MP4 with H.264 video and AAC audio is the safest format for almost everywhere. Export at the right size, keep file sizes reasonable and check each platform's current recommendations.
Most video problems come from the wrong export settings. A simple setup solves nearly all of them.
The safe default
- Container: MP4
- Video codec: H.264
- Audio codec: AAC
- Frame rate: keep the same as your source, often 24, 25, 30 or 60 frames per second
- Size: match the platform (see video aspect ratios explained)
This combination plays on almost every phone, computer and platform.
For websites
- Don't autoplay videos with sound.
- Host heavy videos on a video platform and embed them, or compress carefully.
- Load the player only when it is needed. See video SEO for business websites.
For social media
- Upload a high-quality MP4. Platforms re-compress everything, so start with a good file.
- Use the platform's recommended aspect ratio and size.
- Check current file size and length limits before uploading.
For editing or archiving
Keep a high-quality master file, and make smaller copies for delivery. Ask your editor for the master if you may need it again.
For transparent videos
Use a format that supports transparency, such as MOV with an alpha channel. See logo animation file formats.
Common mistakes
- Exporting at very low quality to save size
- Wrong aspect ratio
- Text too small after compression
- No captions file when the platform allows one
Ask for what you need
When you hire an editor, list every place the video will appear, so they can deliver each version. Questions? Get in touch.
Export checklist
- Master file saved in high quality
- MP4 export for each platform
- Correct size and aspect ratio
- Captions checked
- Audio levels checked on a phone
- File name and thumbnail ready
Common mistakes to avoid
- Uploading a file that was already compressed several times
- Mismatched frame rates
- Ignoring the file size limits of the platform
- Using a format that some browsers can't play
Frequently asked questions
Is MP4 always the right choice?
For most uses, yes. For transparency or special workflows, other formats are needed.
What frame rate should I use?
Match your footage. Many projects use 24, 25, 30 or 60 frames per second. Don't mix them without a reason.
Should I upload the highest resolution possible?
Upload at a quality the platform supports. Larger files take longer and aren't always displayed at full resolution.
Will you deliver in the right formats?
Yes. Tell me where the video will run. Send details.
Bhavesh Vaghela
Freelance video editor and motion designer in Rajkot, India. I make short-form videos, motion graphics, SaaS explainers, logo animations and AI video for clients worldwide.
