tiktok – University Marketing

A helpful guide of video specs for each social media platform to help everyone create great content.

Facebook

Aspect Ratio: 1:1
Max file size: 10GB
Length:
- Technical: 120 min
- Preferred: 2-4 min
Captions: CC on all videos unless they are integrated into the video already. Those files need to be .SRT
Examples:

Twitter

Aspect Ratio: 1:1
Max file size: 512MB
Length:
- Technical: 2 min 20 seconds
- Preferred: 1 min
Captions: CC on all videos unless they are integrated into the video already. Those files need to be .SRT
Examples:
- https://twitter.com/UMich/status/1202603283904204800?s=20

Instagram

Native feed:
- Aspect ratio: 4:5 preferred since it takes up more of the screen. 1:1 is okay as well
- Max file size: 4GB
- Length (technical and preferred): 60 seconds
- Examples:
  - https://www.instagram.com/p/B8xCcV6DFJC/
  - https://www.instagram.com/p/B9cwh4HDbDA/ (SQ example)
IG Story:
- Aspect ratio: 9:16
- Max file size: 4GB
- Length (technical and preferred): 15 seconds
IGTV:
- Aspect Ratio: 9:16
- Max file size: 650MB (under 10 minutes) or 3.6 GB (up to 60 minutes
- Length:
  - Technical: 10 minutes
  - Preferred: 5 min
- Other needs: A high resolution photo to be the cover photo on native feed (4:5 ratio) when IGTV is posted
- Examples:
  - https://www.instagram.com/p/B_OGRpYjTOY/
  - https://www.instagram.com/tv/Bt7VryVgZce/

TikTok

Aspect Ratio: 9:16
File size: 287.6 MB (iOS) and 72 MB (Android) in size
Length:
- Technical: 15 seconds or 60 seconds (if combining multiple videos)
- Preferred: 15 seconds
Examples:
- https://www.tiktok.com/@oregonstate/video/6824554695382682886
- https://www.tiktok.com/@lsu/video/6823462525787573510

YouTube

Aspect ratio: 16:9
File size: 128GB or 12 hours (whichever is less)
Length:
- Technical: 12 hours
- Preferred: 1-10 min
Captions: CC on all videos unless they are integrated into the video already
Example: https://www.youtube.com/watch?v=Iky7Rq8DJ0c

TikTok is becoming more popular among 16-24 year olds. During fall term 2019, Oregon State launched its TikTok account with the goal to connect with prospective and current students by producing timely, authentic and relevant content that showcases the university and its community.

The most important part of this social media platform is to stay on top of trends (including music) and hashtags by spending time on the app. We have found it helpful to follow other university accounts and see what they are doing.

These are the topics or trends the OSU account will create videos from:

College related trends
Trendy hashtags/music
Dance and Cheer team
Student clubs

We’ve had success on TikTok so far with collaborating with departments, clubs and student organizations across campus. We were lucky to create a video with the OSU Dance and Cheer Team, and it’s one of our best videos since launching the account. Success will come when you collaborate creatively. We’ve also seen success when sharing our exported TikToks on Instagram Stories. This connects your followers with another channel and can help with growth. A little call to action never hurts.

While we are still learning this new platform, we need to remember that the audience we are trying to reach is not only current students but prospective students. We need to create videos that showcase campus in a positive way but also builds on nationwide trends. Sure, there’ll be some things that you cannot do because they aren’t university appropriate, but there’s always a trend/style/music track to explore. You need to put your creative hat on and be willing to put yourself in the shoes of Generation Z knowing no idea is a bad one. Go out there and get your TikToks started!