Video Ad Specs for Facebook, Instagram & TikTok (2026)
By the Maybe Lab teamAcross Facebook, Instagram, and TikTok, video ads now favor vertical (9:16) or portrait (4:5), 15–30 seconds, with captions and a hook in the first 3 seconds. The exact numbers differ by placement — here's the full reference, plus how to produce every cut from a single master.
Video ad specs by platform
| Platform | Best ratio | Length |
|---|---|---|
| Facebook feed | 4:5 or 1:1 | 15–30 sec |
| Instagram feed | 4:5 or 1:1 | 15–30 sec |
| Instagram Reels | 9:16 | Up to 90 sec |
| Instagram Stories | 9:16 | Up to 60 sec |
| TikTok | 9:16 | 9–60 sec (15–30 ideal) |
Format and technical requirements
| Requirement | Value |
|---|---|
| File format | MP4 or MOV |
| Resolution | 1080×1920 (9:16) / 1080×1350 (4:5) |
| Max file size | Meta ≈ 4 GB; TikTok ≈ 500 MB |
| Captions | Required — autoplay is muted |
| Safe zone | Keep text clear of UI overlays |
What makes a video ad convert
- Hook in 3 seconds — lead with the problem or the payoff.
- One benefit, not a feature list.
- Native feel — ads that look like content out-perform polished commercials.
- Captions + on-screen text for the muted feed.
- A single, clear call to action. See how to make a product video ad.
One master, every ad format
Running the same ad across platforms means several ratios and lengths. Build one master and export the 9:16, 4:5, and 1:1 cuts — the workflow in one video, ten clips — and check the full sizing in the aspect ratio guide.
Video ad specs FAQ
What is the best aspect ratio for video ads?
9:16 (vertical) for Reels, Stories, and TikTok; 4:5 or 1:1 for Facebook and Instagram feed. Vertical and portrait take up the most mobile screen space.
How long should a social media video ad be?
15–30 seconds for most placements. Grab attention in the first 3 seconds and keep it tight.
Do video ads need captions?
Yes — feeds autoplay muted, so captions and on-screen text are essential for the message to register.
Can I use the same video ad on Facebook and TikTok?
Use the same master, but export platform-specific cuts. TikTok favors native, vertical, content-style video; Meta feeds accept 4:5 and 1:1 as well.
The winning ad is a strong hook, sized right, captioned, with one CTA. Describe your product to Maybe Lab and export every ad ratio — 9:16, 4:5, 1:1 — from one project.
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