How Long Should a Facebook Video Ad Be? Limits by Placement

You have one good idea for a video ad, and every guide you open gives you a different number. One says 5 to 15 seconds, another says 15 to 30, and the limit from Meta, the company that owns Facebook, runs past four hours.

So how long should a Facebook video ad be? Make it 30 seconds, plus a 15-second cut for the spots that split or cut off longer ads. That's our rule of thumb for a small business, not a Meta rule.

Meta lets a Facebook Feed ad run from 1 second to 241 minutes, so the limit won't stop you. What matters is how much of your ad people see.

If you'd rather not make your ads yourself, that's the job of 30 Second Ad Factory, the done-for-you video ad team at 30 Second Productions. You tell us about your business and approve the script and storyboard. Our team writes, draws, makes and checks the ad, using AI with people checking the work.

You can start free with no card and get one free image ad (with a small watermark) plus one free video script and storyboard. The finished video needs a plan or credits. We make the ads, and we don't run them for you.

We sell that service, so weigh our view with that in mind. Every limit below comes from Meta's or TikTok's own pages, which we opened on November 6, 2026.

Key takeaways

• Meta's limits run from 4 to 15 seconds on one Reels spot to "No maximum limit" on another.
• Facebook Stories splits ads over 15 seconds into cards, and mobile in-stream cuts them off after 15 seconds.
• A cut of 5 to 15 seconds is the only length that fits every Facebook spot in our table.
• Meta's single-video pages list limits, not a best length. They say only that shorter videos are "usually more engaging on mobile."
• Our view: make a 30-second main ad and a 15-second cut, then test a 60-second cut if the job needs more explaining.

How long can a Facebook video ad be in each placement?

Meta's Facebook video ad length limits change with the placement: 15 seconds at most on Ads on Facebook Reels, 241 minutes in Feed and no maximum on Facebook Reels. A placement is the spot where your ad shows up, such as Feed, Reels or Stories.

Ads on Facebook Reels is a separate spot from Facebook Reels: a short ad that can play after a reel has looped. The table below covers the main Facebook placements, checked on November 6, 2026, and its last column is our own view, not a Meta rule.

Two notes before you use it. Meta's pages don't fully match on Stories: the Ads Guide says 1 second to 3 minutes, while its Help Center length page says 1 to 120 seconds. A 15-second cut sits inside both.

Meta's in-stream page also says the "Video duration limit may vary by objective." An objective is the goal you pick when you set up the ad, such as sales or leads.

We checked the sales versions of the Feed, Reels, Ads on Facebook Reels, Stories and in-stream pages. The Marketplace, search and Messenger pages we linked open on awareness. Limits like these can change, so look again before you upload.

Running on Instagram too? Its limits differ, and they're all in our Instagram video length guide.

Try our ad team free → Get a free image ad and a free video script and storyboard for your business. You approve every step. No card needed.

How long should a Facebook video ad be for a small business?

For a small business, our rule of thumb is a 30-second main ad plus a 15-second cut. Meta's single-video pages don't name a best length, and its length page says only that "shorter videos are usually more engaging on mobile."

The one number we found is on its carousel ad page, which says "15 seconds recommended." That's for carousel cards, not single video ads.

You may read that Meta recommends 5 to 15 seconds. One guide says so and links to that same Meta page. On November 6, 2026, that page listed limits and gave no recommended length, so treat 5 to 15 as advice, not a Meta rule.

Here is why we land on those two lengths:

• 15 seconds fits everywhere. Only a cut of 5 to 15 seconds fits every Facebook placement in the table, and it plays in full in each one.
• 30 seconds gives you room to think. In our view, it's long enough for a problem, a fix and a next step.
• 30 seconds still loops. Meta's video length and looping page says Facebook videos of 30 seconds or less loop "up to 90 seconds, sometimes up to 180 seconds," and longer videos don't. So keep your main cut at 30 seconds or under.

Your trade decides which cut does the most work. These picks are our view, so test them on your own ads:

• 15 seconds: one clear offer, like a drain cleaning deal or a lunch special.
• 30 seconds: a service with a problem and a fix, like a dentist's new-patient visit.
• 60 seconds: a bigger choice that needs more trust, like a new roof or a med spa treatment.

If you're still choosing a style, our guide to the best type of Facebook ad for a small business can help, and our Facebook video ad ideas give you a place to start. Here is a Yapper ad, where a real-looking AI presenter talks to camera. It's our own ad for our song ads, and it runs under 30 seconds.

Want one about your business? Make your free ad.

What happens to a long Facebook ad in Stories and in-stream?

A Facebook ad over 15 seconds can still run in Stories and mobile in-stream, but people may not see all of it. Facebook Stories splits ads over 15 seconds into cards, and in-stream shows the first 15 seconds and then cuts off.

Stories. Meta's Stories page says "Video ads that are longer than 15 seconds will be split into separate Stories cards." Facebook then shows 1, 2 or 3 cards before people can tap to see the rest. Messenger Stories works the same way.

In-stream. In-stream ads play before, during or after someone else's video. Meta's in-stream page says longer ads "will show the first 15 seconds and then truncate," which means cut off. People can click a card below the video to resume, and some ads can be skipped after the first 5 seconds.

That's why a 30-second ad alone isn't quite enough. It doesn't fit Ads on Facebook Reels at all, where the top limit is 15 seconds. In our view, a 15-second cut is simple insurance, because your whole message plays in the spots where a longer ad gets chopped.

How do you get every ad length from one script?

You get every ad length from one script by writing the 30-second cut first, trimming it to 15 seconds, then adding detail for 60. Our rule of thumb is about 150 spoken words a minute, which is roughly 35 words for 15 seconds, 75 words for 30 seconds and 150 words for 60 seconds. Our guide to timing one script at three lengths goes deeper on the word counts.

Step 1: Write the 30-second cut first

Start here because it holds all four parts: a hook, the problem, your fix and the next step. Keep it near 75 words. Say you run a plumbing company, and swap in your own true details:

Water under the sink again? You put a bucket there last week, and now the cabinet smells. Leaks like that don't fix themselves. [Your Name] Plumbing sends a real plumber to your door, finds the leak and gives you the price before any work starts. You'll know what it costs, and you'll get your kitchen back. Call [your number] or tap the button to book a time today.

Step 2: Trim it to 15 seconds

Keep the hook, the offer and the next step, and drop the rest. Aim for about 35 words, and read it out loud with a timer:

Water under the sink again? [Your Name] Plumbing finds the leak and gives you the price before any work starts. Call [your number] or tap the button to book a time today.

Step 3: Stretch it to 60 seconds, only if you need to

Add what helps a careful buyer say yes, up to about 150 words. That could be how a visit works, what's included or a real customer review. If you can't think of anything useful to add, skip this cut.

Step 4: Give each placement the right cut

Use the 15-second cut for Stories, in-stream and Ads on Facebook Reels, and the 30-second cut for Feed, Reels and Marketplace. Meta's length page says "You can use different video edits for different placements using asset customisation for placements." Asset customisation is the setting in Meta Ads Manager, the tool where you set up ads, that lets you do this.

Step 5: Compare the cuts on your own ads

Meta's Stories tips say "it's best to run tests to see if they will work with your creative and your audiences." So run two cuts with the same offer, and judge them on calls, bookings or sales, not on views alone. Our guide to what counts as a view on Facebook explains how views are counted.

Check shape too: Meta lists 4:5 for Feed, 9:16 for Reels and Stories, and 1:1 for Ads on Facebook Reels. Our Facebook video ad size guide has the pixels for each placement.

Here is a sample claymation ad we made for a made-up plumber.

Want one about your business? Make your free ad.

What should the first seconds of a Facebook video ad show?

The first seconds of a Facebook video ad should show who the ad is for and what problem it solves. Meta's Stories tips say "ads with the best performance tend to put their key messages at the beginning of the ad."

Here is what we'd put up front in each cut. These are our views, not Meta rules:

• 15-second cut: the problem in the first line, and your name and offer inside 5 seconds, because some in-stream ads can be skipped at that point.
• 30-second cut: the problem in the first 3 seconds, the fix in the middle and the next step at the end.
• 60-second cut: a question your buyer really asks, like "What will this cost me?", then a promise to answer it.

Say the next step out loud and put it on screen too.

See the ads our team makes → Song ads, talking presenter ads, claymation and more.

Do TikTok's limits match Facebook's?

No, TikTok's limits differ from Facebook's, and TikTok's own pages don't all match each other. Its auction in-feed page says "up to 10 minutes," while its ad policy page says 5 to 60 seconds. One page says "recommend 9-15s" and its small business guide says "21–34 seconds for most ads."

Your 15-second and 30-second cuts fit all of those limits, and each sits in one of the two recommended ranges. For a TikTok-first ad, see our guide to making a TikTok ad with a song.

Who should make your Facebook video ads: you, a tool or an ad team?

You can make the cuts yourself in an editor, use an AI ad tool, hire a marketplace freelancer or hand the job to a done-for-you team like 30 Second Ad Factory. The real difference is who does the work. With a tool, that person is still you.

If you enjoy editing and have the time, CapCut is a fine way to go. In our view, marketplace gigs are often low and uneven in quality, they take a lot of back and forth, and you're not dealing with a professional marketing team.

Ad Factory is built for the owner who wants finished ads without learning an app. Every video ad gets a script writer, a storyboard artist, a video maker and a quality checker, and a project manager watches it before it comes to you. Most ads are ready in about 24 hours of a complete, approved brief.

You can pick from song ads, Yapper ads, claymation, B-roll product ads and image ads. If we made the mistake, we fix it free. We can't promise sales or views, and you'll still need to run the ads yourself or with your ad person.

Here is a song ad that tells a baker's story. It runs a little over a minute, so it suits Feed and Reels, not Stories.

Want one about your business? Make your free ad.

Frequently asked questions

What is the best length for a Facebook video ad in 2026?

Meta doesn't name one best length on its Ads Guide or length pages. Our rule of thumb for a small business is a 30-second main ad plus a 15-second cut. Meta does say "shorter videos are usually more engaging on mobile."

Can a Facebook video ad be 60 seconds long?

Yes, in Feed, Reels, Marketplace and search results a 60-second video ad plays within Meta's limits. In Stories it gets split into cards, and on mobile in-stream it cuts off after 15 seconds. It's too long for desktop in-stream and Ads on Facebook Reels.

How long should a Facebook video ad be, 15 or 30 seconds?

Make both, as a rule of thumb. Our view is 30 seconds for Feed, Reels and Marketplace, and 15 seconds for Stories, in-stream and Ads on Facebook Reels. Meta's single-video pages don't pick a winner, so compare the two on your own calls, bookings or sales.

Is 15 seconds too short for a Facebook ad?

No, a 15-second ad fits the limits for Feed, Reels, Ads on Facebook Reels, Stories and in-stream. Meta's Stories and in-stream pages split or cut off only ads longer than 15 seconds. It's short, so keep it to one offer and one next step.

What is the maximum length of a Facebook Reels ad?

Meta's Ads Guide lists "No maximum limit" for Facebook Reels ads, which play between Reels. Ads on Facebook Reels are a different spot that plays after a reel has looped, and that spot has a limit of 4 to 15 seconds.

What is the minimum length for a Facebook video ad?

The minimum for a Facebook video ad depends on the placement. Meta lists 1 second for Feed and Stories, 4 seconds for Ads on Facebook Reels and 5 seconds for in-stream.

The short version

So how long should a Facebook video ad be? Our answer is 30 seconds for your main ad and 15 seconds for Stories, in-stream and Ads on Facebook Reels. Add a 60-second cut only when the job needs more explaining, then let your own results settle it.

You can write and cut all of that yourself. For a busy owner, though, our done-for-you team is the best option: you approve the script and storyboard, and 30 Second Ad Factory makes and checks every ad. Your job stays small, and you can start free with no card.

Want finished ads without learning an AI tool? Make your free image ad with Ad Factory, plus a free video script and storyboard. Plans from $97 a month, cancel any time.

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• Ad Factory →: A done-for-you ad team. You approve the script and storyboard; we make and check every ad. Plans from $97 a month.