Creating Video Posts

Publish supports various video post creation and customization options for different networks. In this article, learn more about all of the features available in Publish for creating video posts.

Creating a video post

Facebook, Instagram, X (Twitter), LinkedIn, and TikTok all support video posts. Social Media Management enables you to create these types of posts in roughly the same way for each of the networks:


For instructions and special considerations related to the Instagram post editor, please see the section on creating instagram and video posts below.

  1. In Publish, click Create Post in the top left.Create post in Publish.png
  2. Choose the network and channels you'd like to publish your video post to, then click Create Post on the right side of the screen.


    Currently, it is only possible to create a post on one network at a time. However, you can select multiple channels on the network to publish your post to.Create post network selection.png

  3. Add your post text in the text box and upload your video asset using one of the following methods:
    • Drag and drop your video file to the file area.
    • Click the file area to open a local file browser. Choose the file to add from there.
    • While hovering over the file area, click the Cloud link to open a file picker popup. You can access various cloud storages such as Google Drive and Dropbox.
    • While hovering over the file area, click the Content Pool link to select files stored in the Content Pool.


    To prevent errors when uploading your video file(s), please check our media attachments guide to make sure your file falls within the supported media specifications for each network.

  4. Consider any additional options such as adding a video thumbnail or adding captions.
  5. Once you're happy with your post, click Publish, Schedule, or Send for Approval.Screenshot 2023-10-12 at 9.21.49 AM.png


Use Campaigns and the Content Pool to upload and keep your video stock assets in Publish. From there, your team can easily access your media files for future posts.

Creating Instagram reels and feed videos

Through the Instagram post editor in Publish, it’s possible to create Instagram reels, feed videos, and multimedia carousel posts under the Post tab, and stories under the Story tab.


Visit our article on Creating and Publishing Instagram Stories for specific instructions on the Instagram story publishing flow with the Hub app.

  • Please note that when you upload a video to Instagram, Instagram’s algorithm will determine if the post will be distributed as a reel when you publish your post. In the Publish editor, you will have the option to share the post to your Instagram feed via the Share to Feed toggle. If the video is not distributed as a reel and not shared to feed, it will only be showed to your followers and found in the Reels tab of your profile. Please see our Media Attachments Guide for recommended file specifications for your video to be accepted as a reel.Instagram reel with share to feed option.png

  • If you upload multiple videos and/or images, your post will be published as a carousel post.

When you upload a reel to the editor, Publish offers three preview views:

  • Profile grid viewProfile grid view for reels.png
  • Feed view


    Please be aware that the Feed view of the video depends on Instagram's internal logic. Therefore, Brandwatch cannot predict how it will be displayed with certainty.

    Feed view.png

  • Detail viewDetail view.png


If your video is longer than 90 seconds, you will see Publish’s standard preview options for all video posts: Mobile feed view (default), Grid view, and Desktop feed view.

Video post customization

Various customization options are available for your video post depending on the network you are publishing to:

  • Facebook: Select a video thumbnail or upload a custom thumbnail, add first comment, add location, tag a business partner, add captions.
  • Instagram:
    • Reel (single video, equal to or shorter than 90 seconds): Select a video thumbnail or upload a custom thumbnail, add first comment, add location, tag products, and share to feed.
    • Feed video (single video, longer than 90 seconds) or carousel post: Select a video thumbnail or upload a custom thumbnail, add first comment, add location, and tag products.
  • X (Twitter): Select who can reply to this post (Everyone, People you follow or mention, or Only people you mention)


    Due to API limitations for X (Twitter), uploading only one video for a post is supported. Customization options are not available.

  • LinkedIn: Upload a custom video thumbnail.


Due to TikTok API limitations, Publish does not support any TikTok post creation features such as embedding music or filters, etc. Any desired media should be included in your video prior to uploading in Publish. If a TikTok video has embedded copyrighted music, whether it is uploaded from the API or natively, it may get flagged. If you wish to safelist a song for your own usage in videos, contact TikTok user support directly from the TikTok app or through TikTok's feedback form.

Adding a thumbnail image

A thumbnail for your video post will be provided automatically. For Facebook, Instagram, or TikTok video posts, you have the option to select a specific thumbnail from 10 provided options.  

Selecting a video frame as a thumbnail

  1. Create a Facebook, Instagram, or TikTok video post.
  2. Once you've added your video to Publish, Social Media Management will automatically select 10 frames from your video that can be used as a thumbnail. Hover over the video thumbnail under the file area and use the right/left arrows to cycle through the pre-selected thumbnails to select the one you want.Screenshot 2023-10-12 at 10.27.56 AM.png


For TikTok posts, your post will preview in Publish with the first video thumbnail. However, your post will published using the specific thumbnail you selected.

Uploading a custom thumbnail image

Please note that uploading a custom thumbnail is currently only available for Facebook, Instagram, and LinkedIn video posts. Visit our media attachments guide for guidelines on recommended file types and properties for thumbnail images.

  1. Create a Facebook, Instagram, or LinkedIn video post.
  2. Once you've added your video to Publish, hover over the thumbnail and click the Upload thumbnail button.Screenshot 2023-10-12 at 9.26.47 AM.png

  3. Select your thumbnail file and upload it to your post.

Adding captions


At this time, adding captions is only supported for Facebook and LinkedIn video posts.

To help you with captions, Social Media Management supports the SubRip (SRT) file format. SubRip files are plain text files that contain all subtitle information. They can be created with any professional video editing software.

Facebook recommends naming your SRT file in the following way: filename.[language code]_[country code].srt. (Download an example file).

Here's how you can add captions in Social Media Management:

  1. Create a Facebook or LinkedIn video post.
  2. Once you've added your video to Publish, click Add Captions underneath your uploaded video.
  3. Upload your SRT file and click Apply.Add captions to Facebook or LinkedIn video in Publish.png


Caption files must be SRT files with a file size of up to 128kb. Different file types or larger files will result in an error message.

Repeat the above steps if you'd like to add captions in additional languages. If you experience any issues adding captions, consult Facebook's troubleshooting steps or LinkedIn's troubleshooting steps.

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