One thing that makes a huge difference is the resolution of the source video. There's one really simple rule to remember: video codecs perform best when the frame width and height use multiples of 16. So 768x432 will actually look better than 896x504, even though it has fewer pixels.
Here's a handy guide to the best video resolutions for both 4:3 and 16:9 videos, courtesy of encoding.com.
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