Sharing Videos Through Publlish
Learn how to share videos through Publlish across TikTok, Facebook, Instagram, YouTube, X, and LinkedIn. Covers video specs, upload tips, native vs. link sharing, and troubleshooting.
Video is the highest-performing content format across every platform Publlish supports. Getting video right — the right specs, the right format, the right approach per platform — makes a significant difference to both whether a post publishes successfully and how it performs once it's live.
This guide covers everything you need to know about sharing video through Publlish.
Always Upload Native Video — Don't Share YouTube Links
The single most important video tip for social media publishing: always upload video files directly, never share YouTube links as a substitute for native video.
Every platform — Facebook, Instagram, LinkedIn, TikTok, X — significantly reduces the reach of posts that link out to YouTube compared to posts with native video uploaded directly. The platforms want to keep users on their platform, so they reward native video with better distribution.
The only exception: YouTube Shorts links can be shared on YouTube itself, but on all other platforms, upload the video file natively.
How to Upload a Video in Publlish
- Click New Post
- Select your channel(s)
- Click the media attachment icon in the composer
- Select your video file (MP4 recommended)
- Wait for the upload to complete — video uploads take longer than images depending on file size
- Add your caption, title (for YouTube), and any audio or effects
- Schedule or publish
Video Specs by Platform
TikTok
- Format: MP4 (H.264 + AAC audio)
- Aspect ratio: 9:16 vertical (required for standard TikTok feed)
- Resolution: 1080 x 1920px recommended
- Duration: 3 seconds – 10 minutes
- File size: Up to 1GB
- Frame rate: 23–60fps
- Format: MP4 or MOV
- Aspect ratio: 16:9 (landscape), 1:1 (square), 4:5 (portrait) all supported
- Resolution: 1080p recommended
- Duration: Up to 240 minutes
- File size: Up to 10GB
- Frame rate: 30fps recommended
Instagram Feed Video
- Format: MP4 (H.264 + AAC)
- Aspect ratio: 4:5 (portrait recommended), 1:1 (square), 1.91:1 (landscape)
- Resolution: 1080px width recommended
- Duration: 3 seconds – 60 minutes
- File size: Up to 1GB
Instagram Reels
- Format: MP4 (H.264 + AAC)
- Aspect ratio: 9:16 vertical (required)
- Resolution: 1080 x 1920px
- Duration: 3 seconds – 90 seconds
- File size: Up to 1GB
YouTube Shorts
- Format: MP4
- Aspect ratio: 9:16 vertical (required for Shorts classification)
- Resolution: 1080 x 1920px recommended
- Duration: Under 60 seconds (for Shorts classification)
- File size: Up to 256GB
X (Twitter)
- Format: MP4 or MOV
- Aspect ratio: 1:2.39 to 2.39:1 (wide range supported)
- Resolution: 1280 x 720px minimum; 1920 x 1200px recommended
- Duration: Up to 2 minutes 20 seconds
- File size: Up to 512MB
- Format: MP4 (H.264 + AAC)
- Aspect ratio: 1:2.4 to 2.4:1
- Resolution: 256 x 144px minimum; 4096 x 2304px maximum
- Duration: 3 seconds – 10 minutes
- File size: Up to 5GB
Cross-Platform Video — Getting the Format Right
If you're posting the same video to multiple platforms, you need one master format that works everywhere:
Best universal format: 9:16 vertical, 1080 x 1920px, MP4, under 60 seconds
This works natively on TikTok, Instagram Reels, YouTube Shorts, and displays well on Facebook, X, and LinkedIn (which crop or letterbox vertical videos in their feeds).
For platforms like LinkedIn and Facebook where horizontal or square video performs better, consider keeping a second 1:1 or 16:9 version of important videos for those-specific posts.
Cross-posting TikTok and Instagram Reels guide →
Native Video vs. Link Sharing
| Native video upload | Sharing a video link (e.g. YouTube URL) | |
|---|---|---|
| Organic reach | ✅ High — platform rewards native | ❌ Low — platform deprioritises outbound links |
| Autoplay in feed | ✅ Yes | ❌ No — shows as a link card |
| Video analytics in Publlish | ✅ Available | ❌ Not available |
| Best for | All social channels | Not recommended for feed posts |
Tips for Video Performance
Keep intros short. On every platform, you have 1–3 seconds to hook the viewer before they scroll. Cut any slow introductions — start with the most compelling moment.
Add captions/subtitles. A significant portion of social media video is watched without sound. Burned-in subtitles (added during video editing) ensure your message lands even on mute.
Export at the right size. 1080p is almost always the right export resolution. 4K takes longer to upload, uses more storage, and platforms compress it down anyway. 720p can look soft on modern screens.
Use the highest bitrate your file size allows. High bitrate = better quality after platform compression. Aim for 8–15 Mbps for 1080p video.
Frequently Asked Questions
Should I share a YouTube link or upload the video natively to Facebook and LinkedIn? Always upload natively. Sharing YouTube links on other platforms dramatically reduces organic reach. Upload the same video file directly to each platform through Publlish.
What video format works across all platforms in Publlish? MP4 with H.264 video and AAC audio is universally supported. Use this format for every platform.
Can I upload the same video file to multiple platforms at once? Yes — select multiple channels in Publlish and upload once. Publlish publishes the same file to all selected channels simultaneously.
Why is my video upload taking so long? Large video files take time to upload depending on your internet connection. Try compressing the video to reduce file size before uploading. Video troubleshooting →
My video uploaded but looks poor quality after publishing — why? All platforms compress video on upload. To minimise quality loss, export at high bitrate (8–15 Mbps for 1080p) and upload the best quality file you have.