The Complete Guide: video ad size facebook for Facebook Video Ads

When it comes to the best video ad size for Facebook, your placement dictates everything. You’ll find that a 9:16 vertical video (that’s 1080x1920 pixels) is king for immersive formats like Stories and Reels. But for the mobile Feed, where users are scrolling, a slightly shorter 4:5 ratio (1080x1350 pixels) almost always performs better. Nailing these dimensions from the start is the difference between an ad that looks native to the platform and one that just feels out of place.

Facebook Video Ad Specs Quick Reference

Trying to keep all the different video ad sizes straight for Facebook can make your head spin, but a quick cheat sheet simplifies things. Every single ad placement is built for a specific user experience—from the full-screen, can't-miss-it world of Stories to the endless scroll of the Feed.

Using the right specs means your creative fills the screen properly, you dodge awkward crops or ugly black bars, and you grab every ounce of attention possible. Honestly, it's the easiest way to stop wasting ad spend and boost your campaign's performance from the get-go.

For a really deep dive into every single requirement, this complete guide to Facebook video ad specs is an excellent resource.

This graphic breaks down the must-know specs for aspect ratio, resolution, and video length for the most common placements.

As you can see, the difference between vertical (9:16), portrait (4:5), and square (1:1) formats is pretty stark. It really drives home the need to create custom assets for each of your key placements instead of trying to make one video fit everywhere.

Key Placements and Their Specs

Knowing the technical specs is one thing, but understanding the why behind each placement is just as critical. The best ad strategies tailor the message to the context of where it’s being shown. If you want to get more strategic about it, you can learn more about the placement of advertising and how it fits into a broader digital campaign.

For now, here's a quick-glance table to help you get your specs right every time.

Facebook Video Ad Specs Cheat Sheet

I've put together this simple table to act as your go-to reference. Keep it handy when you're exporting videos so you can be sure every file is perfectly optimized before you hit "publish" on your campaign.

This table covers the most common and critical placements you'll be dealing with. Sticking to these recommendations will ensure your ads look professional and perform their best, no matter where they show up.

Why Your Facebook Video Ad Size Is a Bigger Deal Than You Think

Getting your video ad dimensions right isn't just about checking a technical box—it’s one of the most fundamental things you can do to directly impact your campaign's bottom line. Think of it like this: you wouldn't wear a tuxedo to a beach party. A video designed for a wide desktop screen will look just as out of place when it's awkwardly squeezed into a vertical mobile feed, complete with those jarring black bars.

That kind of mismatch instantly signals to viewers that your ad is an interruption, not native content that belongs there. The result? Lower engagement, abysmal watch times, and, ultimately, wasted ad spend. When an ad fits its placement perfectly, it feels seamless and far less intrusive, encouraging people to actually watch instead of just scrolling past.

It All Starts with User Experience and Engagement

At its core, successful advertising on Meta's platforms is about meeting people where they are, both in their mindset and on their screen. The vast majority of Facebook users are on their phones, where holding the device vertically is second nature.

By formatting your video for specific placements, you immediately put yourself in a position to win:

• You take up more screen real estate. A 4:5 or 9:16 video fills up way more of the screen on a phone, grabbing more attention than a tiny horizontal 16:9 video ever could.
• Your ad becomes more memorable. Ads that look and feel like they belong are less disruptive and have much better ad recall.
• You get more clicks and conversions. When videos are properly sized, they're simply easier to watch and interact with, which naturally leads to better click-through and conversion rates.

Here's a powerful stat: vertical video ads on Facebook, especially when optimized for mobile with audio, pull in a massive 35% higher click-through rate (CTR) compared to square or landscape formats. You can dig into more of Meta's performance data for even more proof.

Make the Algorithm Work for You, Not Against You

Beyond just what the user sees, getting your video ad size for Facebook right has a direct impact on how Meta's algorithm views your campaign. The whole delivery system is built to reward advertisers who create a high-quality user experience.

When you upload a video that follows the recommended specs for a placement, the algorithm flags it as optimized content. This can give you a serious leg up. The system is more likely to serve your ad to a broader, more relevant audience, often resulting in a lower cost-per-mille (CPM) and cost-per-click (CPC).

In short, sweating these technical details signals to Meta that you're a high-quality advertiser. That simple act gives you a competitive edge and a much better return on ad spend (ROAS).

Detailed Ad Specs for Facebook Feed and In-Stream

The Facebook Feed and In-Stream placements are two of the most valuable, yet completely different, environments for your video ads. You can't just use the same creative for both and expect great results. To really nail your video ad size for Facebook, you have to treat these two as unique opportunities, each with its own rulebook.

When it comes to the Feed, your entire mission is to stop the scroll. On mobile, that means taking up as much vertical screen real estate as possible. Sure, a square (1:1) video works, but the 4:5 aspect ratio is the real MVP here. That taller format simply fills more of the screen, making your ad impossible to ignore as people flick through their updates. Getting this right is a cornerstone of building a solid Facebook ads workflow that puts mobile-first creative where it belongs: at the top of the priority list.

Facebook Feed Video Specifications

To make sure your Feed video ads look sharp and professional, you need to stick to the technical guidelines. Following these specs prevents weird compression artifacts and those ugly black bars (letterboxing) that scream "amateur."

• Recommended Aspect Ratio: 4:5 (for a mobile-first approach) or 1:1 (works for both desktop and mobile).
• Recommended Resolution: 1080 x 1350 pixels for 4:5; 1080 x 1080 pixels for 1:1.
• Maximum File Size: 4GB.
• Video Duration: 1 second to 241 minutes (but let's be real, shorter is almost always better).
• Recommended File Types: MP4 or MOV.

Don't forget the copy that goes with your video. Keep it punchy to avoid getting cut off, especially on smaller phone screens.

• Primary Text: Try to stay under 125 characters before the dreaded "See More" link appears.
• Headline: Aim for 27 characters to ensure it’s fully visible on mobile without being truncated.

Facebook In-Stream Video Specifications

In-Stream ads are a different beast altogether. Think of them like modern TV commercials—short ads that interrupt the video someone is already watching. Your goal here is to grab attention instantly because viewers often have the option to skip after just a few seconds.

The format for these ads aligns with standard video, making 16:9 the go-to aspect ratio, though 1:1 is also an option. The time limits are much tighter because these ads are designed to be quick interruptions, not lengthy features.

Here are the key technical details you need for In-Stream video placements:

• Recommended Aspect Ratio: 16:9 (landscape) or 1:1 (square).
• Recommended Resolution: 1920 x 1080 pixels for 16:9; 1080 x 1080 pixels for 1:1.
• Maximum File Size: 4GB.
• Video Duration: 5 to 15 seconds is the sweet spot. You can go up to 10 minutes, but viewer drop-off after the 15-second mark is massive.
• Sound: Audio is non-negotiable for In-Stream ads. People are already watching a video with the sound on, so your ad needs it too.

Pro Tip: For In-Stream ads, your core message and branding have to land within the first 3-5 seconds. After that, viewers can skip. If you save your brand reveal or call-to-action for the end, most people will never see it. Get straight to the point.

Mastering Vertical Video for Stories and Reels Ads

Let’s face it: Facebook Stories and Reels have completely changed the game. This is a whole new world of content consumption—it’s full-screen, sound-on, and totally immersive. To win here, you have to ditch the old landscape and even square formats and go all-in on vertical video. Getting the video ad size for Facebook right in these placements isn't just a suggestion; it's a requirement for grabbing anyone's attention.

The gold standard for both Stories and Reels is a 9:16 aspect ratio. This makes your video fill the entire mobile screen, so you don't end up with those ugly black bars or wasted space. This immersive feel helps your ad look like it belongs there, blending right in with organic content and giving your engagement a serious lift.

Core Technical Specifications for Stories and Reels

To make sure your ads look sharp and render correctly, you have to nail the technical specs. A blurry or poorly formatted video sticks out like a sore thumb, instantly weakening your message and making your brand look amateur.

• Recommended Resolution: Stick with 1080 x 1920 pixels. This is the standard HD resolution for a 9:16 aspect ratio and ensures everything looks crisp and clear on any phone.
• File Types: MP4 or MOV are your most reliable bets. Facebook handles these formats perfectly.
• Maximum File Size: You can go up to 4GB. While that’s a lot of room, it’s always smart to compress your video as much as possible without killing the quality. This helps your ad load faster, especially for people on slower connections.

Understanding the Safe Zone

One of the most overlooked—and most critical—parts of designing for Stories and Reels is the "safe zone." Think of this as the prime real estate in the middle of the screen where you know your key visuals, text, and logos won't get cut off by the app's interface.

Meta's own guide shows how elements like the profile icon and the call-to-action button create a frame at the top and bottom of the screen.

If you place your logo or a critical line of text too close to the edges, you're gambling with your message. It's likely to get covered up. Always, always keep your most important assets tucked safely in this central viewing area.

Key Takeaway: The top and bottom 15% of a 9:16 video are basically no-go zones. Keep all your vital info—logos, headlines, CTAs—smack in the middle 70% of the screen to avoid any UI overlap.

Duration and Pacing Differences

While both placements use the same vertical format, they are not the same beast. The ideal video length for each reflects completely different user expectations. Getting this right is a huge part of successful advertising, especially for effective Instagram ads optimization, which shares a lot of DNA with these Facebook placements.

• Facebook Stories Ads: These can run for up to 2 minutes. But let's be real, the best performers are almost always short, punchy videos that are 15 seconds or less. They mimic the fast-paced feel of organic Stories.
• Facebook Reels Ads: You get a max of 90 seconds here. The sweet spot for Reels ads usually mirrors the length of popular organic Reels, which is typically somewhere between 15 and 60 seconds.

No matter which placement you choose, the first 3 seconds are everything. You have to hook the viewer immediately with snappy motion, a great visual, or a question that makes them stop scrolling. And always assume the sound is on—use music, voiceovers, and sound effects to your advantage to grab attention and tell your story.

Creative Best Practices for High-Performing Video Ads

Getting the technical specs right is just the entry ticket. The real work—turning a well-formatted ad into a high-performing one—starts with your creative strategy. This is where you have to think less like a video editor and more like your audience. They're scrolling fast, the sound is almost always off, and you've got maybe two seconds to make them stop.

Your export settings won't save a boring ad. It all comes down to understanding the user's reality: a rapid-fire, sound-off environment where you have to earn every single second of their attention.

This means you need to design for immediate impact. Lead with your most compelling shot, a surprising statement, or a crystal-clear depiction of the problem you solve. If you save the big reveal for the end, you've already lost. Almost half your audience will be long gone by then.

Capture Attention in the First Three Seconds

Your opening hook is everything. You have a tiny window to give someone a powerful reason to stop scrolling, and it's not just a nice-to-have—it's a data-backed necessity.

A landmark study from Facebook and Nielsen found that a staggering 47% of a video ad's total value is delivered within the first three seconds. Think about that. Nearly half of your potential return on ad spend hinges on what happens right at the start. Those first few moments aren't just an intro; they're the main event.

Design for a Sound-Off Experience

While Reels and Stories are shifting habits, the vast majority of in-feed videos are still watched on mute. This simple fact should dictate your entire creative process. Your video has to land its message visually, without ever needing a voiceover or soundtrack to explain what's going on.

Here’s how to make your silent ad speak volumes:

• Use Bold Text Overlays: Animate key benefits, prices, or your call to action directly on the screen. This text acts as your silent narrator, guiding the viewer from point A to B.
• Incorporate Captions: This is non-negotiable. Always enable auto-captions or upload your own SRT file. It makes your ad accessible and ensures the message gets through even if the user never taps for sound.
• Show, Don't Just Tell: Use strong, clear visuals to demonstrate your product in action. Let the visual proof of its value do the talking.
• Place Clear Branding Early: Get your logo or brand name on screen within the first three seconds. This drives ad recall, even for people who only watch a fraction of the video.

When you build your ad for a silent world first, you guarantee your message connects with the widest possible audience. To go a step further, exploring innovative Augmented Reality advertising strategies can offer a completely different way to grab attention.

Ultimately, it all comes down to understanding the core drivers of human behavior. Digging into the psychology of advertising can help you craft more compelling creative. Pair those insights with a clear call-to-action (CTA) like "Shop Now" or "Learn More," and you'll be turning passive scrollers into active customers.

How Video Duration Impacts Campaign Success

Getting the right video ad size for Facebook is a huge piece of the puzzle, but the length of your video is just as critical for seeing real results. There's no magic number for the "best" duration. Instead, the ideal length comes down to your campaign objective and where the ad will actually run. The whole game is about matching your video’s runtime to a user's mindset in that specific environment.

Think about it this way: short, snappy videos under 15 seconds are perfect for top-of-funnel goals like brand awareness. They kill it in fast-scrolling placements like Stories and Reels, where you have seconds to grab attention. These quick ads deliver a punchy message and build brand recall without asking too much of the viewer.

On the flip side, longer videos can be incredibly effective for consideration or conversion goals, especially in the Feed. When someone is scrolling their main Feed, they're often more open to leaning in and learning something. A longer format gives you the breathing room to tell a compelling story, demo a product's features, or use customer testimonials to build trust and push for the sale.

Aligning Length with Campaign Goals

Strategically matching your video’s length to its purpose is a move that directly impacts key metrics like completion and conversion rates. It’s just common sense—a viewer looking for a quick update isn’t going to sit through a two-minute product demo in their Stories. But that same demo might be exactly what a warm lead needs to see in their main Feed before they decide to buy.

Here’s a simple framework I use to match duration to the objective:

• Awareness (Top of Funnel): Stick to 6-15 seconds. Your job here is to hook them with strong visuals, flash your branding, and leave them with one memorable message. It's all about reach and recall.
• Consideration (Middle of Funnel): Aim for 15-60 seconds. This gives you enough time to explain the benefits, show your product in action, or forge an emotional connection. You can dig deeper into this idea by understanding what a view-through conversion is and how those longer, more intentional views play a role.
• Conversion (Bottom of Funnel): Videos can run from 30 seconds to 2 minutes or even more for really complex products. Use this time for detailed demos, case studies, or powerful calls-to-action that tackle any final hesitations.

The Sweet Spot for Conversions

The data we see time and again shows a powerful link between video length and actual conversion rates. While longer videos definitely have their place, the numbers point to a clear sweet spot for driving action.

Research shows that 15-30 second video ads on Facebook have the highest conversion rates. These ads achieve impressive benchmarks like 65% completion rates and outperform other formats by delivering an average conversion rate of 8.78% across various industries. To discover more insights about these Facebook video statistics, you can see how this duration perfectly balances grabbing interest with delivering a clear, direct message. It's just enough time to build intrigue and present a compelling call-to-action without losing the viewer's attention.

Common Video Ad Mistakes and How to Avoid Them

Even if you nail every single technical spec, a few simple creative mistakes can absolutely tank your ad performance. Honestly, knowing what not to do is just as critical as knowing the perfect video ad size for Facebook. If you can sidestep these common pitfalls, you’ll ensure your budget is actually spent on professional, engaging content that gets results.

Too many advertisers sabotage their own campaigns by completely forgetting about the user experience. An ad that feels out of place, is a pain to watch, or just doesn't fit the context of where it’s being shown will get scrolled past in a heartbeat. That’s not just wasted ad spend; it's a ding to your brand's credibility.

Ignoring Aspect Ratios and Causing Letterboxing

One of the most frequent and jarring errors I see is a video uploaded with the wrong aspect ratio for its placement. This is what causes "letterboxing"—those hideous black bars that pop up above and below (or on the sides of) your video just to fill the empty space.

• What Not to Do: Don't just take your horizontal 16:9 TV commercial and dump it into a vertical Stories or Reels placement. This forces Facebook to shrink your video down to a tiny little box surrounded by massive, distracting black bars. It screams lazy and unprofessional.

• What to Do Instead: You absolutely have to create a dedicated 9:16 vertical version of your ad for those full-screen placements. For the Feed, a 4:5 ratio is your best bet to grab as much mobile screen real estate as possible. This simple step makes your ad look native and professional, filling the screen just like it's supposed to.

The goal is to make your ad feel like it belongs there. Letterboxing is an instant red flag to a user, telling them, "this is an ad that wasn't designed for me or this app."

Uploading Low-Resolution or Poorly Compressed Videos

Another classic mistake is uploading a video that ends up looking blurry, pixelated, or just plain soft once it goes live. This usually happens when the original source file is a low resolution to begin with, or it's been compressed into oblivion to shrink the file size.

Keep in mind, Facebook is going to apply its own compression on top of whatever you upload. So if you start with poor quality, the final result is going to be even worse. This cheapens your brand and makes your message feel less credible.

To avoid this, make these three things part of your workflow:

1. Export at High Resolution: Always, always export your final video at the recommended resolution for the placement. That means 1080x1920 for Reels or 1080x1350 for a 4:5 Feed ad.
2. Maintain a Healthy Bitrate: Don't crush your video's soul with excessive compression. A healthy bitrate is what preserves all the sharp details and clarity you worked so hard to capture.
3. Preview Before Publishing: Use the ad preview tool in Ads Manager. It's there for a reason! It shows you exactly how your video will look across different placements before you spend a single dollar. No more guessing games.

Frequently Asked Questions About Facebook Video Ads

Running video ads on Facebook can feel like navigating a maze of specs and requirements. If you have questions, you're not alone. Getting straightforward answers is key to moving quickly and making sure your creative is built to win from day one.

This section is your rapid-fire guide to the most common questions marketers have about Facebook video ad dimensions and specs. We've cut through the fluff to give you simple, actionable answers.

What Is the Best Video Ad Size for the Facebook Mobile Feed?

For the mobile Feed, you want to use a 4:5 aspect ratio with a resolution of 1080x1350 pixels. Period. This vertical format is your secret weapon for maximizing screen real estate on smartphones, grabbing way more attention than a standard square (1:1) or landscape (16:9) video ever could.

Think about it: nearly everyone is on Facebook on their phone. A 4:5 video looks and feels native to that experience. It fills the screen without being intrusive, which is a huge factor in driving higher engagement and better performance as people scroll.

Can I Use the Same Video for Facebook Feed and Stories?

Technically, you can, but you absolutely shouldn't. Feed and Stories are completely different worlds, designed for fundamentally different user experiences. Stories demand a full-screen, immersive 9:16 video (1080x1920 pixels) to feel right.

If you try to shoehorn a 4:5 Feed video into a Stories placement, you’ll end up with a lazy, unprofessional-looking ad with huge black bars at the top and bottom. For the best results and a return on ad spend that justifies your effort, always create separate, properly formatted creative for each placement.

What Is the Maximum File Size and Length for a Facebook Video Ad?

For just about every video ad placement on Facebook, the max file size is a generous 4GB. The real variable you need to watch is the duration, which changes dramatically depending on where the ad appears. It's critical to match your video's length to the placement's limits and, more importantly, your campaign goal.

Here are the key duration limits you need to know:

• Feed Ads: Can run up to 241 minutes long (though you rarely should).
• Reels Ads: Are capped at a maximum of 90 seconds.
• In-Stream Ads: Must typically be between 5-15 seconds.

Why Does My Video Ad Look Blurry on Facebook?

If your video looks blurry or pixelated on Facebook, it almost always boils down to one of two things: you uploaded a low-resolution file to begin with, or you used way too much video compression before uploading. Remember, Facebook runs its own compression on every single video, which will only make a poor-quality file look worse.

To avoid this headache, always export and upload your video at the highest recommended resolution for its placement—think 1080p or higher. Just as important, make sure you’re using a sufficient bitrate when you export to keep the video looking sharp and clean.

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