Facebook video ads are ads that use a video instead of a still image, and they can run across Facebook, Messenger, Instagram and Meta Audience Network. You create them in Meta Ads Manager, or by boosting a Page post that already contains a video, and Meta accepts files up to 4GB with lengths that vary by placement from 15 seconds to 240 minutes.
The detail to plan for before you film is the ad footer. Meta says that if you pick the Awareness objective, or performance goals such as Maximize reach of ads or Maximize 2-second continuous video views, the footer won't show in Facebook Feed on mobile. That means no headline, description, call-to-action button or website URL under the video, so your message has to live inside the video itself.
The upload rules Meta lists
| Check | What Meta says |
|---|---|
| Format | MP4, MOV and GIF work best, though most file types are supported |
| File size | Maximum 4GB for any video |
| Length | Varies by placement, from 15 seconds to 240 minutes |
| Width | At least 600 pixels wide, or the video may render badly |
| Desktop Feed | Shown at 1:1, which can add black bars to wider videos |
| Permissions | You need a suitable Page role to run ads |
Meta's advice when an upload keeps failing is to use the latest browser, check your connection, see whether the video is already in your account videos, and if it still won't go, upload it to Meta Media Library first. When a video looks blurry, Meta says the most common reason is size: a small file stretched across a big placement looks pixelated.
How to create a Facebook video ad
- Open Meta Ads Manager and click Create.
- Pick your objective. Video works with several objectives, so choose the result you want, not the format.
- Set your budget, audience and placements at the ad set level.
- At the ad level, choose a video format and upload your file, or pick one from your account videos.
- Use asset customization if you want the same video cropped differently for different placements.
- Preview every placement, then click Publish.
If you'd rather keep it simple, Meta also lets you boost a post with a video straight from your Facebook Page. That's quicker, but you get fewer settings than in Ads Manager.
Keep your text inside the safe zone
Vertical video now runs in Stories, Reels and even Feed, and the app's own buttons sit over the edges. Meta's safe zone guidance is short and worth following:
- For 9:16 ads in Stories, Reels, Feed and Facebook in-stream reels, keep the top, bottom and side edges free of key text and logos.
- For non-vertical Instagram Feed ads such as 1:1 or 4:5, keep the bottom and side edges clear.
- Turn on the Safe zone guardrail in Ads Manager to see the safe area as a yellow overlay.
- If your Reels ad carries a disclaimer, Meta says to leave a large strip at the bottom of the frame free of text and logos.
On phones taller than 9:16, Meta may zoom the video to fill the screen, which can crop anything outside the safe zone. It's another reason to keep the important words near the middle.
Which video ad metrics to watch
Meta reports a lot of video numbers. To see them, go to Columns and choose Video engagement in Ads Manager. Here's what the main ones count:
| Metric | What Meta counts |
|---|---|
| 2-second continuous video plays | Plays of 2 continuous seconds or more |
| 3-second video plays | Plays of at least 3 seconds, or nearly the full length if shorter |
| ThruPlays | Plays to completion, or for at least 15 seconds |
| Video plays at quarter, half, three quarters and full length | How many plays reached each point, including people who skipped ahead |
| Video average play time | Average watch time, including replays within one impression |
| Video plays | Every time the video starts, excluding replays |
Two cautions from Meta. Amount spent can be an estimate while an ad is running, because results can take up to 48 hours to process. And on a carousel with several videos, the video metrics add the videos together, so check performance card by card.
Live video ads
You can boost a live broadcast too. While the broadcast is running, the percentage-based play metrics aren't available, and they fill in if the ad keeps running afterwards. Live video ads also get messaging metrics such as Messaging conversations started, which Meta counts when someone messages your business after at least 7 days of inactivity.
Promoting an event with video? Our guide to Facebook event ads covers objectives, placements and setup.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
My verdict
Make the video work on mute and without the footer, because on mobile Feed with an awareness goal the footer simply isn't there. Then judge it on ThruPlays and the quarter-length drop-offs rather than raw views. If you're unsure whether video is even the right call, our static vs video ad cheat sheet helps you decide, and our video ad storyboard template gets the first few seconds right before you film anything.
This guide is part of my Facebook Help: 80 Guides to Pages, Groups, Ads, Stories and Fixes.
Frequently asked questions
What is the maximum file size for Facebook video ads?
Meta says the maximum file size is 4GB for all videos. MP4, MOV and GIF files work best.
How long can a Facebook video ad be?
It depends on the placement. Meta says the maximum video duration varies from 15 seconds to 240 minutes across placements.
Why is my video ad headline and button missing?
With the Awareness objective, or goals such as Maximize reach of ads or Maximize 2-second continuous video views, Meta doesn't show the ad footer in Facebook Feed on mobile.
What counts as a ThruPlay?
Meta counts a ThruPlay when your video is played to completion, or for at least 15 seconds.
Why does my Facebook video ad look blurry?
Meta says the most common reason is size. Use a video at least 600 pixels wide and check that it fits the size and aspect ratio of your chosen placement.
