Content Creator's Guide to File Formats Across Platforms
Each social platform has different format requirements and re-compression behavior. Learn the optimal export settings for every major platform to maximize quality.
Format Identifier
Platform Re-Compression Reality
Every major social platform re-compresses uploaded media to control storage and bandwidth costs. Uploading a perfectly optimized JPEG won't prevent Instagram from re-compressing it. The key is uploading at a quality level that survives this second compression without visible degradation.
Image Formats by Platform
Instagram: Upload JPEG at quality 95+ or PNG. Maximum 1080px wide for feed posts, 1080x1920 for stories. Instagram will re-compress to JPEG; starting with higher quality gives it more headroom. Twitter/X: PNG for screenshots and graphics (Twitter preserves PNG under 3MB), JPEG for photos at quality 90+. LinkedIn: JPEG or PNG under 10MB. Use 1200x627 for link preview images, 1080x1080 for feed posts.
Video Formats by Platform
YouTube: MP4 with H.264, AAC stereo at 192+ kbps. Upload at the highest resolution you have (4K preferred) — YouTube creates all lower resolutions. TikTok: MP4 or MOV, H.264, 1080x1920 vertical, 30-60fps. Keep files under 287MB (10 minutes). Instagram Reels: MP4, H.264, 1080x1920, 30fps, under 4GB.
Audio Formats for Podcasts
Apple Podcasts: MP3 or AAC, mono or stereo, 64-320 kbps (128 kbps mono recommended). Spotify: Same requirements, but Spotify normalizes loudness to -14 LUFS (Apple uses -16 LUFS). RSS enclosure type must be audio/mpeg for MP3 or audio/mp4 for AAC.
Export Checklist
Before uploading to any platform: 1) Check the platform's current specifications (they change frequently). 2) Export at the maximum quality the platform accepts. 3) Verify the correct aspect ratio and resolution. 4) Embed metadata (title, description, creator credits). 5) Check file size limits. 6) Preview the content on a mobile device (most social media is consumed on phones).
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