Quick Guide: Optimizing Videos for Social Media
1. Understand Platform-Specific Requirements
Each social media platform has different guidelines for video content in terms of aspect ratios, length, and format. Here's a breakdown of the most common platforms and their recommendations:
Instagram Feed: 1:1 (Square) or 4:5 aspect ratio
Instagram Stories/Reels: 9:16 (Vertical)
Facebook Feed: 1:1 (Square) or 16:9 (Landscape)
Facebook Stories: 9:16 (Vertical)
Twitter: 16:9 (Landscape) or 1:1 (Square)
LinkedIn: 16:9 (Landscape) or 1:1 (Square)
YouTube: 16:9 (Landscape) is the standard for most content
TikTok: 9:16 (Vertical)
Pinterest: 2:3 (Vertical) or 9:16 for Story Pins
Best Practice: Always create versions of your content that match these platform-specific aspect ratios to maximize engagement. Square (1:1) and vertical (9:16) formats are particularly useful for mobile-first audiences.
2. Optimize for File Size and Export Settings
Resolution: Aim for 1080x1080 (square), 1080x1920 (vertical), or 1920x1080 (landscape) resolution to balance quality and load times.
Frame Rate: Use a standard 24-30 fps for most platforms. Higher frame rates (60 fps) are ideal for motion-heavy content like animation.
File Format: Export in MP4 (H.264 codec) for high-quality, compressed video that maintains performance across platforms.
Bitrate: Maintain a video bitrate of 5,000–10,000 kbps for 1080p HD videos to ensure clarity without excessively large files.
Best Practice: Test file sizes to ensure the video loads quickly on mobile devices but retains visual quality.
3. Optimize Content for Engagement
Attention-Grabbing First Few Seconds: Platforms like Instagram and Facebook auto-play videos without sound. Make sure the opening frames include dynamic visuals or text to immediately grab attention.
Include Captions: Over 80% of social media users watch videos with sound off. Use captions or on-screen text to convey key messages without relying on audio.
Aspect Ratio and Cropping: Keep important visual elements and text within the “safe area” of the frame, especially for platforms that crop content (like Instagram stories).
Best Practice: Use subtitles and animated text to reinforce messaging.
4. Aspect Ratios and Design Considerations
For Instagram Reels, Facebook Stories, and TikTok, ensure the most important visuals and text are centered and vertically aligned.
For LinkedIn and Facebook, a square video often performs better in feed due to the focus on mobile users.
Best Practice: Test multiple aspect ratios and adjust designs for each platform. Avoid clutter; use simple, clear, and bold visuals that translate well across devices.
5. Social Media Shareability Checklist
Here’s a quick checklist for ensuring your motion graphics are ready for social media:
Aspect Ratios: Adjust to platform standards (9:16 for vertical, 1:1 for square).
Resolution: Stick to 1080p for high-quality display without slowing down loading times.
Subtitles: Include open captions to make the content accessible without audio.
Intro: Ensure the first 3 seconds are visually captivating.
Export Settings: Use MP4 (H.264) format and ensure optimal file size for mobile.
Thumbnail: Select or design a compelling thumbnail that grabs attention, especially for platforms like YouTube.
6. Bonus: Tools for Easy Optimization
Adobe Premiere Pro & After Effects: For detailed editing and export control with platform-specific templates.
Canva or Kapwing: For easy resizing and design, especially for square and vertical videos.
Subly or Rev: For adding captions and subtitles quickly.
By following these guidelines and using the toolkit, non-profits can ensure that their motion graphics are not only impactful but also fully optimized for sharing and engagement across a variety of platforms.