Every digital image carries more than just pixels. Embedded inside each file is a layer of metadata — structured information about how, when, where, and with what equipment the image was created. This metadata is invisible when you view the photo, but it plays a critical role in photography, design, publishing, and privacy.
This article breaks down the three main types of image metadata, explains what each field means, and shows you how to view it using BestPNG's metadata viewer.
The Three Types of Image Metadata
Digital images can contain three distinct metadata standards. Each was created for a different purpose and stores different kinds of information.
1. EXIF (Exchangeable Image File Format)
EXIF is written automatically by cameras and smartphones at the moment of capture. It records technical shooting data — camera model, exposure settings, focal length, GPS coordinates, and date/time.
EXIF is the most commonly discussed metadata type because it's universal (every digital camera writes it) and because it contains location data that raises privacy concerns.
2. IPTC (International Press Telecommunications Council)
IPTC metadata was developed by the news industry for cataloging and distributing press photos. It stores editorial information — captions, photographer credits, copyright notices, keywords, and usage rights.
Unlike EXIF, IPTC data is typically added manually by photographers or editors after the photo is taken. News agencies like AP and Reuters require IPTC metadata on every image they distribute.
3. XMP (Extensible Metadata Platform)
XMP was created by Adobe as a flexible, extensible metadata framework. It can store everything EXIF and IPTC store, plus custom fields for specific workflows — Lightroom ratings, color labels, edit history, and more.
XMP data can be embedded in the image file or stored as a separate .xmp sidecar file alongside the original image.
What Each Metadata Field Means
Camera Fields
| Field | What It Tells You |
|---|---|
| Make / Model | The camera brand and specific model used |
| Lens Model | The lens attached at time of capture |
| Focal Length | The zoom level (e.g., 35mm = wide, 200mm = telephoto) |
| Serial Number | Unique camera identifier — useful for tracking gear |
Exposure Fields
| Field | What It Tells You |
|---|---|
| Shutter Speed | How long the sensor was exposed (e.g., 1/1000s = fast action) |
| Aperture (f-stop) | The lens opening size — lower f-numbers mean shallower depth of field |
| ISO | Sensor sensitivity — higher ISO means brighter but noisier images |
| Exposure Compensation | Manual brightness adjustment applied by the photographer |
| White Balance | Color temperature setting (daylight, cloudy, tungsten, etc.) |
Location Fields
| Field | What It Tells You |
|---|---|
| GPS Latitude / Longitude | Exact coordinates where the photo was taken |
| GPS Altitude | Height above sea level |
| GPS Direction | The compass direction the camera was pointing |
IPTC Editorial Fields
| Field | What It Tells You |
|---|---|
| Headline | A short title for the image |
| Caption / Description | A detailed description of the image content |
| Creator | The photographer's name |
| Copyright | Rights holder and usage terms |
| Keywords | Tags for categorization and search |
| City / Country | Location as text (not GPS coordinates) |
Why Metadata Matters for Photographers
Organizing Your Library
If you've ever searched for a specific photo from a trip, metadata is what makes that search possible. Photo management tools like Lightroom, Apple Photos, and Google Photos index metadata to let you filter by date, camera, lens, location, and keywords.
Without metadata, your 50,000-photo library becomes an unsearchable pile. With it, you can find "all photos taken with the 85mm lens in Tokyo in March 2025" in seconds.
Learning from Your Settings
Reviewing EXIF data from your best and worst shots reveals patterns. You might discover that your sharpest portraits are consistently at f/2.8 and 1/200s, or that your landscape photos look best at ISO 100 and f/8. This feedback loop accelerates improvement.
Protecting Your Copyright
IPTC metadata lets you embed your name, copyright notice, and contact information directly into every image file. If someone downloads your photo and strips the visible watermark, the IPTC data inside the file still proves ownership — and many legal frameworks recognize embedded metadata as evidence of authorship.
Metadata and Privacy
As discussed in our EXIF data viewer guide, GPS coordinates in metadata are a real privacy risk. But location isn't the only concern:
- Camera serial numbers can link anonymous photos to a specific device (and its owner)
- Edit history in XMP can reveal what was changed in a photo
- Timestamps can establish exactly when you were at a location
- Software fields can reveal your editing tools and workflow
For casual photo sharing, stripping all metadata is the safest approach. For professional publishing, selectively preserving IPTC credits while removing GPS data is the standard practice.
How to View Metadata with BestPNG
BestPNG's metadata viewer reads EXIF, IPTC, and XMP data from your image files and displays everything in a clean, organized interface.
How to use it:
- Go to bestpng.com/tools/exif
- Upload any image file (JPEG, TIFF, or RAW)
- The tool parses and displays all metadata fields organized by category
- Browse EXIF shooting data, IPTC editorial info, and XMP properties
- Copy or export the metadata for your records
All processing happens in your browser. Your image never leaves your device.
Metadata Across File Formats
Not all image formats handle metadata equally:
| Format | EXIF | IPTC | XMP | Notes |
|---|---|---|---|---|
| JPEG | Full | Full | Full | Best overall metadata support |
| TIFF | Full | Full | Full | Common in print workflows |
| PNG | Limited | No | Embedded | Uses tEXt chunks instead of EXIF |
| WebP | Limited | No | Limited | Improving with newer implementations |
| HEIC | Full | Limited | Full | Apple's preferred format |
| RAW | Full | Varies | Sidecar | Proprietary extensions per manufacturer |
If metadata preservation matters for your workflow, JPEG and TIFF are the safest choices. Converting to PNG or WebP may result in metadata loss.
Frequently Asked Questions
What's the difference between EXIF and IPTC?
EXIF is written automatically by the camera and records technical shooting data (settings, date, GPS). IPTC is added manually after capture and stores editorial information (captions, credits, copyright). They serve different purposes and are often both present in the same file.
Can I edit or remove metadata from my photos?
Yes. Most photo editors (Lightroom, Photoshop, GIMP) let you view and edit metadata. For bulk removal, dedicated tools or BestPNG's EXIF viewer can strip metadata from files before sharing.
Does social media preserve photo metadata?
Most major platforms strip EXIF data from uploaded images for privacy reasons. Instagram, Facebook, and Twitter/X all remove GPS coordinates and most EXIF fields. However, some platforms and forums do not, so always verify before assuming your metadata was removed.
Why do some of my photos have no EXIF data?
Common reasons: the photo was saved as PNG (which doesn't use standard EXIF), it was downloaded from a website that stripped metadata, it was screenshotted rather than saved as the original file, or it was shared through a platform that removes metadata.
How much space does metadata take up?
Typically 10-100 KB per image — negligible compared to the image data itself. A 10 MB JPEG might contain 50 KB of metadata. The only exception is when large thumbnail previews are embedded, which can add several hundred KB.
Conclusion
Image metadata is the hidden layer that powers photo organization, copyright protection, and forensic analysis. Understanding the three types — EXIF for technical data, IPTC for editorial data, and XMP for extensible workflows — gives you full control over the information your images carry.
Use BestPNG's free metadata viewer to inspect the full metadata contents of any photo, and make informed decisions about what to keep and what to strip before sharing.