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Meta ads guide

Find the latest Meta ad specifications, formats and placement best practices.

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Facebook in-stream video

Facebook in-stream video allows you to deliver video ads to people watching videos on Facebook from familiar publishers and digital-first creators. Your ads can also appear in Facebook Live streams from a selected group of approved gaming, entertainment and sports partners. These ads appear on desktop and mobile devices, and can play before, during or after the main video content. The ads during the main video can appear after 15 seconds of the main video content.

You can use the video format in the in-stream video placement to show off your product, service or brand in new ways. Include movement and sound to capture attention quickly and show unique features of a product or tell your brand story.

The in-stream video placement will play video ads that are 15 seconds or less for the full duration of the video. The ads may also be served as skippable, which allows the user to skip the ad after the first 5 seconds. Video ads that are longer than 15 seconds will show the first 15 seconds and then truncate. Viewers will be able to resume watching the ad in its entirety by clicking on the context card that appears below the main video after ad truncation.

Design recommendations

  • File type: MP4, MOV or GIF
  • Ratio: 16:9 or 1:1
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
  • Resolution: At least 1080 x 1080 pixels
  • Video captions: optional, but recommended
  • Video sound: Optional, but strongly recommended

Videos should not contain edit lists or special boxes in file containers.

Text Recommendations

  • Primary text: 125 characters
  • Headline: 40 characters

Technical Requirements

  • Video duration (desktop): 5-15 seconds. Video duration limit may vary by objective.
  • Video duration (mobile): 5 seconds to 10 minutes. Video duration limit may vary by objective.
  • Maximum file size: 4 GB

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All ads must comply with our Advertising Policies.

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Select a placement option to discover which objectives are available.

Facebook in-stream video
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Select an objective to see which calls to action are available.

Awareness

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The conversion location is the place where you want people to take action. For some objectives, the conversion location is automatically selected for you.

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Not all calls to action may be available to you, depending on your industry.