PF-Social Media Guide to posting Grid

Mins and maximums on social: A guide to what you can post on different platforms

PF-Social Media Guide to posting Grid

When you’re planning social media posts, knowing the limits by platform help you immensely in knowing what you can share, and how you can help more people see it.

All social platforms are different – LinkedIn has a maximum of 10 minutes for an uploaded video, and landscape format works best. TikTok and Insta do better with portrait-style videos, and the limits keep changing and increasing. There are also different requirements (or recommendations) for content-based posts – how long can they be? What kind of content is more likely to be seen by your audience?

You could work for days on a beautiful social media calendar with posts about your firm, your team, client quotes, success stories, and “day in the life videos”, and then come to post them and discover oh…this one is too long. That one is too short. This one you included a link which no one can click on.

So here are a few quick guides for you.

Use these to understand quickly what image sizes, video lengths, type of posts, and types of links you can be sharing on each platform: from LinkedIn to Twitter to Instagram and Facebook and TikTok.

Bear in mind as you read:

  • Social media platform mins and maximums change all the time.  We’ll do our best to keep this updated, but always double check before you spend hours on something that it’s current. Just search “length of instagram reel” or “do i put a link in the post or the comments on linkedin”.
  • There’s a difference between “words” and “characters”. Word count is as it sounds: the actual words. Character count includes spaces and returns, so every keystroke matters.
  • Every platform is different, so use “stackable content” to share the same content in different ways. Stackable content means you take one piece of content you’ve already created (a blog post, a video, a social post), adjust it for another platform and share it again in a different way. For example, we could write this blog post about all the social media platforms, and then create imagery to show you each platform individually, and post the image and some of the core content on the relevant platform (LinkedIn guide information shared on LinkedIn, Insta guide information shared on Insta, etc).

And scroll to the end to see a visual summary of the mins and maximums for video posts!

LinkedIn: recommendations for content & video posts

The LinkedIn platform is one of the favourites for accountants. It’s best used for: (read the how-to guide here)

  • Building connections with people in your industry and audience
  • Building a presence to become recognisable and known for your expertise
  • Continuing relationships you’ve started, or built in the past

LinkedIn: Length of post:

  • The maximum length of a LinkedIn post is 3000 characters
  • After 140 characters, your post will cut off and show the ‘see more’ button, which people will need to click in order to keep reading your post
  • If the first 140 characters don’t draw your audience in, they may not choose to read more
  • This isn’t about being click baity (although some people choose to go that route): it’s about getting to the point, FAST.

LinkedIn: Type of content that works best:

  • Thought provoking content
  • Polls: people love to give their opinion! Plus you can see what individual people voted
  • Videos: helps people feel like they are connecting with you personally

LinkedIn: Article content length: 

  • You can post a LinkedIn article, which is like a blog post sitting within the LinkedIn platform, so your followers can read it and not leave the app
  • LinkedIn will prioritise this content because it means people aren’t leaving the app
  • One downside is that content you post in a LinkedIn article stays on LinkedIn – it’s not YOUR website. At a bare minimum, make sure to save this content in a Google doc or elsewhere so you always have it.
  • You can take content you’ve shared in a blog post on your own website, and repurpose the same content into a LinkedIn article. Unlike other sites, you won’t be penalised by Google for this as “duplicate content”.

LinkedIn: Image type & size:

  • Using an image can help to draw attention, especially if it’s of yourself personally (sometimes people add a selfie image just to get more views!)
  • Size limits: 1200 x 628 pixels

LinkedIn: Hashtags:

  • Using hashtags can help get you more views, clicks and connections
  • Sprinkle the #hashtags throughout your #content, #likethis. (Rather than putting them all at the end, as you’d do on an Insta post.)
  • When someone clicks on a hashtag, it brings up all the posts about that specific topic and they can search for other content using those hashtags
  • (You can do this too, if you’re looking to find what hashtags are best to use)

LinkedIn: People & user mentions:

  • The more people you tag, the more your post will be seen as it’ll be shown to their network as well as yours
  • Be cautious with this and keep it authentic: only tag people who are genuinely connected to the post, not randomly just to get more views
  • You can tag individual people you’re connected to by typing @ followed by their name (ie @karen reyburn), or a company (@we are pf)
  • You can also tag people you are NOT connected to (such as @brene brown): again, use this judiciously. If you’re writing a post about a book it makes sense to tag the author.

LinkedIn: Video length and style:

  • 10 minute maximum
  • Often the shorter the better (30-90 seconds)
  • Landscape videos are best for LinkedIn
  • Upload your video “natively” (upload the original video directly to the platform, rather than sharing a YouTube or other video link)

REMEMBER: LinkedIn doesn’t want people to stray away from the app. So anything you provide which sends people away (a blog post or website page URL, a video link) will be dropped lower in the search results and will be less likely to be seen.

LinkedIn: Subtitles & captions:

  • When you upload your video natively, you have the option to add subtitles
  • You can review and edit these before posting your video

LinkedIn cross-posting:

  • LinkedIn allows you to connect your Twitter account, so posts you create can be automatically shared to Twitter as well
  • Once you’ve set this up, it will default to this option for every post
  • You can always turn it off for an individual post, if you want most of them (but not this particular one) to go to Twitter
  • It will share the first few sentences of your post, and the featured image, and a link back to LinkedIn, so it can work pretty well

Twitter: recommendations for content & video posts

Twitter is also a favourite for accountants talking to each other (see the #taxtwitter hashtag!). It’s best used for: (read the how-to guide here)

  • Posting short form content which sparks conversations
  • Starting & building relationships via comments and shares
  • Connecting to people at events

Twitter: Length of posts

  • The maximum length of a Twitter post is 280 characters (including spaces, emojis, symbols)
  • Some Twitter accounts have been given the ability to write longer “Notes” (similar to a LinkedIn article – like a blog post which sits within the platform so you don’t link away to somewhere else). These are new at the time of this post and jury is out as to whether they are effective

Twitter: Type of content that works best

  • Short form, conversational content
  • “Threads”: when you have more to share than will fit into one 280 character tweet, you can click “add a tweet” and have a whole series of tweets which can be read in order. (This is basically like a Twitter note, broken up into pieces.)

Twitter: Video length

  • Max length: 2 minutes 20 seconds
  • Portrait or landscape work well
  • You’re not quite as penalised for embedding a video from another platform, so you can either upload it natively, or share a YouTube link

Twitter: Subtitles/captions

  • Twitter doesn’t offer the option to add subtitles
  • Get your subtitles/captions ahead of time by using something like Happyscribe or another tool to get your subtitles (SRT file)
  • Upload the video along with your SRT file (click “upload caption file” once you’ve uploaded your video)

Twitter: Images

  • Images help get visibility on Twitter
  • You can share up to 4 images or videos in one post (or mix and match – ie 3 photos and 1 video)
  • Image size max: 1200 x 675 pixels
  • Image size min: 600 x 335 pixels

Twitter: Hashtags

  • These trend on Twitter and people often use them to search for posts about that topic
  • You can see what hashtags are trending within the Twitter app
  • Use 1 or 2 hashtags at the most in a Twitter post – you don’t want to overdo

Twitter: People & user mentions

  • Like LinkedIn, you can tag people or companies you’re connected to by typing @ and the name (ie @karen reyburn will bring up @karenlreyburn username)
  • When you upload a photo, you can tag people in that photo (max of 10 usernames). Some people or companies have settings which prevent them being tagged in photos
  • Tagging people in your posts sends them a notification and means they can easily reshare your post to their feed
  • Remember adding tags (unless it’s tagging a photo) adds to your character count, so it gives you less room for your content

Instagram (Grid): recommendations for content & video posts

Instagram is well known for being visual – images and videos take priority. It’s best used for: (read the how-to guide here)

  • Visually expressing yourself (your purpose, your brand)
  • Helping the right type of client find you
  • Day to day updates on life & business (particularly stories – read on below)

Instagram Grid Posts: Length of posts

  • 2200 character limit for a post caption (the content which goes along with your image or video)
  • Your post will be truncated at 125 characters, and viewers can click “see more” if they want to read the rest
  • You can add more in the comments (ie “continued in comments”), but this is a difficult viewer experience because your comments will get lost amongst other popular comments, which rise higher in the list
  • If you have a longer post to share, take the first (or best) 2200 characters and use those as your caption, and then provide a link in your Insta bio

Instagram Grid Posts: Links

  • Links are NOT clickable in a post (or video) caption. If you paste one in, people will see it but not be able to click on it
  • You CAN post links in Instagram stories – read on below!
  • Instead of including a URL, most people write “Link in bio”, and then share the link in their bio
  • You could also say “Link in stories”, but that will only be visible for 24 hours
  • You can only have ONE link in your bio. Use a tool like to allow someone to click that one link, and be provided with many link options – ie your website, other socials, blog posts, special offers, products, etc

Instagram Grid Posts: Type of content that works best

  • Visual & eye-catching posts
  • Primarily visuals and video – not ideal for long form content (see above)
  • Videos get a higher priority on the grid (basically Insta trying to be more like TikTok)

Instagram Grid Posts: Image size

  • Insta uses square images: Size 1080 x 1080 pixels
  • You can upload any size image and either make it square, or leave it as-is. If you leave it portrait or landscape style, Insta will resize the image for your grid (which is all in squares)

Instagram Grid post: Hashtags

  • Users often search for inspiration on Insta using hashtags
  • It’s typical for an Insta post to have 20-30 or as many as 40 hashtags
  • Make sure the hashtags are connected to the message of your post
  • Use Insta to search for popular hashtags to look for those which are popular and will be seen by more people
  • Also consider using less-popular hashtags which are niche for your audience

Instagram Grid Post: People & user mentions

  • Tag other accounts and they’ll be able to share the post to their account. Either as a ‘collaborator’ (meaning it shows up on their own grid), or to their story which means your post is shared to their followers for 24 hours
  • Like other social platforms, you can tag people or companies you’re connected to by typing @ and the name (ie @karen reyburn will bring up @karenlreyburn username)
  • When you upload a photo, you can tag people in that photo (max of 20 usernames)
  • Tagging people in your posts sends them a notification and means they can easily reshare your post in their Instagram Story for that day

Instagram cross-posting:

  • Instagram is automatically connected to Facebook, so it’s easy to set it up so every post or video you share on Insta gets cross-posted to Facebook, as well
  • You can also set it up so you can cross-post to Twitter: however, it will simply share a post on Twitter that says “I posted a photo on Instagram” with a link, so it’s not very effective for that

Instagram (Reels): recommendations for video reels

An Instagram video is called a “reel”. Reels get a higher priority within the app (basically Insta trying to be more like TikTok), so these are best used for: (read the how-to guide here)

  • Building relationships & being present
  • Following trends – creating content to a trending theme/style and adjusting it for your style or audience

Instagram reel length: 90 seconds

Instagram reel style & size: Portrait, 1080 x1920 pixels

Instagram reel captions:

  • You can add captions once you’ve uploaded your video
  • There’s a button which looks like a smiley face document, which you click and have lots of options, from captions to location to time to temperature to GIFs

Instagram (Stories): recommendations for images & video 

Instagram Stories are a place for you to share images or short videos, which are shown to your followers for 24 hours, and then disappear. These are best used for: (read the how-to guide here)

  • Showing up daily/weekly to stay in front of your followers/audience
  • Sharing “a day in the life” sort of content so your audience feels like they’re getting to know you personally
  • Sharing posts from your own grid, and posts from others you follow

Instagram Story Length & Style:

  • Max 90 seconds for Story videos (no minimum)
  • You can post as many stories as you want
  • Stories disappear after 24 hours (but you still have access in your archives)
  • You can also post images onto your story

Instagram Story Video & Image style:

  • Portrait style video and photos work best 
  • You can post landscape videos or photos, but there will be a lot of black space

Instagram Story Captions

  • Once you’ve uploaded your video, you can add captions
  • There’s a button which looks like a smiley face document, which you click to automatically detect captions and choose a caption style you like
  • You have additional options for photos and video – from captions to location to time to temperature to GIFs and stickers – adding these can often get your followers more engaged

TikTok: recommendations for content & video posts

TikTok is the video platform: It’s used for short, fast, relevant videos and many people use it as a replacement for a Google search. It’s got great video editing capabilities so it’s ideal if you’re getting started with video. It’s best used for:

  • Teaching your audience something while having fun
  • Showing off your brand’s personality
  • Video editing & learning to use video better
  • Creating videos you can cross post elsewhere

Length of post: Up to 2,200 characters in caption

Type of content which works best: Creating trending videos (very visual, engaging)

Video length:

  • Maximum 10 minutes
  • Recommended ideal is 21 to 34 seconds
  • Most people move on after 1-3 seconds, so that’s about how long you have to capture their interest

Style of video: Portrait, 1200 x 628 pixels

Subtitles and captions: There’s an auto caption feature you can use while creating your post on the app, which allows you to add and edit subtitles during the content creation process

Hashtags: Share your content wider and help others find your content faster by including relevant hashtags (similar to other platforms)

Facebook: recommendations for content & video posts

Facebook is a bit dated, but it is still used (especially as a cross-posting platform), and most people have an account. It’s best for:

  • Reaching small businesses – some businesses rely on their Facebook page more than (or in place of) a website
  • Cross-posting from other platforms (ie Instagram, TikTok)
  • Groups & building community for your clients/prospects

Facebook: Length of posts

  • Maximum post length is over 60,000 characters
  • Recommended length for best engagement is 50-80 characters

Facebook: Type of content that works best

  • Audience-focused updates
  • Sharing helpful content (including links)
  • Sharing details about upcoming events
  • Connecting to other groups or Facebook communities

Video length: 240 minutes max

Style of video: Landscape


  • Facbook doesn’t offer the option to automatically add subtitles
  • Get your subtitles/captions ahead of time by using something like Happyscribe or another tool to get your subtitles (SRT file)
  • Upload the video along with your SRT file

Image size: 1200 x 630 pixels

Mentions: Tagging people in your posts sends them a notification and means they’ll see your post and have the option to share it their own Facebook feed

If that feels like way too much work….

Whew!! We’re guessing now you have gone through all this it seems like a massive investment of time and effort and detail and who’s got the time to do all that anyway?? If you’re feeling like that, you might want a little coaching support or a strategy session to make sure you’re going in the right direction with what you’re posting on the socials. Here are two things to check out:

  • Accelerator 12 week coaching group: Join 15-20 of your fellow accountants and work through the structured approach to content marketing, including how social media fits in. You’ll join live sessions each week, fill in a workbook, and get feedback on ANY content you create (including social posts!) during the cohort. Read more about Accelerator, or take the diagnostic to book a call with us.
  • PF Lab community: this is a month-to-month membership with other accountants for live sessions, training videos, tutorials, checklists, and all the resources you need to DIY your marketing. With a little help from your PF friends. Check out the Lab, or take the diagnostic to book a call with us.