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Features of content publishing on social media

When posting on social media, questions may arise regarding loading times, image and video quality. This is due to the requirements of the platforms themselves and the processing of content before publishing.

Why can posting take time?​

  1. During autoposting, the video undergoes preprocessing: conversion, adaptation to the social media requirements, and uploading to the server. This stage can take several minutes depending on the file size.
  2. Each platform accepts content at different speeds. If the post contains high-resolution videos or images, uploading can take longer than posting a regular text post.

When you plan a post in advance, the system uploads and processes files before sending. This can speed up the posting, but the final data transfer to the social media still requires time.

It's important to note that after uploading, social media platforms independently process content on their servers, which can also affect the time it appears in users' feeds.

Why can photo and video quality be lost during publishing?​

Each social network has its own minimum and maximum requirements for photos and videos. If the uploaded file does not meet these requirements, the social network will not accept such a file, so we prepare the content according to each platform's requirements.

  • If the size of your video or photo exceeds the social network's maximum requirements, it will be compressed to the acceptable limit without losing quality.
  • If the size is below the minimum requirement, the system will try to adapt it, but the quality may worsen since a small original will be enlarged to meet the social network's requirements, and it's technically impossible to do this without losing quality.

Quality loss​

If you uploaded a video but it is published with reduced quality, check the original file. Video quality can be lost when sent via messengers. To avoid this issue, always send files without compression. There can be no other reasons for video quality loss, as we prepare the video in the maximum permissible quality.

Color issues​

Sometimes uploaded videos may look different after publishing. This can be due to different interpretation of the color profile by social networks or using the H.265 (HEVC) format, which supports HDR and an expanded color range. Not all social networks can correctly process videos in the H.265 format. Even if they claim to support this codec, video covers may display with color distortion. We recommend using H.264 (AVC) instead of H.265 (HEVC).

Recommendations for video format​

  1. Resolution: Full HD (1080p) — 3–5 Mbps (up to 12 Mbps for complex scenes), 4K — up to 25 Mbps.
  2. Format: H.264 (MP4).
  3. Frame rate: 30 or 60 fps.
  4. Audio: AAC, 44.1 kHz, 256 kbps (optimal), stereo.