When prepping to share videos on social media, it can be tricky to determine the best export settings for your finished product. You want to go for a smaller file size, but you don't want to sacrifice quality. There are a lot of things that go into the file size of your video, including resolution (1080 vs 4K), video length, and bitrate. Here are our pro tips on the best export settings to use for getting the smallest video format without sacrificing quality.
1) H.264 vs H.265
H.264 and H.265 are both codecs (programs capable of both compressing and decompressing video) that create MP4 files. Each has its own pros and cons, so you need to consider the details when choosing your export settings. For instance, H.264 is more universally-used than its counterpart. It has lower processing requirements, making the codec accessible on more platforms. If you're working with older or less powerful devices, H.264 is the program for you. The trade-off, however, is that it is notably less efficient than H.265. Because H.265 requires more processing power, it's able to use more advanced coding to create higher-quality files that are still small in size. Both codecs create .MP4 video files.
2) Ue a Video Transcoder like HandBrake or Media Encoder
Once you determine what codec you want to use, next you have to transcode your footage. Transcoders transfer video formats by altering smaller components of the video. These programs decode files, reformat them, then recode them into a singular, more manageable video file. We have the full Adobe Creative Cloud Suite, so we use Media Encoder. For our typical workflow, we edit the raw video files in Premiere Pro first, then use Media Encoder to export the final edited video. By using the raw files in Premiere, we have the most flexibility in post-production. Because we are only uploading the final edited video, that is the only file we need transcoded.
However, if are using a browser-based editing website, it may not be powerful enough to edit raw video files. In that case, you may want to transcode the footage before editing. Another great use of transcoders is when you have a raw video file that you would like to upload without editing. The iPhone's default video format is one that only works with Apple products - so you will want to transcode that footage before sharing. Media Encoder comes with the Premiere Pro subscription ($23/month) and the full suite subscription ($60/month). If you're looking for a free alternative, we suggest Handbrake.
3) Adjust the Transcoding Settings
To get started, you'll need to determine your file format (H.264 or H.265). From there, make sure the video's frame size is either the same as the source's or smaller--just never try to increase the resolution. Similarly, the frame rate should match that of the source file. Next, to adjust the target bitrate, you'll need to consider where the video will be posted. Different sites have different preferences based on file size. For YouTube videos, adjust your settings to target 15mps. For Instagram Reels, we suggest targeting 4mpbs. It's important that you do not use constant bitrate, as variable produces much better quality video files. We also highly suggest you use a 2 pass encoder. Though it will take longer, the improved quality is worth the extra time.
Angela Wolf Video offers corporate video production services near Philadelphia, PA. Do you have a specific video question? Schedule a free video analysis call at bit.ly/callawv