There is no universal bitrate because content complexity varies dramatically. A clean talking head compresses far more easily than water, foliage, grain or fast handheld motion.

Use a difficult 20–30 second section and export a small bitrate ladder. Evaluate motion, gradients, text and fine texture, then choose the lowest rate that survives your actual content.

If the platform will transcode again, avoid starving the upload master. Give its encoder a clean source rather than chasing the smallest possible upload file.