Best Length And Format For Listing Videos
The right listing video length and shape depends on where it will be seen. This guide gives practical starting points by channel, and says where to check current platform specs.
Newel Guides · Updated September 2026Quick Reference
Platform specs change, so treat these as working defaults and check each platform's current help pages before a big campaign.
- Instagram Reels and Stories: vertical 9:16, 1080 by 1920, 15 to 30 seconds for a listing.
- TikTok: vertical 9:16, 15 to 30 seconds.
- Facebook feed: square 1:1 or vertical 4:5 tends to fill more of the screen than landscape. 20 to 45 seconds.
- YouTube: landscape 16:9, 1080p, 45 to 90 seconds for a listing tour. YouTube Shorts use vertical.
- MLS and listing site: usually landscape 16:9, 45 to 90 seconds. Check your MLS for file size, length, and branding rules.
- Email: a landscape clip linked from a thumbnail image, or a short vertical clip if your email tool supports it.
Length
Shorter is not always better, but every second has to show something new. A useful rule is to give each clip three to five seconds and stop when you have covered the home's main selling points. Ten clips at four seconds is 40 seconds. That is enough for most listings.
- Under 15 seconds: a teaser, best for Stories and a pre-listing "coming soon" post.
- 15 to 30 seconds: the standard social listing video.
- 30 to 60 seconds: a fuller walkthrough for Facebook, YouTube, and your website.
- 60 to 90 seconds: a full tour for luxury or larger properties where viewers are already interested.
Aspect Ratio
- 9:16 vertical for phone-first channels. Fills the screen.
- 16:9 landscape for the MLS, desktop websites, YouTube, and presentations.
- 1:1 or 4:5 for feed posts on Facebook and Instagram.
If you produce both vertical and landscape, frame key subjects in the middle third of the photo so both crops work. A horizontal photo that shows a fireplace at the far left will lose it in a vertical crop.
Resolution
1080p is a safe standard for anything that will be seen large. 720p is fine for social posts viewed on a phone, and produces smaller files. 480p is useful for quick internal review or testing a cut. Higher resolution needs a sharp source photo, so check Which Listing Photos Work Best For Video.
On Newel Studio you choose 480p, 720p, or 1080p, and vertical or landscape, for each render, and the credit cost is shown before you confirm. See the credit table.
File Size And Format
- Use MP4 with H.264 video. It is the most widely accepted.
- Keep files under 100 MB for email and under the MLS field limit.
- Do not upload a video with a watermark to the MLS unless it is explicitly allowed.
- Export a separate version for the MLS if your board requires unbranded media. See Branded Vs Unbranded Listing Videos.
Captions And Sound
Many viewers watch with sound off. Use on-screen text for the essentials and make sure the video makes sense silent. If you add music, use tracks you are licensed to use commercially. Audio in the posting app's library is usually safe for that platform only.
A Simple Plan For One Listing
- Export one landscape cut, 45 to 60 seconds, unbranded, for the MLS.
- Export one vertical cut, 20 to 30 seconds, branded, for Reels and Stories.
- Trim a 10 second teaser for the day you go live.
- Use the same clips for all three so the work is done once.
Testing What Works For Your Audience
These lengths and shapes are starting points. Your audience may respond differently. After you post a few listings, compare the watch time and the share of viewers who reach the end for a 20 second cut against a 40 second cut. Keep the one that holds attention and reuse its structure. Change one thing at a time, such as length or the first frame, so you can tell which change made the difference.
Thumbnails And Cover Frames
Most platforms show a still from your video before anyone presses play. Choose it on purpose. Use your strongest image, keep text large and short, and keep the subject inside the middle of the frame so it survives the crop to a square or to a profile grid tile. On YouTube and Facebook you can upload a custom thumbnail. On Instagram you can select a cover frame or upload one. A good cover frame is often what decides whether someone starts the video at all.
Frequently Asked Questions
How long should a real estate listing video be?
Twenty to thirty seconds for social posts and 45 to 90 seconds for the MLS and your website.
What size should a listing Reel be?
Vertical 9:16 at 1080 by 1920 pixels.
Should I use 720p or 1080p?
1080p for anything viewed large, and 720p is fine for phone-first social posts.
Try It On One Of Your Own Listings
Newel Studio turns the listing photographs you already own into short walkthrough videos by moving a virtual camera across each photo. Nothing is added to the property. Set one up free on your own photos before you pick a plan; you sign in when you render. Plans start at $39 a month.
Newel is a software and website product, not a licensed brokerage. This guide is general information and not legal advice. You are responsible for your own MLS, state, and fair housing compliance.