Getting the file right.
WHAT A CODEC IS
The method used to compress the video.
WHAT A CONTAINER IS
The file wrapper holding video, audio and data.
WHY THE DISTINCTION MATTERS
The same container can hold different codecs, and compatibility depends on the codec.
WHAT TO EXPORT IN
A widely supported codec, unless a platform specifies otherwise.
WHAT BITRATE CONTROLS
Quality and file size.
WHAT TOO LOW PRODUCES
Blocking and smearing, worst in motion.
WHAT TOO HIGH PRODUCES
Large files with no visible benefit.
WHAT TO FOLLOW
The platform's published recommendations.
WHY
They re-encode everything, and matching their expectations produces the best result.
WHAT TO KEEP SEPARATELY
A high-quality master, from which any future version is made.
WHY
Re-exporting from a compressed version compounds the loss.
WHAT ASPECT RATIOS TO PREPARE
Wide, for conventional viewing Square and vertical, for social platforms
WHY SEPARATE VERSIONS
Cropping a wide video for vertical usually loses the subject.
WHAT TO PLAN
Framing that allows for both, if both are needed.
WHAT TO CHECK BEFORE DELIVERY
That it plays That audio is present on both channels That there is no black frame at the start That the duration is right
