in

Guidelines for social media video features

Video content is a powerful tool for the effective advertising strategy of brands. Today, companies are actively using video for promotion on social networks, so it is very important to understand the right characteristics in order to produce quality content. This material will help you learn how to create video ads to attract customers.

The article contains information about different formats and characteristics of videos for such social networks:

  • Facebook.
  • Instagram.
  • Twitter.
  • YouTube.
  • LinkedIn.
  • Pinterest.

Please note: Specification requirements are constantly changing. Up-to-date information does not always have time to be updated even in the help centers of social networks.

Facebook Video Features

Facebook videos are a great opportunity for businesses to engage with their audience as effectively as possible. Most users spend several hours a week watching videos on Facebook or YouTube. Therefore, it is not surprising that for many marketers it is important to know the correct characteristics of video content for placement in this social network.

There are a huge number of types of videos that can be shared on Facebook. Because of this, marketers sometimes have problems. Each video format has different sizes and specifications, so you can get confused when uploading them. To avoid technical problems, consider the characteristics when posting videos on Facebook.

Video in the post

Feed sharing is the most common type of video. You meet video posts in the feed from both brands and your friends. Posts with videos tend to have more coverage than regular picture posts. On Facebook, you can choose between a horizontal or vertical video format. Here are the recommended characteristics of both types:

  • The optimal size is 1280 x 720.
  • Width – at least 600 pixels (length depends on the aspect ratio).
  • With a vertical format, the aspect ratio is 9:16 (if there is a link in the video, then the aspect ratio will be 16:9).
  • With a horizontal format, the aspect ratio is 16:9.
  • On mobile devices, both formats are displayed with a 2:3 aspect ratio.
  • The length of the video is a maximum of 240 minutes.
  • Video formats — MP4 and MOV.
  • The file size is 4 GB.

360° video

The 360° facebook video brings us closer to virtual reality. Users view the video by changing the viewing angle. You can scroll through the video using the mouse on the computer, rotating the mobile phone or touching your finger to the screen. This format enhances the effect of presence and attracts much more users than a regular video. Here are its recommended specifications:

  • Size — 4096 x 2048 maximum.
  • The minimum width is 600 pixels (taking into account that the length depends on the aspect ratio).
  • The aspect ratio for 360° is 2:1.
  • The video format is MP4.
  • The duration of the video is no more than 30 minutes.
  • The file size is a maximum of 1.75 GB.

Facebook Video Ads Features

More than 5 million advertisers on Facebook post their content and are interested in video specifications. It should be noted that each type of video advertising has its own characteristics. Let’s figure them out.

Video in the News Feed on PC

Facebook ads are set up in the same way as regular videos. People who came to the site from a computer see videos in their news feed. Promotional videos can be horizontal or square. Facebook won’t be able to make ads in a vertical format, but you can use a square orientation instead.

Note that this type of video can also be shown in the right column on Facebook. And although the video turns out to be much smaller, its specifications should be the same as the video with a link to the news feed on the PC. Here are these characteristics:

  • Optimal sizes range from 600 x 315 (1.9:1 horizontal) or 600 x 600 (square) to 1280 x 720.
  • The aspect ratio of the horizontal format is 16:9.
  • The aspect ratio of the square is 1:1.
  • The size of the video file is a maximum of 4 GB.
  • Video formats — MP4 and MOV.
  • The duration of the video is a maximum of 240 minutes.

Video ads in the carousel

Facebook’s carousel (or carousel) allows brands to add 2 to 10 videos, images, links, and headlines to your ad. The popularity of the carousel is due to the fact that users scroll through the videos and see more content even before they go further on the link. In addition, advertising in the carousel is much more effective than ordinary advertising in social networks. Let’s see what requirements are imposed on it:

  • The size of the video file is at least 600 x 315 (1.9:1 horizontal), 600 x 600 (square), 1080 x 1080 recommended.
  • The aspect ratio of the square is 1:1.
  • The maximum size is 4 GB.
  • Video formats — MP4 and MOV.
  • The recommended video length is a maximum of 30 seconds (or less).
See also  Summary – what it is and why to add it to the resume?

Featured video ads (mobile)

Facebook ads with a selection allow you to quickly go from viewing the product directly to the purchase. In such advertising, the main video (or image) is used, under which a series of 4 images is located in the form of a grid. This type of advertising is effective when you need to tell people about products or new offers. What specifications apply:

  • The optimal size is at least 600 x 315 (1.9:1 horizontal), 600 x 600 (square), 1200 x 628 recommended.
  • The aspect ratio of the horizontal format is 16:9, the square is 1:1.
  • The size of the video file is a maximum of 4 GB.
  • Video formats — MP4, MOV.
  • The duration of the video is a maximum of 240 minutes.

Slideshow video ads

A slideshow is an interesting format in which you can quickly create an attractive ad. Instead of a regular clip, use an image slideshow to show your ads. You can add up to 3-10 (no more) photos, or you can use videos by combining multiple photos into a single slideshow. In addition, advertisers have access to vertical orientation instead of a square. Video requirements will be as follows:

  • The optimal size is 1200 x 720.
  • The horizontal aspect ratio is 16:9.
  • The vertical format is an aspect ratio of 9:16 (if there is a link in the video, then the aspect ratio is 16:9).
  • The size of the video file is a maximum of 4 GB.
  • Video formats — MP4, MOV.
  • The duration of the video is a maximum of 240 minutes (recommended – no more than 2 minutes).

Facebook stories (ad and regular)

In addition to the usual user-generated posts, you can also make advertisements in Stories that are shown among other stories and are available for viewing within 24 hours. Every month, about 4 million advertisers run their ads through stories. And although many users are not interested in the technical characteristics of the videos, when they share them directly from their phone, they still need to be taken into account. Note that the specifications are the same for promotional and regular posts:

  • Size is at least 500 x 500.
  • The aspect ratio is from 1.91:1 to 9:16 and 4:5.
  • Video size is 4 GB maximum.
  • The duration of the video is a maximum of 15 seconds.
  • Video formats — MP4, MOV.

For more information about video specifications, visit the Facebook Help Center.

Video Specifications for Instagram

Advertising campaigns on Instagram are one of the main tools of a marketer. This is not surprising, since the social network has the highest engagement rates. Almost 71% of companies use Instagram to more effectively reach the main audience. Among the content formats, video occupies a leading position. Users actively respond to advertising videos, show more interest in them, comment more often and save them.

Regular and promotional videos in the feed

Users access Instagram mainly from mobile devices. This social network makes it easy to share videos of any size. In the feed, regular and paid videos of horizontal, square or vertical orientation are placed. The specs of Instagram videos will be the same for both regular and promotional content:

  • The horizontal format is a minimum resolution of 600 x 315, the aspect ratio is 16:9.
  • Square format – minimum resolution 600 x 600, aspect ratio – 1:1.
  • Vertical format – minimum resolution 600 x 750, aspect ratio – 4:5.
  • The file size for any format is a maximum of 4 GB.
  • Video formats — MP4, MOV.
  • The length of the video is from 1 to 120 seconds.

Video ads in the carousel

The formats of advertising in the carousel in the Instagram and Facebook feed are identical. The carousel allows you to show users many more products or services, unique features of the product than a single video. An Instagram carousel video ad can have 2-10 cards. Let’s take a look at the specifications of video files:

  • Video resolution – from 600 x 600 to 1080 x 1080
  • The aspect ratio of the square is 1:1.
  • The size of the video file is a maximum of 4 GB.
  • Video formats — MP4, MOV.
  • The duration of the video is a maximum of 120 seconds per 1 card.

Stories on Instagram (advertising and regular publications)

Stories is the most popular format on Instagram. Brand video content is easily integrated among other users’ stories. Add only relevant videos to attract and retain the attention of the audience. This full-screen ad can last from 1 to 120 seconds. It is important to remember that videos for more than 15 seconds will be broken into parts. Requirements for video content in the story are as follows:

  • Video resolution is 600 x 1067 minimum, 1080 x 1920 maximum.
  • The aspect ratio is 9:16 and from 16:9 to 4:5.
  • The file size is a maximum of 4 GB.
  • Video formats – it is recommended to use MP4, MOV.
  • The duration of the video is a maximum of 120 seconds.
See also  Vacancies, projects, competitions - how to differ and what to choose for the customer

IGTV

Videos on Instagram TV (abbreviated as IGTV) are shown in full-screen mode and are ultra-long videos with a maximum viewing time of 1 hour. You can tell here about your company, services, products, show in detail the goods. It’s not ephemeral content like stories, so IGTV videos can be viewed over and over again. Let’s take a look at the specifications:

  • The optimal resolution is at least 720, 1080 x 1920 is recommended.
  • The aspect ratio is 9:16 (vertically, this format is recommended), 16:9 (horizontally). The ribbon preview is displayed in a 4:5 format.
  • The duration of the video when downloaded from a mobile phone is 1-15 minutes, from a computer – up to 1 hour.
  • File size for videos less than 10 minutes — maximum 650 MB. For videos up to 60 minutes, a maximum of 3.6 GB.
  • The file extension is MP4.

For more information about video specifications, visit the Facebook Help Center.

Video Specifications for Twitter

Twitter is a popular network that is great for interacting with various videos. For marketers, the main thing is to keep the user’s attention with the help of fascinating and interesting visual content. In the sports and entertainment industry, Twitter is often used to share videos, so it’s very important to know the right twitter video specifications.

Twitter – horizontal and vertical videos (advertising and regular publications)

Twitter has two embedded video formats that you can share with your followers: horizontal and vertical. These formats are only suitable for uploading videos directly to Twitter, not for exchanging links to YouTube. You can easily share organic content on Twitter, but the sizes change as the bitrate of the video changes. Want to promote your videos with paid Twitter ads? In this case, the technical specifications will be the same as in ordinary publications:

  • The dimensions of the horizontal orientation are 320 x 180 (bitrate 256K), 640 x 360 (bitrate 768K), 1280 x 720 (bitrate 2048K).
  • The dimensions of the vertical orientation are 240 x 240 (bitrate 256K), 480 x 480 (bitrate 768K), 640 x 640 (bitrate 1024K).
  • The minimum and maximum sizes of both formats are 32 x 32 and 1280 x 1024.
  • The aspect ratio is from 1:2.39 to 2.39:1.
  • The file size is 512 MB.
  • Video file formats – it is recommended to use MP4 for the Internet and MOV for mobile devices.
  • The duration of the video is a maximum of 140 seconds.

For more information about the video’s technical specifications, visit the Twitter Help Center.

Video Specifications for YouTube

YouTube, with its audience of more than 2,000,000,000 users, is by far one of the largest online platforms for hosting video content. For marketers, this is a great channel for promoting, educating, and sharing videos about your brand. It hosts everything from short commercials to full-length films and TV programs. This means that users broadcast content to all sorts of devices, which may have different zoom levels or screen format. Let’s tell you more about each video format available on YouTube.

Video Player (Standard Video)

On YouTube, users can upload different types of multimedia formats and use different video file sizes, but in reality there is only one format for the video player. For all videos, the 16:9 aspect ratio must be met, but it is possible to download in 4:3 format. With a smaller ratio, frames automatically appear on the sides that allow you to compensate for the length of the side of the video. Important clarification. Although the platform does not have strict rules on how to place text (for example, headings and subtitles) so that it is not cut, still visual elements should not be placed directly at the edge of the video area. What characteristics are used:

  • Dimensions are 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p), 1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p), and 3840 x 2160 (2160p).
  • The aspect ratio is 16:9 (black bars will be automatically added to the side of the video if the ratio is 4:3).
  • The file size is 128 GB or 12 hours (whichever is smaller).
  • Video formats — allowed MOV, MPEG4, MP4, AVI, WMV, MPEGPS, FLV, 3GPP, WebM, DNxHR, ProRes, CineForm, HEVC (H.265).

Characteristics of video advertising on YouTube

We’ve studied the requirements for regular YouTube videos, now let’s look at promotional videos. According to statistics, 62% of companies publish video content on this platform, which allows you to increase interest in the brand and attract the target audience.

Video ad formats

All types of embedded video ads on YouTube play through a standard video player, so you can combine them in one subsection. That is, all ad formats have the same sizes as conventional videos, they differ only in the length of the video. Let’s take a look at each of them:

  • Skipped ads: Play at the beginning, in the middle, or after the main video. You can skip after 5 seconds of viewing.
  • Non-skipped ads: Ads appear at the beginning, middle, or end of a video. There is no possibility of a pass. Duration – from 15 seconds to 20.
  • Ads in the middle of a long video (commercial breaks): This type of ad is called Mid-roll and is shown in the middle of the main video. It can only be embedded in content longer than 10 minutes. Ads are added manually or automatically so as not to interfere with viewing. Skipping in the middle of the video is possible, but you need to watch 30 seconds or all ads (that is, what lasts less).
  • Screensavers: A short 6-second video ad without the possibility of skipping. Embedded at the beginning, middle or end of the video. Generally optimized for viewing on mobile phones.
See also  How to Create an Effective Job Post

Video Specifications:

  • Dimensions — 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p), 1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p), 3840 x 2160 (2160p).
  • The aspect ratio is 16:9 (black bars will be automatically added to the side of the video if the ratio is 4:3).
  • The maximum file size is 128 GB or 12 hours (whichever is smaller).
  • Acceptable video formats are MOV, MPEG4, MP4, AVI, WMV, MPEGPS, FLV, 3GPP, WebM, DNxHR, ProRes, CineForm, HEVC (H.265).
  • The duration of the video with the ability to pass through 5 seconds is 12 hours maximum.
  • The duration of the video without the possibility of skipping is 15 or 20 seconds maximum.
  • The duration of the video in the middle of the video is 30 seconds minimum.
  • The splash screen is 6 seconds maximum.

Display Ads

Display ads on YouTube appear in users’ search queries and appear in the right corner of the screen next to the player window. It is a static and animated image/text ads. Played after clicking on them. This type of content must meet certain standards:

  • Static image dimensions are 300 x 250 or 300 x 60.
  • Animated video — maximum length of 30 seconds.
  • GIF, PNG, JPG files.

For more information about video specifications, visit the Google Help Center.

Video Specifications for LinkedIn

Video content on LinkedIn is becoming increasingly popular. In just a year since the launch of this social network, video posts have collected more than 300 million views. In fact, nearly 75% of CEOs say they watch online videos every week. Most likely, this number will only grow, so it’s safe to say that advertising video campaigns on LinkedIn have great potential to increase brand awareness.

General Video

On LinkedIn, you can post video content directly from your desktop or mobile device. These videos will be shared. You can also embed a YouTube video in your publication using the URL. As for articles, you will not be able to upload a video directly to them. You must also use a URL from YouTube. How the characteristics are used:

  • The resolution is from 256 x 144 to 4096 x 2304.
  • The aspect ratio is from 1:2.4 to 2.4:1.
  • The file size is 5 GB.
  • Video formats — Asf, Flv, MPEG-1 and MPEG-4, Mkv, Webm, H264/AVC, MP4, VP8 and VP9, WMV2 and WMV3 are allowed.
  • The duration of the video is at least 3 seconds, maximum 10 minutes.

For more information about the technical specifications of the video, visit the LinkedIn Help Center.

Video Ads

The requirements for video advertising are slightly different from the requirements for general videos, so be sure to consider them when developing your advertising campaign.

Requirements for promotional videos:

  • Dimensions — at a horizontal orientation of 16:9 (from 640 x 360 to 1920 x 1080), with a square display of 1:1 (from 360 x 360 to 1920 x 1920).
  • The size of the video file is 200 MB.
  • The video format is MP4.
  • The duration of the video is from 3 seconds to 30 minutes, although LinkedIn recommendations indicate that the maximum effectiveness of most ads is about 15 seconds.

For more information about the technical specifications of video for advertising, see LinkedIn Marketing Solutions Help.

Characteristics of promoted videos in Pinterest

The visually appealing Pinterest platform is much more than just a collection of beautiful ideas. It can become a valuable marketing tool, since every month the site is visited by more than 250 million users. The new AutoPlay feature allows you to show a video pin automatically if 50% of the video is visible on the screen.

General and promotional videos

Pinterest users can upload and publish vertical or square videos similar to the ad formats previously allowed by the platform. These two different sizes and formats determine how the video will be displayed on the boards. Video Requirements:

  • The dimensions of the square are 600 x 600, the aspect ratio is 1: 1.
  • Vertical dimensions are 600 x 900, the aspect ratio is 9:16.
  • Video resolution is at least 240p.
  • Dimensions in vertical orientation are 240 x 240 (bitrate 256K), 480 x 480 (bitrate 768K), 640 x 640 (bitrate 1024K).
  • The file size is 2 GB.
  • Video formats — MP4 and MOV.
  • The duration of the video is a maximum of 30 minutes (or less).
Shubham

Written by Shubham

Leave a Reply

Avatar

Your email address will not be published.

Are the fears of switching to freelancing justified?

Top 10 cities in the world for remote work