Video Optimization Tips for Short-Form Content

Great content is necessary but not sufficient. The same video can perform wildly differently based on technical quality, formatting, and how it's presented to each platform's algorithm. Here are the optimizations that actually matter.

Technical Quality

Resolution and format

Export at 1080x1920 (9:16) in MP4 format with H.264 codec. This is the sweet spot for all platforms—high enough quality to look crisp, compatible enough to upload everywhere.

Avoid double compression

Every platform compresses your video when you upload. If you upload a video that's already been compressed (downloaded from another platform, screen-recorded, etc.), the double compression makes it look terrible. Always start from your original export.

Lighting and audio

Good lighting matters more than an expensive camera. Natural light or a ring light dramatically improves video quality. Audio is even more important—viewers will tolerate mediocre video but not bad audio. Use a microphone when possible.

The First Second

Every platform's algorithm tracks how quickly people swipe away. A strong first second—visually interesting, verbally hooking, or pattern-interrupting—keeps people watching long enough to engage.

Don't start with "Hey guys" or a slow introduction. Start in the middle of the action. Make viewers curious immediately. The first frame should grab attention even before the video starts playing.

On-Screen Captions

Most people scroll social media with sound off. Adding captions (text on the video itself, not just in the caption field) dramatically increases watch time. People will read along even if they don't turn on sound.

Auto-captioning tools like CapCut make this easy. Bold, high-contrast text that's easy to read on mobile. Don't put text too close to the edges—it gets cut off on some devices.

Platform-Specific Optimization

TikTok

Trending sounds can boost discovery significantly. TikTok's algorithm heavily favors content using popular audio. Short captions with 3-5 hashtags. Strong hooks matter more here than anywhere else.

YouTube Shorts

YouTube is a search engine. Your title should include keywords people search for. Custom thumbnails help on your channel page. Videos that answer questions or teach something often outperform pure entertainment.

Instagram Reels

Instagram rewards engagement—comments, shares, saves. Ask questions in your caption. Content that makes people want to tag a friend performs well. Custom cover images help your profile grid look intentional.

Facebook Reels

Longer, more informative content often performs better on Facebook. The audience skews older and appreciates context. Don't assume people know the references or trends from other platforms.

Test and Iterate

The best optimization is paying attention to what works for your audience. Track which videos perform best and look for patterns. Same content type? Same length? Same hook style? Double down on what works.

For more on distribution, see our guide to uploading to all platforms.