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Features of content publishing on social media

When posting on social media, issues may arise related to loading time and the quality of images, video, and audio. This is due to the platforms' own requirements and the content processing processes used before publishing.

Why might it take time to publish posts?​

  1. During the auto-posting process, videos undergo pre-processing: conversion, adaptation to social network requirements, and upload to the server. This stage can take several minutes depending on the file size.
  2. Each platform accepts content at different speeds. If a post contains video or high-resolution images, uploading may take longer than publishing a standard text post.

When scheduling, the system downloads and processes files in advance, but the final transfer of data to the social network still takes time. Additionally, social networks perform their own content processing on their servers, which can affect the time a post appears in the feed.

Why might photo or video quality deteriorate, or sound be lost?​

Social networks impose strict requirements not only on file size and resolution, but also on the codecs and color profiles used. If a file doesn't meet these requirements, the platform may change its parameters or partially ignore the data.

Videos and images​

  • If the file size exceeds the allowed values, it will be compressed to meet the social network's requirements.
  • If the size is below the minimum, the system will attempt to adapt the file, but the quality may be reduced.

Color profiles are also important to consider. RGB is recommended for images. Files in other color models (such as CMYK) may display with distorted colors.

Audio in video​

If the original video has sound on your device, but after publishing to Postmypost or a social network, it is missing, the problem is almost always related to the audio codec.

Social networks support a limited set of audio codecs. Even if the video format is supported, the audio may not play if the audio codec is not on the list of supported ones. This limitation is imposed by the social networks and is independent of Postmypost's capabilities.

The supported audio codec is always specified in the post requirements, and this parameter must be taken into account.

Containers and codecs — what's the difference?​

  • MP4, MOV, and AVI are containers. They define the file structure.
  • A video codec (e.g., H.264, H.265) is responsible for encoding the image.
  • An audio codec (e.g., AAC) is responsible for encoding the audio.

Audio is a separate data stream with its own support requirements. Having the correct video codec does not guarantee that the audio will play.

The same applies to images: PNG, JPEG, and BMP are different formats with different data storage characteristics and color profiles.

If you experience problems with publishing or playback, it is recommended that you first check the video codec, audio codec, and color profile of the image.

These are the basic technical parameters that must be considered when working with media content.