Export settings can be confusing, with dozens of options that dramatically affect your video's quality, file size, and compatibility. Using incorrect settings results in unnecessarily large files, quality loss, or videos that won't play properly on target platforms. This comprehensive guide eliminates the guesswork with platform-specific recommendations.
Understanding Codecs and Containers
Before diving into specific settings, understand the difference between codecs and containers. A codec compresses and decompresses video data. H.264 remains the most universally compatible codec, while H.265 offers better compression but less compatibility. Containers like MP4, MOV, and AVI wrap video, audio, and metadata together into a single file.
For most online delivery, H.264 codec in an MP4 container provides the best balance of quality, file size, and compatibility. Professional deliverables might require ProRes or DNxHD for post-production work, but these codecs create much larger files unsuitable for web delivery. Always match your codec choice to your delivery medium and audience requirements.
YouTube Export Settings
YouTube recommends specific settings for optimal quality. Export 1080p content at 8 Mbps for standard frame rate or 12 Mbps for 60fps. For 4K content, use 35-45 Mbps at standard frame rate or 53-68 Mbps at 60fps. Use H.264 codec with MP4 container, and set audio to AAC codec at 320kbps for best quality.
YouTube re-encodes all uploads, but starting with high-quality files gives their compression algorithm more data to work with. Maintain your edit's original frame rate rather than converting. Use progressive scan, not interlaced. Set keyframe distance to 2 seconds, calculated as 2 times your frame rate. For 30fps, keyframe interval is 60.
Instagram and TikTok Settings
Instagram accepts various formats but works best with 1080x1080 square format for feed posts, 1080x1920 vertical for stories and reels. Use H.264 codec at 3500kbps bitrate for square posts and 5000kbps for vertical content. Maximum video length matters: 60 seconds for feed posts, 90 seconds for reels. Frame rate should be 30fps for most content.
TikTok prefers vertical 1080x1920 video at 9:16 aspect ratio. Export using H.264 codec with bitrate between 2000-3000kbps. Audio should be AAC at 128kbps minimum, though 192kbps ensures better quality for music-focused content. Keep file sizes under 287MB and duration under 10 minutes. Higher bitrates within these limits provide better quality.
Facebook and LinkedIn Settings
Facebook recommends 1080p resolution, H.264 codec, and square 1:1 aspect ratio for feed videos. Use 4000kbps bitrate for standard uploads. For live broadcasts, use CBR encoding at 4000kbps with 1-second keyframe intervals. Audio should be AAC at 128kbps stereo. Maximum file size is 4GB, though shorter videos under 2GB upload faster.
LinkedIn video specifications are similar but more conservative. Export at 1080p using H.264 codec with 2000-3000kbps bitrate. Aspect ratio can be 1:1, 16:9, or 4:5 vertical. Maximum duration is 10 minutes, though shorter videos perform better algorithmically. Keep file sizes under 5GB and use AAC audio at 128kbps for universal compatibility.
Broadcast Television Standards
Broadcast television requires strict technical specifications. For HD broadcast in North America, use 1920x1080 resolution at 29.97fps interlaced or 23.976fps progressive, depending on delivery specs. Codec should be MPEG-2 at 50Mbps for highest quality or H.264 at 25-35Mbps. Audio must be uncompressed PCM at 48kHz sample rate.
Europe and other PAL regions use 25fps frame rate. Always confirm specific requirements with your broadcast partner, as stations may have unique specifications. Most require color space conversion to Rec.709 and specific audio loudness standards, typically -23 LUFS for overall program loudness. Never guess on broadcast specs; get written requirements beforehand.
Client Deliverable Settings
Client deliverables vary based on intended use. For web use, provide H.264 MP4 files at 1080p with 8-10Mbps bitrate. For archive or future editing, deliver high-quality ProRes 422 or DNxHD files that maintain maximum quality. Include alpha channels if graphics require transparency, using ProRes 4444 or Animation codec.
Always provide files matching the client's technical specifications exactly. When specs aren't provided, ask before exporting. Include technical metadata like timecode, especially for broadcast deliverables. Consider providing multiple versions: a high-quality master for archival and a web-optimized version for immediate use. This covers most client needs without requiring follow-up exports.
Resolution and Aspect Ratio Considerations
Resolution choice depends on your source footage and delivery platform. Never upscale footage; if you shot in 1080p, deliver in 1080p. Upscaling to 4K doesn't add real detail and creates unnecessarily large files. However, editing 4K footage in a 1080p timeline provides high-quality output with flexibility for reframing and digital zooms.
Maintain your project's aspect ratio unless platform requirements dictate otherwise. Converting 16:9 horizontal footage to vertical 9:16 requires creative cropping or adding background elements. Plan for multiple aspect ratios during production when possible, shooting important content in a 4:5 safe area that works for both horizontal and vertical crops.
Bitrate Management
Bitrate determines both file size and quality. Variable bitrate encoding analyzes footage complexity, using higher bitrates for detailed scenes and lower for simple ones, creating smaller files with better quality than constant bitrate. Most platforms recommend VBR with two-pass encoding for optimal results, though this increases export time.
Target bitrate recommendations vary by resolution. For 1080p H.264, use 8-12 Mbps for most content, higher for fast motion or detailed imagery. 4K content requires 35-50 Mbps. Audio bitrate is less critical; 128kbps AAC suffices for most content, with 192-320kbps for music-focused videos. Don't use unnecessarily high bitrates, as they create large files without visible quality improvements.
Color Space and HDR
Most web delivery uses Rec.709 color space, the standard for HD video. If you edited in a wider color space like DCI-P3 or Rec.2020, convert to Rec.709 on export for accurate colors on standard displays. YouTube, Vimeo, and other platforms support HDR content in Rec.2100 color space, but HDR files require specific encoding and metadata.
When exporting HDR, use H.265 codec as H.264 doesn't support HDR metadata properly. Include proper HDR10 or HLG metadata flags so displays can properly interpret the content. However, always provide SDR versions alongside HDR, as many viewers still use SDR displays that won't properly display HDR content.
Audio Export Settings
Audio codec and sample rate matter as much as video settings. Use AAC codec at 48kHz sample rate for most delivery. Bitrate of 128kbps provides acceptable quality for dialogue-heavy content, while 192-256kbps works better for music-focused videos. Professional deliverables often require uncompressed PCM audio at 48kHz.
Always export stereo audio even if your source is mono; many platforms expect stereo files. For immersive audio like 5.1 surround, check platform support first. Most social platforms downmix to stereo automatically. Match your audio sample rate to your edit timeline, typically 48kHz for video work, to avoid unnecessary resampling that can degrade quality.
File Naming and Organization
Develop consistent file naming conventions for exports. Include project name, version number, resolution, and date. For example: "ClientName_ProjectTitle_v02_1080p_20250103.mp4". This prevents confusion when managing multiple versions and makes files easy to identify months later. Avoid spaces in filenames; use underscores or hyphens instead for maximum compatibility.
Keep export presets saved in your editing software for frequently used settings. Create presets for each platform you regularly deliver to, preventing export mistakes and saving time. Review presets quarterly as platform specifications evolve. YouTube and social platforms occasionally update recommendations, and staying current ensures optimal quality.
Conclusion
Mastering export settings ensures your carefully edited videos look their best on every platform. Start with platform-specific recommendations, adjust based on your content's unique needs, and always test outputs before delivering to clients or uploading to social platforms. Save time by creating export presets for your regular deliverables, but stay informed about evolving specifications. The technical side of video export might seem tedious, but proper settings make the difference between amateur and professional deliverables. Implement these recommendations, and your content will consistently meet professional standards across all distribution channels.