Posting the wrong video format is the silent conversion killer. A horizontal video on TikTok gets algorithmically suppressed. An oversized file on Snapchat gets rejected outright. This cheat sheet is the only reference you need.
TikTok Video Specs (2025)
- Aspect ratio: 9:16 (vertical) — mandatory - Resolution: 1080×1920 recommended minimum - Duration: 15 seconds to 10 minutes (15–60s performs best organically) - File format: MP4 (H.264 codec) or MOV - Max file size: 287.6 MB (mobile); up to 4 GB via Creator Portal - Frame rate: 23–60 fps (30 fps recommended) - Audio: AAC, stereo, 44.1 kHz recommended
TikTok algorithm note: Videos that don't use 9:16 vertical format are penalised in distribution. Horizontal or square content will still publish but gets roughly 30% less reach.
Instagram Reels Specs (2025)
- Aspect ratio: 9:16 (vertical), 1:1 also supported - Resolution: 1080×1920 for vertical; 1080×1080 for square - Duration: 15 seconds to 90 seconds - File format: MP4 or MOV - Max file size: 4 GB - Frame rate: 23–60 fps - Audio: AAC stereo recommended
Instagram note: Reels with TikTok watermarks are detected and suppressed. Always export clean, watermark-free versions for Instagram.
Instagram Feed Video (2025)
- Aspect ratio: 1:1 (square) or 4:5 (portrait recommended for feed) - Resolution: 1080×1350 for 4:5; 1080×1080 for square - Duration: 3 seconds to 60 seconds - File format: MP4 or MOV - Max file size: 4 GB
Facebook Reels & Feed Video (2025)
- Aspect ratio: 9:16 for Reels; 4:5 or 1:1 for feed - Resolution: 1080×1920 for Reels; 1080×1350 for feed - Duration: Reels: 1–90 seconds; Feed: 1 second to 241 minutes - File format: MP4 preferred - Max file size: 4 GB - Recommended codec: H.264, AAC audio
Snapchat Spotlight / Stories (2025)
- Aspect ratio: 9:16 — required - Resolution: 1080×1920 - Duration: 3–60 seconds for Stories; up to 60 seconds for Spotlight - File format: MP4 or MOV - Max file size: 32 MB for Stories; 1 GB for Spotlight
Snapchat note: Snapchat's audience skews younger (13–24) and engagement peaks between 9 PM–12 AM in the viewer's local timezone.
YouTube Shorts (2025)
- Aspect ratio: 9:16 - Resolution: 1080×1920 - Duration: Up to 60 seconds - File format: MP4 (H.264) - Max file size: 256 MB (mobile); larger via desktop upload
Quick Reference Table
| Platform | Ratio | Resolution | Max Duration | Format | |----------|-------|-----------|-------------|--------| | TikTok | 9:16 | 1080×1920 | 10 min | MP4/MOV | | Instagram Reels | 9:16 | 1080×1920 | 90s | MP4/MOV | | Instagram Feed | 4:5 | 1080×1350 | 60s | MP4/MOV | | Facebook Reels | 9:16 | 1080×1920 | 90s | MP4 | | Snapchat | 9:16 | 1080×1920 | 60s | MP4/MOV | | YouTube Shorts | 9:16 | 1080×1920 | 60s | MP4 |
The One Format That Works Everywhere
If you need a single format that works across all platforms: 1080×1920 MP4, H.264, 9:16, 30 fps, under 60 seconds. This satisfies every major platform's requirements and will publish without issue on TikTok, Reels, YouTube Shorts, and Snapchat.
Clipmerce generates all videos in this format by default, which is why you can publish to every platform from a single generation.