A Complete Guide to Meta Video Ad Specs & Placements (2025)

Meta video ad specs shift often, and using the right format helps your ads appear as intended. A 1:1 video fits the Feed, but falls flat in Reels where 9:16 is standard. If your size or ratio is off, your creative won’t display properly.

This guide breaks down the current specs for each placement and helps you match formats to your campaign goals.

In this article, we’ll cover: 

• Why Meta video ad specs matter
• Video ad specs by placement
• Universal guidelines for Meta video ads
• Which format should you use?
• Best practices for mobile video ads
• Signs of creative fatigue
• Tools that can help

Let’s jump right into why following Meta video ad specs is important.

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Why Meta video ad specs matter

Meta video ad specs matter because they affect how your ads get delivered, viewed, and ranked. Using the wrong size or format limits where your ad can appear and makes people more likely to skip it.

Platform priorities shift constantly. Reels and vertical video get more distribution than outdated 16:9 clips in the Feed. Specs that worked last year may now hinder performance.

Mismatched specs lead to creative fatigue, lower engagement, and viewer drop-off. That drives up CPCs, weakens ROAS, and wastes ad spend.

Meta video ad specs by placement

These Meta ad specs apply across Facebook and Instagram placements, but not every format works the same way. Here's what to use depending on where your ad will run:

Facebook Feed

Facebook Feed is a common choice for awareness and conversion campaigns. Use these specs to format your ad for this placement:

• Recommended resolution: 1:1 ratio (1440 x 1440 px) or 4:5 ratio (1440 x 1800 px)
  
• File type: MP4, MOV, or GIF
  
• Duration: 1 second to 241 minutes (under 60 seconds recommended)
  
• Max file size: 4GB

Instagram Feed

Instagram Feed favors mobile-first creatives that blend into your users’ scrolling experience. Here’s how to format your video:

• Recommended resolution: 4:5 ratio (1440 x 1800 px)
  
• File type: MP4, MOV, or GIF
  
• Duration: 1 second to 60 minutes (under 60 seconds is ideal)
  
• Max file size: 4GB

Facebook Stories

Facebook Stories use a full-screen vertical format that’s great for time-sensitive promotions. Format your video like this:

• Recommended resolution: 9:16 ratio (1440 x 2560 px)
  
• File type: MP4, MOV, or GIF
  
• Duration: 1 second to 2 minutes
  
• Max file size: 4GB

Instagram Stories

Instagram Stories offer strong engagement with native-feeling, fast-paced video. Use these specs to format your content:

• Recommended resolution: 9:16 ratio (1440 x 2560 px)
  
• File type: MP4, MOV, or GIF
  
• Duration: 1 second to 60 minutes (each frame caps at 15 seconds)
  
• Max file size: 4GB

Facebook Reels

Facebook Reels appear in the main feed and the Reels tab. They’re built for short, mobile-first videos that grab attention quickly. Here are the specs:

• Recommended resolution: 9:16 ratio (1080 x 1920 px)
  
• File type: MP4, MOV, or GIF
  
• Duration: 3 to 90 seconds
  
• Max file size: 4GB

Instagram Reels

Instagram Reels show in the Reels tab, Explore, and between organic content. These work best with short-form, vertical creatives. Format your content like this:

• Recommended resolution: 9:16 ratio (1080 x 1920 px)
  
• File type: MP4, MOV, or GIF
  
• Duration: 3 seconds to 180 seconds (shorter videos often perform better)
  
• Max file size: 4GB

Facebook In-stream video

Facebook In-stream video ads play during longer content and work well for storytelling. Here are the recommended specs to use:

• Recommended resolution: 16:9 ratio or 1:1 ratio (1080 x 1080 px minimum)
  
• File type: MP4, MOV, or GIF
  
• Duration: 5 seconds to 10 minutes
  
• Max file size: 4GB

Facebook Marketplace

Facebook Marketplace videos show alongside listings and shopping content. These specs will help your video fit the platform:

• Recommended resolution: 1:1 ratio (1080 x 1080 px)
  
• File type: MP4, MOV, or GIF
  
• Duration: 1 second to 241 minutes (shorter is better for performance)
  
• Max file size: 4GB

Facebook Right Column

Facebook Right Column videos appear only on desktop and support desktop-focused campaigns. Here’s how you can format your video:

• Recommended resolution: 1:1 ratio (1440 x 1440 px) for desktop
  
• File type: MP4, MOV, or GIF
  
• Duration: 1 second to 241 minutes (under 30 seconds recommended)
  
• Max file size: 4GB

Universal Meta video ad guidelines

Meta applies a consistent set of technical rules to all video placements. These guidelines help prevent delivery issues and keep your creative looking sharp across devices. Here’s what to keep in mind:

• File formats: Use MP4 or MOV. These are the most widely supported and stable.
  
  
• Max file size: Stay under 4GB to avoid upload or playback issues.
  
  
• Frame rate: Use a fixed frame rate, up to 30 frames per second. Avoid variable frame rates.
  
  
• Video length: The minimum is 1 second. The maximum depends on placement, but 15 to 60 seconds tends to perform best.
  
  
• Safe zones: Keep key visuals, text, and logos away from the top and bottom 250 pixels of a 1080 x 1920 px vertical video to avoid overlap with buttons or captions.

Recommended aspect ratios by objective

Different campaign goals work better with different video shapes. Here’s how to match your aspect ratio to your objective:

• Awareness: Use horizontal (16:9) or square (1:1) videos. These are easier to scale across Feed and desktop placements.
  
  
• Engagement: Prioritize vertical (9:16) video and Reels. These formats take up more screen space and drive interaction.
  
  
• Conversions: Use vertical (9:16) for Stories and 4:5 or 1:1 for Feed. These formats support strong CTAs and product-focused visuals.
  
  
• Retargeting: Try square (1:1) or in-stream (16:9) formats. These work well when repackaging top-performing content for a warm audience.

Matching your format to your campaign goal helps your video look more natural in the placement and improves performance across the funnel.

Here’s a quick table you can refer to:

Which Meta video format should you use?

The best Meta video format is vertical (9:16) because it works across Reels, Stories, and mobile Feed. These placements drive the highest reach and engagement, so starting with 9:16 helps your creative fit where it matters most.

Choosing the right format also depends on your goal and how your audience interacts with different placements. Start by matching your format to your campaign objective:

• Brand awareness: Use 16:9 or 1:1 videos for broad placements like Facebook Feed or in-stream. These work well for passive viewing and wide reach.
  
  
• Engagement: Go with 9:16 vertical video for Reels and Stories. These formats drive more taps, shares, and replies.
  
  
• Traffic or conversions: Use 4:5 or 1:1 for Feed and 9:16 for Stories. These formats support strong CTAs, product shots, and on-screen offers.
  
  
• Retargeting: Use 1:1 or 16:9 to repurpose your best-performing creative. This helps you stay consistent while reminding users of your brand.

Mobile-first video ad best practices

Most Meta video views happen on mobile. Use the right Facebook ad size and layout to grab attention quickly and keep users watching. Here’s how to get it right:

• Design for sound-off: Most people scroll with audio off. Use on-screen text, product visuals, or expressive visuals to communicate your message without sound.
  
  
• Use captions and motion-driven hooks: Add captions to make your content easier to follow. Start with movement or bold visuals in the first three seconds to grab attention.
  
  
• CTA placement for different placements: In Stories and Reels, place your call to action in the center or lower third. For Feed placements, use clear on-screen CTAs early and reinforce them in the caption.
  
  
• Optimal length by platform and funnel stage: Keep Reels and Stories under 15 seconds for top-of-funnel campaigns. Use 15 to 30 seconds for Feed videos in mid-funnel campaigns. Use 30 to 60 seconds when focusing on offers and conversions.

Creative fatigue warning signs to watch out for

Even if your Facebook ad dimensions match the placement or audience, fatigue can drop your ads’ performance. Here are some signs you need to swap out your creatives:

• Drop in CTR or watch time: If fewer people click or complete the video, your creative might feel stale or mismatched for the placement.
  
  
• Higher CPM or CPC: Rising costs without a clear reason often point to ad fatigue or poor creative fit.
  
  
• Flat engagement across placements: If your ad underperforms across Reels, Stories, and Feed, your format may not be working for mobile viewers. Check if your Facebook ad size fits the placement.
  
  
• Poor delivery in one format: A video might do well in Feed but fall flat in Reels. This usually means the aspect ratio or visual pacing isn’t aligned with viewer behavior.
  
  
• Negative comments or low relevance score: If users stop responding or give negative feedback, it's time to swap in a new concept or adjust the layout.

Tools that help format Meta video ads faster

Formatting Meta video ads can get tedious, especially if you're managing multiple placements. These tools make it easier to match the right Facebook ad dimensions without wasting time:

• Canva: This design tool allows you to quickly resize and crop videos into 1:1, 4:5, or 9:16 formats with easy drag-and-drop editing.
• Kapwing: Edit, trim, and reformat videos with templates built for Reels, Stories, and Feeds.
• Adobe Express: Resize videos and apply quick design tweaks without needing full Adobe software.
• Creatopy: Use built-in ad specs and templates to generate Meta-ready videos faster.
• AdCreative: Generate ad creatives using AI and format them automatically for different Meta placements.
• Bannerbear: Automate creative production with dynamic templates and size presets for Meta placements.
• Meta Ads Creative Studio: Preview how your videos will appear in each placement. Add captions, adjust layouts, and test the creatives before launch.
• Bestever: Analyze video ad performance after launch using real data. Bestever helps identify which Facebook ad size, visuals, and CTAs are driving or hurting results across placements.

Frequently asked questions

What are the best video specs for Facebook ads in 2025?

The best video specs for Facebook ads in 2025 are MP4 format, 9:16 or 1:1 aspect ratio, and under 4GB in file size. Stick to 1080 x 1920 pixels for vertical and 1440 x 1440 pixels for square. These specs work across the most popular Facebook ad formats like Feed, Stories, and Reels.

What’s the ideal aspect ratio for Reels ads?

The ideal aspect ratio for Reels ads is 9:16. This full-screen vertical format fills the mobile screen and performs best in both Facebook and Instagram Reels placements.

What format should I use for Facebook Stories ads?

You should use a 9:16 vertical video format for Facebook Stories ads. Make sure the resolution is at least 1080 x 1920 pixels to match the full-screen layout and avoid blurry playback.

How long can Facebook video ads be?

Facebook video ads can be up to 241 minutes long, depending on the placement. That said, most high-performing ads are under 60 seconds, especially in mobile-first placements like Reels and Stories.

Does Meta compress ad video quality?

Yes, Meta compresses video ads during upload. To minimize quality loss, start with the highest possible resolution and export in MP4 with H.264 compression.

Should I use square or vertical video for Instagram?

You should use vertical video for Instagram Stories and Reels, and square (1:1) or vertical (4:5) video for the Feed. Matching the right Facebook ad formats to the placement improves performance.

What’s the best file size for Meta video ads?

The best file size for Meta video ads is under 4GB. This keeps your uploads fast and avoids playback or rendering issues across placements.

How do I format one video for multiple placements?

To format one video for multiple placements, create versions in 1:1, 4:5, and 9:16 aspect ratios. These three sizes cover the most common Facebook ad formats, including Feed, Stories, and Reels.

Do Facebook video ads need sound?

Facebook video ads don’t need sound, but sound can help. Many users watch with the volume off, so make sure your video still works using captions or on-screen text.

What happens if I upload the wrong aspect ratio?

If you upload the wrong aspect ratio, your video might appear cropped, padded with black bars, or get rejected altogether. Use Facebook ad formats that match the exact requirements for each placement to avoid delivery issues.

How Bestever helps you improve your Meta ads 

Following Meta video ad specs helps your videos show up correctly, but specs alone won’t fix performance problems. You can still run into low engagement, wasted spend, or creative fatigue if your video doesn’t connect with your audience.

Bestever helps you go beyond the specs by showing you what’s actually working and what needs to change.

Here’s how:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on each ad’s visual impact, brand fit, adherence to ad sizes, and engagement potential. It’ll even break down each element in detail. 
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. With this creative analysis, you can stop wasting time and start fixing those issues asap. 
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• Understand your audience: Bestever analyzes your website, ad account, and creative history to identify the people most likely to engage. It also helps you shape messaging that aligns with Facebook advertising rules and resonates with the right segments.
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to create multiple ad variations more quickly.
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• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Ready to stop wasting ad spend on formats that don’t perform? Let our team show you how Bestever can turn real data into informed creative decisions.

Try a demo of Bestever for free.