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Social Media Analytics in Healthcare: Complete Guide
Let’s just get this out of the way off the top: people who work in healthcare are heroes. And sometimes even heroes need the right tools to do their best work.
Social media analytics is one of the most powerful tools a healthcare organization can use to improve external communications. Used right, social media analytics in healthcare can help administrators save time, identify patient trends, fight misinformation, and protect an organization’s reputation.
Understanding social media metrics from a healthcare perspective is also key to creating an effective social media strategy for your organization. In this post, we’re honored to share everything healthcare providers need to know to do social media analytics right.
Bonus: Download a FREE bundle of social media tools designed specifically for the healthcare industry — including post ideas, a calendar template, a social policy template, and a social media strategy template.
What is social media analytics in healthcare?
Social media analytics in healthcare refers to the practice of collecting, analyzing, and interpreting data from social media platforms. These metrics can help healthcare organizations gain valuable insights and make informed decisions.
With 4.74 billion people now active on social media, healthcare organizations across the world are embracing the opportunity to leverage these platforms to promote health initiatives, connect with patients, and draw attention to important causes and issues.
By using social media analytics to understand the trends, sentiments, and behaviors of both patients and the general public, healthcare professionals are better able to effectively tailor their strategies and improve patient care.
Seems like some pretty good reasons to start looking at some numbers, no? Here’s an example of a social media analytics Brand awareness report in the Hootsuite dashboard.
Benefits of social media analytics in healthcare
Save time by doing more of what works—and less of what doesn’t
Social media analytics allows healthcare organizations to track the performance of their social media campaigns and identify what content resonates with their target audience.
By analyzing engagement metrics such as likes, shares, and comments, healthcare professionals can determine which posts are most effective in driving patient engagement.
The World Health Organization, for example, can see videos of people dancing (part of a “get active” campaign) get tens of thousands of views, while videos related to a meditation initiative are less popular.
@who Can #Japan 🇯🇵 go for a second win at the @FIFA World Cup? SAMURAI BLUE it’s time to #BringTheMoves !
This is valuable data that helps save time and resources, letting organizations focus on creating and promoting content that generates the highest impact. Above is an example of an Engagement report in the Hootsuite dashboard, where you can see what kinds of posts are more popular than others.
Identify trending patient topics
Through social media analytics, healthcare organizations can monitor and identify the most popular and relevant topics discussed by patients. What’s hot? What’s not? Your social media analytics will tell you.
When healthcare professionals have the chance to understand the concerns, interests, and questions of their target audience, they can proactively address these topics through informative content, educational campaigns, and even direct engagement with patients.
This sort of responsive content not only fosters patient trust and loyalty but also ensures that healthcare organizations stay current and responsive to patient needs. In other words: when you listen, they listen.
Understand your ROI
Investing in social media campaigns requires careful evaluation of their effectiveness. If a Facebook ad goes out into the world and gets 500 clicks but you didn’t notice, did it even really happen?
With social media analytics, you can find insights into key metrics such as reach, impressions, click-through rates, and conversions, which will allow you to accurately assess your organization’s return on investment (ROI).
Information, as you well know, is power. Understand the impact of your campaigns so that you can refine your strategies, optimize your resources, and allocate budgets more effectively.
For instance, the Cleveland Clinic scored a big hit with this “How to exercise with asthma” video. The data they glean from this TikTok post (when it was posted, how many views it got, who the audience was) will be incredibly helpful if they try to replicate the success.
@clevelandclinic 3 tips to #exercising with #asthma 🏃♀️🫁 #fyp #asthmacheck #asthmaawareness #exercisetips #asthmatiktok #healthtips
♬ original sound – clevelandclinic
Stay ahead of competitors
Staying ahead of your healthcare competition (or industry peers) is crucial. And to do that, social media analytics is key.
Social media analytics enables healthcare organizations to monitor and benchmark their performance against industry peers and competitors.
Health Canada, for instance, might want to see how its posts stack up against peer organizations in the U.S. or Europe. What kind of engagement and following do those accounts enjoy?
[1/2] Did you recently travel to Matamoros, Mexico for a cosmetic or elective medical procedure which included epidural anesthesia? You may have been exposed to fungal meningitis, a serious but non-contagious, infection.https://t.co/PSMG43eeCo pic.twitter.com/nVxQbcOsBi
— Health Canada and PHAC (@GovCanHealth) June 9, 2023
By analyzing engagement metrics, content strategies, and the audience demographics of competitors, healthcare organizations can uncover new opportunities for improvement (or learn what doesn’t work).
The Most Trusted Social Media Tool for Healthcare
Create and publish posts. Talk to patients and prospects. Measure ROI. Save time and grow faster.
Stay ahead of misinformation
We all know that misinformation can spread like wildfire on social media. And misinformation about health and wellness can cause serious harm.
Social media analytics can help preserve factual accuracy in real time. Analytics tools can help healthcare organizations monitor social media platforms for inaccurate information, rumors, or false claims related to healthcare—in turn, organizations can respond promptly with accurate information, fact-checking, and educational content.
Why you see health misinformation on social media… https://t.co/JcM10Oq5DY pic.twitter.com/Q1sZSu8yao
— U.S. FDA (@US_FDA) June 5, 2023
Not only does this sort of activity protect the public from potential harm, but it also helps build trust and credibility with patients. Everybody wins!
Protect your reputation
Social media analytics plays a vital role in reputation management for healthcare organizations — and in a field where trust and reliability are incredibly important, that’s no small feat.
By actively monitoring social media platforms, organizations can identify and respond to any negative sentiment or feedback from patients.
Social listening also allows organizations to promptly address concerns, provide support, and resolve issues — basically, it’s one more way to provide top-notch customer service.
Social media analytics also helps organizations identify positive sentiments and testimonials. Collect these sweet notes and share ‘em with the world to build a positive brand image and enhance patient satisfaction.
Top tips for using social media analytics in healthcare
Using social media analytics in healthcare ultimately isn’t that different from using social media analytics in other industries. But if you want to make the most of your analytics tools for your healthcare organization, here is our best advice.
Define your goals and objectives clearly
Metrics aren’t super helpful if you don’t actually have anything specific you’re trying to measure. Start your social media analytics journey by clearly defining your goals and objectives. What insights do you want to gain? What information will help you with your organization’s overall strategy?
Your objective might be to improve your reach in order to spread the word about your organization’s services to a broader audience. Or maybe your dream is to create a social account that experiences really high engagement as part of your overall goal to improve your reputation with the community.
Not sure where to start? Check out our guide to setting (and exceeding!) social media goals here.
Use the right social media analytics tools
There are a ton of social media analytics tools available out there to help you track, analyze, and visualize data effectively. (We even put together a list of the best-of-the-best social analytics tools here.)
Our favorite, of course, is Hootsuite. It’s got a robust analytics feature but also can help teams with scheduling, customer service, and social listening.
Track key metrics (that are meaningful to you!)
This goes hand-in-hand with defining your social media goals: identify the key performance indicators (KPIs) that align with your objectives and track them consistently.
Metrics such as engagement rate, reach, impressions, and conversions can provide valuable insights into your social media performance — this list of 16 key metrics to watch outlines all your options.
Hot tip: You can schedule automatic Insights reports for your key metrics with Hootsuite Analytics
How to Create a Social Media Report: 2023 Edition [Free Template]
Analyze your data regularly
Analytics don’t mean much out of context. It’s important for healthcare organizations to plan recurring reviews of social media metrics in order to assess what’s working and what’s not.
Schedule regular analysis of your social media data to uncover trends, patterns, and opportunities. This will help your team discover insights that can inform your content strategy, campaign optimization, and overall decision-making.
Engage with your audience
Wanna boost those metrics so your next social media Insights report really pops? Then get ready to actively engage with your audience on social media platforms.
Respond to comments, address concerns, and provide accurate information. This sort of activity will not only build trust but also contribute to your overall social media performance — and you’ll absolutely see your hard work reflected in the numbers.
Collaborate with other departments
Don’t hog those numbers to yourself! Social media analytics can provide valuable insights not only for your healthcare organization’s marketing team but also for other departments such as customer service, research, and development.
Collaborate with these departments to leverage the full potential of social media analytics across your organization. That might mean brainstorming about how to improve a particular metric or outsourcing content creation or getting input on what other departments’ social media goals may be.
The #1 social media analytics tool for healthcare professionals
Why do we think Hootsuite’s analytics products are the best choice for healthcare pros? Because they can do everything we’ve mentioned above and much, much more.
Hootsuite Analytics help healthcare social media managers with sophisticated (and, TBH, visually pleasing) reporting and measurement for all of their different social media accounts.
But Hootsuite’s other social media management tools are also incredibly helpful for healthcare organizations. Practice social listening with Hootsuite Streams, keep on top of communications with Hootsuite’s Inbox feature, and plan and executive organic and paid cross-platform social media campaigns, all in one convenient dashboard.
But back to Hootsuite Analytics specifically.
Hootsuite Analytics is a social media analytics tool that lets you easily track the performance of all your social channels in one place so you can replicate what works and get more engagement.
The tool also makes it easy to create custom reports to showcase your results to your boss and share insights with your team.
Hootsuite Analytics collects your stats from Facebook, Instagram, Twitter, LinkedIn, and TikTok.
It helps you track metrics like:
- Reach
- Engagement rate
- Impressions
- Likes
- Plays
- Shares
- Clicks
- Saves
- Comments
- Video views
- New followers
- Total followers
- Profile visits
- Reactions
- Negative feedback rate
- Website clicks
- Average time watched
- Number of messages, calls, and emails
- Daily engaged users
- Website clicks
- And much more
You can set up custom boards that give you an overview of your most important metrics at a glance over a select period of time.
… and look up much more granular information, down to the performance of every individual post you published.
With Hootsuite Analytics, you can also:
- Find out when your audience is online
- Get personalized recommendations for your best times to post for each of your accounts
- Easily view industry benchmarks and see how you compare to competitors
All in all: these are next-level reporting tools that do the math for you and tell you exactly how to grow your healthcare organization on social.
Hootsuite Analytics is available to all of our Pro plan customers; enterprise customers can enjoy even more advanced analytics with our Impact feature.
Impact identifies your best-performing activities so you can double down on what works. Track sales, sign-ups, and conversions back to individual posts and use the data to craft more effective content.
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.
Book a personalized, no-pressure demo to see why Hootsuite is the health care industry’s leading social media management platform.
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Scheduling Tweets (Xeets?) can be a game-changer for your brand.
It’s hard enough coming up with witty one-liners, hot takes on current events, or smart replies on a regular basis–but actually having to log in and post them at the right intervals? Talk about a headache.
By auto-scheduling your content in advance, you can send out viral Tweets for days (or weeks) without lifting a finger.
Here’s how to do it, and why you should.
Bonus: Download the free 30-day plan to grow your Twitter following fast, a daily workbook that will help you establish a Twitter marketing routine and track your growth, so you can show your boss real results after one month.
How to schedule Tweets: 3 methods
There’s more than one way to bake a cake, and the same is true for scheduling Tweets.
Here are some of the best methods for scheduling your Tweets using Hootsuite and Twitter.
1. On X (formerly Twitter)
The native Twitter scheduler lets you quickly and easily schedule Tweets from the platform itself. You can schedule both organic and promoted Tweets up to a year in advance.
The network’s native scheduler is a little basic, and you’ll be limited to scheduling only on Twitter. But, if that’s right for your business, here’s how to get it done.
Step 1. Log into Twitter Ads
To schedule a Tweet using the Twitter platform, start by logging in to ads.twitter.com.
If you don’t already have a Twitter Ads account set up, you’ll need to add a credit card and billing address to get started.
Step 2. Go to Creatives and then Tweets
Next, choose the Creatives from the drop-down menu at the top of the page, and then choose the Tweets tab.
Here, you can see scheduled Tweets and past Tweets.
Step 3. Schedule a new Tweet
Now, click on New Tweet in the top right corner. You’ll be redirected to the Tweet Composer, where you can create your Tweet. Add your copy, photos, and videos here.
Step 4. Choose promoted or organic
At the bottom of the Tweet Composer, you’ll see a box for Promoted only. If you want your Tweet to be seen only by users targeted in a Promoted Ads campaign, select this box. If you want your Tweet to be seen organically, make sure it’s unchecked.
Step 5. Schedule your Tweet
Once your settings are all set up, click the drop-down next to the Tweet button at the top right of your screen. Choose Schedule, then select the date and time you’d like your Tweet to go live.
From here, you can either schedule this single Tweet, or click the Create another box to the left of the Schedule button to keep drafting more Tweets.
2. With Hootsuite
For brands looking for a more comprehensive Tweet scheduler, a social media management tool like Hootsuite offers bulk scheduling, best time to post features, plus the ability to post to multiple social media accounts at once. (With Hootsuite, you can also schedule posts to Facebook, Instagram, LinkedIn, TikTok, YouTube, and Pinterest.)
Here’s how to schedule Tweets with Hootsuite.
Step 1: Click on the Composer icon
When you’ve logged into your Hootsuite account, click the pen icon in the left-hand menu. Then, click Post.
Step 2: Choose your account
You might have multiple Twitter accounts connected to Hootsuite. So, select the one you want to publish to before drafting your post.
Step 3: Draft your post
Start drafting your post in the composer window.
Here, you can add photos, videos, captivating copy, mentions, hashtags, location data, emojis, and more. You can also shorten links and add UTM parameters to help track the performance of your posts.
Plus, use Hootsuite’s new OwlyWriter AI feature to create AI-assisted Tweets directly in your Hootsuite Composer.
Step 4: Schedule your Tweet
Once your Tweet is drafted and ready to schedule, choose the Schedule for later option in the bottom left corner.
Here, you can manually set a date and time for the post to go live. Or, choose from Hootsuite’s best time to post recommendations.
Then, click Schedule, and you’re done!
3. With Hootsuite Mobile
Wondering how to schedule tweets on mobile? Here’s how to do it with Hootsuite.
Step 1. Log into the Hootsuite App
Download and launch Hootsuite’s mobile app on your iOS or Android device. Then, log in using your existing credentials.
Step 2: Click Compose
Once you’re in, click the Compose icon. This is where you’ll draft your post.
Step 3: Choose account and content
Select the Twitter account you’d like to post to, then start drafting your post. Add copy, links, photos, videos, and more.
Step 4: Schedule your Tweet
When you’re done composing the Tweet, tap on Next in the top right of your screen.
A pop-up will appear. Here, you can either Auto schedule Tweets (meaning Hootsuite will choose the best date and time for your post to go live). Or, you can Custom schedule (meaning you the set date and time manually).
Once you’ve made your selection, click Ok, and that’s it! Your Tweet is now scheduled to go live at the specified time.
Benefits of scheduling Tweets
Scheduling Tweets saves you time so you can focus on creating content and engaging with your followers.
Here are a few more reasons you should be scheduling your Tweets.
- Time-saving: Social media managers know just how much time it can take to post on Twitter day in and day out. Scheduling Twitter posts helps you avoid those long hours spent manually posting so you can focus on more interesting or creative tasks.
- Engagement: Ensure your content reaches the largest audience possible by setting it to post during peak engagement times.
- Consistency: Scheduling Tweets is a great way to establish trust with followers and maintain consistency in your brand.
- Targeting: Got a large, global audience? Tweet scheduling is key for targeting customers in different time zones and countries.
- Productivity: It’s easier to stay inspired, organized, and productive with a batch-scheduling system that lets you work on Tweets in advance and let them post at the optimal times.
6 tips for scheduling Tweets
Now that you know the ins and outs of scheduling Tweets, here are some bonus tips to make sure you get the most out of your Twitter presence.
1. Post at the best time
Different brands have different audiences who are active at different times. Using a Twitter scheduling tool to line up your Tweets in advance lets you test the waters and find out what times of day bring you the most engagement.
Then, you can use those insights to optimize your posting schedule and get the most out of every Tweet.
2. Give yourself time to edit
Social media moves fast, and sometimes, the Tweets you scheduled days ago can be out of touch by the time they go live.
That’s why giving yourself some leeway is important when scheduling Tweets. With Hootsuite, you can edit Tweets even after they’ve been scheduled, so you can keep your content up-to-date even when it’s on autopilot.
Set aside time each week to review any scheduled Tweets and make any necessary edits—this way, you can be sure that your content is always as accurate and fresh as possible.
3. Send to your team for approval
Collaboration is a cornerstone of effective social media management. This is especially true for large teams, or those working in highly regulated industries.
Tweet schedulers like Hootsuite let you easily send Tweets to teammates, stakeholders or other decision-makers for approval before they go live.
You can even set up custom user roles for different permissions based on your team structure.
Learn more about social media for healthcare, legal, education, and banking teams here.
Social media managers hyping each other up >>> pic.twitter.com/tRZoDoS4QZ
— Hootsuite 🦉 (@hootsuite) July 11, 2023
4. Link it up
Want to drive even more traffic back to your website? Or see how popular your latest influencer-driven Twitter campaign is with new fans?
Use trackable URL shorteners like Hootsuite’s Ow.ly link shortener in your Tweets so you can see how many people are clicking through.
Plus, with clean, shortened links, you’ll have more character count to work with when crafting your Tweet copy.
These prompts = High-quality AI art 😎 https://t.co/G7dQPZONXt
— Hootsuite 🦉 (@hootsuite) July 12, 2023
5. Turn off scheduled posts during emergencies
Social media crises happen, even to the best-intentioned brands. Thankfully, Hootsuite’s Pause Scheduling button lets you pause all scheduled Tweets with one click so you can manage your social media crisis effectively.
This way, you won’t have to worry about outdated or irrelevant content going out during a difficult time—giving you one less thing to worry about in an emergency.
6. Track, analyze, and optimize
Tweet scheduling platforms like Hootsuite also offer integrated analytics tools so you can track the performance of your Tweets, monitor what’s trending in your industry, and gain insights for future campaigns.
Social listening tools like Hootsuite Insights also let you track mentions of keywords, brands, and hashtags over time, giving you an even deeper look into what’s working and what isn’t.
Use these insights to optimize your future Tweets and stay on top of industry trends.
FAQs about scheduling Tweets
Does Twitter allow you to schedule tweets?
Yes, you can schedule Tweets directly in Twitter (now X) using the Twitter Ads Manager. Keep in mind, you won’t be able to post to multiple accounts from one place.
What is the best app to schedule tweets?
Hootsuite is the best app to schedule Tweets, with its industry-leading bulk uploads, the best time to post feature, and the ability to post to multiple social media accounts at once. Not to mention, AI Tweet-writing features, advanced analytics and reporting, and the one-click Pause Scheduling button for emergencies.
Use Hootsuite to execute your Twitter marketing plan alongside all your other social media activity. From a single dashboard you can monitor your competitors, grow your followers, schedule Tweets, and analyze your performance.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
Struggling to keep on top of all the different social media video specs? We were, too.
Social platforms change like the tides, with algorithms and best practices updating constantly. That’s why we’ve made it our mission to be the go-to resource for all things social media, including up-to-date social media video specs.
Read on to find the most recent video specifications for each of the most popular social platforms.
Bonus: Want to know how a viral social video creator makes millions of dollars in sales? Download the free guide now.
Facebook video specs
Optimizing video content for Facebook is tricky, mainly because of the many different ways it delivers video to its users.
When you buy a video ad on Facebook today, it could appear in dozens of different formats (in someone’s mobile news feed, in the sidebar on the desktop version of Facebook, or even in someone’s inbox on Facebook Messenger). And you also have to know what Facebook’s upload limit is for videos, among other things.
It pays to become familiar with the varieties of Facebook videos and to find a delivery format that matches your campaign goals. Find the Facebook video resolution and specs you need below, or check out the help page.
Regular Facebook feed video
Recommended resolution: 1080p or less. Upload the highest-resolution video available that meets file size and ratio limits.
Landscape and Portrait dimensions: 1280 x 720
Minimum width: 1200 pixels
Supported aspect ratios: 16:9 (Landscape) to 9:16 (Portrait), and 16:9 (Portrait video with a link)
Mobile aspect ratio: Renders all video to 2:3
Recommended characters: 90, with link
Headline max: 25, with link
Link description: 30, with link
Length: Videos can be up to 240 minutes long
Size: Up to 10 GB large
Frame rate: Maximum frame rate of 30fps.
Tips: For best results, Facebook recommends uploading videos in .MP4 and .MOV format (see a full list of supported file formats here).
Resource: How to Use Facebook Live Video: A Guide for Marketers
Facebook Reels
Recommended resolution: At least 500 x 888 pixels
Recommended aspect ratio: 9:16
Recommended video format: .MP4, .MOV
Video captions are recommended for those who watch with the sound off
Image via this Facebook Reel
Facebook 360 video
Maximum Facebook video dimension: 5120 by 2560 pixels (monoscopic) or 5120 by 5120 pixels (stereoscopic)
Supported aspect ratios: 1:1 (stereoscopic) or 2:1 (monoscopic)
Recommended format: .MP4 or .MOV format
Size: up to 10GB
Length: up to 30 min
Recommended frame rate: 30fps
Tips: If the camera you recorded your video on automatically includes 360 video metadata with the video file, you can upload the video like you would any other video. If it doesn’t, click on the ‘Advanced’ tab when uploading to bring up Facebook’s ‘360 controls’ tab, which will let you convert unformatted footage into a 360 video.
With many social media video sizes and longer durations (Facebook included), you may experience longer processing times.
Image via Facebook — click through to check out the 360 video!
Facebook in-stream video ads
Recommended resolution: 1080 x 1080
Recommended size: 16:9 ratio recommended (landscape) or 1:1 (square). Upload the highest-resolution video that meets file size and ratio limits.
Video format: Recommended .MP4 or .MOV format
Maximum file size: 4GB
Maximum length: 240 minutes
Maximum frame rate: 30fps
Recommended characters: 125
Recommended headline: 27
Link description: 27
Tips: For in-stream ads, Facebook recommends uploading the “highest resolution source video available without letter or pillar boxing.” Facebook provides an exhaustive list of aspect ratios and features available for each ad type.
Facebook Messenger video ads
Recommended resolution: 1280 by 628 pixels
Supported aspect ratios: 9:16 to 16:9
Recommended time length: 15 seconds
Resource: Facebook Messenger Ads: How the Pros Get Results
Facebook carousel video ads
Recommended size: 1080 by 1080 pixels (1:1 aspect ratio)
Recommended video format: .MP4 or .MOV
Maximum length: 240 minutes
Maximum frame rate: 30fps
Maximum file size: 4GB
Recommended characters: 125
Recommended headline: 27
Resource: Carousel Ads: How and Why They Work (+ Examples)
Tips: Carousels let you showcase up to 10 images or videos in one ad without having the user navigate to a new page. For best results, use a pixel square (1:1) video.
Facebook Collection cover video
Recommended resolution: 1080 by 1080 pixels
Supported aspect ratios: 1:1
Recommended video format: .MP4 or .MOV
Maximum file size: 4GB
Maximum frame rate: 30fps
Maximum length: 240 minutes
Recommended characters: 90
Headline max: 25
Link description: 30
Tips: Collections make it easier for users to browse and purchase products directly in the Facebook feed. Instant Experience is required to execute Collection ads, which provide a “full-screen landing page that drives engagement and nurtures interest and intent.”
Facebook Instant Experience (IX) video
Recommended resolution: 720p
Aspect ratio: 9:16 Portrait or Pillarboxed
Recommended video format: .MP4 or .MOV
Maximum file size: 4GB
Maximum length: 120 seconds (all videos combined)
Maximum frame rate: 30fps
Tips: Clicking on an IX ad immediately triggers a full-screen experience for your audience. You can use IX ads to create an instant online storefront, ads for customer acquisition, brand storytelling, or an instant lookbook, or you can build one from scratch, optimized to your goals.
Source: Facebook
Facebook slideshow ads
Aspect ratio: 16:9 (landscape) , 4:5 (vertical), 1:1 (square)
Maximum size: 4 GB
Recommended video format: .MP4 or .MOV
Maximum length: 15 seconds for the entire slideshow
Tips: Slideshow ads, designed for audiences with slower internet access, let you transform a series of 3-10 images and a sound file (supported formats: WAV, MP3, M4A, FLAC, and OGG) into a video ad.
For best results, Facebook suggests using the highest quality images possible, all the same resolution (ideally an image ratio of 16:9, 1:1, or 2:3). If you use different sizes, the slideshow will be cropped to be square.
Source: Facebook
Facebook Story ads
Recommended resolution: 1080 by 1080
Aspect ratio: 1.91 to 9:16
Recommended characters: 125
Maximum file size: 4 GB
Recommended video format: .MP4 or .MOV
Recommended length: 15 seconds, but you can split a longer video into 2 or 3 separate Stories cards so your audience can get the full story
Resources: How to Use Facebook Stories for Business: The Complete Guide
Tips: Since Stories only last for a couple of seconds, spend time developing the first few seconds of your ad to really grab your audience’s attention.
Source: @lamoda on Instagram
Instagram video specs
Instagram supports three kinds of video: square (1:1), vertical (9:16 or 4:5) and landscape (16:9).
Pro tip: Square videos are best for both desktop and mobile users. They take up more room in user’s feeds than horizontal videos, but don’t crowd the entire screen like vertical videos do.
Instagram has 1.4 billion daily active users, so let’s get your video uploading on point! Oh, and get your Instagram video creation on point, too.
Instagram in-feed video and ads
In-feed landscape video:
- Recommended resolution: 1080 by 1080
- Aspect ratio: 16:9
- Maximum file size: 4GB
- Recommended video format: .MP4 or .MOV
- Maximum video length: 120 seconds
- Frame rate: 23-60 fps
In-feed square video:
- Recommended resolution: 1080 by 1080
- Aspect ratio: 1:1
- Maximum file size: 4GB
- Recommended video format: .MP4 or .MOV
- Maximum video length: 120 seconds
- Frame rate: 23-60 fps
In-feed vertical video:
- Recommended resolution: 1080 by 1080
- Aspect ratio: 4:5
- Maximum file size: 4GB
- Recommended video format: .MP4 or .MOV
- Maximum video length: 120 seconds
- Frame rate: 23-60 fps
Recommended characters: 125
Source: Instagram @Halara_official
Instagram Stories
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 4GB
Recommended video format: MP4 or .MOV
Maximum video length: 15 seconds
Frame rate: 23-60 fps.
Psst, it’s time for a shameless plug: Did you know you can schedule your Instagram Stories directly from the Hootsuite platform?
Instagram Story ads
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 4GB
Recommended video format: .MP4 or .MOV
Maximum video length: 120 seconds
Resource: How to use Instagram Stories like a Pro
Tips: These videos appear between Instagram user Stories for up to two minutes (or until dismissed) and take up the whole screen.
Source: Instagram @thedoersway
Instagram Reels
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 4GB
Recommended video format: .MP4 or .MOV
Video length: from 3 seconds and up to 15 minutes
Resource: Instagram Reels in 2023: A Simple Guide for Businesses
Instagram carousel video ads
Recommended resolution: 1080 by 1080
Aspect ratio: 1:1
Recommended video format: .MP4 or .MOV
Maximum length: 120 seconds
Maximum size: 4GB
Maximum frame rate: 23-60fps
Tips: Like Facebook carousels, Instagram carousels let you showcase between two and ten images or videos in one side-scrolling ad.
X (formerly Twitter) video specs
X, formerly known as Twitter, is known for its real-time updates on all things interesting.
Whatever industry you’re marketing for, you can be sure to find an audience on Twitter. You can also be sure that your audience wants to see video content, which is why, of course, your Twitter video dimensions need to be accurate.
Since it’s a mobile-first app, videos you shoot on your phone will upload with proper Twitter video resolution. But, if you’re sending out content from your desktop, be sure to double-check the bitrate against Twitter’s detailed guidelines.
X (aka Twitter) videos
Recommended resolution: 1280 by 720 (landscape), 720 by 1280 (portrait), 720 by 720 (square)
Twitter aspect ratio for video: 16:9 (landscape and portrait), 1:1 (square)
Maximum file size: 512 MB
Recommended video format: .Mp4 or .MOV
Maximum video length: 140 seconds
Maximum frames: 30 or 60 fps.
Character max: 280
Resource: Twitter Ads for Beginners: The 2023 Guide
It will take all of us coming together and doing what we can to help those in need in Maui and Lāhainā right now. I hope you’ll join me in donating to the Hawai’i Red Cross today: https://t.co/CPtVJ8fGSq pic.twitter.com/yvIDCG15MP
— Barack Obama (@BarackObama) August 15, 2023
TikTok video specs
TikTok, the short-form video platform that took the world by storm, generated nearly 500 million USD in revenue in the first quarter of 2023. Marketers who know how to work the app can skyrocket their brand popularity and sell more products or services.
TikTok makes it incredibly easy (and kind of addictive) to create and publish video content. You can check out the specs you need to know below and find more on TikTok for business.
TikTok in-feed content (organic)
Dimensions: 1080 by 1920
Recommended aspect ratio: 9:16
Maximum video size: 287 MB
Recommended video formats: .MP4 or .MOV
Maximum length: 10 minutes
Character max: 2,200
Resource: How to Make a TikTok Video: Everything You Need to Know
Tips: Organic content ranks on the For You Page due to its popularity with viewers. Try to increase your likelihood of ranking by performing TikTok SEO (don’t worry, it’s only five easy steps).
@hootsuite talk about a mood kill 😑 #socialmediamanager #sociaediamarketing
TikTok in-feed content (ads)
Dimensions: 540 by 960, 640 by 640 or 960 by 540
Aspect ratio: 9:16, 1:1, or 16:9
Maximum video size: 500 MB
Accepted video formats: .MP4, .MOV, .MPEG, .3GP, .and AVI
Accepted length: 5 – 60 seconds
Character limit for ad description: 12-100
Resource: How to Make Great TikTok Ads: The Complete 2023 Guide
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Snapchat video specs
If you’re trying to reach a younger crowd, try Snapchat. The disappearing-video app is still active with certain generations, and it’s well-optimized for video sharing.
Discover more on video ads from Snapchat’s Business Center.
Snapchat single video
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 32MB
Accepted video formats: .MP4 and .MOV.
Video length: between 3 and 10 seconds
Resource: Snapchat for Business: The Ultimate Marketing Guide
Tips: Snapchat is about sharing moments among friends and having fun. Don’t treat your organic Snapchat strategy too seriously; give your viewers a look at what goes on behind the scenes with your brand.
Snapchat long-form video ad
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16 or 16:9
Maximum file size: 1GB
Accepted video formats: .MP4 and .MOV.
Video length: 3 to 180 seconds
Tips: The Snapchat long-form video ad is what users see between Snap stories.
YouTube video specs
YouTube has long been the video juggernaut of the internet. And that’s exactly why you need to have your YouTube video resolution and YouTube video sizes on point.
See more of the ins and outs of YouTube video specs on the help page, or grab your must-know specs below.
YouTube video player
Recommended resolutions: 426 by 240 (240p), 640 by 360 (360p), 854 by 480 (480p), 1280 by 720 (720p), 1920 by 1080 (1080p), 2560 by 1440 (1440p), and 3840 by 2160 (2160p)
Aspect ratio: 16:9 and 4:3 (YouTube adds pillarboxing if 4:3)
Maximum file size: 128GB (unless it’s more than 12 hours)
Maximum video length: 12 hours
Accepted video formats: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM
Tips: YouTube encourages its users to upload videos that are “as close to the original, high-quality source format as possible.” Videos should be uploaded in their native aspect ratios and should never include letterboxing or pillarboxing bars since YouTube “automatically frames videos to ensure that they are displayed correctly, without cropping or stretching, regardless of the size of the video or player.”
YouTube provides a full list of recommended bitrates for YouTube uploads here, and a full list of supported file formats here.
YouTube video ads
There are four main types of YouTube video ads, and besides the length of the video, they all share the same specs as the YouTube video player above.
Skippable video ads: Maximum length of 12 hours, skippable after 5 seconds
Unskippable video ads: Maximum length of 15 or 20 seconds (depending on region)
Bumper video ads: Maximum length of 6 seconds
Mid-roll Video Ad: Played mid-view, this ad only appears in content that is longer than 8 minutes. Mid-rolls can be skipped after 30 seconds.
Resource: The Complete Guide to YouTube Ads for Marketers
YouTube Shorts specs
Recommended resolutions: 240 by 426, 360 by 640, 480 by 854, 720 by 1280, 1080 by 1920, 1440 by 2560, and 2160 by 384
Aspect ratio: 9:16
Maximum video length: 60 seconds
Accepted video formats: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM
YouTube music length: If you pull music from the YouTube library, it’s limited to 15 seconds.
Title character limit: 100 characters
Resource: How to Make YouTube Shorts: Everything You Need to Know and How to Make Short-Form Videos that Stand Out
LinkedIn video specs
LinkedIn videos gain an average of three times the engagement of text-based posts. When video content is that effective at engaging an audience, you can be sure the algorithm will reward it.
See LinkedIn’s official video specs here.
Aspect ratio: 1:2.4 to 2.4:1
Maximum file size: 5GB
Video length: between 3 seconds and 10 minutes
Accepted video formats: .ASF, .AVI, .FLV, .MOV, .MPEG-1, .MPEG-4, .MP4, .MKV, and .WebM
Maximum frames: 10-60fps.
LinkedIn video ads
Landscape video resolution: 640 by 360 or 1920 by 1080
Landscape aspect ratio: 16:9
Square video resolution: 360 by 360 or 1920 by 1920
Square aspect ratio: 1:1
Vertical video resolution: 360 by 640 or 1080 by 1920
Vertical aspect ratio: 9:16
Maximum file size for all resolutions is 200 MB
Recommended video format: .MP4
Video length: 3 seconds to 30 minutes
Maximum frames: less than 30fps
Pinterest video specs
If you have a business account on Pinterest, you can upload advertising videos. Since your pinning audience is largely heading to the platform to discover new products, they’re receptive to advertisements. And product-related videos are proving to be popular with at least a quarter of all internet users.
By the way, if you want to create videos without having a business account, you can create Idea Pins, which feature video clips.
See Pinterest’s full spec sheets here.
Aspect ratio: 1:1 (square) or 2:3, 4:5 or 9:16 (vertical)
Maximum width video required aspect ratio: 1:1 (square) or 16.9 (widescreen)
Maximum file size: 2 GB
Video length: from 4 seconds to 15 minutes
Accepted video formats: .MP4 and .MOV.
Character title max: 100
Character description max: 500
Resource: Pinterest Ads: A Simple Guide for 2023
Source: Pinterest
Video sizes vary depending on the social media platform in question. Be sure to look up the recommended size and resolution of your platform before uploading your video.
The most commonly recommended minimum video bitrate is 5,000 kbps, but you should look up your platform-specific recommended bitrate.
The best aspect ratio for social media video varies based on the platform’s requirements, but they are often 16:9, 4:3, and 1:1.
Should I use 4:5 or 9:16 for Instagram video?
Landscape aspect ratio is 16:9, and vertical aspect ratio is 4:5 for Instagram. Instagram also has a square aspect ratio of 1:1. Which one you use may depend on your content, but many marketers have found success with the square aspect ratio.
A 9:16 social media video size is typically 1080 by 1920 pixels in resolution.
The most popular video format for social media is either .MOV or .MP4.
The ideal length depends on the platform and your audience’s attention span, but we dive into the details in the blog How Long Should a Social Media Video Be? Tips for Every Network.
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.
With files from Nick Zarzycki and Michelle Cyca.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
We get it: no one likes to put labels on things. (Though… that is your girlfriend, right?) But it’s pretty important to define the important role of community manager on your marketing team.
Community managers are the all-stars responsible for fostering engagement, building relationships, and maintaining the integrity of online communities.
In the mile-a-minute world of social media, they are the crucial bridge between brands and audiences.
And while community management may not always be the easiest task, it’s an impactful one that brings value both to brands and the people who love ‘em.
So it’s time to clearly define, explore, and, yeah, celebrate the humble community manager label. Today, we’re breaking down exactly what a community manager does (and how they differ from social media managers), and what the future holds for this thrill-a-minute position.
Are you paid enough?
Download our Social Media Career Report for stats on social media manager salaries, benefits, job satisfaction, mental health, and more.
A community manager is the caretaker of a brand’s online presence, the “digital custodian,” if you will.
Community managers are responsible for curating and nurturing communities around a brand, product, or cause. They’re the party hosts with the most, there to strategically make sure everyone’s having a good time.
If you’re here on this social media strategy blog, you’re probably most interested in community management for platforms (like Facebook, Instagram, or Twitter/X), but online communities can also live on forums or blogs.
Wherever your fan community hangs online, a skilled community manager understands the interests and needs of that community, engages with members, and ensures that it remains a positive and productive space. In other words, community managers are guardians of the vibe.
A community manager is in charge of responding to comments and DMs on social media. They’ll provide answers to questions and offer customer support.
They may also be proactive about fostering a sense of community on a social media platform: crafting content that prompts responses or conversations, coordinating contests, or producing other interactive content.
The goal, overall, is to build both the engagement rate and your customer loyalty. (No pressure.)
The less fun aspect of the job is moderating and dealing with any issues or troublemaking trolls — in a polite and professional way that upholds your brand’s values, of course.
Community manager vs. social media manager
Community managers and social media managers work side by side to make a brand’s social media presence the best it can be. But their focus is pretty different.
A community manager’s focus is to build relationships within online communities. They create, curate, and moderate content specifically designed to engage followers.
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Community managers answer questions, review comments and DMs, and resolve issues to keep the community vibrant (and ideally harmonious).
On the other hand, a social media manager will concentrate on executing the overall content plan. That means crafting and scheduling posts, advertising, and analyzing metrics to enhance brand awareness on social platforms.
A successful community manager will possess a variety of skill sets, such as…
Excellent communication
Are you responsive and talented at expressing the right tone? Are you known for your top-notch communication skills? This might just be the job for you.
You’re gonna be typing up a storm in this role, so the ability to clearly express yourself (and the voice and values of the brand) is absolutely essential.
But communication isn’t just an important skill to have to connect with the community. You should also be able to clearly communicate with the internal team about what exactly is happening online at any given moment.
Problem-solving
A community manager doesn’t just spend all day swappin’ memes and running contests. Sometimes, they have to deal with issues and conflicts (uggggh).
Having the ability to problem-solve effectively and efficiently is super important. You’ll have to navigate all sorts of surprising situations with grace and professionalism and be adept at finding solutions that satisfy community members and align with the brand’s values.
Bonus: Save time and download 20 free, customizable Instagram DM templates for your brand, including greetings, partnership requests, FAQ responses, replies to complaints, and more.
Empathy
A good community manager is patient and kind. After all, the job really is about being a good pal and making your followers feel both welcome and heard. Understanding the needs, concerns, and emotions of community members is crucial for building trust and rapport.
Moderation
As important as it is to be a shoulder to cry on, sometimes, a community manager needs to lay down the law.
Without moderation, a comments section can quickly turn into a toxic free-for-all. Strong community management requires a little bit of enforcement — managers need to follow through on any community guidelines and policies to help ensure these online spaces feel welcoming and safe for all their fans.
Analysis
Some of these “skills” are definitely on the softer side, but having an analytic brain is important for successful community management, too. What’s working? What’s not? How can success be quantified? Community managers should be able to thoughtfully analyze engagement metrics via tools like Hootsuite Analytics in order to refine their strategies and measure their impact.
Obviously, a community manager’s job description can vary wildly, depending on the industry and company size. That being said, a community manager’s role typically includes responsibilities like:
- Developing and implementing community engagement strategies
- Moderating discussions and content
- Responding to community inquiries and feedback
- Collaborating with marketing and support teams
- Analyzing data to assess community engagement
If you’re creating a community manager job description for a job posting, you might want to seek out a candidate with an education in online marketing or marketing communications, but a degree certainly isn’t necessary for success in this role. It’s more important to find someone who can demonstrate skills like communication, problem-solving, and analytical thinking.
Like any position, the salary for a community manager varies by location, work experience, and industry. According to Glassdoor, in the United States, entry-level community managers can earn anywhere from $41,000 to $65,000 per year.
Of course, professionals with more experience or those working for large companies could earn even more, with some online community managers on Glassdoor reporting annual salaries of $115,000.
For more details on salaries in the social media marketing industry, including salaries for community management roles, download our Social Media Career Report for 2023.
Are you paid enough?
Download our Social Media Career Report for stats on social media manager salaries, benefits, job satisfaction, mental health, and more.
To evaluate a community manager’s performance, consider the following metrics:
- Engagement rate (likes, comments, shares)
- Growth in community size
- Response time to community inquiries
- Net promoter score (NPS) from community members
- Sales conventions
Ultimately, a community manager should be evaluated on metrics that align with your brand’s overall social media goals. If growing your community size isn’t important to your business objectives, it doesn’t really make sense to focus your time and attention on racking up the follows, right?
Like everything else in the social media landscape (RIP, Nexopia), the role of a community manager has evolved significantly over the past decades.
Initially, the role of a digital community manager was to respond to comments, monitor social channels for negative sentiment, and moderate content. Today, a community manager is expected to practice strategic planning, customer service, and data analysis, too. It’s about going beyond being reactive and being proactive, intentionally encouraging engagement and building loyalty along the way.
We’re at an interesting time in Internet History, with this new influx of accessible AI technology. The future of community management will likely be shaped by this sort of automation. It’s possible chatbot technology will take a big leap forward in the next few years to provide even richer, multi-platform customer support that goes beyond answering FAQs.
But while AI can absolutely assist in data analysis, common questions, and routine tasks, we’re confident that a human touch will remain essential to quality community management. No matter how convincing AI may get, it’ll always take a real person to foster genuine connections and resolve complex issues for your (human!) community.
In the future, it’s likely the role will evolve, and we’ll see community managers handling the bigger-picture ideas. They might use AI to help with more mundane or repetitive community management tasks and spend their time practicing more strategic decision-making and deeper integration with overall business objectives.
But whether they’re working in the trenches or dreaming big, as technology advances, community managers will always continue to find new ways to connect, engage, and create meaningful experiences for their communities. Um, excuse me, are community managers both party hosts and heroes? The facts don’t lie.
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
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