Always Up-to-Date Guide to Social Media Video Specs [Facebook, Instagram, TikTok, X, YouTube, LinkedIn, Pinterest, Snapchat]

Last Updated: January 31, 2025

Staying relevant and capturing your audience’s attention is a constant challenge for marketers. And now that brands rely on video content more than ever, it’s critical to use the correct social media video specs and advertising video sizes.

To simplify marketers’ efforts, we created a complete guide of every single social media video spec and advertising video dimension.

Before we start, here are some additional resources that keep the information in one place:

• Easily reference our social media video specs in our always up-to-date Google Doc.
• Check out our social media image sizes guide for help on static images.
• Want to get better results with video? Download our social media video content workbook.
• Find more information about Sprout-supported files and sizes in our Help Center.

Social Media Video Specs & Ad Sizes By Network

We’ve gathered data on each social network’s specific video sizes and specs. Simply click the links below to jump to your desired network:

• Facebook
• Instagram
• TikTok
• Twitter
• YouTube
• LinkedIn
• Pinterest
• Snapchat

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Facebook Video Specs

Facebook video is consumed at higher rates each year, so it’s no wonder why so many marketers search for the correct Facebook video specs.

There are simply so many types of videos you can share on Facebook and the platform updates its design frequently. Each video format has different dimensions and specs, which can make it confusing to know whether or not you’re uploading the correct format for organic or paid posts. Follow the specs below to optimize your posts.

In-Feed Shared Post Video (Landscape & Portrait)

The most common type of video on Facebook comes from shared posts. This type of video lives in your Facebook Feed, and can be shared by brands or your friends. While it’s not as easy to get organic reach on Facebook, it’s still a viable way to share video.

You can choose between two video orientations: Landscape and Portrait. Here’s a look at the video specs for both.

Video Guidelines

• Resolution: 1280×720, 720×1280
• Minimum width: 1200 pixels
• Aspect ratio: 16:9, 9:16
• Max file size: 10GB
• Recommended video formats: MP4, MOV
• Video length: 1 second to 240 minutes
• Bitrate: 256kbps
• Frame rate: 30fps

Sprout Guidelines

• Same as above, except:
• Max file size: 3GB max in Sprout
• Video length: 45 minutes max, if uploading in Sprout
• Supported file types: MP4, MOV, AVI

Facebook Reels

The convenience of cross-posting your Instagram Reels to Facebook expands the reach of your videos. This format appears organically in feeds but often gets priority on Facebook feeds.

Video Guidelines

• Resolution: 1080p
• Aspect ratio: 9:16
• Max file size: No file size limit
• Recommended video formats: MP4
• Video length: 3 seconds to 90 seconds
• Frame rate: 24fps – 60fps

Sprout Guidelines

• Same as above, except:
• Video length: 60 seconds max
• Supported file types: MP4, MOV, AVI
• Frame rate: 30fps recommended in Sprout

Facebook Stories

Similar to Instagram Stories, you can post Facebook Stories to extend the reach of your posts. Users who may not follow you on Instagram will be able to view and interact with your Stories.

Video Guidelines

• Resolution: 1080p
• Minimum width: 500 pixels
• Aspect ratio: 9:16 and 4:5 to 1.91:1
• Max file size: 4GB
• Recommended video formats: MP4 or MOV
• Video length: 1 second to 60 seconds

Facebook Video Ad Specs

There are more than 10 million advertisers now on Facebook and having the right specs for your ads can be tricky. Each type of Facebook video ad is different, so let’s break down the specs for each type of video you can produce.

In-Feed Video Ads

These Facebook video ads are the sponsored equivalent of in-feed posts, and they follow similar guidelines to in-feed video posts.

Video guidelines

• Resolution: 1080×1080 minimum
• Minimum width: 120 pixels
• Minimum height: 120 pixels
• Aspect ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
• Max file size: 4GB
• Recommended video formats: MP4, MOV or GIF
• Video length: 1 seconds to 240 minutes
• Frame rate: 30fps

Character limits

• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

Carousel Video Ads

Facebook Carousel Video ads allow brands to showcase multiple videos (or images) and a landing page link within a user’s Facebook feed. It has grown in popularity because its unique scrolling feature allows users to see more content before clicking. In fact, Digiday estimated Carousel Ads to be 10x more effective than standard social media ads.

Video Guidelines

• Resolution: 1080×1080 minimum
• Aspect ratio: 1:1
• Max file size: 4GB
• Recommended video formats: MP4, MOV or GIF
• Video length: 1 seconds to 240 minutes
• Frame rate: 30fps

Character limits

• Primary text: 125 characters
• Headline: 32 characters
• Description: 18 characters
• Landing Page URL: Required

Collection Video Ads (Mobile)

The Facebook Collection ads showcase multiple images and a main video above it. This is perfect for displaying multiple products (or various colors of a single product) plus a video. The ad type has been popular so far with retailers and clothing companies as an instant storefront or lookbook.

Video Guidelines

• Resolution: 1080×1080 minimum
• Aspect ratio: 1:1
• Max file size: 4GB
• Recommended video formats: MP4, MOV or GIF
• Video length: 1 seconds to 240 minutes
• Frame rate: 30fps

Character Limits

• Primary text: 125 characters
• Headline max: 40 characters
• Landing Page URL: Required

Instant Experience Video Ads

Facebook Instant Experience ads open up a full-screen experience after the first click, which can be further customized with a variety of interactive features. This can include multiple video experiences, including features to auto-play on loop.

Video Guidelines

• Minimum width: 720 pixels
• Max file size: 4GB
• Recommended video formats: MP4, MOV
• Video length: Up to 2 minutes
• Frame rate: 30fps

Slideshow Video Ad

Facebook’s Slideshow videos were built for advertisers wanting to reach audiences with slower internet connections. Instead of a regular video, slideshows are just that–a slideshow of images or video in an ad display.

Video Guidelines

• Resolution: 1080×1080
• Aspect ratio: 16:9 or 1:1
• Recommended video formats: MP4 or MPV
• Slideshow duration length: 15 seconds

Facebook Stories Ads

Facebook added the Stories feature – photo or short video posts that are only available for 24 hours. In addition to user-generated organic posts, Stories ads are available to run between sets of posted Stories. While most users will be sharing immediate and organic updates from their phone’s camera, the guidelines for this format are similar for both paid and organic ad posts.

Video Guidelines

• Resolution: 1080×1080
• Minimum width: 500 pixels
• Aspect ratio: 9:16
• Max file size: 4GB
• Recommended video formats: MP4, MPV and GIF
• Video length: 1 second to 2 minutes
• Frame rate: 30fps

Character Limits

• Primary text: 125 characters
• Headline: 40 characters

For more information on the video specs for Facebook, visit the Facebook Help Center.

Instagram Video Specs

Instagram launched video capabilities in 2013 and quickly saw enough success to start advertising on the platform in 2015. Since then, video only continues to grow as an engaging social format. Needless to say, Instagram videos are absolutely worth the investment.

Carousel Video

Since 2015, Instagram crafted its video formats to allow three different styles: landscape, square and vertical. However, like the app, Instagram and how video is presented has evolve. Gone are the days of IGTV and Instagram Video. Video can be natively included as a post or carousel post, or they can be uploaded as Reels, but more on Reels later.

Video Guidelines

• Resolution: 1080×1080, 1080×1350
• Aspect ratio: 9:16
• Max file size: 4GB
• Recommended video formats: MP4, MOV
• Video length: 3 seconds to 60 minutes
• Frame rate: 23-60 fps

Sprout Guidelines

• Same as above, except:
• Max file size: 100MB in Sprout
• Video length: 60 seconds max

Instagram Reels

Introduced in 2020, Instagram Reels are another option for your video strategy on Instagram. These short-form, easily digestible videos are becoming the preferred type of content in Instagram feeds.

Fortunately for social content creators looking to easily generate a lot of content for Instagram, most of the video specs for Instagram Reels are fairly similar to other formats on the platform.

As Instagram has started to add separate tabs for different content types, thumbnails will be cropped differently on each view. If the viewer is on the first tab that has all content types, the thumbnail will be cropped to the traditional square post size of 4:5–center your subjects and plan to avoid undesirable vertical cropping.

Video Guidelines:

• Resolution: 720p minimum
• Frame rate: 30 fps minimum
• Aspect ratio: 1.91:1 and 9:16 recommended
• Max file size: 4GB max
• Recommended video formats: MP4 or MOV
• Video length: 3 seconds to 15 minutes
  • Recording in-app is limited to 90 seconds; users can upload videos up to 15 minutes

Sprout Guidelines

• Same as above, except:
• Max file size: 1GB in Sprout
• Max bitrate: 5 Mbps
• Video length: 60 seconds max

Cover Photo Size:

• Size: 420p x 654p
• Feed aspect ratio: 4:5

Instagram Stories

Instagram Stories are short-form videos that display for 24-hours on your profile. Followers and users can access your Stories directly from your profile; followers have the luxury of accessing your Stories directly from their feed, where Stories for accounts they follow display directly at the top of their screen.

Video Guidelines

• Resolution: 1080×1080
• Minimum width: 500 pixels
• Aspect ratio: 9:16
• Max file size: 4GB
• Recommended video formats: MP4, MOV or GIF
• Video length: 1 second to 60 seconds
• Frame rate: 23-60 fps

Character Limits

• Primary text: 125 characters

Consider leaving roughly 250 pixels of the top of the video free from text to avoid covering them with the profile icon.

Instagram Video Ad Specs

Instagram’s advertising revenue has significantly increased over the last year. In fact, Instagram reportedly earned $43.2 billion in ad revenue in 2022. The push for Instagram advertising is real and marketers have to be ready to take advantage with engaging videos.

Carousel Video Ad

Much like Facebook’s Carousel Ads, Instagram offers a similar feature. Carousel ads allow users to see more of a product or feature than a single image or video. With Instagram, your carousel video ads can have 2-10 cards with a full-width call to action below the ad.

Video Guidelines

• Resolution: 1080×1080
• Aspect ratio: 1:1
• Max file size: 4GB (video) 30MB (image)
• Recommended video formats: MP4, MOV or GIF
• Video length: 1 second to 2 minutes
• Number of Carousel cards: 2 (minimum) to 10 (maximum)
• Frame rate: 23-60 fps

Instagram Stories Ads

It didn’t take long for Instagram Stories to feature ads within users’ story feeds. Brands can seamlessly integrate their video content between other Instagram users’ Stories.

Video Guidelines

• Resolution: 1080×1080
• Minimum width: 500 pixels
• Aspect ratio: 9:16
• Max file size: 4GB
• Recommended video formats: MP4, MOV or GIF
• Video length: 1 second to 60 minutes
• Frame rate: 23-60 fps

Character Limits

• Primary text: 125 characters

Consider leaving roughly 250 pixels of the top of the video free from text to avoid covering them with the profile icon

If you’re looking for further information including images, check out our complete guide to all the Instagram ad sizes.

For more information on the video specs for Instagram, visit the Facebook Help Center.

Find more information about Sprout-supported files and sizes in our Help Center.

TikTok Video Specs

TikTok has quickly gained attention in the social space. Fortunately, TikTok’s focus on easy to create and share videos means it’s not hard to start producing video content for the platform, and there are plenty of trends to inspire TikTok content creation.

TikTok In-Feed Videos

TikTok videos are all about the ease of creation, editing and sharing, so it makes sense that specs are more or less oriented around typical mobile phone dimensions. One key trait to keep in mind if you’re trying to repurpose video content across platforms is that videos uploaded from another file source, rather than recorded on the app, can be longer than 60 seconds.

Video Guidelines

• Resolution: 1080×1920
• Aspect ratio: 9:16
• Max file size: 72MB (Android users) and 278.6MB (iOS users)
• Recommended video formats: MP4 or MOV
• Video length: Up to 3 minutes recorded in-app or 10 minutes when uploaded from another source
• Frame rate: 23-60fps

Sprout Guidelines

• Same as above, except:
• Max file size: 1GB max in Sprout
• Video length: 10 minutes max, if uploading in Sprout
• Supported file types: MP4, MOV, WEBM

TikTok Feed Ads

TikTok ads are a rapidly evolving opportunity for brands. The in-feed option for paid TikTok content is fairly similar to the formatting for existing organic content. To fine-tune paid content for the best performance, be sure to consult TikTok’s business center for the latest tips.

Video Guidelines

• Resolution: 540×960, 640×640 or 960×540
• Aspect ratio: 9:16, 1:1 or 16:9
• Max file size: Up to 500MB
• Recommended video formats: MP4, MOV, MPEG, 3PG or AVI
• Video length: 5 seconds to 60 seconds
• Bitrate: 516 kbps minimum
• Frame rate: 23-60fps

Character Limits

• Ad description: 1-100 Latin alphabet letters and 1-50 Asian characters

Twitter Video Specs

X (formerly Twitter) is a popular space to share and interact with different social media videos. For marketers, it’s all about keeping a user’s attention with enthralling and click-worthy video content. In the sports and entertainment industry, Twitter is often the go-to for sharing video content, so it’s critical to learn the correct Twitter video specs.

Twitter Landscape & Portrait Videos

Twitter provides two formats of in-feed video content to share with your followers: landscape and portrait. These specific formats are only available for uploading video directly to Twitter, rather than sharing YouTube or other links.

Video Guidelines

• Resolution: 1280×720 (landscape), 720×1280 (portrait), 720×720 (square)
• Aspect ratio: 16:9 (landscape or portrait), 1:1 (square)
• Max file size: 512MB*
• Video length: 0.5 seconds to 140 seconds*
• Frame rate: 30fps or 60fps

*Twitter Pro Media users can upload files up to 1GB and videos up to 10 minutes.

Sprout Guidelines

• Same as above, except:
• Max file size: 512MB max in Sprout
• Video length: 140 seconds max, if uploading in Sprout
• Supported file types: MP4, MOV

Character Limits

• Maximum count: 280 characters.

Twitter Videos Ad Specs

Looking to promote your video through paid ads on Twitter? Luckily, you can use the same exact formats from Twitter organic videos. Stick to the same specs for both organic and paid video to ensure maximum visibility.

Video Guidelines

• Resolution: 1280×720 (landscape), 720×1280 (portrait), 720×720 (square)
• Aspect ratio: 16:9 (landscape or portrait), 1:1 (square)
• Max file size: 512MB
• Video length: 0.5 seconds to 140 seconds
• Frame rate: 30fps or 60fps

Character Limits

• Maximum count: 280 characters.

For more information on the video specs for Twitter, visit the Twitter Help Center.

YouTube Video Specs

As the second-largest search engine behind Google, YouTube is an essential network for video content. For marketers, YouTube is a great space to promote, educate and share video content around your brand.

As YouTube continues to grow as a destination for video content, it hosts everything from short-form promotional videos to full-length movies and TV. This means users are streaming content on all sorts of devices, which could have different levels of zoom or overscan.

While there’s no hard and fast rules from the platform on how to approach the video editing concept of “title safe” areas where text like titles and subtitles aren’t cut off, you do want to avoid placing these types of visual elements right at the edges of your video area. Read on for more specifics on each format available on YouTube.

Video Player (Standard YouTube Video)

While YouTube allows users to upload various types of media formats and use plenty of different dimensions, organically, there’s truly only one format for the video player. Organic videos should all follow a 16:9 ratio, but can be uploaded 4:3. However, the smaller ratio will automatically pillarbox the sides to still make it fit in the player.

YouTube has seven recommended dimensions and ratios for standard YouTube videos:

Video Guidelines for Non-Verified Accounts

• Resolution:
  • 4320p (8k): 7680×4320
  • 2160p (4K): 3840×2160
  • 1440p (2k): 2560×1440
  • 1080p (HD): 1920×1080
  • 720p (HD): 1280×720
  • 480p (SD): 854×480
  • 360p (SD): 640×360
  • 240p (SD): 426×240
• Aspect ratio: 16:9 default
• Max file size: 5GB max in Sprout
• Recommended video formats: MOV, MPEG-1, MPEG-2, MPEG4, MP4, MPG, AVI, WMV, MPEGPS, FLV, 3GPP, WebM, DNxHR, ProRes, CineForm, HEVC (h265)
• Video length: Up to 15 minutes
• Frame rate: 24, 25 or 30fps

Sprout Guidelines

• Same as above, except:
• Max file size: 5GB max in Sprout
• Video length: 15 minutes max, if uploading in Sprout
• Supported file types: MP4, MOV

Video Guidelines for Verified Accounts

• Resolution:
  • 4320p (8k): 7680×4320
  • 2160p (4K): 3840×2160
  • 1440p (2k): 2560×1440
  • 1080p (HD): 1920×1080
  • 720p (HD): 1280×720
  • 480p (SD): 854×480
  • 360p (SD): 640×360
  • 240p (SD): 426×240
• Aspect ratio: 16:9 default
• Max file size: 256GB or 12 hours, whichever is less
• Recommended video formats: MOV, MPEG-1, MPEG-2, MPEG4, MP4, MPG, AVI, WMV, MPEGPS, FLV, 3GPP, WebM, DNxHR, ProRes, CineForm, HEVC (h265)
• Video length: Up to 12 hours, dependent on file size
• Frame rate: 24, 25 or 30fps

Sprout Guidelines

• Same as above, except:
• Max file size: 128GB max in Sprout
• Video length: 12 hours max, if uploading in Sprout
• Supported file types: MP4, MOV

YouTube Shorts

Introduced late 2020, YouTube Shorts have recently made its debut as another short-form video feature. These videos are a new way to watch, create and discover short-form content. Because people are watching more short-form videos globally, using Shorts is a new way to reach wider audiences to entertain or educate.

Video Guidelines

• Resolution:
  • 4320p (8k): 4320×7680
  • 2160p (4K): 2160×3840
  • 1440p (2k): 1440×2560
  • 1080p (HD): 1080×1920
  • 720p (HD): 720×1280
  • 480p (SD): 480×854
  • 360p (SD): 360×640
  • 240p (SD): 240×426
• Aspect ratio: 9:16 or 1:1
• Recommended video formats: MOV, MPEG-1, MPEG-2, MPEG4, MP4, MPG, AVI, WMV, MPEGPS, FLV, 3GPP, WebM, DNxHR, ProRes, CineForm, HEVC (h265)
• Video length: Up to 60 seconds

For more information on the video specs for YouTube, visit the Google Help Center.

YouTube Video Ad Specs

Standard YouTube videos are pretty straightforward, but there are a few video ad formats to learn if you want to advertise on the network. According to data from Google, brands advertising on YouTube with Discovery ads see incremental conversions.

Skippable, Non-Skippable, Mid-Roll, Bumper Video, In-Feed Display Ads

We’ve put these five YouTube video ads specs together because in the end, they all play through the standard YouTube video player. That means all of these ad types follow the same dimensions as the non-ad videos, but only differ in video length. Let’s look at each ad type:

• Skippable Video Ad: This YouTube ad type is played before, during or after the content and becomes skippable after 5 seconds. This ad format is the only one allowing advertisers to monetize views from any viewing device.
• Non-Skippable Video Ad: This YouTube ad type is played before the content and users must watch the full 15 seconds maximum ad (can also be added during or after video).
• Mid-roll Video Ad: This YouTube ad type is played mid-view (like TV commercials) and is only available for videos 8 minutes or longer. Ads are added either manually or automatically. Mid-rolls can be skippable, but users must watch 30 seconds or the entire ad (whichever is shorter).
• Bumper Video Ads: This YouTube ad type is played before the content. This short 6-second max video cannot be skipped and is usually optimized for mobile views.
• Display Ads: These ads are shown in users’ search queries and sometimes appear in the right video column when watching a video. These ads are static, which means they don’t automatically play. However, once the video is clicked, the type of content displayed can simply follow the standard video player guidelines.

Video Guidelines

• Resolution: 1920 x 1080 (horizontal), 1080 x 1920 (vertical), 1080 x 1080 (square)
• Aspect ratio: 16:9 (horizontal), 9:16 (vertical), 1:1 (square)
• Max file size: 256GB
• Recommended video formats: MPG
• Video length:
  • Skippable Video Ad: No maximum, but recommended 15 – 20 seconds for awareness, 2 – 3 minutes for consideration, and 15 – 20 seconds for action.
  • Non-Skippable Video Ad: 15 or 20 seconds, depending on marketing
  • Mid-roll Video Ad: 30 seconds minimum
  • Bumper Video Ad: 6 seconds maximum
  • In-Feed (Display) Video Ad: 15-20 seconds for awareness, 2-3 minutes for consideration

For more information on the video specs for YouTube, visit the Google Help Center.

LinkedIn Video Specs

With 66% of consumers finding short-form video the most engaging type of in-feed social content, LinkedIn adopted the use of video on the platform. If you’re looking to incorporate video into your LinkedIn marketing strategy, then it’s important to do it with the right specs. While some technical requirements may match other networks, there are some specs that are specific to LinkedIn.

LinkedIn In-Feed Video

While before the only video format you were able to upload was a shared video, LinkedIn has expanded its capabilities to upload your own videos into the platform.

LinkedIn video sizes

• Resolution: 256×144 (min) and 4096×2304 (max)
• Aspect ratio: 1:2.4, 2.4:1
• Max file size: 5GB
• Recommended video formats: AAC, ASF, FLV, MP3, MP4, MPEG-1, MPEG-4, MKV, WebM, H264/AVC, Vorbis, VP8, VP9, WMV2, WMV3
• Video length: Up to 10 minutes
• Frame rate: 60fps
• Bitrate: Up to 30mbps

Sprout Guidelines

• Same as above, except:
• Max file size: 5GB max in Sprout for Company and Personal Pages
• Video length: 10 minutes max, if uploading in Sprout
• Supported file types: ASF, AVI, MP4, FLV, MKV, WEBM, Quicktime

For more information on the video specs for LinkedIn, visit the LinkedIn Help Center.

LinkedIn Video Ads

As of 2018, LinkedIn now offers video ads. The requirements are a little bit different than in-feed video, so be sure to consider them when developing ads for your paid campaign.

Video Guidelines

• Recommended dimensions and resolutions:
  • Vertical (4:5): Min 360 x 450 pixels, Max 1536 x 1920 pixels
  • Vertical (9:16): Min 360 x 640 pixels, Max 1080 x 1920 pixels
  • Landscape (16:9): Min 640 x 360 pixels, Max 1920 x 1080 pixels
  • Square (1:1): Min 360 x 360 pixels, Max 1920 x 1920 pixels
• Aspect ratio:
  • Vertical: 4:5, 9:16
  • Landscape: 16:9
  • Square: 1:1
• Max file size: 200MB
• Recommended video formats: MP4
• Video length: 3 seconds to 30 minutes
• Frame rate: 30fps

Character Limits

• Ad name: 255 characters
• Headline: 70 characters recommended; 200 characters maximum
• Introductory text: 150 characters recommended; 600 characters maximum

For more information on the video specs for LinkedIn ads, visit LinkedIn Marketing Solutions Help.

Pinterest Promoted Video Specs

Pinterest allows video upload for business accounts only, so they have specs designed for brands to get the most out of the highly visual and inspirational lifestyle content frequently shared on the platform.

Shared Video Pins and Standard Width Video Ads

In addition to ads, Pinterest Business Accounts can upload organic video content. There are two formats: standard and max width video. Below are the dimensions for standard width video ads and standard Pins.

Video Guidelines

• Aspect ratio: 1:1, 2:3, 4:5, 9:16
• Max file size: 2GB
• Recommended video formats: MP4, MOV or M4V
• Video length: 4 seconds to 15 minutes

Character Limits

• Title: Up to 100 characters
• Description: Up to 500 characters

Max Width Video Ads

Pinterest allows you to publish standard width and maximum width video ads. Maximum width videos expand across mobile users’ entire screens. These specs apply only to maximum width video ads; standard video ad specs can be found above. Note that maximum width video ads are only paid ads.

Video Guidelines

• Aspect ratio: 1:1
• Max file size: 2GB
• Recommended video formats: MP4, MOV or M4V
• Video length: 4 seconds to 15 minutes

Character Limits

• Title: Up to 100 characters
• Description: Up to 500 characters

For more information on the video specs for Pinterest ads, visit Pinterest Business Help.

Snapchat Video Specs

Snapchat is still an active network for younger generations to share video content. Whether it’s through FOMO-inducing filters, Snapchat is a hotbed for video sharing.

Single Videos and Single Video Ad

This video format is the most common across the channel and is the main way users communicate back and forth through the app. However, your business can post videos to its story so others can see what your business is up to. Just follow these specs:

Video Guidelines

• Resolution: 1080×1920
• Aspect ratio: 9:16
• Max file size: 1GB
• Recommended video formats: MP4 or MOV
• Video length: 3 seconds to 180 seconds

Character Limits

• Brand: 25 characters
• Headline: 34 characters

Long-Form Story Video Ad

Snapchat currently offers one main video format for ads, which is known as the Story Ad. However, the Snapchat Story Video Ad is what users see in between viewing users’ Stories.

Video Guidelines

• Resolution: 1080×1920
• Aspect ratio: 9:16
• Max file size: 1GB
• Recommended video formats: MP4 or MOV
• Video length: 3 seconds to 180 seconds

Character Limits

• Brand: 25 characters
• Headline: 34 characters

For more information on the video specs for Snapchat, visit the Snapchat Ads Help Center.

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11 marketing leaders who put social media first

According to The 2025 Sprout Social Index,™ around three-quarters of marketing leaders say organic and paid social media marketing are top priorities for their organization. But many practitioners are skeptical, as they struggle to secure the headcount and resources they need.

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Leslie Berland is the CMO of Verizon, an iconic telecommunications company earning a reputation for best-in-class organic engagement on social.

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Jo Boundy, CMO, Commonwealth Bank

Commonwealth Bank CMO Jo Boundy has a background that spans multiple industries, is a repeat South by Southwest Sydney speaker and has firm views on outdated advertising best practices. As Boundy said on social, “What if I told you brands are getting advertising all wrong?…We need to stop interrupting and start being the entertainment.”

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In fact, the media has recognized CommBank, as they’re affectionately known, for being the best integrated advertisers in Australia. With Boundy’s direction, the company has become intertwined with sport and women’s football in a way no other brand ever has. Follow her for the latest on using entertainment to deepen brand communities on social and beyond.

Nicola Jones, Head of Digital & Social Media, Aldi UK

Aldi UK’s Head of Digital and Social Media, Nicola Jones, is the leader behind one of the internet’s wildest personas that delivers some of the industry’s best social ROI. The UK branch of the international grocer recently won two 2024 Effie Awards for Social Media, including one for Sustained Success.

As Jones said in a recent LinkedIn post, “These wins reflect the culmination of a clear, long-term sustainable strategy that’s been at the heart of everything we’ve delivered. While it may seem like we’re just out here cracking jokes for laughs (and yes, that may have been the case at times!), the truth is our social content has consistently delivered some of the highest ROI across Aldi’s marketing efforts.”

Like Jones alluded to, the brand has mastered an unhinged persona on platforms like X and Threads, winning over audiences and effortlessly joining trending conversations. Aldi UK is cemented not only in online culture, but in the minds of their loyal followers and customers.

Though Jones recently announced she was leaving the company, you can stay in the loop on her next chapter by following her on LinkedIn.

Nathan Jun Poekert, CMO, General Idea

Nathan Jun Poekert has built a name for himself on LinkedIn. With more than 40,000 followers on the platform, Jun Poekert is well known as an expert in organic, influencer and paid social strategy.

After serving as Head of Social, Content & Digital Innovation at American Eagle, he transitioned to consulting brands on their social strategies, and building a reputation as a thought leader and creator. He pivoted his social experience into the role of CMO at General Idea, a brand agency behind major fashion moments.

Even while juggling his new position, Jun Poekert remains an active online personality and creator. His posts examine the philosophical and ethical questions of working in social, while walking followers through the true best practices of running a successful brand presence.

To stay connected with Jun Poekert, follow him on social and rewatch some of our favorite webinars he took part in, including Navigating Social in an Election Year and Under the Brand-fluence.

Todd Kaplan, CMO, Kraft Heinz North America

Todd Kaplan is the CMO of Kraft Heinz North America, and has helped the brand usher in a new era of transformation in the digital landscape. As he told Adweek, his style of leadership helps his team “find the sweet spot between creativity and business objectives.”

Kaplan has been recognized by Forbes and Business Insider as a top CMO, and was even called a “Marketing Rockstar” by Rolling Stone. Kaplan spent most of his career helping PepsiCo grow and maintain cultural relevance. His move to Kraft Heinz in 2024 signifies a fresh start for the legacy brand, and is already translating to increased share of voice and online cultural competency.

On their social channels, Kraft brands like Kraft Mac & Cheese bring a distinct social-first flair to their content, like this video tutorial of how to serve their noodles “the right way.” Kaplan has shared in many interviews that he believes in balancing brand and performance marketing, and it’s clear the team is using that as a launch pad to unleash more brand building.

Keep up with Kaplan—a leader well-known for his laidback style and dedication to his favorite sports teams—on LinkedIn for highlights from his latest media appearances.

Kikora Mason, VP of Community & Social Media, JP Morgan Chase

Kikora Mason is the VP of Community and Social Media at JP Morgan Chase. The multinational financial services firm is 225 years old, yet still invests in new ways to connect and grow its community—which is key to its success over the centuries.

In her role, Mason leads a team focused exclusively on social listening and community management. She reviews trend analyses on a daily basis—always on the lookout for real-time engagement opportunities. As she told us when we interviewed her for an article about social media executive career growth, “It’s always important to know your target audience and base your strategy on what will resonate with them and fulfill your objectives.”

But JP Morgan Chase doesn’t chase trends for the sake of it, or run on the trend cycle hamster wheel. Instead, they take a measured approach and wait for opportunities that align with their brand. Mason advised, “The internet never holds back when a brand is being inauthentic.”

Follow Mason on LinkedIn, where she shares takeaways from leadership panels she participates in and offers advice to young marketers.

Taylor Montgomery, CMO, Taco Bell

Taco Bell’s CMO Taylor Montgomery has been at the helm of the brand’s marketing presence during their biggest social media moments—from recruiting Doja Cat to bringing back Mexican Pizza. Montgomery champions approaching social like a user instead of a brand, a strategy that seems to be paying off.

Under Montgomery’s leadership, the brand has consistently grown, and this growth has been directly tied to Taco Bell’s ambitious digital marketing strategy.

On social, the brand builds hype for their latest menu drops and collections, influencer and celebrity partnerships, and conjures up strong feelings of affinity and nostalgia.

Follow Montgomery for the latest and greatest from Taco Bell’s marketing efforts and overviews of his thought leadership interviews.

Scott Morris, CMO, Sprout Social

Sprout’s CMO Scott Morris is a top marketing leader to watch (but we might be biased). With Morris’ leadership, Sprout has developed a robust influencer marketing program, launched a new digital launch event motion, crafted a “customer zero” content series and attributed more revenue than ever to social efforts.

Morris often pushes our social team to think beyond tried-and-true B2B marketing formulas, a testament to his brand-building expertise.

On LinkedIn, he shares wins from our campaigns, the latest product launches, and his takeaways about the value of social and social insights. Follow him there to stay current, and read his growing library of articles on our blog.

Josh Rangel, Senior Director of Social Media, Ogilvy

As a Senior Director of Social Media at Ogilvy, Josh Rangel brings almost 20 years of social media experience to his client work. Under his leadership, his team builds award-winning campaigns for some of the world’s most well-known brands.

Rangel is also a member of our Index Council, a cohort of social marketers and thought leaders who helped us shape our data into the 2025 Index report. Rangel illuminated how he advocates for more resources for social when we interviewed him: “Budget shouldn’t be a dirty word. Speak plain language that ties social media performance back to business results. Keep it simple and focus on: 1) bringing the receipts, 2) positioning social as a laboratory for testing and learning, and 3) sharing the cost of not being part of the conversation.”

On LinkedIn, Rangel shares more about the experience of speaking up for more resources and his observations about the latest trends, plus relatable memes that capture the sentiment of the industry and a relatable POV only social marketers can understand.

Sarah Thomas, CMO, Caudalie

When Sarah Thomas began her career as the Social Media Manager at Caudalie Americas in 2020, it might’ve seemed unimaginable that she would rise up the ranks to CMO in just four years. But that’s exactly what happened—reinforcing the important role social plays at the epicenter of all marketing functions, and how career paths will evolve in light of social’s upward trajectory.

On LinkedIn, Thomas shares some of the brand’s biggest marketing highlights and takeaways from social that inform her new role, like the importance of reinventing your brand identity.

During her tenure as Social Media Manager, the brand became a Gen Z darling, popping up in get ready with me videos all over TikTok. In fact, one of their most popular serums is sold every 30 seconds.

The 30 year-old beauty brand has just as much equity and loyalty as some newer emergent brands, proving just how well Thomas led Caudalie to reach new audiences and grow affinity. Follow her on LinkedIn for more on the future of this brand, and her unexpected career path.

Fill your feed with marketing leaders’ insights

These marketing leaders are redefining the role of social media in modern business strategies. From legacy brands embracing innovation to trailblazers pushing creative boundaries, they offer inspiration and actionable lessons to guide your own social-first journey.

By following their work and learning from their successes, you can fuel your own growth and keep your marketing plans ahead of the curve. Fill your feed with their expertise to stay connected to the cutting edge of social media marketing.

For more on building a compelling case for more resources and mapping out a career path that will match where social is headed, read The 2025 Sprout Social Index™.

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How to adopt AI for content marketing

AI in content marketing is transforming how marketers like you have traditionally worked. It’s helping you become more strategic in planning your campaigns and more efficient. You’re able to build engaging brand stories, personalize messaging at scale, analyze content performance and map audience preferences quickly and accurately.

A Sprout Social Pulse Survey from Q2 2023 reveals that 71% of social marketers have already integrated AI and automation tools into their workflows and 82% of them report positive outcomes.

In other words, this collaboration between AI marketing and marketers isn’t about replacing humans. It’s about enhancing our ability to create, distribute and optimize content more effectively than we’ve ever been able to do before.

The role of AI in content marketing

AI is set to play an integral part in almost all aspects of content marketing, even as misconceptions abound that AI is mainly for generating content. This growing change isn’t lost on marketers. According to The 2025 Sprout Social Index™, 32% of social media marketers fear being replaced by AI because they feel their roles will become redundant.

The reality is otherwise. AI can be your finest social media assistant, helping you enrich your workflow efficiency along every step of the content marketing process. In fact, by integrating AI tools into their social media workflows, the Sprout Social team saved 72 hours/quarter on content performance reporting.

Here’s a quick look at the many ways in which AI helps in content marketing.

Content ideation

Generating fresh and relevant content ideas can be challenging, but AI simplifies the process by analyzing audience preferences, trends and keywords. AI-powered tools suggest topics based on data, ensuring your content resonates with your target audience. This reduces brainstorming time and increases the likelihood of creating high-performing content.

Content research

AI accelerates the research process by quickly gathering data from multiple sources, analyzing competitor strategies, and identifying audience pain points. For example, AI-powered tools act as research assistants and will summarize lengthy articles or highlight key insights to give you the information you need to craft effective content.

Content creation

A 2024 global survey revealed that 42% of marketers use AI tools daily or weekly for writing or generating content. Generative AI tools can draft blogs, social media captions, video scripts and even visuals, saving time and effort. These tools enable marketers to produce high-quality content faster while allowing them to focus on refining the tone, style and narrative to ensure it aligns with the brand’s voice.

Content distribution

AI helps you distribute content more effectively by analyzing audience behavior to determine the best platforms and posting times. It also automates scheduling and publishing across multiple channels, making sure your content reaches more people and drives better engagement. Plus, AI can segment your audience and customize content for different groups, making it more relevant and personalized.

Content repurposing

You can repurpose content easily by transforming existing materials into new formats. For instance, turn a blog post into a video script, an infographic or social media post. AI tools also analyze the performance of past content to suggest which pieces are worth repurposing, helping marketers maximize their content’s value.

Content performance analysis

Tracking performance metrics like traffic, engagement and conversions is vital for any content marketing strategy. AI-driven analytics tools give you real-time insights and actionable recommendations, and predictive analytics helps forecast trends so you can refine strategies for better results.

Content maintenance

AI can help you keep your content fresh and relevant by identifying outdated information, broken links and low-performing assets. With automated audits, you can maintain a high-quality content library without spending hours on manual checks and updates.

Benefits of using AI for content marketing

AI is revolutionizing content marketing by enabling brands to work smarter, save time and connect with audiences more effectively. Here’s a closer look at the advantages of using AI in content marketing, along with real-life examples of how brands are making it work:

Efficiency and time-savings

AI automates time-consuming tasks such as content drafting, scheduling and performance tracking, enabling marketers to focus on creative strategy. AI automates repetitive processes, allowing teams to dedicate more time to higher-value activities like creative strategy, audience engagement and optimizing campaigns for better results.

For example, by using Sprout’s Generate by AI Assist feature, you can save significant time when drafting content, especially when scheduling posts in bulk.

You can also automate tedious and time-consuming tasks like creating image alt text for social media posts. This can result in hours saved throughout the week so you can focus on other high-priority tasks.

Personalization at scale

AI analyzes user data to deliver hyper-personalized content, from emails to website recommendations. By identifying patterns and preferences, AI helps tailor messages to individual users, leading to higher engagement, improved customer experiences and stronger brand loyalty.

Enhanced SEO and content performance

AI tools optimize content for search engines by recommending keywords, improving readability and analyzing competitors to ensure content aligns with search intent and ranks well in search results. These tools also provide insights into trends and gaps, helping marketers stay ahead of the competition.

Better audience insights

AI tools process large volumes of audience data to reveal key preferences, behaviors and trends, enabling marketers to understand what their audience truly wants. This data-driven approach helps you craft content that resonates deeply, drives engagement and boosts long-term loyalty.

For example, Sprout’s Analyze by AI Assist feature looks at social listening data and provides important insights that help marketers refine their social strategies. By exploring terms, viewing messages and accessing additional contextual information through the Message Explorer, you can better understand your audience’s needs and preferences. This insight helps you adjust your real-time content, improving engagement and driving stronger connections with your audience.

Content ideation and creativity boost

Content ideation is a core aspect of content marketing. AI enhances this process by analyzing trends, user preferences and competitor activity. This, in turn, enables marketers to generate fresh, data-driven ideas that align with audience interests and meet market demand.

For instance, Suggestions by AI Assist in Sprout enables users to improve their social media posts by instantly generating multiple variations or adjusting a post’s tone. This feature is particularly useful for tailoring content to appeal to different audience segments, ensuring that each message connects effectively.

How to integrate AI and content marketing

Now that you know the benefits of AI in content marketing, let’s explore some ways to integrate AI and content marketing.

Content creation and optimization

Content creation is top of mind for social media managers, but also something that takes up the most time. AI content marketing tools can really help out with this. Whether writing blog posts or creating social media posts, AI can be the best assistance in speeding up the process.

Tools like Jasper or Writesonic can help generate drafts for blogs, suggest catchy headlines and refine language, so you can focus on delivering value quickly. Plus, a recent report, says AI-generated content takes around 2-3 months to rank in search, which is similar to the timeline for human-created content.

AI tools also provide content optimization features such as keyword recommendations, readability improvements and meta description suggestions, so your content is well-written and SEO-friendly.

For social media posts, Sprout Social’s AI Assist in Compose can help you create content just as easily. Simply add a few thoughts or drop a link to generate multiple caption suggestions in different tones, while keeping your brand voice consistent. This feature also makes onboarding new employees easier as well as makes things simpler for less experienced team members. Thus, you get to maintain efficient workflows as well as creative standards.

Watch this video to see how simple it is.

With AI generating content in seconds, marketers can channel their energy into refining and optimizing their messaging, making the process faster, smarter and more effective.

Research and brainstorming

AI is a powerful ally in research and brainstorming, two critical components of content marketing. These tasks can often be time-consuming, but AI simplifies them by analyzing large datasets, identifying trends and uncovering valuable insights that inform content strategy.

For research, AI tools like ChatGPT can quickly generate relevant information, summarize lengthy reports and provide statistics to back up your content.

For instance, I asked ChatGPT about 2025 social media marketing trends, and the tool generated a detailed response including relevant stats and reports. This helped me save the time I would have spent on research.

AI tools also suggest multiple angles or approaches for a single topic by inputting keywords or themes, sparking creativity and helping marketers overcome writer’s block. For example, if you’re stuck on developing ideas for a blog series or social media campaign, AI can list potential topics or even outline content ideas based on industry trends.

However, AI is still nascent and needs humans to guide, refine, and inject creativity and empathy into the content it generates. While AI can handle repetitive tasks and provide data-driven insights, the human touch ensures that the content truly connects with the audience, is accurate and aligns with the brand’s voice and values.

Content distribution

Creating content isn’t enough; you must also distribute it effectively to reach the right audience and get the most out of your strategy.

AI tools simplify content distribution by analyzing audience behavior, determining the best platforms and identifying optimal posting times. This ensures your content reaches the right people at the right moment, increasing its chances of engagement and conversions.

For example, tools like Sprout Social use AI to schedule posts across multiple channels, track performance metrics and suggest improvements. These platforms analyze your audience’s activity patterns to recommend the best times to post, ensuring your content doesn’t get lost in the noise.

AI can also personalize content distribution by tailoring messages for different audience segments. For instance, an email marketing tool like Mailchimp can use AI to craft personalized email campaigns, adjusting subject lines and body copy based on user behavior and preferences.

Data analysis

Social media teams today have access to an overwhelming amount of data. While this opens up new possibilities, it can be time-consuming and complex to extract meaningful insights. AI changes this dynamic, making it easier to identify patterns and trends quickly and accurately.

Sprout Social’s AI Assist streamlines this process with its summarization capabilities, helping teams cut through the clutter. Instead of spending hours manually analyzing reports, AI Assist highlights key insights like shifts in sentiment, spikes in engagement and trending topics in seconds.

Imagine running a social media campaign and noticing a sudden increase in mentions or comments. Instead of manually analyzing every post, an AI-enabled tool like Sprout Social can summarize the data, pinpoint the key reasons behind the spike and identify whether it’s driven by positive sentiment, a trending topic or even a potential issue.

Brand voice and consistency

One of the biggest challenges in content marketing is ensuring that your brand voice remains consistent across platforms, especially when multiple team members or agencies are involved. AI tools help solve this by providing guardrails that maintain your brand’s tone, style and messaging.

For instance, AI writing tools like Grammarly Business can analyze your brand guidelines and suggest edits to ensure every piece of content aligns with your established voice. Whether it’s blog posts, emails or social media captions, these tools help eliminate inconsistencies that could confuse your audience or dilute your brand identity.

Tools like Sprout Social’s AI Assist also help generate social media captions and posts that stay true to your brand’s tone. Adding a few ideas or links lets you receive suggestions that align with the brand’s style.

Image creation

Be it social media posts or blog posts, adding visuals makes your content perform better. AI tools like Canva’s Magic Design help you create professional graphics in minutes. Add your content theme or ideas into the tool and get the designs you need, complete with suggestions for fonts, layouts and colors that align with your brand.

For those looking to generate unique images, AI tools like DALL·E or DeepAI can create custom visuals based on text prompts, giving marketers endless creative possibilities. This is particularly useful for crafting illustrations or designs tailored to specific blogs or social media campaigns.

Ethical considerations and limitations of AI content marketing

As AI becomes a central part of content marketing, it’s important to address the ethical considerations and limitations of its use. Here are some important ones.

Balance AI-generated content with human creativity

One of the biggest challenges is ensuring that AI-generated content doesn’t overshadow human creativity. While AI can draft, optimize and scale content, it lacks the emotional depth and empathy that human creators bring. Over-reliance on AI can make your content feel robotic or disconnected from the audience.

Solution: Use AI as a tool to enhance workflows, but always incorporate human creativity to add a personal touch. Let AI handle repetitive tasks while human creators focus on storytelling and building authentic connections.

Data privacy and security

AI tools often rely on large amounts of data to function effectively, including audience behavior and preferences. This raises concerns about data privacy and security, as mishandling sensitive information can lead to breaches or misuse.

Solution: Ensure you have an org-wide AI Use Policy and are compliant with data protection regulations like GDPR or CCPA. Work with AI tools that prioritize data encryption and provide transparent privacy policies. Always obtain user consent before collecting or using personal information.

Bias and fairness

AI tools can unintentionally become biased based on the data they’re fed, resulting in discriminatory content or unfair targeting. This can potentially harm brand reputation and audience trust.

Solution: Choose AI tools trained on diverse datasets for more fair and accurate results. As a brand using AI, you have the power to promote inclusivity by selecting tools that prioritize representation and fairness.

Ethical use of AI in content creation

Plagiarism and intellectual property concerns can arise when AI uses existing content to generate new material. This raises questions about originality and ownership in AI-driven content creation.

Solution: Choose AI tools that are transparent about their content generation process and avoid using tools that could potentially plagiarize. Clearly disclose the use of AI in your content where appropriate to maintain transparency with your audience. Also, ensure that all AI tools-created content is checked for accuracy and originality.

Examples of AI in content marketing

Here are some effective examples of AI in content marketing.

Creating blog posts

AI tools have made writing blog posts faster and more efficient. Content marketing AI tools can help save time with drafting while ensuring the content aligns with the brand’s voice and audience expectations.

Measure content performance

Use AI to measure and improve content performance. One of the ways is to track performance based on search intent and derive data-backed suggestions on how to improve it. This is especially useful when deciding what content type works best for your audience.

As Mary Keutelian, SEO Strategist at Sprout puts it, “AI tools help us analyze content and identify patterns and provide actionable recommendations. These include improving technical SEO elements (page speed, indexation, linking, duplication, etc.) and optimizing page elements such as titles, meta descriptions and anchor text. It also enables us to check content performance by word length i.e. long-form articles vs short-form articles, and identify the trends between content length and performance.”

Crafting social media posts

Social media teams often rely on AI to streamline their workflows, particularly when creating captions, hashtags and post ideas. AI tools like Sprout Social’s Enhance by AI Assist help you overcome writer’s block by providing multiple caption suggestions tailored to the brand’s tone and audience preferences. The tool generates creative and engaging copy in seconds by simply inputting a few ideas or dropping a link.

Similarly, our AI Assist in Compose capability helps generate Alt text for images, saving you time and effort every time you add images to your copy. Olivia Jepson, Senior Social Media Strategist at Sprout, says that AI-generated alt text is usually spot on. And if we ever need a different angle, the regenerate button gives us another option in seconds. This has not only made our content more accessible but has also freed up time for more creative work.”

Content personalization

AI helps brands create hyper-personalized content that resonates with individual audience segments by analyzing user data, behavior and preferences. AI-powered tools can tailor email campaigns, website content, customer support responses, social media posts and product recommendations to meet each customer’s unique needs.

For example, Sprout Social’s Social Customer Care uses AI-powered automation to streamline customer service workflows. Users on the Advanced Plan can set up Automated Rules to categorize messages based on campaigns or keywords, ensuring relevant and timely responses. Additionally, the tool’s Cases feature automatically tags and notifies teams about messages that require immediate attention. This level of automation helps brands provide personalized, responsive customer support while saving time and improving engagement.

Analyzing social media trends

AI tools make it easier to analyze large social media datasets and extract actionable insights. By processing data from comments, shares, hashtags and mentions, AI can identify patterns, emerging trends and shifts in audience sentiment faster than manual analysis.

For instance, tools like Sprout Social’s AI Assist in Listening enable you to monitor social media conversations in near real-time, helping them detect spikes in engagement or sentiment around specific topics. This enables brands to act quickly—whether it’s amplifying a trending campaign or addressing a growing concern.

Blending AI and content marketing is the future

The future of AI content marketing is brimming with potential. As tech evolves, AI will become more advanced and accessible, enabling brands of all sizes to leverage its capabilities. From streamlining content creation to delivering hyper-personalized experiences, AI reshapes how marketers connect with their audiences.

To stay ahead, brands should focus on the following:

• Start small: Experiment with AI tools for specific tasks like ideation, social media scheduling or performance analysis.
• Maintain balance: While AI can handle repetitive tasks, human creativity and judgment should remain at the core of your strategy.
• Prioritize data privacy: Work with tools that adhere to data protection regulations and prioritize user consent.
• Stay updated: Monitor emerging AI trends and tools to stay competitive in the marketing industry.AI isn’t just shaping content marketing—it’s driving innovation across customer engagement, automation, and beyond. .

Explore more about AI marketing tools. Explore more about AI marketing tools

 

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