Mastering Facebook Campaigns: A Guide to Understanding the Size and Duration of Facebook Ads Video

If you’re running video ads but still not hitting your campaign goals, you might be missing the key factor: understanding the size and duration of Facebook ads video. In this article, I’ll break down the three most important ad placements, how to size your content for each, and why your video length can make or break your engagement. Keep reading—I’ll make this super clear and actionable for you.

News Feed, Stories, and Reels: Know the Difference

Facebook gives you several ad placements, and each one demands different video specs. Let’s focus on three: News Feed, Stories, and Reels.

News Feed

News Feed videos appear while users scroll. These need to catch attention fast and look good on both desktop and mobile.

• Recommended size: 1080 x 1350 pixels
  
  

• Aspect ratio: 4:5
  
  

• Max file size: 4 GB
  
  

• Video length: 15 seconds to 2 minutes
  
  

You want your message front and center in the first 3 seconds. That’s your hook zone. If you add text, keep it out of the top and bottom 250 pixels—Facebook’s UI might cover it.

Stories

Stories are full-screen and vertical. They appear between user-generated content and last only for 24 hours, so the impact must be instant.

• Recommended size: 1080 x 1920 pixels
  
  

• Aspect ratio: 9:16
  
  

• Max file size: 4 GB
  
  

• Video length: 15 seconds max per card (can be split into multiple cards)
  
  

For Stories, design vertical-first. Avoid black bars. Use motion, closed captions, and bright visuals. Keep the CTA in the middle third to stay visible.

Reels

Reels are Meta’s answer to TikTok—short-form, mobile-first videos made to entertain.

• Recommended size: 1080 x 1920 pixels
  
  

• Aspect ratio: 9:16
  
  

• Video length: Best between 5 to 15 seconds
  
  

Reels demand creativity and fast pacing. Don’t use slow intros or fade-ins. Hit with something bold immediately. And never rely on sound alone—80% of Facebook users watch with sound off.

Optimal Durations That Actually Convert

Now let’s talk video duration. Most businesses think longer means better storytelling, but that’s not true with Facebook. In most placements, shorter is better.

Why shorter wins

Viewers scroll fast. If you don’t capture attention right away, they’re gone. According to Meta, ads under 15 seconds show the highest completion rates. That’s because shorter videos:

• Load faster (better for mobile users)
  
  

• Keep attention (especially on autoplay)
  
  

• Deliver clear messages without dragging
  
  

Best practices by goal

• Awareness campaigns: 6–10 seconds is ideal. You want to plant a brand image or offer fast.
  
  

• Engagement ads: 10–15 seconds lets you show a product in action or share a quick testimonial.
  
  

• Retargeting: You can go up to 30 seconds. Here, the audience already knows you, so there’s room for detail.
  
  

Always front-load value. Show the logo, offer, or benefit right away. Don’t build up—deliver.

Meta’s 2025 Technical Requirements You Shouldn’t Ignore

Even the most creative video will fail if it doesn’t meet Meta’s tech rules. You need to nail the specs or risk getting penalized in delivery or disapproved altogether.

Safe zones and layout

Keep important text and logos in the center. UI elements might block corners or edges. Meta recommends staying within the central 1080 x 1420 px zone for vertical ads.

File formats

Stick to .MP4 or .MOV formats. Avoid exotic codecs. Use H.264 video compression and AAC audio.

File size and length

Stay under 4 GB for fast loading. Videos longer than the recommended durations may get cropped or receive less delivery.

Captions and sound

Use SRT files or burn-in subtitles. Facebook mutes videos by default, so you can’t rely on audio to carry your message.

Quality tips

Upload the highest resolution you can without breaking size limits. Low-res videos look amateur and won’t hold attention.

Following Meta’s specs not only protects your campaign but helps your ad look crisp and professional.
Now you’ve got a clearer view of what goes into understanding the size and duration of Facebook ads video—from ad placement specs to optimal video lengths and Meta’s latest technical requirements. If you’re serious about better results, use these insights to sharpen your next campaign. And don’t stop here—follow KTM Ads Agency for more guides like this to boost your ad game.

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