# What is H.264?

> H.264 (AVC) is the video codec Meta, YouTube and LinkedIn name in their upload specs. See what it is, how it differs from H.265 and what to export.
- **Author**: Marxx
- **Published**: 2026-11-09
- **Category**: Video editing
- **URL**: https://marxx.ai/library-glossary/h264

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H.264, also called AVC, is a video compression standard. Meta, YouTube and LinkedIn name it in their upload specs, so MP4 with H.264 is the safe export for ads.

## What platforms ask for

| Platform | Video codec in its spec | Other details |
|---|---|---|
| Meta ads | H.264 | MP4 or MOV, stereo AAC audio at 128 kbps or more |
| YouTube uploads | H.264, High Profile | MP4, AAC-LC stereo audio at 48 kHz |
| LinkedIn ads | H.264 or VP8 | MP4, AAC or MPEG4 audio |
| Google Ads | MPEG-2 or MPEG-4 recommended, HEVC also accepted | MP4, MOV, WebM, ProRes and more |

Sources checked 3 Nov 2026. HEVC is not named on Meta's ad spec page. See the [ITU H.264 standard](https://www.itu.int/rec/T-REC-H.264) for the full definition.

## H.264 or H.265

H.265, also called HEVC, compresses video better. Apple says HEVC offers better compression than H.264, and that H.264 is "more broadly compatible" with other devices.

On an iPhone, Settings > Camera > Formats decides this. "Most Compatible" records H.264. "High Efficiency" records HEVC.

## A worked example

Say your H.264 file is 30 MB. Apple's Final Cut Pro page says HEVC files can be up to 40% smaller. At the full saving, 30 x 0.6 = **18 MB**.

That is a best case. A smaller file is no help if the platform will not take it, so use H.264 for ad uploads.

## What to export

1. Choose MP4 as the file type.
2. Choose H.264 as the video codec. In Premiere Pro (now called Adobe Premiere), Adobe recommends H.264 for most online videos.
3. Choose stereo AAC audio at 128 kbps or more.
4. Keep a fixed [frame rate](/glossary/frame-rate) and progressive scan.

Marxx's [AI video editor](/features/ai-video-editor) exports MP4 (H.264) or WebM, with presets for Meta ads. We make Marxx.

Next, set the [bitrate](/glossary/video-bitrate).

## FAQ

### Does Meta accept H.265?

Meta's ad spec pages name H.264 and do not list HEVC (checked 3 Nov 2026). Use H.264 to be safe.

### Is H.264 the same as MP4?

No. MP4 is the container, like a box. H.264 is how the picture is compressed inside it.

### Is AVC the same as H.264?

Yes. AVC stands for Advanced Video Coding, the standard's other name.

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