Instagram video ads can run in Feed, Stories, Reels, Explore home and search results. Meta allows up to 60 minutes in Feed and Stories and up to 15 minutes in Reels, with a 4 GB file limit and MP4, MOV or GIF files working best. Use 9:16 for Stories and Reels, and every video on Instagram loops for as long as it's on screen.
Every spec and rule on this page comes from Meta's own Ads Guide and Business Help Center, read as of October 2026.
That looping rule is the insight worth building your edit around. On Facebook, Meta says videos of 30 seconds or less loop for up to 90 seconds and longer videos don't loop at all. On Instagram, every video loops continuously, whatever its length, for as long as it's visible. A short Instagram video ad gets watched again without anyone tapping play, so a clean loop from the last frame back to the first is worth the effort.
Instagram video ad specs by placement
| Placement | Ratio | Recommended size | Length | Primary text |
|---|---|---|---|---|
| Instagram Feed | 9:16 | 1080 x 1920 | 1 second to 60 minutes | 125 characters |
| Instagram Stories | 9:16 | 1440 x 2560 | 1 second to 60 minutes | 125 characters |
| Instagram Reels | 9:16 | 1440 x 2560 | Up to 15 minutes | 44 characters |
One note on Explore: Meta removed the separate Instagram Explore placement from Ads Manager in January 2026, and Reels ads now show where that feed used to be. Instagram Explore home, the grid, still takes video, and Meta recommends 9:16 for video there. All of these placements share the same file rules: 4 GB maximum, H.264 video and stereo AAC audio at 128 kbps or more. Meta's Ads Guide says captions are optional but recommended. For Reels, it says sound is strongly recommended.
The minimum widths differ too. Meta's Ads Guide lists 250 pixels as the minimum width for Feed and Stories video ads. Reels is stricter for longer ads: 250 pixels is fine for an ad under 30 seconds, but an ad of 30 seconds or longer needs to be at least 500 pixels wide. In practice, if you export at the recommended sizes above, you'll clear every minimum with room to spare.
What a Reels video ad can't contain
Reels ads have a list of exclusions that catches people reusing organic content. Meta's Ads Guide says a Reels ad shouldn't contain:
- A reel published before 15 October 2021.
- Licensed music. Meta suggests original audio or royalty-free tracks from the Meta Sound Collection.
- A face or camera effect.
- A GIF.
- Product tags.
- Edit lists or special boxes in the file container.
If you're turning a popular organic reel into an ad, check the music first: a licensed track rules it out as it stands, so swap in original audio or a Sound Collection track.
How Stories handle longer videos
Stories play video ads under 16 seconds in full. Meta says a video of 16 seconds or longer may be split into separate Stories cards, and Instagram shows one, two or three cards depending on the viewer. For some goals, people may get a Keep watching option. So if your message lands at second 40, a lot of viewers may never reach it. Put the point in the first card.
Which objectives work with video
Meta says single video ads work with all six objectives: Awareness, Traffic, Engagement, App promotion, Leads and Sales. If your aim is for as many people as possible to remember the video, Meta recommends Awareness. Live video can be boosted with the Engagement, Awareness, Leads and Sales objectives.
How to make an Instagram video ad
- Cut a 9:16 version of your video at 1080 x 1920 or larger, with key text inside the safe zone in the middle of the frame.
- In Meta Ads Manager, create a campaign and choose your objective.
- In the ad set, choose your audience, budget and placements. Pick Manual placements if you want Instagram only.
- In the ad, choose Single image or video and upload your file. MP4, MOV or GIF work best.
- Use asset customization if you want a different edit in Feed than in Stories and Reels. Meta lets you use the same video across placements and ratios this way.
- Preview each Instagram placement and publish.
If you don't have footage, Meta's video creation tools can build a video from your images in Ads Manager.
When an upload fails or looks blurry
Meta's troubleshooting page says the most common reason a video doesn't render correctly is size, and the video should be at least 600 pixels wide. Check the file is under 4 GB, the length suits the placement, your browser is up to date and your connection is strong. If it still won't upload, Meta suggests uploading it to Meta Media Library instead.
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For the Facebook side of the same campaign, the Facebook video ads guide covers Facebook's longer limits. If your video is going into Stories as well, how Stories ads work on Facebook shows the placement rule that applies across both apps.
My verdict
Short beats long on Instagram, and Meta itself says shorter videos are usually more engaging on mobile. I'd make a 9:16 cut under 16 seconds so Stories play it in full, open with the product or the problem in the first second, add captions and design the last frame to loop back into the first. Then test a longer version only if the short one earns its clicks.
For the rest of the series, see the Instagram Help: 81 Guides to Followers, Hashtags, Money, Accounts and Fixes.
Frequently asked questions
How long can an Instagram video ad be?
Up to 60 minutes in Instagram Feed and Stories, and up to 15 minutes in Reels. The maximum file size is 4 GB.
What size should an Instagram video ad be?
Use 9:16. Meta's Ads Guide recommends 1080 x 1920 for Feed video and 1440 x 2560 for Stories and Reels.
Do Instagram video ads loop?
Yes. Meta says all Instagram videos loop continuously for as long as they're visible, whatever their length.
Can I use licensed music in an Instagram Reels ad?
No. Meta's Ads Guide says Reels ads shouldn't contain licensed music and suggests original audio or royalty-free tracks from the Meta Sound Collection.
Why is my Instagram video ad blurry?
Meta says size is the most common cause. Make sure the video is at least 600 pixels wide and matches the ratio for your placement.
