The 7 most important video formats – basic knowledge for video marketing

AVI, MP4 or MOV – you have probably already encountered these file extensions for digital videos, since the selection of suitable video formats is crucial for the technical quality of your video campaigns. But even if the abbreviations mean nothing to you, you have come to the right page: In this article, we will introduce the most common video formats without assuming any expert knowledge. In the following sections you will not only get to know the formats by name, but at the end you will also know for which use case each of them is suitable. Promised. The two key questions are therefore:

1. Which format is suitable for which purpose?
2. What are the advantages and disadvantages of the different formats?

But before we introduce you to each video format, we need to clarify what the difference is between a video format and a video codec. Because these terms are often confused. Here we go.

What is the difference between a video format and a video codec?

A video format (e.g. MP4) is a container that allows the structured storage of video data, audio data, subtitles and metadata. The format defines how the different elements are organized within the file.

A video codec, on the other hand, is an algorithm used to compress and decompress video data. The H.264 codec, for example, is particularly widespread.

So while the video format determines the structure of the file, the codec determines how the actual video data is encoded and stored.

1. MP4 (MPEG-4 Part 14)

The MP4 format is the most common video format. It stands for high image quality with small file size and has a wide range of applications. The format is used, for example, for HD television (DVB-C, DVB-T2), streaming services, Blu-rays, and of course for videos on the Internet. Every modern browser supports playback of MP4 files with H.264 encoded video data (see technical details). The MP4 format thus scores with particularly high compatibility.

Name: The file extension of the format is MP4, but the unabridged name is MPEG-4 Part 14, so it is an evolution of older MPEG standards. MPEG-2 was used for DVDs, for example, and the famous MP3 audio format also originated from the Moving Picture Experts Group.

Technical details: The MP4 format is based on Apple’s QuickTime format (see next section). To compress video and audio data, MP4 mostly uses the H.264 codec. For resolutions beyond Full HD, on the other hand, the successor H.265 (HEVC) is recommended, which compresses the data even more efficiently. However, this codec is not (yet) compatible with all browsers.

Metadata: MP4 provides its own structure. XMP is additionally supported.

Social media: approved for uploads to Facebook, Instagram, TikTok, X and YouTube.

Example configuration (for YouTube uploads with SDR)

Codec: H.264 | Aspect ratio: 16:9 | Frames per second: 25 | SDR (standard dynamic range) | CBR (constant bitrates) recommended for YouTube

Storage requirements per minute of video for various resolutions in megabytes, bitrate in brackets:

• • HD ready (720p): 37.5 MB (∼5 Mbit/s)
  • Full HD (1080p): 60 MB (∼8 Mbit/s)
  • Ultra HD / 4K (2160p): 300 MB (∼40 Mbit/s)

2. MOV (QuickTime)

MOV is the file extension for the QuickTime format developed by Apple. Every iPhone uses the format when creating a mobile video. In addition, QuickTime is popular for professional video editing, as editing programs like Adobe Premiere or Final Cut can work seamlessly with it. In film production, the format is therefore widespread. End users without Apple devices, on the other hand, rarely have to deal with MOV files.

Name: While MOV alludes to movie, the alternative file extension QT simply stands for QuickTime.

Technical details: QuickTime supports many different codecs and is therefore even more flexible than the MP4 format.

Metadata: In addition to the own structure, XMP can be used.

Social media: approved for uploads to Facebook, Instagram, TikTok, X and YouTube.

Example configuration (for professional use in the film industry)

Codec: Apple ProRes 422 | Aspect ratio: 16:9 | Frames per second: 25 | HDR (high dynamic range) | CBR (constant bitrates)

Storage requirements per minute of video for various resolutions in megabytes, bitrate in brackets:

• • HD ready (720p): 458 MB (∼61 Mbit/s)
  • Full HD (1080p): 915 MB (∼122 Mbit/s)
  • Ultra HD / 4K (2160p): 3,690 MB (∼492 Mbit/s)

3. MKV (Matroska)

MKV is a streaming-capable video format that supports all common codecs and can be used flexibly. In addition, the format is open source and free of licensing costs.* In the open source scene, the dissemination rate is therefore high, among average users rather low. Home theater fans who occasionally download movies from the Internet (possibly from questionable sources) are most likely to come into contact with MKV files.

Name: The name alludes to the nestable Russian dolls (see Matryoshka), which resemble the container structure of the format.

Technical details: MKV also handles high resolutions and compressions and is in no way inferior to other modern formats in this respect. However, the disadvantage is that MKV files cannot be played by all devices, media players and browsers.

Metadata: own structure, no XMP support.

Social media: approved for uploads to Facebook.

Example configuration (for high-resolution livestreams in the sports sector)

Codec: HEVC | Aspect ratio: 16:9 | Frames per second: 60 | SDR (standard dynamic range) | CBR (constant bitrates)

Storage requirements per minute of video for various resolutions in megabytes, bitrate in brackets:

• • HD ready (720p): 30 MB (∼4 Mbit/s)
  • Full HD (1080p): 68 MB (∼9 Mbit/s)
  • Ultra HD / 4K (2160p): 142 MB (∼19 Mbit/s)

* Another, but less relevant open format is OGV (Ogg Video).

4. WebM (Web Media)

WebM is an open video format sponsored by Google that is free of licensing costs. It was developed specifically for the use on web pages. WebM is supported by all major browsers and is well suited for streaming.

Name: WebM stands for Web Media. The related format for image files is called WebP(Web Picture).

Technical details: WebM builds on the Matroska format, but is limited to a few codecs (VP8 or VP9 for video and Vorbis or Opus for audio). The format offers good quality with small file size and scores with low loading times when used on websites. In HTML5, the format can be included without the use of plugins. Flash videos (FLV) and the associated Flash Player have become obsolete as a result.

Metadata: own structure, no XMP support.

Social media: approved for uploads to YouTube.

Example configuration (for streaming on mobile devices)

Codec: VP9 | Aspect ratio: 16:9 | Frames per second: 25 | SDR (standard dynamic range) | CBR (constant bitrates) recommended by Google

Storage requirements per minute of video for various resolutions in megabytes, bitrate in brackets:

• • HD ready (720p): 7.5 MB (∼1 Mbit/s)
  • Full HD (1080p): 13.5 MB (∼1.8 Mbit/s)
  • Ultra HD / 4K (2160p): 90 MB (∼12 Mbit/s)

5. MXF (Material Exchange Format)

The Material Exchange Format (MXF) was developed for the professional digital video and audio sector. It is used in the broadcast and film industry and supports a wide range of data and metadata. It is also required for the DCP standard (Digital Cinema Package) and is therefore used in every modern cinema.

Technical details: MXF is an open format. Nevertheless, it is only supported by a few media players and consumer devices. Use outside the professional sector is therefore rare.

Metadata: own specifications and structure. XMP support per sidecar file only.

Social media: no support, format unsuitable.

Example configuration (for television productions in highest quality)

Codec: XAVC-I (Class 200 for 1080p / Class 480 for 2160p) | Aspect ratio: 16:9 | Frames per second: 50 | HDR (high dynamic range) | CBR (constant bitrates)

Storage requirements per minute of video for various resolutions in megabytes, bitrate in brackets:

• • Full HD (1080p): 3,410 MB (∼454 Mbit/s)
  • Ultra HD / 4K (2160p): 6,000 MB (∼800 Mbit/s)

6. AVI (Audio Video Interleave)

AVI is an older video format (released 1992) that is basically obsolete. It was Microsoft’s answer to QuickTime from Apple. Accordingly, it is mainly used on Windows systems.

Name: Audio Video Interleave means that audio and video data are stored interleaved (and not separated).

Technical details: AVI files are not suitable for video streaming and do not support subtitles, for example. Therefore, the format hardly plays a role today.

Metadata: own structure plus XMP support.

Social media: approved for uploads to Facebook, TikTok and YouTube.

Example configuration (for offline playback on PC)

Codec: H.264 | aspect ratio: 16:9 | frames per second: 25 | SDR (standard dynamic range) | common CBR (constant bitrates)

Storage requirements per minute of video for various resolutions in megabytes, bitrate in brackets:

• • SD (480p): 19 MB (∼2.5 Mbit/s)
  • HD ready (720p): 38 MB (∼5 Mbit/s)

7. ASF (Advanced Systems Format)

As a successor to AVI, Microsoft developed the so-called Advanced Systems Format, which enables the storage of high-resolution videos with high compression and is especially aimed at video streaming. Although the format was part of the now discontinued Windows Media Framework, its dissemination rate has remained comparatively low.

Name: In addition to ASF, the format also includes WMV as file extension. WMV stands for Windows Media Video and actually refers to the underlying codec, of which there are several versions.

Technical details: The format is made for digital rights management (DRM), making it ideal for marketing digital video products.

Metadata: own structure plus XMP support.

Social media: approved for uploads to Facebook and YouTube.

Example configuration (for video streaming)

Codec: WMV3 | aspect ratio: 16:9 | frames per second: 25 | SDR (standard dynamic range) | common CBR (constant bitrates)

Storage requirements per minute of video for various resolutions in megabytes, bitrate in brackets:

• • HD ready (720p): 19 MB (∼2.5 Mbit/s)
  • Full HD (1080p): 30 MB (∼4 Mbit/s)

Advantages and disadvantages at a glance

Approved video formats for social media uploads at a glance

Hint: If you need to know the recommended pixel dimensions, then you should consult this article: Social media image and video sizes

Conclusion

Success in video marketing depends on many factors. Choosing the right video format is a basic requirement for success. With the above overview tables at hand, choosing the appropriate format should be fuss-free.

If you are unsure, just use the MP4 format with H.264 codec. You cannot be completely wrong with that, as this format is compatible with almost all browsers, media players and devices.

Try out teamnext’s AI-based video management software

If you want to get some hands-on experience right after reading the article, then we recommend you to try our image and video management solution: The teamnext | Media Hub supports all video formats mentioned here and makes it easier for you to manage media files using artificial intelligence, e.g. by automatically recognizing people in videos. Besides, you can convert your video files to any popular format, of course.

If you like, you can get started immediately with a free 14-day trial of our Media Hub. In addition, you can of course book an appointment for a free online product demo with one of our experts at any time. Simply use our contact form for this purpose.