximum length is 15 seconds. Top and bottom 14% should be empty of important information/text so as not to be obscured by branding/CTA

Uses in strategy: Lead-in channel

Instagram

While Instagram allows vertical and horizontal video, Square is the way to go – it doesn't fill the screen like vertical (allowing users to comment easier) and is more visually appealing to a horizontal video.

Channel videos

Size: from 240p all the way up to 2160p (4K UHD)

Recommended aspect ratio: 16:9

Max length: 12 HOURS!!

Recommended specs: mov, mpeg4, mp4, AVI, WMV, FLV, 3GPP, WebM.
You should upload videos that are as close to the original source format as possible.

Uses in strategy: Primary growth channel

Video Ads

If it is a skippable ad the max length is 12 hours, but skippable after 5 seconds. Pre-roll video ads that are unskippable can be between 15 and 20 seconds. Bumper videos are a maximum of 6 seconds long and un-skippable.

Uses in strategy: Lead-in channel

Linkedin

This platform is a great way of growing your business network, especially useful for company's that are predominantly B2B (business to business).

In feed videos

Max size: 4096, 2304 (full 4K)

Aspect ratio: 2.4:1

Max length: 10 minutes

Native video will have better engagement than embedding from YT/Vimeo
Burnt in subtitles for unobtrusive sound off viewing.

Use in strategy: Primary/secondary channel

Video Ads

Max video size: 1920 x 1080, 16:9 aspect ratio
No vertical video ads.

As you can see the requirements are different depending on platforms and usage. It is important to define which platforms you will release video content on during the strategy stage, as this will inform decisions during the production and distribution stages.