Facebook Video Ad Specs: The Technical Reference Guide

Video specs directly impact campaign performance. Wrong aspect ratios get cropped. Poor export settings create blurry ads. File size errors block uploads.

This guide covers technical specifications, export settings, and optimization tactics for every Facebook and Instagram placement.

Core Video Specifications by Placement

Quick Reference Table

Recommended production workflow:

• Shoot in 9:16 (highest quality source)
• Crop to 4:5 for Feed
• Crop to 1:1 for Carousel
• Use native 9:16 for Stories/Reels

This approach maximizes screen real estate across placements without reanimating.

Why Aspect Ratio Affects Performance

Screen Real Estate Impact

4:5 vs. 16:9 comparison (mobile feed):

• 4:5 vertical: 78% more screen coverage
• 16:9 landscape: Letterboxed, 44% screen coverage

More screen space = higher scroll-stopping power.

Meta's internal data:

• 75% of video views happen on mobile
• Vertical video outperforms landscape by 20-30% on engagement metrics
• Native aspect ratios reduce CPM by 10-15% (algorithm rewards better UX)

Placement-Specific Best Practices

Feed (Facebook/Instagram):

• Primary: 4:5 (1080x1350)
• Secondary: 1:1 (1080x1080)
• Avoid: 16:9 (gets letterboxed on mobile)

Stories/Reels:

• Required: 9:16 (1080x1920)
• Safe zones: Keep critical elements 15% from top/bottom edges
• UI overlays cover ~250px top, ~350px bottom

In-Stream:

• Primary: 16:9 (1920x1080)
• Secondary: 1:1 (1080x1080)
• Note: Users expect landscape for video content consumption

Carousel:

• Required: 1:1 (1080x1080)
• All cards must match aspect ratio
• 2-10 cards per carousel

Export Settings for Maximum Quality

Recommended Codec Configuration

Video codec: H.264 (AVC)

• Industry standard
• Best compression-to-quality ratio
• Universal platform support

Audio codec: AAC (Advanced Audio Coding)

• Bitrate: 128kbps minimum (192kbps recommended)
• Sample rate: 44.1kHz or 48kHz
• Channels: Stereo

Critical Export Parameters

Frame rate:

• 24-30 fps (frames per second)
• Use constant frame rate, not variable
• Higher fps (60) unnecessary for ads, increases file size

Bitrate (1080p video):

• Target: 8-15 Mbps (megabits per second)
• Minimum: 5 Mbps (below this = visible quality loss)
• Maximum: 20 Mbps (diminishing returns above this)

Resolution targets:

• 4:5 Feed: 1080x1350
• 1:1 Square: 1080x1080
• 9:16 Stories: 1080x1920
• 16:9 Landscape: 1920x1080

Scan type: Progressive (not interlaced)

Pixel aspect ratio: Square pixels (1.0)

Export Settings by Software

Adobe Premiere Pro:

```

Format: H.264

Preset: Match Source - High bitrate

Profile: High

Level: 4.2

Bitrate Encoding: VBR, 2 pass

Target Bitrate: 10 Mbps

Maximum Bitrate: 15 Mbps

Audio Codec: AAC

Audio Bitrate: 192 kbps

```

Final Cut Pro:

```

Format: Video and Audio

Video Codec: H.264 Better Quality

Resolution: Custom (1080x1350, 1080x1080, etc.)

Quality: 85-90%

Frame Rate: 30

Audio: AAC 192 kbps

```

DaVinci Resolve:

```

Format: MP4

Codec: H.264

Quality: Automatic

Bitrate: 10,000 kb/s

Profile: High

Frame Rate: 30

Audio Codec: AAC

Audio Bitrate: 192 kbps

```

Video Length Optimization

Completion Rate by Duration

Tactical recommendations:

Feed ads:

• Ideal: 6-15 seconds
• Hook in first 3 seconds
• Deliver complete message by 10 seconds (50% drop-off point)

Stories/Reels:

• Ideal: 6-15 seconds for Stories
• Ideal: 15-30 seconds for Reels (content format allows longer)
• First frame must be engaging (users swipe in <1 second)

In-Stream:

• Ideal: 5-15 seconds
• Users waiting to skip = need immediate value prop
• Branding in first 3 seconds (many skip at 5s mark)

Hook Strategy by Length

6-second ads (bumper style):

• Single message only
• Text on screen + voiceover
• Brand logo visible entire duration

15-second ads (standard):

• Hook (3s) + Body (9s) + CTA (3s)
• Show product benefit, not just features
• End with clear action

30-second ads (extended):

• Hook (3s) + Problem (9s) + Solution (12s) + CTA (6s)
• Use for complex products or testimonials
• Consider breaking into multiple shorter ads instead

Safe Zones for Full-Screen Placements

Stories/Reels UI Overlays

Top safe zone (avoid):

• Top 250 pixels (profile, close button)
• Keep logos and key text below this

Bottom safe zone (avoid):

• Bottom 350 pixels (CTA button, caption, UI controls)
• Keep product shots and text above this

Optimal content area:

• Center 1320 pixels (vertical)
• This ensures visibility across all UI states

Design template:

```

1920px total height

├── Top overlay: 250px (avoid)

├── Safe content area: 1320px (use this)

└── Bottom overlay: 350px (avoid)

```

Testing Safe Zones

Before launching:

1. Export 9:16 video
2. Open on mobile Instagram/Facebook Stories
3. Screenshot with UI overlays visible
4. Verify all critical elements are in safe zones

Tools for safe zone templates:

• Instagram provides safe zone overlays in Ads Manager
• Use Figma/Sketch templates with built-in guides
• Preview tool in Meta Ads Manager shows overlay positions

Common Technical Errors

File Upload Failures

Error: "Video file size too large"

Cause: File exceeds 4GB limit

Fix:

• Reduce bitrate (try 8 Mbps instead of 15 Mbps)
• Shorten video duration
• Re-export with two-pass encoding for better compression

Error: "Unsupported video format"

Cause: Wrong codec or container

Fix:

• Re-export as MP4 with H.264 video codec
• Ensure AAC audio codec
• Avoid MOV, AVI, or other formats

Error: "Video resolution too low"

Cause: Resolution below minimum (typically 600x600)

Fix:

• Export at recommended resolution (1080x1080 minimum)
• Don't upscale low-res source footage (shoot in high res)

Quality Issues

Problem: Blurry video after upload

Causes:

• Low bitrate export (<5 Mbps)
• Low source resolution
• Facebook's compression on top of already-compressed file

Solutions:

• Export at 10-15 Mbps bitrate
• Start with highest quality source footage
• Avoid re-compressing already compressed files
• Add slight sharpening in export (5-10%)

Problem: Color shift after upload

Causes:

• Wrong color space (Rec. 2020 instead of Rec. 709)
• HDR video uploaded (not supported)
• Incorrect gamma settings

Solutions:

• Export in Rec. 709 color space
• Convert HDR to SDR before export
• Use standard gamma (2.4)
• Preview in VLC or QuickTime to verify colors before upload

Problem: Audio sync issues

Causes:

• Variable frame rate source
• Audio sample rate mismatch
• Incorrect timeline settings

Solutions:

• Convert source to constant frame rate before editing
• Match audio sample rate to timeline (48kHz standard)
• Render test file before full export

Multi-Placement Strategy

The Three-Asset Approach

Most efficient production workflow for cross-placement campaigns:

Asset 1: 9:16 master (1080x1920)

• Use for: Stories, Reels
• Production note: Shoot everything in 9:16 with safe zones in mind

Asset 2: 4:5 crop (1080x1350)

• Use for: Feed (Facebook/Instagram), Marketplace
• Production note: Crop from 9:16 master, reposition key elements

Asset 3: 1:1 square (1080x1080)

• Use for: Carousel, Collection, legacy desktop placements
• Production note: Crop from 9:16 or 4:5, may require text repositioning

Time-saving automation:

• Template aspect ratio presets in editing software
• Batch export multiple ratios from single timeline
• Use dynamic text/graphics that reposition automatically

Tools for Multi-Aspect-Ratio Production

Ryze AI - AI-powered creative testing for Google and Meta campaigns. Automatically generates and tests multiple aspect ratio variations. get-ryze.ai

Adobe Premiere Pro - Project panel: Right-click sequence > Duplicate > Change sequence settings to new aspect ratio. Reposition graphics as needed.

Kapwing - Browser-based tool for quick aspect ratio conversion. Useful for one-off projects.

Canva - Template-based resize feature. Good for text-heavy video ads.

VEED.io - Online video editor with preset aspect ratios. Fast for simple crops.

Performance Metrics by Video Spec

Impact of Aspect Ratio on Engagement

Meta internal benchmarks (Feed placement):

Stories/Reels placement:

Video Length Impact on ROAS

E-commerce benchmark study (1000+ campaigns):

Key insight: 6-15 second range consistently outperforms across industries.

Advanced Optimization Tactics

Dynamic Creative Optimization (DCO) for Video

Meta's DCO tests combinations of video variations with other elements.

Setup:

• Upload 5-10 video variations (different hooks, lengths, angles)
• Add 3-5 headline variations
• Add 2-3 description variations
• Let algorithm find best combinations

What to test in videos:

• Hook variations (first 3 seconds)
• Length (6s vs. 15s versions)
• With/without captions
• Different CTAs in last frame

Results typically seen:

• 15-30% improvement in CPM
• 20-40% improvement in CTR
• Best when creative variations are high-contrast (not minor tweaks)

Automated Creative Refresh

Creative fatigue timeline:

• Days 1-7: Performance stable
• Days 8-14: CTR begins declining (10-20% drop)
• Days 15-21: Frequency increases, engagement drops significantly
• Days 21+: Creative is "burned out"

Refresh strategy:

• Rotate in new video creative every 14 days for high-spend campaigns
• Use 3-video rotation (always have fresh creative ready)
• Monitor frequency metric (pause at 4+ frequency)

Tools for automated rotation:

Ryze AI - Automated creative testing and rotation. Monitors performance, swaps in fresh creative when fatigue detected.

Revealbot - Rule-based creative swapping. Set rules like "if frequency >3.5, pause and activate backup ad."

Madgicx - Creative fatigue detection. Alerts when creative performance declining, suggests refresh timing.

Caption/Subtitle Optimization

85% of Facebook video is watched without sound.

Caption tactics:

• Add open captions (burned into video) for guaranteed visibility
• Use high-contrast text (white text, black outline)
• Font size: Minimum 60pt for mobile readability
• Position: Lower third (avoid safe zone issues)

Tools for auto-captioning:

• Kapwing (AI auto-captions)
• Descript (AI transcription + editing)
• Rev.com (human captions, 99% accuracy)
• Meta's auto-caption feature (built-in, but less accurate)

Platform-Specific Requirements

Facebook Feed Video Ads

Optimal specs:

• Aspect ratio: 4:5 (mobile) or 1:1 (desktop+mobile)
• Resolution: 1080x1350 or 1080x1080
• Duration: 6-15 seconds
• File type: MP4

Performance tips:

• Hook in first 3 seconds (thumb-stopping moment)
• Brand logo visible by second 1 (especially for cold audiences)
• Text overlays for sound-off viewing
• End card with CTA for 2-3 seconds

Instagram Feed Video Ads

Optimal specs:

• Identical to Facebook Feed (4:5 or 1:1)
• More visual/aesthetic focused audience
• Less tolerance for low-quality production

Performance tips:

• Higher production value needed vs. Facebook
• UGC performs well (authentic feel)
• Product in first frame (immediate recognition)
• Align with Instagram aesthetic (lifestyle vs. hard sell)

Instagram Reels Ads

Optimal specs:

• Aspect ratio: 9:16 (required)
• Resolution: 1080x1920
• Duration: 15-30 seconds
• File type: MP4

Performance tips:

• Native content style (trending audio, transitions)
• Don't make it look like an ad (blend with organic Reels)
• Fast cuts (every 2-3 seconds) to maintain attention
• End with clear CTA

Facebook/Instagram Stories Ads

Optimal specs:

• Aspect ratio: 9:16 (required)
• Resolution: 1080x1920
• Duration: 6-15 seconds
• File type: MP4

Performance tips:

• Immediate visual hook (users swipe in <1 second)
• Interactive elements (polls, swipe-up) increase engagement
• Keep critical content in safe zones
• Use vertical space (show product large)

Workflow Checklist

Pre-Production

• [ ] Determine primary placement (Feed, Stories, Reels)
• [ ] Plan for 3 aspect ratios (9:16, 4:5, 1:1)
• [ ] Shoot in highest quality possible (9:16 recommended)
• [ ] Account for safe zones in 9:16 compositions
• [ ] Plan 6-15 second versions

Production

• [ ] Capture all footage in desired aspect ratio
• [ ] Record clean audio (192kbps AAC minimum)
• [ ] Add captions/subtitles (assume sound-off viewing)
• [ ] Create 3-5 hook variations (first 3 seconds)
• [ ] Design end card with CTA

Export

• [ ] Video codec: H.264
• [ ] Audio codec: AAC 192kbps
• [ ] Resolution: Match placement specs
• [ ] Bitrate: 10-15 Mbps
• [ ] Frame rate: 30fps constant
• [ ] Color space: Rec. 709
• [ ] File size: Under 4GB

Pre-Upload QA

• [ ] Preview on mobile device
• [ ] Check safe zones for 9:16 videos
• [ ] Verify audio sync
• [ ] Confirm no quality loss vs. source
• [ ] Test file uploads successfully in Ads Manager

Post-Launch Monitoring

• [ ] Track frequency metric (pause at 4+)
• [ ] Monitor completion rate by video length
• [ ] Compare aspect ratio performance
• [ ] Schedule creative refresh (14-21 days)

Tools and Resources

Video Editing Software

Adobe Premiere Pro - Professional video editing. Best for multi-aspect-ratio workflows, batch exports.

Final Cut Pro - Mac-exclusive professional editing. Optimized for Apple hardware.

DaVinci Resolve - Free professional editor. Strong color grading, export presets.

CapCut - Mobile-first editing. Good for quick UGC-style ads, Reels content.

Optimization Platforms

Ryze AI - AI-powered creative testing and optimization for Meta and Google campaigns. Automates aspect ratio testing, creative rotation, budget optimization. get-ryze.ai

Revealbot - Meta and Google automation. Creative rotation rules, automated pausing, bulk editing.

Madgicx - Meta advertising platform. Creative intelligence, audience targeting, autonomous bidding.

Smartly.io - Enterprise creative automation. Dynamic Creative Optimization, multi-asset production.

Creative Resources

Foreplay - Ad creative research library. Save competitor ads, organize by framework.

Motion Array - Stock footage, templates, music. Royalty-free assets for ad production.

Artlist - Music licensing for ads. Unlimited downloads, commercial use.

Storyblocks - Stock video footage. Unlimited downloads for ads.

FAQ

Should I use the same video for all placements?

No. Single-asset approach underperforms by 20-40% across engagement metrics.

Minimum requirement:

• 9:16 for Stories/Reels
• 4:5 for Feed
• 1:1 for Carousel

Shoot once in 9:16, crop to other ratios. Takes 10 minutes, improves performance significantly.

What's the maximum video length for Facebook ads?

Technical maximum: 241 minutes (Feed), 2 minutes (Stories)

Practical maximum: 15 seconds for optimal performance

Completion rates:

• 0-6s: 68%
• 6-15s: 54%
• 15-30s: 29%

Keep it short. Longer videos dramatically reduce completion and increase CPA.

Why does my video look blurry on Facebook?

Common causes:

1. Low bitrate export (<5 Mbps)

• - Fix: Export at 10-15 Mbps

1. Low source resolution

• - Fix: Shoot in 1080p minimum, export at 1080p

1. Wrong codec

• - Fix: Use H.264 video codec, AAC audio

1. Re-compressing compressed files

• - Fix: Start from highest quality source, export once

Facebook compresses all videos. Give them high-quality source material to start with.

How often should I refresh video creative?

By spend level:

High spend >$1000/day:

• Refresh every 7-14 days
• Monitor frequency (pause at 3.5-4)

Medium spend ($100-1000/day):

• Refresh every 14-21 days
• Monitor CTR decline (refresh at -20% drop)

Low spend (<$100/day):

• Refresh every 21-30 days
• Let creative run longer to gather data

Frequency metric guide:

• 1-2: Healthy
• 2-3: Monitor
• 3-4: Plan refresh
• 4+: Creative fatigued, refresh immediately

What's the best file format for Facebook video ads?

MP4 with H.264 video codec and AAC audio codec.

Why MP4:

• Universal support
• Smallest file size for quality
• Meta's recommended format
• Fewest upload errors

Avoid:

• MOV (larger files, compatibility issues)
• AVI (outdated format)
• WMV (Windows-specific, poor compression)

Do I need different videos for mobile vs. desktop?

No separate versions needed, but optimize for mobile first.

Reality:

• 75% of views happen on mobile
• Feed placement shows 4:5 on mobile, 1:1 on desktop
• Design for mobile (4:5), it adapts to desktop

Desktop-specific optimizations rarely worth the production time.

The Bottom Line

Video specs aren't optional optimizations. They're campaign fundamentals.

Non-negotiables:

• Shoot in 9:16, crop to 4:5 and 1:1
• Export at 10-15 Mbps bitrate
• Keep videos 6-15 seconds
• Use H.264 + AAC codecs
• Respect safe zones for Stories/Reels

Wrong specs = higher CPMs, lower engagement, worse ROAS.

Fix the technical foundation first, then optimize creative and copy.