Thanks for your note! I tested again and Keys seems to be the most robust place to write that metadata.
It seems that currently there are several places to write Title, Description, Author and Keywords in H.264 .m4v, .mp4 and .mov.
I now tested this with macOS 11.2.1 Big Sur QuickTime Player and Photos.app 6.0:
1. Final Cut Pro 10.5.1 inserts the following tags to H.264 .m4v it exports and I can edit them with a command like:
exiftool -m -P -overwrite_original_in_place -ItemList:Title='Title' -ItemList:Description='Description' -ItemList:Author='Author' -ItemList:Keyword='Keyword1,Keyword2' .
QuickTime Player's Get Info displays the Title, Description and Author and Photos.app 6.0 Title and Description.
Those ItemList tags also seem to need 'QuickTime:HandlerType=Metadata' tag so that QuickTime Player and Photos.app can display them:
[QuickTime] HandlerType : Metadata
I can edit those tags but if I delete the last ItemList tag, also that 'QuickTime:HandlerType=Metadata' is removed and I can not add it back:
exiftool -m -P -overwrite_original_in_place -QuickTime:HandlerType=Metadata fcp.m4v
Warning: Sorry, QuickTime:HandlerType doesn't exist or isn't writable
Nothing to do.
And then even if I can successfully add and edit those ItemList tags, QuickTime Player and Photos.app don't display them anymore.
2. On the other hand, Final Cut Pro 10.5.1 inserts the following tags to .mp4 it exports. I can edit them with a command below but after that neither QuickTime Player nor Photos.app display them anymore:
exiftool -m -P -overwrite_original_in_place -UserData:Title='Title' -UserData:ClipFileName='Title' -UserData:Description='Description' -UserData:Author='Author' .
There is also 'UserData:Keywords' but it is not writable:
[UserData] Keywords : (err)
[UserData] UnknownThumbnail : (Binary data 123911 bytes, use -b option to extract)
exiftool -m -P -overwrite_original_in_place -UserData:Keywords='Keyword1,Keyword2' .
Warning: Sorry, UserData:Keywords doesn't exist or isn't writable
Nothing to do.
3. On the other hand, Photos.app 6.0 can add Titles, Captions and Keywords to movies and export them re-encoded as .mov. I can edit them (and add Author) with a command like:
exiftool -m -P -overwrite_original_in_place -Keys:DisplayName='Title' -Keys:Description='Description' -Keys:Author='Author' -Keys:Keywords='Keyword1,Keyword2' .
The original 'Keys:Keywords' is as follows but Keywords doesn't seem to be supported anyway in movie apps?
[Keys] Keywords : (Binary data 0 bytes, use -b option to extract)
Keys overrides both ItemList and UserData tags in QuickTime Player and Photos.app and seems to be most robust so it seems it is best to use Keys in movie Titles, Descriptions and Authors in .m4v, .mp4 and .mov?
To add Keys and force any existing ItemList and UserData tags the same a command like this seems to work (I tried a simpler command without explicit Keys but then the edited UserData tags fail to display):
exiftool -m -P -overwrite_original_in_place -Keys:DisplayName='Title' -Keys:Description='Description' -Keys:Author='Author' -Title='Title' -ClipFileName='Title' -Description='Description' -Author='Author' .
https://exiftool.org/forum/index.php?topic=12176.msg65758#msg65758