Meta Video Ad Specs: Sizes, Formats, and Placements in 2025

Meta video ad specs change more often than people realize. A square video might work in the Feed but look wrong in Reels, and 16:9 cuts that once pulled views now barely get reach. Getting specs right is the difference between clean delivery and wasted spend.

From running campaigns on Facebook and Instagram, I’ve seen how small details like ratios and lengths make or break performance. In this guide, I’ll break down the 2025 specs by placement and share the rules I follow to keep ads on track.

Why it’s important to use the right Meta video ad specs

It’s important to use the right Meta video ad specs because they shape how your ads appear and how people interact with them. If the size or ratio is off, your ad might not show in every placement, and viewers are more likely to swipe past.

Meta now pushes vertical video. A 9:16 version fills the screen and gets more attention than 16:9, which tends to get buried unless someone’s on a desktop.

I’ve also learned that specs don’t age well. I used to run square videos all the time because they used to perform. But then engagement sank when Meta started favoring vertical video instead. Switching to 9:16 creatives helped me bring those numbers back up.

Meta ad specs: Facebook and Instagram placements

Sticking to the correct Instagram and Facebook video ad specs saves you from awkward cropping and wasted spend when ads run across Feed, Stories, and Reels. Here’s an overview table with the specs: 

You can always double-check the latest Meta ad sizes in Meta’s official ad guide, but here’s a breakdown of the current Meta ad dimensions for each placement in 2025:

Facebook Feed

I use the Facebook Feed when I want reach across a broad audience. It works well for awareness and conversion campaigns because the videos blend into organic posts. Square or 4:5 formats take up more space on mobile, and I’ve noticed they grab attention better than horizontal cuts.

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 videos that feel polished but still natural. I turn to it for storytelling and brand-building since people scroll fast. Short, under-a-minute clips with strong visuals have given me the best results here.

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 are good for quick, time-sensitive promotions. I’ve used them to push flash sales and event reminders because people check Stories often. They feel personal and immersive, but I’ve seen them burn out quickly, so I rotate creatives often.

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 gave me some of my highest engagement rates. They work because the full-screen format feels native to how people already use the app. I’ve seen short, casual clips with text overlays perform better than overly polished edits.

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 seconds
• Max file size: 4GB

Facebook Reels

Facebook Reels are made for short, mobile-first content. I use them when I want to reach people with quick, authentic videos that look like user-generated content (UGC). In my experience, anything longer than 30 seconds struggles to hold attention here.

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 are the best way I’ve found to reach new audiences, on Meta at least. They show up in Explore, the Reels tab, and between organic posts. Quick hooks and bold visuals make a bigger impact than longer edits, so I keep them tight. 

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

I use in-stream video ads when I want to tell a longer story. They run inside other videos, so they’re better for audiences who are already watching. I’ve seen them work well for testimonials and product demos.

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, though 15 seconds or less is recommended for short attention spans
• Max file size: 4GB

Facebook Marketplace

Marketplace video ads show up when people are already shopping. I use them to highlight products directly, since intent is high here. Ads that call out price or deals early tend to perform better for me.

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

The Right Column is desktop-only, and I treat it as a retargeting tool. It doesn’t grab much attention compared to mobile, but I’ve used it to drive cheap impressions. Short clips with clear branding work best in this space.

 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

Core Meta video ad rules you should know

No matter where your ad runs, Meta follows a set of baseline rules that you should follow. I treat these as the safety checks that keep videos from getting cropped, compressed, or rejected.

These baseline Instagram and Facebook ad specs for video apply across placements, so sticking to them helps your creative display properly on any device. Here are the key points I keep in mind before uploading:

• File formats: Stick with MP4 or MOV. These handle the upload smoothly and rarely cause playback issues.
  
  
• Max file size: Keep files under 4GB. Anything larger risks errors or slower delivery.
  
  
• Frame rate: Use a fixed frame rate of up to 30 fps. Variable frame rates have given me sync issues in the past.
  
  
• Video length: Ads can run as short as 1 second, but I’ve found 15-60 seconds is the sweet spot across most placements.
  
  
• Safe zones: Leave space at the top and bottom of vertical videos. I keep text and logos out of those areas so they don’t clash with buttons or captions.

How to pick the right aspect ratio for your objective

Start with 9:16 vertical if you want one format that works across the most placements. This ratio covers Reels, Stories, and the mobile Feed, giving you reach without extra editing.

From there, adjust the format based on your campaign goal:

Pro tip: Keep Feed videos short and focused on the product, and start Reels with a bold hook in the first three seconds. Picking aspect ratios this way helps ads feel natural in their placements and makes it easier to hit the goal you’re aiming for.

Best practices for mobile-first design

Most of the video views I’ve run ads for come from mobile, so I’ve learned to design with that in mind first. Here are the rules I stick to:

• Design for sound-off: I’ve seen most people scroll with audio muted, so I always add text or visuals that carry the message without relying on voiceover.
  
  
• Use captions and motion hooks in the first three seconds: When I include captions and start with movement, I hold attention longer. If I don’t, my ad watch time drops fast.
  
  
• Adjust CTA placement by format: In Stories and Reels, I place the CTA in the center or lower third so it doesn’t clash with buttons. In Feed, I’ve had better results putting the CTA early in the video and repeating it in the caption.
  
  
• Match video length to funnel stage: For awareness campaigns, I keep Reels and Stories under 15 seconds. In mid-funnel campaigns, 15 to 30 seconds works better in Feed. For conversions, I sometimes stretch to 30 to 60 seconds to give room for offers or product details.

These changes might feel small, but they’ve consistently made the difference between ads that get skipped and ads that drive results for me.

Spotting creative fatigue: typical signs and cycles

Even when your Facebook ad sizes line up with the placement, fatigue can set in. I watch for these signals and plan refreshes before results fall off:

• Drop in CTR or watch time: People scroll past faster after they’ve seen the ad a few times.
  
  
• Rising CPM or CPC with no targeting changes: Costs go up even when the audience hasn’t changed.
  
  
• Flat engagement across placements: When Reels, Stories, and Feed all underperform at once, the creative has usually run its course.
  
  
• Negative comments or lower relevance scores: Feedback and metrics show the audience is tuning out.

You can also use a tool like Bestever to help you spot creative fatigue. We designed Bestever to help you see when ad performance starts to dip, identify the parts that need refreshing, and decide when it’s time to swap in a new cut.

Mistakes to avoid when formatting video ads

I’ve run into a handful of mistakes that can ruin an otherwise strong creative. The first is uploading under the minimum resolution. Low-quality files look blurry once Meta compresses them, and that hurts watch time right away.

Another issue is stretching logos or pushing text into the safe zones. On vertical videos, buttons and captions cover the edges, so anything placed too close gets blocked.

Subtitles are easy to forget, but they matter on mobile since most people scroll with sound off. Without them, the message disappears, so it’s a good idea to add them to all your videos. You can use an auto-subtitling tool like Veed to reduce your workload. 

Finally, avoid dropping a long 16:9 video into Reels without cutting it down. I’ve seen these look awkward and get skipped because the pacing doesn’t fit the format.

How to adapt one video across Meta video ad placements

I’ve found the easiest way to save time is to create one strong video first, then cut it into the formats Meta needs. Here’s how you can do the same:

1. Start with a high-quality master file: Begin with a 4K master video. A larger source file holds up better once Meta compresses it for different placements.
   
   
2. Export in multiple aspect ratios: Create separate versions in 1:1, 4:5, and 9:16. These ratios cover the Feed, Stories, and Reels without cropping important visuals.
   
   
3. Use editing tools to resize quickly: Tools like Canva, Kapwing, or Adobe Express make it easy to reformat. Drop in your master file, choose the new aspect ratio, and adjust text or logos to stay inside the safe zones.
   
   
4. Plan your workflow around placements: Build the master asset first, then cut versions for each placement in one sitting. This keeps the style consistent and saves time compared to editing one-off files later.

Tools that help format and analyze Meta video ads

I’ve spent way too much time resizing videos by hand, and it gets old fast. After juggling ads across Feed, Stories, and Reels, I started leaning on tools that handle the heavy lifting. These are the ones that save me the most time and keep my Facebook ad dimensions consistent:

• Meta Ads Creative Studio: I use this to preview how videos will look before publishing. It shows each placement side by side, so you can double-check Facebook ad size dimensions, adjust layouts, and add captions to keep everything clean.
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• Canva: Lets you drop in a video and instantly resize it into 1:1, 4:5, or 9:16 formats. The drag-and-drop editor makes small layout tweaks quick. Has templates with the Facebook ad dimensions to make it easy to create your ads.
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• Kapwing: Handy for trimming, cutting, and exporting in the exact ratios Meta placements need. I’ve used its templates for Stories and Reels to keep pacing tight.
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• Adobe Express: A lighter option than full Adobe software. It’s good for quick resizing and adding captions without the need for advanced editing skills.
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• Creatopy: Comes with placement-ready templates and spec presets, so you can build Meta-friendly creatives faster.
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• Bannerbear: Works well when you want to automate. It generates videos in multiple sizes at once using dynamic templates.
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• Bestever: This one steps in after the ad is live. Bestever helps spot which Facebook ad specs and placements are pulling results, when creatives start to tire out, and which parts of the ad need a refresh.

How Bestever helps with Meta ads

Meta video ad specs get your creative into the right placements, but performance depends on what happens after launch. 

At Bestever, we help with the next step by focusing on ad insights, showing how each frame of your ad performs, and giving clear direction on what to change.

Here’s how Bestever can help you:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's Visual Impact, Brand Alignment, Sales Orientation, and Audience Engagement. 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. No more guessing or wasting time, your team can start fixing those issues asap. 
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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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 make multiple ad variations faster.

• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Want to see how this works in practice? Let our team show you how Bestever can help you get a closer look at how you can optimize your creatives.

 Schedule a free demo of Bestever now.

Frequently asked questions

How can you use creative analytics with Meta video ads?

You can use creative analytics to see which parts of a video ad hold attention and which ones lose it. By tracking elements like hooks, visuals, and CTAs, you learn what connects with people and when it’s time to refresh a creative.

What is the recommended Facebook post size for 2025?

The recommended Facebook post size for videos is at least 1080 x 1080 pixels for square formats or 1080 x 1920 pixels for vertical formats. Higher resolutions like 1440 px or 4K hold up better after compression. Square and vertical cuts both work well in Feed, but vertical fills more screen space on mobile.

What is the recommended Instagram post size for videos?

The recommended Instagram post size for videos is 4:5 (1080 x 1350 px) in Feed and 9:16 (1080 x 1920 px) in Stories and Reels. Using these sizes keeps videos clear and avoids cropping issues.

How do you use the Facebook Ads library to get ad inspiration?

You use the Facebook Ads library by searching for any brand, keyword, or industry to see the ads that are currently live. This gives you a clear view of video formats, ad copy, and design choices competitors rely on. It’s a quick way to spot hooks, styles, or CTAs you can adapt for your own campaigns while still keeping them original.

How long can I make my Facebook video ads?

Facebook video ads can run up to 241 minutes, but shorter cuts work better. Keep videos under 60 seconds for Feed, and aim for 15 to 30 seconds in mobile-first placements like Reels and Stories to hold attention.

Will Meta lower the quality of my video ads?

Yes, Meta does compress video ads during upload. The best way to keep them clear is to start with the highest resolution possible, export in MP4, and use H.264 compression.

Should I add sound to Facebook video ads?

You should add sound to Facebook video ads, but don’t rely on it. Many people scroll with the volume off, so the ad still needs to work with captions or on-screen text alone.