Facebook Ads Guide
Update to Meta Ads Manager objectives
We are gradually introducing a new set of 6 campaign objectives in Ads Manager: awareness , traffic , engagement , leads , app promotion and sales .
Video
Messenger Stories
Messenger Stories can bring your business to life in an immersive format, with options to add stickers, emojis and other creative elements. These fullscreen vertical ads appear to viewers between organic Messenger Stories.
You can use the video format in Messenger Stories 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.
Messenger Stories will show play video ads that are 15 seconds or less for the full duration of the video. Video ads that are longer than 15 seconds will be split into separate Stories cards. Messenger will display either 1, 2, or 3 cards automatically before giving viewers the option to tap Keep Watching to see the remainder of the video. By default, the number of cards automatically displayed before prompting viewers to tap Keep Watching is tailored to each viewer.
Design Recommendations
- File Type: MP4, MOV or GIF
- Ratio: 9:16
- 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 recommended
Videos should not contain edit lists or special boxes in file containers.
Consider leaving roughly 14% (250 pixels) of the top and bottom of the video free from text and logos to avoid covering these key elements with the call-to-action.
Text Recommendations
- Primary Text: 125 characters
- Headline: 40 characters
Technical Requirements
- Video Duration: 1 second to 2 minutes
- Maximum File Size: 4GB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
All ads must comply with our Advertising Policies .
Choose a placement
Select a placement option to discover which objectives are available.
Choose a conversion location
The conversion location is the place where you want people to take action. For some objectives, the conversion location is automatically selected for you.
View available calls to action
Not all calls to action may be available to you, depending on your industry.