Spec guide

Video length 

Branded videos can be produced in different aspect ratios and lengths depending on the intended purpose and audience. However, due to the way our target audience typically consumes video, our mantra is ‘the shorter, the better’.

When creating videos for use across multiple platforms we always aim for no longer than 60 seconds.

This can be difficult when it comes to programs or product-specific videos which require a longer explanation. Even in this case, we recommend that your video length be no longer than 1-2 minutes.

Research suggests that that the average attention span of young adults, including those in the 16-24 age range, may be around 8 seconds when it comes to digital content such as social media videos. This means it's important to grab viewers' attention quickly and keep them engaged throughout the video.

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Aspect ratio and channel 

To ensure your video displays correctly on the intended platform it’s essential that you choose the right aspect ratio.

Below is a breakdown of the three most common video aspect ratios used for our videos:

16:9 (1920x1080) - This is the most common aspect ratio used for landscape videos. It’s the standard aspect ratio for social platforms such as YouTube and LinkedIn. It’s also used for most HDTVs, presentation screens, computer monitors, and can be viewed on smartphones full screen when orientated sideways.

Please use a 16:9 aspect ratio when creating videos for distribution via Cloudinary.

1:1 (1080x1080) - This is a square aspect ratio that is commonly used for social media platforms such as Instagram and Facebook.

9:16 (1080x1920) - This is the correct aspect ratio for vertical video on channels such as TikTok, Instagram Reels and YouTube Shorts. Note: if creating a thumbnail for use on Instagram Reels/Feed, ensure any copy and/or important parts of the visual appear within the center of frame.

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Video export settings

The optimal video export settings for a video file will depend on a variety of factors, including the intended use of the video, the platform it will be displayed on, the desired file size, and the resolution and frame rate of the original video.

Here are some general guidelines that can help you to export a high-quality video file for multiple uses:

Resolution: Export your video at the same resolution as the original footage, or at a resolution that is appropriate for the intended use of the video. For example, 1080p (1920x1080) is a common resolution for online video, while 4K (3840x2160) is becoming more popular for high-quality video.

Bitrate: Use a bitrate that is appropriate for the resolution and frame rate of the video. A higher bitrate will result in a higher quality video but will also result in a larger file size. A bitrate of around 10-20 Mbps is usually sufficient for 1080p video, while 30-50 Mbps is often used for 4K video.

Codec: Use a modern, high-quality video codec such as H.264 or H.265 (HEVC) for best results. These codecs offer high compression efficiency while maintaining good image quality.

Frame rate: Export your video at the same frame rate as the original footage, or at a frame rate that is appropriate for the intended use of the video. For example, 30 frames per second (fps) is a common frame rate for online video created in the US, whilst 25 fps is the standard for the UK and Europe.

Audio: Use a high-quality audio codec such as AAC, and export your audio at a bitrate of 128 kbps or higher.

Container format: Use a common container format such as .MP4 or .MOV, which are widely supported by most devices and platforms. Note that .MOV is an Apple based codec which when used for social platforms such as YouTube can result in unnecessary compression to the video file.

Remember that the optimal export settings will depend on the specifics of your video project, so it's always a good idea to do some research and testing to determine the best settings for your particular use case.