Export Settings Explained: Bitrate, Codecs, and Formats

Exporting is where great edits become great files—or compromised messes. The good news: you only need a handful of settings to deliver confidently for web, social, or broadcast. This guide demystifies codecs, containers, bitrates, color space, and audio so your files look sharp, sound clean, and upload fast.

Codecs vs. containers

Think of a container as the box (MP4, MOV, MKV) and the codec as the compression inside the box (H.264, HEVC/H.265, AV1, ProRes, DNxHR). Platforms care more about the codec than the box, but some boxes support features others don’t (alpha channels, timecode, multichannel audio). For web delivery, MP4 with H.264 or HEVC is the safe default; MOV is common for mezzanine files like ProRes.

Which codec should you use?

• H.264 (AVC): Ubiquitous, efficient, fast to encode. Perfect for YouTube, social, client previews. 8-bit 4:2:0 typical.
• HEVC (H.265): Better compression at the same quality, slower to encode, sometimes trickier compatibility on older devices. Great when you need smaller files.
• AV1: Excellent compression and open, but encodes are still slow on many systems. Growing support on YouTube and newer browsers.
• ProRes/DNxHR: Intra-frame, high-quality mezzanine codecs. Larger files, minimal generational loss, ideal for archiving or handoff to finishing/mix.

Bitrate: the quality dial

Bitrate determines how much data your video gets per second. Variable Bitrate (VBR) adapts to complexity; Constant Bitrate (CBR) stays fixed. For web, VBR 2-pass provides great efficiency with consistent quality; VBR 1-pass is faster and often good enough.

Starting points for H.264 in Rec.709, 24/25/30 fps:

• 1080p: 8–12 Mbps (target) with 16–24 Mbps (max) for detailed content; 6–8 Mbps for talking heads.
• 1440p: 16–24 Mbps target, 30–40 Mbps max.
• 2160p (4K): 35–45 Mbps target, 60–80 Mbps max.

HEVC can often deliver the same quality at ~30% lower bitrates. Always test your content; high-motion or noise needs more data.

Keyframe interval (GOP length)

Keyframes reset compression and help platforms seek accurately. A common rule: set keyframe interval to 2 seconds (e.g., 48 frames at 24 fps, 60 at 30 fps). Some platforms recommend 1–2 seconds. If you see blocky motion or slow seeking, try shorter intervals.

Profiles, levels, and chroma subsampling

H.264 profiles (Baseline, Main, High) and levels define capabilities. Choose High profile for best quality at a given bitrate; level auto usually works. Chroma subsampling 4:2:0 is standard for web delivery; 4:2:2/10-bit appears with ProRes/DNx. Don’t upsample chroma when exporting if your edit was 4:2:0; it inflates file size without adding detail.

Frame rate and resolution

Export at your project’s native frame rate unless a platform requires otherwise. Avoid unnecessary resampling (e.g., exporting 24 fps at 30 fps) to prevent stutter or frame blend artifacts. For vertical content, use 1080x1920 at the correct frame rate. Keep pixel aspect square (1.0) for modern platforms.

Color space and gamma

For SDR web, export Rec.709 (Gamma 2.4 or 2.2). The most common pitfall is untagged gamma causing washed or dark uploads. If your NLE offers tags, set color primaries to BT.709 and transfer to BT.709 (or sRGB/2.2 if requested). For HDR, use HLG or PQ with proper metadata, but only if your entire pipeline and platform support it—otherwise you’ll get clipped or desaturated results.

Audio settings that just work

• Codec: AAC.
• Sample rate: 48 kHz (video standard).
• Bitrate: 192–320 kbps for stereo; 384–512 kbps for 5.1 if supported.
• Loudness: Aim around -14 LUFS integrated for web with peaks below -1 dBTP.

If your mix is dialogue-led, consider dual exports for flexibility: a full mix and a mix-minus (no VO) stem.

YouTube and social recommendations

YouTube: H.264 in MP4, High profile, 2-pass VBR. Use 4K when possible—even if your source is 1080p upscaled carefully—because YouTube often allocates better codecs (VP9/AV1) and bitrates to higher resolutions. For shorts, export vertical 1080x1920 at 24/25/30/60 fps with bitrates similar to 1080p landscape. For Instagram and TikTok, prioritize smooth motion and keep file sizes manageable (HEVC is great if supported).

Master vs. delivery

Consider exporting two versions: a high-quality mezzanine master (ProRes 422 HQ or DNxHR HQX in MOV) and a delivery encode (H.264/HEVC in MP4). The master preserves quality for future re-encodes and translations; the delivery file is optimized for upload and sharing. Keep naming consistent: ProjectName_v010_1080p_Rec709_2025-09-17.mp4.

Quality assurance checklist

• Scan through high-motion scenes for macroblocking.
• Check blacks for crushing and whites for clipping on a calibrated display.
• Verify loudness with a meter; no hard clipping.
• Confirm keyframe interval and that variable bitrate hits your target.
• Upload a private test and view on desktop and phone—platform re-encodes vary.

When size really matters

When constrained by upload limits, use HEVC or AV1 with two-pass VBR. Lower the max bitrate slightly and prioritize preserving detail in faces and text. If artifacts appear, increase bitrate before touching resolution; downscaling is a last resort. For fast approvals, generate a low-bitrate review file (e.g., 720p at 2–3 Mbps) alongside your master.

Exports aren’t mysterious once you know which dials matter. Pick the right codec, set a sensible bitrate, keep color honest, and your files will travel well—from your timeline to your audience’s screen.