Once a video is edited and the colour is graded, the stage that quietly ruins many projects begins - the export. Poorly chosen video formats, a wrong bitrate or an unsuitable resolution can turn quality footage into a blurry, stuttering file. In this article we cover how to prepare video correctly for every platform that Latvian businesses and content creators actually work with.

Why a container and a codec are not the same thing

People often confuse the terms format, container and codec. MP4 is a container - a box that holds the video and audio streams. How the video is compressed inside that box is the job of the codec. The most common video codecs today are H.264 and H.265 (HEVC).

  • H.264 - universal, supported almost everywhere, ideal for the web and social media.
  • H.265 - more efficient compression, smaller files at the same quality, but heavier to play back.
  • ProRes - a professional archive and intermediate format used during editing before the final export.

Frame rate and resolution

Frame rate defines the character of motion. In Latvia, television and most commercials have historically used 25 frames per second, while a cinematic look often calls for 24. Social content looks good at 30 frames per second, and slow motion is filmed at 50 or 60.

Common resolutions

  • 1920x1080 (Full HD) - a safe standard for most projects.
  • 3840x2160 (4K) - recommended if the footage will later be reframed or archived for the future.
  • 1080x1920 - the vertical format for Instagram Reels, TikTok and YouTube Shorts.

It is important not to upscale beyond what the source footage actually contains. Exporting to 4K from a Full HD source only inflates the file size without any gain in quality. If you are unsure about the optimal workflow, our video editing services also include selecting the correct export settings for each final channel.

Bitrate - the main quality control

Bitrate decides how much data is spent per second. Too low a bitrate produces blocky artefacts on fast motion, too high creates needlessly heavy files. Practical reference points for H.264:

  • Full HD, 25-30 fps - roughly 12 to 20 Mbps.
  • 4K, 25-30 fps - roughly 35 to 60 Mbps.
  • Vertical social content - 10 to 16 Mbps is plenty.

Settings for each platform

YouTube accepts high bitrates and re-encodes the file itself, so it is safer to upload higher quality material. Instagram and Facebook compress video aggressively, so it matters to keep the vertical 1080x1920 frame and avoid an overly low bitrate. Deliveries for television and LED screens in Latvia usually require a specific spec, so always ask for the technical requirements in advance.

Correctly chosen video formats ensure your work looks just as good on the viewer's screen as it does in the editing software. If you would like professionals to handle video preparation and export, get in touch with us and tell us about your project.