Platform Requirements
Understand the technical requirements and specifications for posting content to each social media platform.
Quick Reference
| Platform | Images | Videos | Caption Limit |
|---|---|---|---|
| 1080x1080px+ | 16:9 or 1:1, up to 240min | 63,206 chars | |
| Instagram Feed | 1080x1080px+ | 4:5 or 1:1, up to 60min | 2,200 chars |
| Instagram Reels | - | 9:16, up to 90sec | 2,200 chars |
| TikTok | - | 9:16, 15sec-10min | 2,200 chars |
| Google Business | 720x720px+ | 16:9, up to 30sec | 1,500 chars |
Facebook Requirements
Image Specifications
Recommended:
- Resolution: 1080 x 1080px (1:1 square) or 1200 x 630px (1.91:1 landscape)
- Format: JPG or PNG
- File Size: Under 10 MB
- Aspect Ratio: 1.91:1 to 4:5
Minimum:
- Resolution: 600 x 600px
- Format: JPG, PNG, GIF, BMP
- File Size: Under 25 MB
Optimal Sizes by Placement:
- Feed Post: 1080 x 1080px (square) or 1200 x 630px (landscape)
- Cover Photo: 851 x 315px
- Profile Picture: 170 x 170px (displays as circle)
- Link Preview: 1200 x 628px
Video Specifications
Recommended:
- Resolution: 1080p (1920 x 1080px)
- Aspect Ratio: 16:9 (landscape), 1:1 (square), or 4:5 (vertical)
- Format: MP4 or MOV
- Length: 1 minute to 10 minutes (shorter = better engagement)
- File Size: Under 4 GB
- Frame Rate: 30 FPS
Minimum:
- Resolution: 720p
- Format: MP4, MOV, AVI, WMV, FLV, MKV
- Length: 1 second minimum
- File Size: Under 10 GB
- Frame Rate: 24 FPS
Maximum:
- Length: 240 minutes
- File Size: 10 GB
Audio:
- Codec: AAC
- Bitrate: 128 kbps
Text Specifications
Caption:
- Character Limit: 63,206 characters
- Recommended: 40-80 characters (shows without "See More")
- Hashtags: 1-3 recommended (less important than Instagram)
- Links: Clickable and generate preview
Best Practices:
- First 2-3 sentences visible without click
- Include call-to-action
- Line breaks for readability
- Emojis supported
Instagram Requirements
Image Specifications
Feed Posts:
- Square (1:1): 1080 x 1080px
- Landscape (1.91:1): 1080 x 566px
- Portrait (4:5): 1080 x 1350px
- Format: JPG or PNG
- File Size: Under 8 MB
- Color: sRGB color space
Stories:
- Resolution: 1080 x 1920px (9:16)
- Format: JPG or PNG
- File Size: Under 4 MB
- Note: Stories not supported via API (post in app)
Profile Photo:
- Resolution: 320 x 320px minimum
- Displays as: 110 x 110px circle
- Format: JPG or PNG
Video Specifications
Instagram Feed VIDEO:
- Resolution: 1080p recommended
- Aspect Ratio: 1:1 (square) or 4:5 (vertical)
- Format: MP4 or MOV
- Length: 3 seconds to 60 minutes
- File Size: Under 4 GB (2 GB recommended)
- Frame Rate: 30 FPS
- Codec: H.264
Instagram REELS:
- Resolution: 1080 x 1920px (1:1 pixel ratio)
- Aspect Ratio: 9:16 (vertical only)
- Format: MP4 or MOV
- Length: 15 seconds to 90 seconds
- File Size: Under 1 GB
- Frame Rate: 30 FPS
- Codec: H.264
Bitrate:
- 3,500 kbps for under 60 seconds
- 5,000 kbps for over 60 seconds
Audio:
- Codec: AAC
- Sample Rate: 48 kHz
- Bitrate: 128 kbps
Text Specifications
Caption:
- Character Limit: 2,200 characters
- Recommended: 125-150 characters for best engagement
- Hashtags: Up to 30 (3-5 in caption recommended)
- Links: NOT clickable in captions (use first comment or bio)
- Mentions: Up to 30 @mentions
First Comment:
- Use for links (clickable in comments)
- Add extra hashtags if desired
- Posted automatically after main post
Best Practices:
- Front-load important info
- Use line breaks for readability
- Hashtags at end or in first comment
- Include call-to-action
TikTok Requirements
Video Specifications
Recommended:
- Resolution: 1080 x 1920px
- Aspect Ratio: 9:16 (vertical only)
- Format: MP4 or MOV
- Length: 15 seconds to 3 minutes (shorter often performs better)
- File Size: Under 287 MB (4 GB for Business accounts)
- Frame Rate: 30 or 60 FPS
- Codec: H.264 or H.265
Minimum:
- Resolution: 720 x 1280px
- Length: 15 seconds
- File Size: Under 500 MB
- Frame Rate: 24 FPS
Maximum:
- Resolution: 1080 x 1920px
- Length: 10 minutes
- File Size: 4 GB
- Frame Rate: 60 FPS
Audio:
- Codec: AAC
- Sample Rate: 44.1 kHz or 48 kHz
- Bitrate: 128-192 kbps
Important Notes:
- Only vertical videos (9:16)
- Cannot add TikTok sounds via API (add before upload)
- Horizontal videos will have black bars
- Square videos not recommended
Text Specifications
Caption:
- Character Limit: 2,200 characters
- Recommended: 100-150 characters
- Hashtags: 3-5 recommended (up to 100 chars total for hashtags)
- No clickable links (use bio link)
Best Practices:
- Hook in first 3 seconds of video
- Use trending hashtags
- Add captions in video (many watch muted)
- Include call-to-action in video and caption
Content Guidelines
Not Allowed via API:
- Stories posting
- Live streams
- Duets (must be done in-app)
- Stitches (must be done in-app)
- Adding TikTok sounds from library
- Photo slideshows (carousels)
Google Business Profile Requirements
Image Specifications
Business Photos:
- Resolution: 720 x 720px minimum (1080 x 1080px recommended)
- Aspect Ratio: 1:1 (square) preferred
- Format: JPG or PNG
- File Size: Between 10 KB and 5 MB
- Quality: High resolution, not blurry
Cover Photo:
- Resolution: 1024 x 576px
- Aspect Ratio: 16:9
- Format: JPG or PNG
Logo:
- Resolution: 250 x 250px minimum
- Aspect Ratio: 1:1 (square)
- Format: PNG preferred (transparent background)
Photo Categories:
- EXTERIOR: Building/storefront
- INTERIOR: Inside views
- PRODUCT: Products/services
- TEAM: Staff photos
- LOGO: Business logo
- COVER: Cover photo
Video Specifications
Business Posts:
- Resolution: 720p minimum
- Aspect Ratio: 16:9 recommended
- Format: MP4
- Length: Up to 30 seconds
- File Size: Under 100 MB
Best Practices:
- Show your business/products
- Keep under 15 seconds for best engagement
- Include captions (auto-play muted)
- High quality production
Text Specifications
Business Posts:
- Character Limit: 1,500 characters
- Recommended: 150-300 characters
- No hashtags support
- Links: Can include one call-to-action button
Post Types:
- What's New: General updates, 1,500 chars
- Event: Event details with date/time
- Offer: Promotions with terms and expiration
- Product: Product showcase
Call-to-Action Buttons:
- Learn More
- Sign Up
- Call
- Book
- Order Online
- Get Offer
- Buy
Post Lifespan:
- Posts expire after 7 days
- Regularly post new content
File Format Support
Images
| Format | TikTok | Google Business | ||
|---|---|---|---|---|
| JPG | ✅ | ✅ | ❌ | ✅ |
| PNG | ✅ | ✅ | ❌ | ✅ |
| GIF | ✅ | ❌ | ❌ | ❌ |
| WebP | ✅ | ❌ | ❌ | ❌ |
| BMP | ✅ | ❌ | ❌ | ❌ |
Videos
| Format | TikTok | Google Business | ||
|---|---|---|---|---|
| MP4 | ✅ | ✅ | ✅ | ✅ |
| MOV | ✅ | ✅ | ✅ | ❌ |
| AVI | ✅ | ❌ | ❌ | ❌ |
| WMV | ✅ | ❌ | ❌ | ❌ |
| FLV | ✅ | ❌ | ❌ | ❌ |
Recommended: Use MP4 (H.264 codec) for maximum compatibility.
Optimization Tips
Image Optimization
Before Uploading:
- Resize: Match platform requirements
- Compress: Reduce file size without quality loss
- Format: Use JPG for photos, PNG for graphics
- Color: Convert to sRGB color space
- Metadata: Remove unnecessary EXIF data
Tools:
- TinyPNG - Compress images
- Squoosh - Advanced compression
- Photoshop: Export for Web
- Preview/Paint: Basic resizing
Video Optimization
Before Uploading:
- Resolution: Match platform (don't exceed recommendations)
- Codec: H.264 for best compatibility
- Bitrate: Balance quality and file size
- Frame Rate: 30 FPS standard
- Audio: AAC codec, 128 kbps
Tools:
- HandBrake - Free video conversion
- Adobe Premiere/Final Cut - Professional editing
- iMovie - Mac basic editing
- Online converters - Quick fixes
Compression Settings:
Codec: H.264 Profile: High Level: 4.1 Bitrate: 5,000 kbps (1080p) or 3,500 kbps (720p) Frame Rate: 30 FPS Audio: AAC, 128 kbps, 48 kHz
Caption Optimization
Character Efficiency:
- Front-load important information
- Use line breaks for readability
- Include keywords naturally
- Call-to-action near beginning
Multi-Platform Strategy:
Facebook: Longer captions OK (40-80 chars visible) Instagram: Medium length (125-150 chars sweet spot) TikTok: Short and punchy (100-150 chars) Google: Concise and informative (150-300 chars)
Common Format Errors
"Invalid Image Dimensions"
Problem: Image doesn't meet size requirements
Solutions:
- Resize to meet minimum dimensions
- Use recommended sizes for best quality
- Maintain proper aspect ratio
- Don't upload tiny images
"Video Format Not Supported"
Problem: Video codec or format not compatible
Solutions:
- Convert to MP4 (H.264)
- Use video converter tool
- Check codec is H.264 or H.265
- Ensure audio is AAC
"File Size Too Large"
Problem: File exceeds platform limit
Solutions:
- Compress image/video
- Reduce resolution slightly
- Lower video bitrate
- Use compression tools
"Aspect Ratio Incorrect"
Problem: Media doesn't match platform requirements
Solutions:
- Crop or resize to correct ratio
- Use platform-specific dimensions
- TikTok: Must be 9:16 vertical
- Instagram Reels: Must be 9:16 vertical
Platform Comparison Chart
Best Use Cases
| Platform | Best For | Content Type | Length |
|---|---|---|---|
| Community building | Mixed media | Longer OK | |
| Visual storytelling | Photos/short video | Medium | |
| TikTok | Viral content | Short vertical video | 15-60 sec |
| Local discovery | Business updates | Brief |
Engagement Drivers
| Platform | Key Factor | Optimal Format |
|---|---|---|
| Shareable content | Landscape/square | |
| Visual appeal | Square/vertical | |
| TikTok | Trend participation | Vertical 9:16 |
| Local relevance | Business focus |
Next Steps
Now that you understand platform requirements:
- 📐 Use Media Library - Create platform-specific crops
- ✍️ Create Content - Make posts that meet requirements
- 📊 Track Performance - See what works best
- 💡 Optimize Media - Best practices guide
Related Resources
- Content Creation - Creating posts
- Media Attachments - Adding images/videos
- Media Library - Organizing assets
- Platform-Specific Cropping - Optimize for each platform
Last updated: January 14, 2025