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Meta Business Help Centre
Best practices for mobile video ads
Use these best practices to create mobile video ads for Facebook, Messenger, Instagram and Meta Audience Network.
- Consider video length: In general, keep your videos short, but some placements do support longer videos. Instagram Feed and Audience Network placements allow videos up to 120 seconds, while Facebook Feed, Facebook Marketplace and Messenger home support videos up to 240 minutes.
- Capture attention quickly: Put the most compelling part of your video at the very beginning to grab interest. We suggest that you do this within the first three seconds.
- Use vertical or square video: Most people hold their phones vertically, so choose a vertical or square aspect ratio to cover the most screen area. Try 4:5 vertical video ads, which work well across Facebook, Instagram and Audience Network. You can also crop your video for each ad placement.
- Feature your product or brand message early: Capture people's attention quickly and showcase your brand identity straight away, so people see and remember it.
