The Short Answer
MP4 with H.264 video and AAC audio is the universal safe choice for every social media platform. If you only remember one thing from this article, that's it. Export in MP4, and you're covered everywhere.
But if you want the best possible quality, fastest uploads, and fewest rejections — each platform has specific preferences worth knowing.
YouTube
Recommended: MP4 (H.264 + AAC)
Also accepts: MOV, AVI, WMV, FLV, MKV, WEBM, 3GP, MPEG
Max file size: 256GB or 12 hours (whichever is less)
Best resolution: 4K (3840x2160) or 1080p (1920x1080)
YouTube is the most format-flexible platform. It accepts almost everything and re-encodes all uploads to its own streaming formats anyway. However, uploading in MP4/H.264 gives the fastest processing time and most predictable quality. YouTube also supports HDR content in VP9 and AV1 codecs.
Pro tip: Upload at the highest quality you have. YouTube compresses everything, so starting with a high-bitrate source gives the best final result. A 1080p video at 10-15 Mbps bitrate is the sweet spot for quality vs upload time.
Instagram (Reels, Stories, Feed)
Recommended: MP4 (H.264 + AAC)
Max file size: 650MB (Reels), 250MB (Stories), 650MB (Feed)
Best resolution: 1080x1920 (vertical 9:16 for Reels/Stories), 1080x1080 (square for feed)
Max length: 90 seconds (Reels), 60 seconds (Stories), 60 minutes (Feed)
Instagram heavily compresses all uploads, so starting with the highest quality MP4 minimizes the double-compression quality loss. Vertical video (9:16) gets the most screen real estate on mobile. Instagram doesn't accept MKV, AVI, or WEBM — stick with MP4 or MOV.
Pro tip: Keep bitrate around 5-8 Mbps for 1080p. Higher bitrates get compressed down anyway and just slow your upload. Use AAC audio at 128kbps stereo.
TikTok
Recommended: MP4 (H.264 + AAC)
Also accepts: MOV, WEBM
Max file size: 287MB (mobile), 10GB (desktop upload)
Best resolution: 1080x1920 (vertical 9:16)
Max length: 10 minutes
TikTok is built for vertical mobile video. Always shoot and export in 9:16 portrait orientation. The platform aggressively compresses uploads, so upload the highest quality source you can. MOV files from iPhones work perfectly. Avoid uploading anything below 720p — it'll look noticeably soft after TikTok's compression.
Pro tip: If you're editing on a computer, export as MP4 at 1080x1920 with 6-10 Mbps bitrate. TikTok's desktop uploader accepts larger files and generally produces better quality than uploading via phone.
Recommended: MP4 (H.264 + AAC)
Max file size: 5GB
Best resolution: 1920x1080 (landscape) or 1080x1920 (vertical)
Max length: 15 minutes (pages), 10 minutes (personal profiles)
LinkedIn is strict about formats — MP4 is essentially the only reliable option. MOV files sometimes work but occasionally get rejected. MKV, AVI, and WEBM are not supported. LinkedIn also requires specific aspect ratios: 1:2.4 to 2.4:1.
Pro tip: LinkedIn's algorithm favors native video over shared YouTube links. Upload directly for 5x more reach. Keep videos under 2 minutes for maximum engagement — LinkedIn's audience scrolls fast.
Recommended: MP4 (H.264 + AAC)
Also accepts: MOV, AVI, MKV, WMV, FLV, WEBM
Max file size: 10GB
Best resolution: 1080p (1920x1080 landscape, 1080x1920 vertical)
Max length: 240 minutes
Facebook accepts the widest range of formats after YouTube. However, MP4 with H.264 processes fastest and most reliably. Facebook Reels follow the same 9:16 vertical format as Instagram Reels. For feed posts, both landscape and square formats work well.
Pro tip: Facebook compresses video heavily. Upload at a higher bitrate than you'd think necessary — 10-15 Mbps for 1080p. The platform will compress it down, but starting higher means better final quality.
X (Twitter)
Recommended: MP4 (H.264 + AAC)
Max file size: 512MB (verified), 512MB (X Premium)
Best resolution: 1920x1080 (landscape) or 1080x1920 (vertical)
Max length: 140 seconds (free), 8 minutes (X Premium)
X only reliably accepts MP4. MOV files sometimes work but are less consistent. Keep videos short — the platform's culture rewards concise content. Vertical video gets more screen space on mobile feeds.
Pro tip: X compresses video aggressively. High-motion content (sports, action) benefits from higher source bitrate (8-12 Mbps). Talking-head videos look fine at 4-6 Mbps.
What If Your Video Is in the Wrong Format?
If you have a video in MOV, MKV, AVI, WMV, or any other format that your target platform doesn't accept, convert it to MP4 before uploading:
All conversions are free, instant, and run in your browser at FluidConvert.
Quick Reference Table
| Platform | Format | Resolution | Max Size | Max Length |
|----------|--------|-----------|----------|------------|
| YouTube | MP4 | 4K/1080p | 256GB | 12 hours |
| Instagram | MP4 | 1080x1920 | 650MB | 90 sec (Reels) |
| TikTok | MP4 | 1080x1920 | 287MB | 10 min |
| LinkedIn | MP4 | 1920x1080 | 5GB | 15 min |
| Facebook | MP4 | 1080p | 10GB | 4 hours |
| X/Twitter | MP4 | 1920x1080 | 512MB | 140 sec |
Bottom Line
MP4 (H.264 + AAC) works everywhere. Shoot in the highest quality you can, export as MP4, and upload. If a platform compresses your video too much, try increasing your source bitrate — not your resolution. And always upload natively to each platform rather than sharing a YouTube link, since every algorithm favors native content.
If your source video is in any other format, convert it to MP4 first — it takes seconds and guarantees your upload won't get rejected.