With social media, you have the power to reach your target audience. But if you navigate each platform to the best of its capabilities, you'll be able to engage your audience with the message you're aiming to get across. According to Wyzowl, 69% of viewers prefer to watch a video when learning about a product or service. Additionally, Statista has reported that 85% of the internet audience watches videos on any device. What better way to engage your audience than with video?

The tricky thing is, social media video length limits exist.

When you have a time limit for your videos, show your value as quickly as you can. Each social media platform serves its own purpose, so make sure you're planning, filming, and editing your videos to best fit the format corresponding to the channel you want to use.

This is what you need to know about each social media platform and its video time limits, size, and formats.

Facebook

The Facebook video length limit for both ads and posts is less than 240min (4 hours). The ideal video length for Facebook native videos is at least 3 minutes. For a video ad, Facebook has reported that 47% of the value in a video is seen in the first 3 seconds of your advertisement. In short, get your message across. Fast.

For Facebook video ads and posts, you can upload a video up to 10GB. Your ideal video resolution and size should be 1280 x 720 pixels with an aspect ratio of 16:9 or 1200 x 628 pixels. It is also recommended that your Facebook video format should be MP4.

Instagram

For the Instagram newsfeed, there is a 60-second limit. For Instagram Stories, there is a 15-second limit, and for IGTV and Instagram Live Videos, the time limit is 60 minutes.

For all Instagram videos, you can upload a video that’s up to 4GB. For the Instagram newsfeed and carousel posts, it is recommended that your video is 1080 x 1350 pixels. For any other feature like Instagram Stories, IGTV, Reels, or Instagram Live videos, your video should be 1080 x 1920 pixels with an aspect ratio of 9:16.

Twitter

At first, the Twitter video length limit used to be 30 seconds. Now, it's 140 seconds (2 min 20 sec). If needed, you can upload a video for up to 10 minutes by using Twitter Media Studio.

The ideal Twitter video ad specs for landscape videos are 1280 x 720 pixels, portrait at 720 x 1280 pixels, and square at 720 x 720 pixels. This is important when deciding how you want to present your video–keep in mind that most videos are viewed on mobile than on desktop. Additionally, you can upload a video that’s up to 512MB.

LinkedIn

The LinkedIn video length for native videos is 10 minutes and the time limit for LinkedIn ad videos is 30 minutes. It is recommended for native videos to be around 3 minutes long and advertisement videos to be 15-30 seconds.  

For both LinkedIn ads and video, the ideal size is 1080 x 1920 pixels with an aspect ratio of 16:9. Your video size limit for this platform is 75MB to 5GB.  

Optimizing Your Videos Across Platforms

Each social media platform serves a different purpose, so be sure to consider the features of each and identify your target audience when optimizing your videos.

Here are some overall tips to optimize your videos:

Use captions! Facebook has reported that 85% of their video views per day have the sound off and view videos with the captions on. Not only are you making your video convenient for those who don't have their headphones or are in a noisy environment, but you are also providing accessibility for those who have hearing disabilities.

Show value. Quick. Our attention spans have decreased tremendously from 12 seconds in 2000 to only 8 seconds– this is one second less than a goldfish's. Keep in mind that for Facebook, Twitter, and Instagram, a view is counted after 3 seconds. Although you'll have a view after 3 seconds, make sure you hook your audience to engage and stay throughout the rest of your video.

Optimize for both mobile and desktop views. In November 2018, a study had shown that 62% of users view videos on mobile devices, and 55% watch a video on a computer. When filming or editing, consider what your final product would look like when viewed in both landscape and portrait.


Depending on where your target audience is, meet them on their social media platform and engage with them through your videos. Now that you've got the video length limit for each platform under your belt, you're ready to get started!

If you want to become an expert on each social media platform and learn more about how to optimize your videos, head over to our YouTube channel. For more tips on creating engaging content that will engage your audience, find more articles and tutorials at the Kapwing Resources page.

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