Meta Video Ad Creative Specifications Guide

Complete technical specifications for Facebook and Instagram video ads. Get exact requirements for aspect ratios, file sizes, duration limits, and safe zones across all Meta video ad formats. Create more effective video ads with this comprehensive guide on best practices for video advertisers.

Why Video Specs Matter

  • Ensure optimal video quality across all placements
  • Maximize engagement with proper aspect ratios
  • Avoid rejection due to technical requirements

Creative Best Practices

  • Design for mobile-first viewing experience
  • Include captions for accessibility and silent viewing
  • Front-load key messages in first 3 seconds

Common Video Issues

  • Low resolution or incorrect aspect ratio
  • Missing captions for sound-off viewing
  • Video length exceeding placement limits

Feed Video Ads

Specifications for video ads that appear in the Facebook and Instagram News Feed. These ads can be single videos or multiple videos in a carousel format, designed to capture attention as users scroll.

Single Video

Feed Video

Facebook

Individual video ads displayed in the Facebook News Feed alongside organic content from friends, pages, and groups. These ads appear as users scroll through their main Facebook feed and support multiple aspect ratios for desktop and mobile optimization.

Video Duration

15 seconds recommended • 1 second to 241 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Optional

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Best Practices

•Use 1:1 aspect ratio for optimal performance across desktop and mobile
•Include captions for accessibility and silent viewing environments
•Capture attention within the first 3 seconds with compelling visuals
•Design for both sound-on and sound-off viewing contexts
•Optimize video quality while staying under 4GB file size limit
iPhone 14 Pro
Dimensions
16:9Best
1920×1080
1:1
1440×1440
4:5
1440×1800
Minimum:120×120px
Best Quality:1440×1440px

Video Carousel

Feed Video

Facebook

Video carousel ads allow you to showcase multiple videos within a single ad unit that users can swipe through. This format is ideal for highlighting different products, features, or telling a sequential story across multiple video assets.

Video Duration

15 seconds recommended • 1 second to 241 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Optional

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Best Practices

•Use consistent visual style across all carousel videos
•Each video should work as a standalone piece while contributing to the overall story
•Optimize the first video to capture attention and encourage swiping
•Include captions for accessibility across all carousel videos
iPhone 14 Pro
Dimensions
1:1Best
1440×1440
Minimum:120×120px
Best Quality:1440×1440px

Facebook Video Feed

Video-Feed Video

Facebook

Video ads displayed between organic video content when users navigate to the dedicated Video Feed section. These ads target users who are specifically seeking video content and are optimized for 4:5 aspect ratio viewing.

Video Duration

15 seconds recommended • 1 second to 241 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Best Practices

•Use 4:5 aspect ratio to optimize for mobile video consumption
•Include captions for accessibility and silent viewing contexts
•Create engaging content that fits seamlessly with organic video content
•Use compelling thumbnails and opening frames
•Optimize for longer viewing sessions typical in Video Feed
iPhone 14 Pro
Dimensions
4:5Best
1080×1350
Minimum:120×120px
Best Quality:1080×1080px

Instagram Feed

Feed Video

Instagram

Video ads displayed in the Instagram Feed alongside organic content from followed accounts. Instagram Feed is the primary content discovery area where users browse photos and videos. These ads support 1:1 and 4:5 aspect ratios optimized for mobile viewing.

Video Duration

30 seconds recommended • 1 second to 60 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Technical Requirements

•H.264 compression with square pixels
•Fixed frame rate and progressive scan
•Stereo AAC audio compression at 128kbps+
•Maximum of 30 hashtags per post
•Videos should not contain edit lists or special boxes
•Optimize for mobile viewing with clear visual hierarchy

Best Practices

•Use 4:5 aspect ratio to maximize screen real estate on mobile
•Include captions for accessibility and silent viewing contexts
•Design with Instagram's visual aesthetic in mind
•Leverage up to 30 hashtags for improved discovery
•Optimize for mobile-first consumption patterns
iPhone 14 Pro
Dimensions
1:1Best
1440×1440
4:5Best
1440×1800
Minimum:250×250px
Best Quality:1440×1800px

Stories Video Ads

Full-screen vertical video ads that appear between Facebook and Instagram Stories. These immersive ads are designed for mobile-first viewing and offer unique creative opportunities.

Facebook Stories

Stories Video

Facebook

Full-screen vertical video ads displayed between user Stories on Facebook. These ads appear in the dedicated Stories section and are designed for mobile viewing with a 9:16 aspect ratio. Stories ads provide an immersive viewing experience that can include interactive elements.

Video Duration

15 seconds recommended • 1 second to 60 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Best Practices

•Design for vertical mobile viewing with 9:16 aspect ratio
•Respect safe zones: 14% top and 20% bottom margins for UI elements
•Capture attention in the first 2-3 seconds with compelling visuals
•Include captions for accessibility and silent viewing
•Use high-contrast text and visuals for mobile screens
iPhone 14 Pro
Dimensions
9:16Best
1440×2560
Minimum:250×444px
Best Quality:1440×2560px

Instagram Stories

Stories Video

Instagram

Full-screen vertical video ads displayed between organic Instagram Stories content. These ads provide an immersive mobile viewing experience with 9:16 aspect ratio. Stories ads appear in the dedicated Stories section and support interactive elements and creative overlays.

Video Duration

15 seconds recommended • 1 second to 60 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Technical Requirements

•H.264 compression with square pixels
•Fixed frame rate and progressive scan
•Stereo AAC audio compression at 128kbps+
•Videos should not contain edit lists or special boxes
•Leave 14% top and 20% bottom free from text and logos
•Optimize for fullscreen mobile viewing experience

Best Practices

•Design for vertical 9:16 aspect ratio and mobile viewing
•Respect safe zones: 14% top and 20% bottom margins
•Include captions for accessibility and silent viewing
•Create visually engaging content that fits Stories aesthetic
•Use sound strategically as many users view Stories with audio
iPhone 14 Pro
Dimensions
9:16Best
1440×2560
Minimum:250×444px
Best Quality:1440×2560px

In-Stream Video Ads

Video ads that play before, during, or after other video content on Facebook. These ads are designed for engaged video viewers and offer high completion rates.

Pre-Roll

In-Stream Video

Facebook

Video ads that play before the main video content begins. These ads target users who are actively engaged in video consumption and typically have higher completion rates. Pre-roll ads support both landscape (16:9) and square (1:1) formats.

Video Duration

15 seconds recommended • 5 seconds to 15 seconds allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Best Practices

•Capture attention immediately - users can skip after 5 seconds
•Use sound effectively since users expect audio in video content
•Keep videos concise (5-15 seconds) for better completion rates
•Include captions for accessibility
•Use 16:9 for landscape video contexts, 1:1 for mixed placements
iPhone 14 Pro
Dimensions
16:9Best
1920×1080
1:1
1080×1080
Minimum:1080×1080px
Best Quality:1920×1080px

Mid-Roll

In-Stream Video

Facebook

Video ads that appear during the main video content, typically after at least 15 seconds of viewing. These ads target highly engaged users who are actively consuming video content. Mid-roll placement supports both landscape and square formats.

Video Duration

15 seconds recommended • 5 seconds to 15 seconds allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV
GIF

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Best Practices

•Ensure seamless integration with the viewing experience
•Use sound effectively as users are already engaged with audio content
•Keep duration optimal (5-15 seconds) to minimize viewer disruption
•Include captions for accessibility
•Match the content context and viewer expectations
iPhone 14 Pro
Dimensions
16:9Best
1920×1080
1:1
1080×1080
Minimum:1080×1080px
Best Quality:1920×1080px

Reels Video Ads

Short-form vertical video ads that appear between Facebook and Instagram Reels. These ads are designed for engaging, snackable content that resonates with mobile-first audiences.

Facebook Reels

Reels Video

Facebook

Short-form vertical video ads inserted between organic Reels content on Facebook. These full-screen mobile ads are designed for entertainment-focused audiences and support video content up to 15 minutes. Ads appear in the Reels tab and can also surface in other Reels discovery areas.

Video Duration

15 seconds recommended • 0 seconds to 15 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Technical Requirements

•H.264 compression with square pixels
•Fixed frame rate and progressive scan
•Stereo AAC audio compression at 128kbps+
•No edit lists or special boxes in file containers
•Avoid licensed music - use original audio or Meta Sound Collection
•Do not include product tags, camera effects, or GIFs
•Leave safe zones free from text and logos to avoid cropping

Best Practices

•Create entertaining, authentic content that fits the Reels format
•Respect large safe zones: 14% top, 35% bottom, 6% left/right margins
•Include engaging audio - sound is critical for Reels performance
•Use vertical 9:16 format optimized for mobile consumption
•Add captions for accessibility and broader reach
iPhone 14 Pro
Dimensions
9:16Best
1440×2560
Minimum:250×444px
Best Quality:1440×2560px

Instagram Reels

Reels Video

Instagram

Short-form vertical video ads inserted between organic Reels content on Instagram. These full-screen mobile ads target entertainment-focused audiences and support video content up to 15 minutes. Ads appear in the Reels tab and discovery areas throughout Instagram.

Video Duration

15 seconds recommended • 0 seconds to 15 minutes allowed

Media Requirements

Captions Highly Recommended
Sound Highly Recommended

File Requirements

Video: 4GB maximum
Supported Formats
MP4
MOV

Campaign Objectives

Awareness
Traffic
Engagement
Leads
App promotion
Sales

Technical Requirements

•H.264 compression with square pixels
•Fixed frame rate and progressive scan
•Stereo AAC audio compression at 128kbps+
•No licensed music - use original audio or royalty-free music
•Avoid media with face or camera effects
•Do not include product tags or GIFs
•Leave safe zones free from text and logos to avoid cropping

Best Practices

•Create entertaining, authentic content optimized for Reels format
•Respect significant safe zones: 14% top, 35% bottom, 6% sides
•Include engaging audio - sound is highly recommended for Reels
•Use vertical 9:16 format designed for mobile consumption
•Add captions for accessibility and broader audience reach
•Avoid licensed music and use original or royalty-free audio
iPhone 14 Pro
Dimensions
9:16Best
1440×2560
Minimum:250×444px
Best Quality:1440×2560px