Meta: Video Ads (Facebook, Instagram, Messenger)

Use the video format to show off your product, service, or brand in new ways, capture attention, and drive deeper engagement.

Below are the recommended lowest-common-denominator requirements to maximize reach and scale across Meta platforms and placements — Feed, Stories, Reels, Marketplace, Explore, Right Column, and more.

Design Recommendations

File Type: MP4, MOV, or GIF
Ratio: Square 1:1 required. Vertical 9:16 optional but recommended for Stories/Reels. Horizontal 16:9 optional.
Resolution: Minimum 1080x1080. Use the highest resolution available to meet the ratio requirements.
Videos should not contain edit lists or special boxes in file containers.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps.
Video Captions: Optional, but we recommend using a separate SRT file.
Video Sound: Optional, but recommended.

Text Recommendations

Recommend providing up to 5 versions of each — the algorithm will optimize to the best performer.

Primary Text: 125 characters (can be longer but may be truncated in certain placements)
Headline: 27 characters (can be longer but may be truncated in certain placements)

Technical Requirements

Video Duration: Recommend shorter lengths, under 15s (can be longer for certain placements and objectives)
Maximum File Size: 4GB
Aspect Ratio Tolerance: 1%

Available Calls to Action

Calls to action vary by objective and industry. A few examples:

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