Meanwhile, please view the source of an image. You'll see a lot of random text. In there you also might see clear text. But adding it yourself will make the file corrupt since it is not done properly.
That information called "Metadata". You can add Metadata to many video/audio formats. However, this data is extremely easy to remove, much easier than a visual watermark that requires retouching work. A simple re-encoding or "Open" / "Save as..." in your editor of choice will often destroy any metadata that there was.
A proper visual watermark is usually the much, much more reliable option.
If you want to continue on this path anyway, here are some related links:
For images:
For video: