Meta ads creative specs, and which ones matter
The specs are easy to find and easy to misread. This is the table, plus the part the table does not tell you: which of these constraints changes how an ad performs.
Video specs by placement
| Placement | Aspect ratio | Resolution | Length | Max file size |
|---|---|---|---|---|
| Facebook feed | 4:5 | 1440 x 1800 | 1 second to 241 minutes | 4 GB |
| Instagram feed | 9:16 | 1080 x 1920 | 1 second to 60 minutes | 4 GB |
| Instagram Reels | 9:16 | 1440 x 2560 | Up to 15 minutes | 4 GB |
| Instagram Stories | 9:16 | 1440 x 2560 | 1 second to 60 minutes | 4 GB |
Every row is Meta's recommendation from its own ads guide: the Facebook feed row checked on 27 September 2026, the Instagram rows on 3 November 2026. Re-check quarterly, because Meta changes these without announcement. File types: MP4 or MOV (feed and Stories also take GIF), H.264, stereo AAC at 128 kbps or higher. For Reels and Stories, keep about 14% at the top and 35% at the bottom clear of text and logos.
Which of these actually affects performance
Aspect ratio: yes, materially
A 1:1 video in a 9:16 placement wastes most of the screen, and in a vertical placement the screen is the whole advantage. Cut for the placement instead of cropping afterwards.
Length: yes, but not the maximum
The 241-minute limit is irrelevant. What matters is how long your ad holds attention, which is usually a fraction of what it was cut to.
Captions: yes, and they are not optional in practice
Meta lists captions as optional but recommended. On mute, an uncaptioned ad is a silent film. Keep them inside the safe zone so the UI does not cover them.
Resolution and file size: barely
Meet the minimum and move on. Nobody has ever fixed a CPA by uploading a larger file.
Primary text and headline length: yes
Meta recommends 50 to 150 characters of primary text and around 27 for the headline. Past that it truncates, and the part that gets cut is usually the part you wrote last.
Questions, answered.
What aspect ratio should Meta video ads be?
Cut vertically for Reels and Stories, and 4:5 for feed — Meta's own guide gives 4:5 at 1440 x 1800 for Facebook feed video. Produce both rather than cropping one into the other.
How long should a Meta video ad be?
Long enough to make the point. The technical limit is 241 minutes and completely irrelevant; the useful question is where the drop-off happens in your own account.
Do Meta video ads need captions?
Meta calls them optional but recommended. Treat them as required — most of the audience is watching on mute.
What file format does Meta want?
MP4, MOV or GIF, H.264 compression, stereo AAC audio at 128 kbps or higher, maximum 4 GB.