#contentexecution

Look, I'm going to be straight with you. While you're sitting in meetings debating which video format to use for your government announcement, some other department already posted theirs three days ago. They're getting engagement. They're reaching citizens. You're still talking about bitrates.

Video formats matter, but not as much as you think they do. What matters more is that you actually post the content. MP4 with H.264 codec works everywhere. That's it. That's the answer. Now go make your video and get it out there.

The Format Excuse

Here's what I see happening in government communications all the time. Teams spend weeks planning a video. They film it. It looks great. Then someone asks about formats and everything stops. Should we export for YouTube? What about Facebook? Instagram needs vertical, right? What's our Twitter strategy?

Stop. Just stop.

You're using format questions as an excuse not to ship. Deep down you're scared the video won't perform well, so you're hiding behind technical details. I get it. Putting content out there feels vulnerable. But citizens need information now, not after you've perfected every export setting.

Export an MP4 at 1080p. Post it. See what happens. Then make the next one better.

Platform Reality Check

YouTube, Facebook, Instagram, Twitter, they all accept MP4 files. Yes, each platform has preferences. Yes, vertical video works better on some. Yes, you could optimise everything perfectly for each one.

Or you could post square format at 1:1 aspect ratio and it'll work fine everywhere. Not perfect. Fine. And fine that reaches people today beats perfect that ships next month.

Here's the thing about platform requirements that nobody wants to admit. They change constantly. YouTube Shorts went from 60 seconds to three minutes in 2024. Instagram keeps tweaking Reels. Facebook changes its algorithm weekly. By the time you've optimised for today's requirements, they've already changed.

The move is to understand the basics and then execute. Vertical for mobile platforms. Horizontal for YouTube main channel. Square for flexibility. That's enough knowledge to start. Learn the rest by doing.

Accessibility Is Non Negotiable

Now let me tell you where I'm not flexible. Accessibility isn't optional. I don't care how fast you're moving or how many videos you're posting. Captions are required. Not just legally required. Morally required.

You're a government department. You serve everyone. That means deaf citizens, hard of hearing citizens, people watching without sound in public spaces, people who process information better by reading. Captions serve all of them.

AI generated captions are fine as a starting point. But you need a human to check them. South African place names, technical terms, accents, these trip up automated systems constantly. Budget 30 minutes per video for caption review. It's not negotiable.

Audio descriptions matter too, especially for educational content. Someone needs to describe what's happening visually for people who can't see the screen. This isn't extra credit. It's basic respect for your audience.

Don't let speed become an excuse for excluding people. You can move fast and still be accessible. They're not opposites.

The Quality Trap

Some of you are exporting 4K video for a two minute announcement about municipal services. Why? Most people are watching on phones. 1080p looks perfect on a phone screen. You're creating massive files that take forever to upload for zero practical benefit.

Then there's the opposite problem. Some teams compress so heavily the video looks like garbage. Text is unreadable. Faces are blurry. You're embarrassing your department to save a few megabytes.

The sweet spot is 5 to 8 megabits per second for 1080p video. That balances quality and file size. It uploads reasonably fast. It looks good on every device. It doesn't exceed platform limits. Done.

Stop obsessing over technical perfection. Your citizens care about the information, not whether you exported at optimal bitrate. Good enough quality with great content beats perfect quality with mediocre content every single time.

Multi Platform Reality

Here's how this actually works in 2026. You make one video. You export it in three versions. Landscape 16:9 for YouTube. Vertical 9:16 for Instagram and TikTok and YouTube Shorts. Square 1:1 for Facebook and Twitter where it works in feeds.

This takes an extra 20 minutes. Most editing software lets you save presets. Set it up once, use it forever. Now you're posting natively optimised content everywhere without overthinking it.

The departments winning at communication right now aren't the ones with the most sophisticated technical knowledge. They're the ones posting consistently across platforms. They're meeting citizens where the citizens already are instead of expecting everyone to come to the government website.

Facebook still has the biggest reach in South Africa. YouTube is where people search for information later. Instagram and Twitter are for timely updates. Threads and Bluesky are growing. You need to be everywhere, which means you need formats that work everywhere.

File Size Common Sense

Facebook limits files to 4GB. YouTube allows 128GB. Twitter caps at 8GB. Instagram also limits to 4GB. These numbers don't matter as much as you think because if your government announcement video is anywhere close to 4GB, you've made it way too long.

Most effective government videos run under three minutes. At proper compression that's maybe 150MB to 300MB. Well under every platform's limits. File size becomes a problem when you're exporting wrong, not when you're creating too much content.

Keep your master file at highest quality. Export compressed versions from that. Never compress an already compressed file. Quality degrades fast when you do that. This is basic workflow stuff that saves you from having to reshoot later.

The Action Step

Here's what you do right now. Today. Stop reading and do this.

Open your video editing software. Create three export presets. One for landscape at 1920x1080. One for vertical at 1080x1920. One for square at 1080x1080. All MP4 with H.264 codec. All at 6 Mbps bitrate. AAC audio at 128 kbps.

Name them. Save them. Now you never have to think about this again.

Next video you make, export all three versions. Upload the landscape to YouTube. Upload the vertical to Instagram Reels and YouTube Shorts. Upload the square to Facebook and Twitter. Add your captions to every single one.

That's it. You're now posting optimised content across platforms without overthinking it. The technical part is handled. Now you can focus on what actually matters, which is the message and the consistency.

Ship It Already

The biggest mistake government communicators make with video formats isn't technical. It's psychological. They use format questions to delay shipping. They hide behind optimisation when the real issue is fear of judgement.

Your first videos won't be perfect. Neither will your tenth. But they'll reach people, which is the entire point. You'll learn more from posting ten decent videos than from perfecting one.

Citizens need information about services, about changes, about opportunities. They need it now, not after you've attended three more workshops on video compression. The format that reaches people today is better than the format that might be slightly better tomorrow.

MP4 works. H.264 works. 1080p works. Captions are required. Multiple aspect ratios help. That's the entire technical knowledge you need to start. Everything else you'll learn by doing.

Stop overthinking this. Make the video. Export the file. Add the captions. Post it everywhere. Watch what happens. Make the next one better. That's how you win at government communication in 2025.