General Guide

Platform Video Specs Quick Reference: Before You Upload

2026/7/2327 views

A video that looks perfect on YouTube may get heavily compressed on TikTok or Instagram — what limits does each platform impose on bitrate, resolution, and duration?

A video that looks perfect on YouTube may end up severely compressed on WeChat Channels. A vertical size that works great on TikTok leaves black bars on both sides of a Bilibili player. Different platforms set their own limits and recommendations for resolution, bitrate, duration, and file size—understanding these specs helps you find the sweet spot between "the platform won't compress too much" and "my file size is manageable."

Timeliness note: Platform specs change. The data below is current as of September 2026. Always verify against each platform's official creator documentation before publication.

Platform Quick Reference Table

Platform	Max Resolution	Recommended Video Bitrate	Recommended Audio Bitrate	Max Duration	Max File Size	Recommended FPS
YouTube	8K (7680×4320)	4K: 35-45 Mbps, 1080p: 8-12 Mbps	384 kbps AAC	12 hours	256 GB	24/30/60
Bilibili	4K (3840×2160) for VIP	4K: 20-30 Mbps, 1080p: 6-10 Mbps	320 kbps AAC	Based on file size	8 GB (Web) / 4 GB (App)	30/60
Douyin	1080p (1920×1080)	6-10 Mbps	128 kbps	15 min (standard)	4 GB	30
TikTok	1080p (1920×1080)	6-8 Mbps	128 kbps	10 min	2 GB	30/60
Instagram Feed	1080p (1350×1080)	3-6 Mbps	—	15 min	250 MB	30
Instagram Reels	1080p (1080×1920)	4-6 Mbps	—	15 min	250 MB	30
YouTube Shorts	1080×1920 (9:16)	8-12 Mbps	384 kbps AAC	3 min	256 GB	24/30/60
X (Twitter)	1280×720 (16:9) or 1080×1080 (1:1)	6-10 Mbps	128 kbps AAC	2 min 20 sec (most accounts)	512 MB	30/60
Facebook Feed	1080×1350 (4:5) or 1080×1080 (1:1)	4-8 Mbps	128 kbps AAC	240 min	4 GB	30
Facebook Reels	1080×1920 (9:16)	4-6 Mbps	128 kbps AAC	90 sec	4 GB	30
LinkedIn	1080×1080 (1:1) or 1920×1080 (16:9)	6-10 Mbps	128 kbps AAC	10 min	5 GB	30
WeChat Channels	1080p (1920×1080)	4-8 Mbps	128 kbps	1 hour	2 GB (videos >30 min may be flagged for splitting)	30
Kuaishou	1080p	4-8 Mbps	—	10 min	2 GB	30

Note: "Recommended bitrate" refers to what you should use when uploading—delivering a signal that is decent quality while not triggering overly aggressive re-compression. Every platform will still re-encode your video with its own algorithms.

Detailed Platform Breakdown

YouTube

YouTube is the most generous platform for upload specs—it accepts everything from 240p to 8K, with a max file size of 256 GB and a max duration of 12 hours.

YouTube's re-compression strategy:

YouTube transcodes uploaded videos into multiple bitrate versions (144p through source resolution) using VP9 or AV1
Uploading far above the recommended bitrate has diminishing returns: YouTube downscales bitrates exceeding its "perceived quality" threshold rather than preserving them
Best strategy: upload at 20-30% above the recommended bitrate (e.g., YouTube suggests 8 Mbps for 1080p SDR; you can upload at 12-15 Mbps), so the platform's transcode pipeline has a higher-quality source

Special considerations: - HDR video: upload an HDR version (HLG or PQ); YouTube handles HDR→SDR tone mapping automatically - VR/360° video: requires stereoscopic projection; double the resolution (4K→8K) - Live streaming: recommended 1080p 60fps at 6-8 Mbps

Bilibili

Bilibili's main spec gate is VIP membership (大会员):

4K upload requires VIP: non-VIP uploads are downscaled to 1080p
HEVC and AV1: Bilibili supports HEVC upload (recommended for better compression), while AV1 compatibility is still improving
HDR: limited support; upload an SDR version as the primary signal
Re-compression: Bilibili transcodes all uploads into AVC and HEVC versions. Videos above 1080p typically have two versions, switched by the player based on network conditions
File size limit: 8 GB on Web, 4 GB on App—exceed this and you'll need segmented upload or lower bitrate

Recommended approach for Bilibili: - Use H.265 / HEVC encoding (smaller files at the same quality, faster uploads) - Audio: AAC 320 kbps - For 4K content, ensure adequate bitrate (20-30 Mbps); don't over-compress just to reduce file size

Douyin and TikTok

These two platforms share the same origin but differ slightly in specs. Key points:

Vertical is the core format: 9:16 portrait (1080×1920) is preferred; horizontal videos receive significantly lower algorithmic reach
TikTok's codec preference: TikTok prefers H.264; HEVC compatibility is average. H.264 is the safest choice
Re-compression: both platforms apply aggressive compression, especially on longer videos. Short videos (≤60 seconds) receive milder compression
Text and UI safe zones: the top title area (~15% height) and bottom interaction area (~20% height) are covered by UI elements; core content should be in the middle 65%

Resolutions: | Mode | Resolution | Aspect Ratio | |------|-----------|-------------| | Portrait (default) | 1080 × 1920 | 9:16 | | Landscape (folded) | 1920 × 1080 | 16:9 | | Square | 1080 × 1080 | 1:1 |

Instagram

Instagram's specs differ across Feed, Reels, and Stories:

Format	Recommended Size	Aspect Ratio	Max Duration
Feed (square)	1080 × 1080	1:1	15 min
Feed (portrait)	1080 × 1350	4:5	15 min
Feed (landscape)	1080 × 608	16:9	15 min
Reels	1080 × 1920	9:16	15 min
Stories	1080 × 1920	9:16	15 sec/clip

File size limit: 250 MB — one of the tightest limits among major platforms. Long videos require efficient encoding to stay under this cap without sacrificing quality
Use H.265 encoding to pack more quality into 250 MB
Reels prioritize vertical; horizontal footage should be cropped or background-filled

WeChat Channels

WeChat Channels occupies a unique niche in the ecosystem:

Format preference: MP4 container, H.264 encoding recommended—compatibility is best; the player's H.265 support is not fully mature
Re-compression intensity: more aggressive than YouTube. Content below 4 Mbps is compressed more gently; videos above 6 Mbps are almost always re-encoded
Portrait display: videos display in a vertical Feed on mobile; landscape videos are cropped left and right (or letterboxed)
Videos over 30 minutes: consider splitting into episodes or publishing as a series, as the recommendation algorithm typically doesn't favor long-form content

How Platform Re-Compression Works

Almost every platform re-encodes your uploaded video — your original file is never served directly to viewers. This is done for several reasons:

Standardized quality: multiple versions (144p - 4K) for adaptive bitrate streaming
Uniform codec governance: the platform controls codec choice for consistent compatibility
Bandwidth cost reduction: using the most advanced codec to compress user traffic

Strategies to Work With It

Strategy	Approach	Effect
Feed a high-quality source	Upload 20-30% above recommended bitrate	Better source for platform transcoding = slightly better final quality
Choose the right codec	H.264 safest, H.265 smaller files	Faster uploads, less chance of over-compression
Avoid over-compressing before upload	Don't crush the bitrate before uploading	Prevents quality stacking loss (compressed signal compressed again)
Respect platform resolution limits	Don't upscale (e.g., 1080p→4K before upload)	Upscaling adds no detail; it wastes bit budget on fake pixels
Add reference blocks near black borders	Add 1-2 pixel reference blocks near black edges	Some encoders over-compress pure black regions, causing flicker

Landscape vs. Portrait Distribution Strategy

Different platforms prioritize different aspect ratios based on user behavior:

YouTube / Bilibili: landscape 16:9 is primary; portrait videos get large side margins on desktop. General rule: shoot 16:9 for these
Douyin / TikTok / Instagram Reels: portrait 9:16 is primary; horizontal videos see reduced algorithmic reach. Core content must fit in a vertical container
WeChat Channels / Kuaishou: portrait-first; landscape is acceptable but a compromised experience. Best practice: prepare a vertical version for long-form content
Cross-platform distribution: if one video goes to multiple platforms, make a primary version for the main platform + an adapted version for secondary ones. Shoot landscape → YouTube, crop vertical → TikTok is a common workflow

Common Misconceptions

"Uploading 4K to Douyin means viewers see 4K." Douyin currently caps distribution at 1080p. Uploading 4K won't let viewers see 4K, but it may give the encoder more data to work with, potentially improving the 1080p version slightly.
"Higher bitrate = higher quality for viewers." Platforms re-compress. Bitrate beyond the platform's perceived quality ceiling is wasted. A good source is sufficient; absurdly high bitrates don't help.
"Use the same file for all platforms." Different platforms have different optimal codecs, aspect ratios, and bitrate windows. One-size-fits-all often means "suboptimal everywhere."
"Bilibili 4K videos don't need VIP to watch." Both 4K upload and 4K playback require VIP. Non-VIP users only see 1080p and below.
"If the file size stays under the limit, there won't be extra compression." File size is the upload gate, not a quality guarantee. Even at 200 MB within a 250 MB limit, the platform still transcodes. Don't sacrifice encode quality just to squeeze under the size cap.

Practical Tips

Export separately for each platform: don't use "one file fits all" when batch uploading. Spending 15 minutes adjusting bitrate and resolution settings per platform pays off.
Short videos (≤60 seconds) lose less quality: platforms usually re-compress short videos less aggressively. If your content is short, use a slightly higher bitrate.
Check platform docs regularly: YouTube Creator Academy, TikTok Creator Portal, and Bilibili Help Center update specs quarterly or semi-annually. Confirm limits before starting a project.
Prioritize audio quality: viewers notice audio degradation more than video degradation. Ensure audio bitrate is at least 128 kbps (recommended 256-320 kbps AAC).
Use platform testing tools: YouTube Studio has a Video Health Report; TikTok has an Upload Test Tool—these can tell you if your video meets the platform's standards.
When a large file exceeds the limit: reduce bitrate (if quality permits), trim duration, or segment the upload—rather than dropping resolution (resolution's perceived quality return is higher than bitrate reduction's loss).