Repurposing video content across platforms

Be kind, repurpose 

Repurposing video content across platforms is an excellent way to get the most out of each piece of video content you create. 

Whether for YouTube, Facebook, Instagram, or TikTok, creating video content is time-consuming and often expensive. Repurposing content across multiple channels allows you to reach different audiences and even tell slightly different stories with the same piece of content. 

It’s important to note that repurposing content is not the same as reposting content, but we’ll get into that later. 

Let’s explore a few ways you can repurpose video content and all the video specs you need to know per platform.

Create with multiple platforms in mind

The primary platform for your video will influence how you create it. Making a long-form piece of content for YouTube is very different to making a quick TikTok video. However, this doesn’t mean you can’t find ways to repurpose that content. 

When creating content, you should do so with multiple platforms in mind. If you’re making a video for YouTube, think about how you can adjust what you’re shooting to fit into vertical aspect ratios for YouTube Shorts, Instagram Reels, and TikTok. Spending time in preproduction will save you a lot of headaches when you start editing your content.   

Repurposing is not reposting 

There is an important distinction between repurposing and reposting content. While reposting content relates to sharing other people’s content or exact copies of your content across platforms, repurposing content involves reworking existing content to make something new. 

For example, you might cut a longer YouTube video into a vertical promo video to share on Reels or TikTok. 

If you’ve spent the time making a great piece of content for Reels, you might be tempted to upload an exact copy to TikTok. It seems to make sense, right? But reposting content can hurt your reach, and you don’t want to annoy people who follow you on multiple platforms. 

Video specs matter 

Regarding repurposing content, the different aspect ratios supported by each platform will have a massive impact on your decision-making and workflow. 

While most social media platforms support common aspect ratios like 16:9, 9:16, 4:5, and 1:1, you should consider which works best before making a decision. For example, while you can upload a 16:9 (horizontal) video to your Instagram feed, this aspect ratio isn’t ideal because it takes up less screen real estate than something uploaded in a square or vertical aspect ratio.  

Additionally, when repurposing content, you should consider the length of your video. Longer videos work better on platforms designed for them, like Facebook and YouTube, while shorter videos are better suited for Reels and TikToks. 

Let’s take a quick look at all the video specs you need to consider when repurposing content on different platforms. 

Instagram Feed

  • Aspect ratios: 1.91:1 to 4:5.
  • Duration of the video: 1 second to 1 minute
  • Our recommendation:  4:5 will take up the most screen real estate if posting directly to the feed, but you can also share Reels to your feed. Just make sure you pick a good still or make a custom cover image.

Instagram Stories

  • Aspect ratios: 16:9 to 4:5 and 9:16.
  • Duration of the video: 1 to 15 seconds
  • Our recommendation:  9:16 is the way to go for Stories.


  • Aspect ratio: 9:16.
  • Duration of the video: 1 to 60 seconds
  • Our recommendation:  9:16

Facebook Feed

  • As[ect ratio: 1:1, 4:5, 16:9 or 9:16 
  • Duration: up to 240 minutes
  • Our recommendation: we love 4:5 for the extra vertical real estate, but 9:16 is excellent for desktop viewers.  

Stories on Facebook

  • Aspect ratios range from 1.91:1 to 9:16.
  • Duration: 1 to 20 seconds 
  • Our recommendation: stick to 9:16 where possible. 

Twitter Video Prerequisites

  • Aspect ration: 16:9, 1:1, 4:5, and 9:16
  • Duration: videos uploaded to Twitter cannot exceed 2 minutes and 20 seconds. 
  • Our recommendation: you can’t go wrong with 1:1 or 4:5. 

Video Requirements for TikTok

  • 16:9, 1:1, or 9:16 aspect ratio
  • Duration: TikTok videos can vary in length from 15 seconds up to 10 minutes.
  • Our recommendation: 9:16 all the way. 

YouTube Videos

  • Aspect ratio: 16:9 is the most common here; however, YouTube supports a host of aspect ratios, so don’t be scared to get creative. 
  • Video length: 1 second to 15 minutes. To upload videos longer than 15 minutes, you need to verify your account.
  • Our recommendation: it’s up to you and your creative vision. 

Now that you know all the ins and outs of repurposing video content across social media channels, you’re ready to go out and start creating. 

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